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The Agency’s Role in a UAC World

If you read my previous post, you might be wondering – do I need an agency to promote my app? If Google, Apple, Facebook and others provide automated advertising robots, why should I pay an agency to advertise my app, if I can do it myself for less cost? ? It’s a good question and you can certainly try, but there’s a lot more to it. For starters, agencies have a better understanding of the world of advertising, due to the amount of apps and data constantly passing through them. Furthermore, agencies have direct access to various advertising channels, influencers, and more.

What does the agency do?

With all of the above in place, agencies can better allocate and direct their efforts and funding, and choose the correct mix of different Universal App Campaigns (UAC) types. These are the UAC types on Google:

  1. UAC Max Installs: Classic UAC, CPI bidding, optimization towards installs. No surprises here, it’s the UAC we all know and use, and it’s also aimed at the biggest target audience.
  2. Advanced UAC Settings: CPI bidding, optimizing for users who are more likely to complete the app event of your choice. Based on their algorithm, Google knows to target people more relevant to your app
  3. Action UAC: CPA bidding, cost-per-action bidding, where the key difference is the transition from install to action. This type focuses on in-app events like registration or deposit, and payment is made only after completing this reservation.
  4. UAC TBD: We know some very cool UACs are being created, and working with an agent can help you get beta access.
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Since you can (and often should!) run multiple campaigns concurrently, you need to be able to monitor them all at once, to know which ones are successful and which aren’t, and then reallocate money as they progress. Again, this is based on KPIs and live real-world events that agents can better understand and respond to in real time.


For the same reason, it can be more scientific for an agency to compare metrics with other apps of its kind, analyze industry best practices in which the app is performing, and set initial bids for UAC. This part is very important; you need to invest enough money to bring in as many quality users as possible without spending all the money at once. Furthermore, the agency knows how to measure UAC and internal ad assets for Ad Rank, CPA, ROAS, ARPU, ARPPU etc and optimize accordingly.

Budgeting and planning

An agent can help plan the expected number of installs, based on the user’s Planned Time of Use Value. This can be determined after thorough research that includes all sections on user behavior, statistics, and history. With all the information in hand, the agency can advise and create an optimization plan that takes all factors into consideration, not only for expected new installs but also for funnel building. in-app switching.

Creative teams in agencies have a lot of added value, which can make a real difference in the digital look of the app. First of all, creating different types of documents for different clients keeps the creative team “fresh”, often more than the app’s internals. The second factor that can make a difference is access to broad AB tests. Agencies can better know what works and what doesn’t; which ad orientation (horizontal, vertical, square) and what size for each ad. These factors, coupled with good agency ad content optimization, can boost performance far beyond conventional “set and forget” UAC capabilities.

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In-App Events

Agents can consult which in-app events (registration, checkout, etc.) are the best indicator of High Time-of-Use and Retention, thereby optimizing KPIs based on on the application lifecycle.

To the Dealer or Not to the Dealer?

Agency experience is a valuable asset. Google’s new ad world order doesn’t eliminate agencies — it just differentiates between advertisers. One believes that Google’s power is absolute and therefore “the machine can do the math on its own,” and the other appreciates the agency’s experience and added value. After all, it’s all about performance – we’ve found that in most cases with substantial budgets, working with an agency far exceeds their fees and yields better ROAS. With the rise of machine learning ad campaigns, we’ll see more and more advertisers trying to keep their advertising running internally, only to discover that sometimes even Google doesn’t. need some help.



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