Maximize Your Google UAC: 6 Tips To Take Your Creative Assets To The Next Level

How to maximize your designs on Google network for mobiles? How to create a set of efficient creative assets? What is Creative Excellence? How does Google choose the ones that are finally promoted? Find out in this article all the answers to your questions about the Google UAC network.
Google UAC: A Complex Algorithm That You Can Still Have An Effect On
Three years ago, Google made a major change in its app install campaigns. The traditional Search, Display and YouTube campaigns were replaced by the Universal App Campaigns (UAC).
This lever allows you to target all of Google’s inventory within the same campaign. It is based on “machine learning”: an artificial intelligence technology that allows the algorithm to learn as it broadcasts campaigns. Its role? Finding the right user, at the right time and in the right place.
Yet this seemingly convenient technology has taken certain prerogatives out of the hands of advertisers: they are no longer able to choose which keywords, apps and websites to advertise on.
Many therefore perceive the Universal App Campaign as a “black box”, where everything works on its own. However, this belief is false. In order to get good performance, it is necessary to understand the algorithm to be able to provide the right elements. And one of them is none other than the designs! Contrary to what we often hear, it is just as important on Google as on other sources and can strongly impact your performance.
Here are 6 tips regarding your designs or creative assets to help you maximize the performance of your mobile acquisition campaigns on Google UAC.
The Designs Created For UAC: A Matter Of Style
Creative excellence, as Google calls it, is a minimum prerequisite to cover the most classic formats. These are the elements recommended by Google for starting App install campaigns:
. – 1 landscape banner
. – 1 portrait video
. – 1 landscape video
In fact, it is possible to go much further. Indeed, Google’s levers accept more than 10 formats in different sizes. So, make the most out of them and add them all to your campaigns. This way, you make sure you occupy as much space as possible on the Google layout and you don’t cut yourself off from any inventory.

Make sure you upload at least 2 landscape format images (1200 x 628) without any text for the native inventory. Indeed, some areas in the layout are a part of specific feed and will directly use the texts you have already provided. It is not necessary to provide a design with a text.
Also consider uploading HD formats that are twice the resolution required. For instance, for a 320 x 50 format prefer a 640 x 100. You are then sure to offer the best possible rendering.
Designs Specifically Created For Google
Keep in mind that designs/creative assets created for Google are different from those published on Facebook or other app install platforms. The rendering is very different because the inventory itself is not the same.
There are 2 types of designs:
The automatic Creative Assets: CTA (Call To Action), logo and text are automatically taken care of by the platform.
The Display Creative Assets: In this case, it is up to you to provide a design with a text, your logo and a CTA.
If you already broadcast on Ad-Networks, you can use the same creative assets because the layout is the same.
Conclusion:
. Don’t neglect any of the above formats, otherwise you run the risk of not being broadcasted on some platforms and thus miss out on opportunities.
. Remember to produce Google-specific designs/creative assets, otherwise your ad will not be suitable for the platform.
. Ask about Google’s specks to adapt your designs accordingly.
Choose Your Texts Carefully
Within the Google platform, in addition to your designs/creative assets, you can also fill in text fields. Here are some tips to keep in mind while doing it.
Only one value proposition per text
For instance, you can have an introduction, a call to action text, a product benefit text, a promotion text. In all cases, you will have to be brief, as the number of characters is limited. You should also avoid mixing everything up and keep this in mind: 1 visual asset = 1 idea.
Make sure your texts correspond with each other
hink about your texts as independent blocks. Why? Because Google’s algorithm will create random combinations from these different text fields. So, make sure that everything is operational, fluid and logical. Indeed, if you start a sentence in one field and finish it in another field that is not placed just after it, your sentence will no longer make sense!
Gmail Specifics
The text must be less than 20 characters to be published without being shortened. So, think about this when you write your texts: less than 20 characters!
Your Store Page is Important
Universal App Campaigns generate automatic formats that are published on locations for which you have not provided visuals. These automatic formats draw from all the elements stored in your store: title, screenshot, logo, note, etc. Their quality therefore directly impacts the quality of your advertisement.té.
Going Further with The Ad Groups: Unlimited Designs Approach
The new Google UAC structure is now organized in Ad Groups. It is an intermediate level between campaigns and advertising. Each Ad Group includes a defined number of designs and a dedicated auction. It is possible to create as many Ad Groups as you want.
The possibilities have thus been enriched. Thanks to these new Ad Groups, Google has increased the number of texts and the visual capacity. We have gone from 5 texts of 25 characters to 10 texts (5 titles of 30 characters and 5 descriptions of 90 characters).
The number of images and videos is unlimited. Indeed, it is possible to broadcast several Ad Groups (= unlimited) within the campaign. It is therefore possible to publish 10 texts and 20 videos/images for each campaign Ad Group. This is amazing to increase the volume of design broadcasting while measuring their performance. No more limits! Here are some examples of different Ad Groups use:
Highlighting a key moment vs. generic content. Previously, creatives had to be removed, replaced by the operation and then reinserted. It was not possible to publish another content simultaneously.
Maximizing coverage of all available formats: for example, 1 Ad Group 300 x 250, 1 Ad Group 1 200 x 628, etc.
. Showcasing several USPs (1 Ad Group per USP) to test different creative approaches.
The rule to remember: the more designs/creative assets you insert in a campaign, the more you have access to an available inventory and the more you can increase the volumes.
What about the google creative asset indicator?
Google offers a creative asset report that assigns a rating (low, average, good, excellent) to your design. This tool is specific to Google. It informs you if the design has a good chance to convert (= click).
A design with a low index will imply a lower expenditure. However, this indicator does not grade the design based on your final campaign target. It is therefore important to analyze your cost per target.
For instance, if Google considers that your ad is not converting enough per click-through rate (= CTR), it will be underdelivered. That being said, if your goal is to generate subscriptions and the performance is good, it’s best to keep this same design. Sometimes, a quality undercast is better than a poor quality overcast.
Si desea obtener más información acerca de Addict Mobile y de cómo podemos ayudarle a gestionar sus campañas de Mobile Acquisition. Get in touch
NEWS
Article in relation

Understand the SKAdNetwork data to maintain the performance level of your UA campaigns
Since May 2021 (iOS 14.5), Apple has implemented the ATT, which limits the feedback of data for advertising campaigns. Apple’s aim is to promote the protection of user data. The problem for the mobile industry: acquisition campaign data is no longer fed back as minutely and no longer allows for the reading performances in the same way within tracking tools. As a reminder, if the user opts in on the consent pop-up, then we can recover the IDFA and use deterministic attribution as a basis. The SKAdNetwork is the allocation solution offered by Apple. It serves as a back-up when the data is not received in the event users don’t opt in. Up to 80% less IDFA on IOS According to Appsflyer, 40 to 50% of people give their consent via the pop-up. This does not mean that the IDFA is fed back, because the user must also have agreed on the distribution platforms (such as Facebook, TikTok, Snapchat, etc.). In the end, we find ourselves with only 20 to 30% of the IDFA fed back, which is critical for the results to be read correctly. As the iOS paid campaign data is now limited, there is a real challenge, […]
Publié le 25 January 2023- Apple Search Ads
- Acquisition

Our tips for reaching engaged users on TikTok
According to the State of Mobile report from App Annie, in 2022, TikTok was again confirmed one of biggest growing application in terms of user engagement. Here are our best practices for managing your campaigns on TikTok. Creative tips – Always give preference to content with an organic approach, in order to adapt to the young and engaged audience – Ad content is less polished than on other platforms > it is recommended that quotes from real people are highlighted, by picking up the platform’s codes, such as: filters, challenges, use of text, etc. – Renew your creatives on average every 7 days (depending on volume and allocated budget) in order to avoid these struggling and never relaunch an old creative in a group ad – Always add music suited to the ad and opt for short creatives (13-16 seconds) – Need inspiration for new creatives? Consult the TikTok Top ads section! This is a library referencing all the current top creatives on the platform, by country, by campaign objective and by vertical The platform – Manage features offered by the platform, such as the Automated Creative Optimization tool (which allows for automating ad optimization on the platform), city targeting or Spark […]
Publié le 14 September 2022- TikTok
- Acquisition

Dating apps: What are the User Acquisition constraints?
Dating apps need acquisition to support their growth, revenue, and number of active users. Nevertheless, they are subject to constraints that are specific to this vertical. Choosing a strategy Before launching your campaigns, you need to think about the overall strategy for your app and your objectives: – Gender distribution: Separate by gender and tailored content to make sure you can control the investment and, therefore, the recruitment needs for each gender. – Objectives by gender and, therefore, adapted tracking: Make sure that the tracking on your MMP has been correctly tagged so you can track your performance in the best possible way, even if the events being tracked are different. – Objectives by country: it is also important to analyze app awareness in each country and for each gender as this will particularly affect the types of campaigns launched and the distribution of investments. – Investments according to seasonality: Dating apps are particularly affected by seasonality (vacations, back to school, weekends, Valentine’s Day, etc.). You need to correctly analyze the top recruitment periods for the app to know how to distribute the annual budget and not lose pockets of profitability. Choosing distribution sources The inventory of acquisition sources […]
Publié le 7 September 2022