Google is reinventing its Universal App Campaigns (now called Google App Campaigns) with three new features coming this July:
- Value Bidding: Facebook advertisers have been able to use value bidding, AKA “target return on ad spend” for a while. Google App Campaigns advertisers will be able target this way, too.
- Similar Audiences: Similar to Facebook’s Custom Audiences, Google App Campaigns will let advertisers find new users similar to their existing users. Pairing this new feature with value bidding could radically improve your return on ad spend.