UAC

UAC (Universal App Campaign) is an advertising format from Google Ads for mobile apps. The arbitrage specialist sets the campaign goal, specifies the budget, geography, and bid, uploads creatives, and then Google independently optimizes displays. Advertising is launched simultaneously in search, on YouTube, in Google Play, in the display network, and through AdMob.

How does Google run UAC?

UAC uses machine learning to select the most effective combinations — who to show ads to, where, and at what time. The system automatically tests different variations of headlines, descriptions, banners, and videos, optimizing impressions for the specified target action (install, registration, purchase). For a successful launch, a sufficient budget (from 50–100 USD per day) and time for learning (5–7 days) are required, during which Google adjusts the campaign settings.

Choosing Creatives for Successful UAC Campaigns

To launch UAC, multimedia creatives are required: texts (up to four headlines and descriptions), images in various formats (e.g., 1.91:1, 1:1, 4:5), and videos. Optionally, HTML5 banners can be added for interactive ads. The wider the range of approaches, the greater the system’s chances of finding a compelling combination. This approach directly affects the cost per install and overall ROI.

Pros and Cons of the UAC Format for Affiliates

Despite its high potential, UAC is not suitable for every offer. Its strength lies in working with white-hat applications when there’s a need to reach a broad audience quickly. To make it profitable, affiliates need to prepare the funnel properly, set clear goals, and carefully pass the learning stage.

Advantages:

• Automation eliminates the need to select audiences and placements manually.
• Multichannel coverage across all available Google resources.
• High scalability with a successful setup.
• Strong performance on cold traffic.

Disadvantages:

• Lack of transparent targeting (Google doesn’t show exactly where ads are displayed).
• No direct control over placements.
• The learning phase can "drain" the budget without results.
• Poor fit for non-standard apps or gray offers, with a high risk of bans.

UAC is a powerful tool for mobile offers and white-hat applications, but it requires experience and patience during the testing stage.