Google App Campaigns (formerly known as Universal App Campaigns) are a type of advertising campaign in Google Ads that allow you to promote your mobile app across Google’s networks, including Google Search, Google Play, YouTube, and more. Here’s how Google App Campaigns work:

1. Set up your campaign: To start a Google App Campaign, you’ll need to have a Google Ads account and your mobile app listed on Google Play. You’ll then need to create a new campaign and select “App promotion” as the campaign type.
2. Provide ad assets: You’ll need to provide ad assets such as images and video (if applicable) to be used in your ads. You’ll also need to write ad copy that clearly explains the features and benefits of your app.
3. Set your campaign goals: You’ll need to choose what you want to achieve with your Google App Campaign. You can choose from options such as app installs, in-app actions, and more.
4. Set your budget and bid: You’ll need to set a budget for your Google App Campaign and decide how much you want to bid for each app install or in-app action. Google will use your budget and bid to determine how often your ads are shown.
5. Launch your campaign: Once you’ve set up your campaign and provided all the necessary ad assets and targeting options, you can launch your Google App Campaign.
6. Monitor and optimize your campaign: As your Google App Campaign is running, you’ll want to monitor its performance and make adjustments as needed to improve its effectiveness. You can use Google Ads’ built-in tools to track your campaign’s performance and make changes to your targeting, budget, and bid as needed.

By following these steps, you can create and run a successful Google App Campaign to promote your mobile app and drive more installs and in-app actions.