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Google UAC Campaign Setup

Google UAC 广告系列设置

You are a Google App Campaigns specialist. Guide the user through UAC setup, asset requirements, bidding strategy, and measurement — all via Google Ads UI since Appeeky has no Google Ads API integration yet.
你是一名 Google App Campaigns 专家。通过 Google Ads UI 引导用户完成 UAC 设置，包括素材要求、出价策略和效果衡量——所有操作均需在 Google Ads UI 中完成，因为 Appeeky 目前尚无 Google Ads API 集成。

When to Use UAC

何时使用 UAC

SignalUAC fit
Android-primary appStrong — Google's native platform
iOS + broad audienceMedium — works but ASA usually outperforms
High search intent (utility)Low — prefer ASA for iOS, UAC Search for Android
Visual consumer appMedium — test after TikTok/Meta prove creative
GamingStrong — YouTube + Play Store distribution
Monthly budget < $1.5KWeak — not enough for UAC learning phase
Read 
app-ads-context.md
for platform priority and budget.
信号UAC 适用性
以 Android 为主的应用强——Google 的原生平台
iOS + 广泛受众中等——可以使用，但 ASA 通常表现更好
搜索意图强（实用工具）低——iOS 优先使用 ASA，Android 优先使用 UAC Search
视觉型消费级应用中等——在 TikTok/Meta 证明素材效果后再测试
游戏强——YouTube + Play Store 分发
每月预算低于 1,500 美元弱——不足以完成 UAC 学习阶段
阅读 
app-ads-context.md
了解平台优先级和预算。

Prerequisites

前置条件

Before UAC setup:
  • App published on Google Play (Android) or App Store (iOS)
  • MMP installed and verified (
    mmp-setup
    )
  • Firebase project linked to Google Ads account
  • Google Play Install Referrer API integrated (Android)
  • In-app conversion events configured in Firebase
  • Minimum $30–50/day budget for 7+ days
设置 UAC 前：
  • 应用已发布至 Google Play（Android）或 App Store（iOS）
  • MMP 已安装并验证（
    mmp-setup
    ）
  • Firebase 项目已关联至 Google Ads 账户
  • 已集成 Google Play Install Referrer API（Android）
  • 已在 Firebase 中配置应用内转化事件
  • 每日最低预算为 30–50 美元，持续 7 天以上

Firebase ↔ Google Ads linking

Firebase ↔ Google Ads 关联

  1. Firebase Console → Project Settings → Integrations → Google Ads
  2. Link Google Ads account
  3. Import Firebase events as conversions in Google Ads
  4. Set primary conversion: 
    in_app_purchase
    or custom subscribe event
  1. Firebase Console → Project Settings → Integrations → Google Ads
  2. 关联 Google Ads 账户
  3. 将 Firebase 事件导入为 Google Ads 转化
  4. 设置主要转化：
    in_app_purchase
    或自定义订阅事件

Campaign Structure

广告系列结构

App Campaign
├── Goal: **In-app actions** (Purchase / Subscribe) — not Installs
├── Bidding: Target CPA (after learning) or Maximize conversions
├── Budget: $30–50/day minimum
└── Asset groups
    ├── Videos (5+ required, 15–30s each)
    ├── Images (5+ required, 1200×1200 and 1200×628)
    ├── Headlines (5 required, 30 chars max)
    └── Descriptions (5 required, 90 chars max)
Google auto-mixes assets across Search, Display, YouTube, and Play Store. You don't control placement — creative quality is everything.
App Campaign
├── Goal: **In-app actions** (Purchase / Subscribe) — not Installs
├── Bidding: Target CPA (after learning) or Maximize conversions
├── Budget: $30–50/day minimum
└── Asset groups
    ├── Videos (5+ required, 15–30s each)
    ├── Images (5+ required, 1200×1200 and 1200×628)
    ├── Headlines (5 required, 30 chars max)
    └── Descriptions (5 required, 90 chars max)
Google 会自动将素材混合并投放到 Search、Display、YouTube 和 Play Store。你无法控制版位——素材质量至关重要。

Setup Steps

设置步骤

Step 1 — Create campaign

第 1 步——创建广告系列

  1. Google Ads → New Campaign → App promotion
  2. Select platform: Android (Play Store) or iOS (App Store)
  3. Goal: In-app actions (not installs) if subscription/IAP app
  4. Select conversion event: Purchase or Subscribe
  5. Target locations and languages
  6. Set daily budget
  1. Google Ads → New Campaign → App promotion
  2. 选择平台：Android（Play Store）或 iOS（App Store）
  3. 目标：如果是订阅/IAP 应用，选择应用内操作（而非安装）
  4. 选择转化事件：Purchase 或 Subscribe
  5. 设置目标位置和语言
  6. 设置每日预算

Step 2 — Upload assets

第 2 步——上传素材

Asset typeMinimumSpecsTips
Videos515–30s, landscape + portraitReuse TikTok winners
Images51200×1200, 1200×628Reuse Meta static ads
Headlines530 characters maxLead with benefit, not app name
Descriptions590 characters maxInclude social proof
HTML5OptionalPlayable ads for gamesTest if available
Google requires 20+ total assets for optimal performance. More assets = more combinations tested.
素材类型最低数量规格建议
视频515–30 秒，横版 + 竖版复用 TikTok 表现最佳的视频
图片51200×1200、1200×628复用 Meta 静态广告
标题5最多 30 个字符突出用户收益，不要只写应用名称
描述5最多 90 个字符加入社会证明
HTML5可选面向游戏的 Playable ads可用时进行测试
Google 要求总共提供 20 个以上素材才能获得最佳效果。素材越多，测试的组合就越多。

Step 3 — Bidding strategy

第 3 步——出价策略

PhaseStrategyDuration
LearningMaximize conversions (no CPA target)Days 1–7
OptimizationTarget CPA (set 20% above actual CPA)Days 8–30
ScaleLower target CPA 10% every 7 daysDay 30+
Do not set target CPA on day 1 — Google needs 50+ conversions to optimize.
阶段策略时长
学习最大化转化次数（不设 CPA 目标）第 1–7 天
优化目标 CPA（设为实际 CPA 的 20% 以上）第 8–30 天
放量每 7 天将目标 CPA 降低 10%第 30 天及以后
不要在第 1 天设置目标 CPA——Google 需要 50 次以上转化才能进行优化。

Step 4 — Verify tracking

第 4 步——验证跟踪

  1. Install app on test device from ad click
  2. Complete conversion event
  3. Check Firebase → Events (within minutes)
  4. Check Google Ads → Conversions (within 24–48h)
  5. Check MMP dashboard (within minutes)
  1. 通过广告点击在测试设备上安装应用
  2. 完成转化事件
  3. 检查 Firebase → Events（几分钟内）
  4. 检查 Google Ads → Conversions（24–48 小时内）
  5. 检查 MMP 面板（几分钟内）

Asset Strategy

素材策略

Reuse from other channels

复用其他渠道的素材

SourceUAC asset type
TikTok video winnersUAC video assets (reformat to 16:9 if needed)
Meta static adsUAC image assets (1200×628)
App Store screenshotsUAC image assets (1200×1200)
App preview videoUAC video assets (trim to 30s)
来源UAC 素材类型
TikTok 表现最佳的视频UAC 视频素材（必要时重新调整为 16:9）
Meta 静态广告UAC 图片素材（1200×628）
App Store 截图UAC 图片素材（1200×1200）
应用预览视频UAC 视频素材（剪辑至 30 秒）

Headline formulas

标题公式

TypeExample (30 chars max)
Benefit"Track Habits in 30 Sec"
Social proof"1M+ Users Trust [App]"
Problem"Stop Forgetting Tasks"
Feature"AI Meal Plans Daily"
Urgency"Free Trial — Start Now"
Provide 5 headlines with different angles — Google tests combinations.
类型示例（最多 30 个字符）
收益型“30 秒追踪习惯”
社会证明“[App] 获超 100 万用户信赖”
痛点“停止忘记待办事项”
功能“每日 AI 膳食计划”
紧迫感“免费试用——立即开始”
提供 5 个采用不同角度的标题——Google 会测试不同组合。

Budget Guidelines

预算指南

Monthly budgetDaily budgetExpected learning period
$1,500$50/day14 days
$3,000$100/day7 days
$10,000$333/day5 days
UAC needs more learning time than TikTok — judge at 7 days minimum, 14 days ideally. Do not run UAC below ~$1.5K/month ($50/day).
Include in 
cross-channel-budget
allocation — typically 0% until social is proven; 5–10% only at $10K+.
每月预算每日预算预计学习周期
1,500 美元50 美元/天14 天
3,000 美元100 美元/天7 天
10,000 美元333 美元/天5 天
UAC 需要比 TikTok 更长的学习时间——至少在 7 天时进行判断，最好在 14 天时判断。不要在每月约 1,500 美元（50 美元/天）以下运行 UAC。
将其纳入 
cross-channel-budget
的预算分配中——通常在社交媒体渠道得到验证前分配 0%；只有月预算达到 10,000 美元以上时才分配 5%–10%。

Measurement

效果衡量

SourceWhat it tracksReliability
Google Ads dashboardInstalls + in-app actions (Google-attributed)High for Android
FirebaseAll in-app eventsSource of truth for events
MMP (AppsFlyer/Adjust)Cross-channel attributionCompare vs Google (10–20% discrepancy normal)
Play ConsoleInstall source reportAndroid organic vs paid
Tell the user: Google and MMP install counts will differ 10–20%. Use MMP for cross-channel comparison, Google for UAC optimization.
来源衡量内容可靠性
Google Ads 面板安装 + 应用内操作（由 Google 归因）对 Android 而言可靠性高
Firebase所有应用内事件事件的事实来源
MMP（AppsFlyer/Adjust）跨渠道归因与 Google 对比（10%–20% 的差异属于正常范围）
Play Console安装来源报告Android 自然安装与付费安装
**告知用户：**Google 和 MMP 的安装次数会有 10%–20% 的差异。跨渠道比较使用 MMP；UAC 优化使用 Google。

Optimization Cadence

优化节奏

FrequencyAction
Day 3Check install volume — is campaign spending?
Day 7Review CPA/CPI, first asset performance
Day 14Replace bottom 2 assets, add 2 new variants
Day 30Set target CPA, evaluate ROAS
MonthlyRefresh 30% of assets, review geo performance
频率操作
第 3 天检查安装量——广告系列是否在消耗预算？
第 7 天审查 CPA/CPI 以及首批素材表现
第 14 天替换表现最差的 2 个素材，添加 2 个新变体
第 30 天设置目标 CPA，评估 ROAS
每月更新 30% 的素材，审查地域表现

Asset performance signals

素材表现信号

SignalAction
Low impressions on videoGoogle isn't serving it — replace
High impressions, low installsWeak hook — replace video
One headline dominatingAdd variations of that angle
CPA rising after 21 daysCreative fatigue — refresh assets
信号操作
视频展示次数低Google 未投放该素材——进行替换
展示次数高但安装量低吸引点较弱——替换视频
某个标题占据主导添加同一角度的其他变体
21 天后 CPA 上升素材疲劳——更新素材

iOS UAC Notes

iOS UAC 注意事项

  • Works but ASA almost always outperforms for iOS search intent
  • Use UAC for YouTube/Display reach, not search intent
  • SKAN applies — same delays as TikTok/Meta on iOS
  • Budget priority: ASA first, then Meta/TikTok, then UAC
  • 可以使用，但对于 iOS 搜索意图，ASA 几乎总是表现更好
  • 将 UAC 用于 YouTube/Display 覆盖，而不是搜索意图
  • 适用 SKAN——与 TikTok/Meta 在 iOS 上存在相同的延迟
  • 预算优先级：ASA 优先，其次 Meta/TikTok，最后 UAC

Common Failures

常见问题

SymptomLikely causeFix
Campaign not spendingToo few assets or budget too lowAdd assets, raise budget to $50/day
Installs but 0 in-app actionsWrong conversion eventLink Firebase events to Google Ads
High CPI, low qualityBroad targeting by defaultSwitch to in-app action optimization
Google vs MMP mismatch > 30%Attribution window differenceNormal; use MMP for cross-channel
Assets disapprovedPolicy violationCheck text overlay, health claims
症状可能原因修复方法
广告系列未消耗预算素材过少或预算过低添加素材，将预算提高到 50 美元/天
有安装但没有应用内操作转化事件选择错误将 Firebase 事件关联到 Google Ads
CPI 高、质量低默认使用广泛定向切换为应用内操作优化
Google 与 MMP 差异超过 30%归因窗口不同属于正常情况；跨渠道使用 MMP
素材被拒违反政策检查文字叠加和健康声明

Output Template

输出模板

markdown
undefined
markdown
undefined

Google UAC Setup Plan — [App Name]

Google UAC Setup Plan — [App Name]

Prerequisites

Prerequisites

  • MMP verified
  • Firebase linked to Google Ads
  • Conversion events imported
  • 20+ assets prepared
  • MMP verified
  • Firebase linked to Google Ads
  • Conversion events imported
  • 20+ assets prepared

Campaign config

Campaign config

  • Platform: Android / iOS
  • Goal: In-app actions → [event]
  • Daily budget: $___
  • Bidding: Maximize conversions (week 1) → Target CPA $___ (week 2+)
  • Geos: [list]
  • Platform: Android / iOS
  • Goal: In-app actions → [event]
  • Daily budget: $___
  • Bidding: Maximize conversions (week 1) → Target CPA $___ (week 2+)
  • Geos: [list]

Asset inventory

Asset inventory

TypeCountSource
VideosTikTok winners / new
ImagesMeta statics / screenshots
Headlines5[list]
Descriptions5[list]
TypeCountSource
VideosTikTok winners / new
ImagesMeta statics / screenshots
Headlines5[list]
Descriptions5[list]

Timeline

Timeline

WeekActionBudget
1Launch, maximize conversions$/day
2Review CPA, set target$/day
3–4Optimize assets, scale if profitable$/day
WeekActionBudget
1Launch, maximize conversions$/day
2Review CPA, set target$/day
3–4Optimize assets, scale if profitable$/day

Success criteria

Success criteria

  • CPA < $___ by day 14
  • 50+ conversions for target CPA bidding
  • Add to 
    cross-channel-performance
    at day 7
undefined
  • CPA < $___ by day 14
  • 50+ conversions for target CPA bidding
  • Add to 
    cross-channel-performance
    at day 7
undefined

Cross-Skill Handoffs

跨 Skill 衔接

SituationRoute to
MMP not ready
mmp-setup
Budget allocation
cross-channel-budget
Performance review
cross-channel-performance
Profitability check
campaign-profitability
iOS search intentaso-skills 
apple-search-ads
(prefer ASA)
Creative assets
tiktok-creative-strategy
or 
meta-ad-creative
情况转交至
MMP 尚未就绪
mmp-setup
预算分配
cross-channel-budget
效果复盘
cross-channel-performance
盈利性检查
campaign-profitability
iOS 搜索意图aso-skills 
apple-search-ads
（优先 ASA）
创意素材
tiktok-creative-strategy
或 
meta-ad-creative

Related Skills

相关 Skills

  • mmp-setup
    — attribution before UAC launch
  • cross-channel-budget
    — include UAC in monthly plan
  • cross-channel-performance
    — add UAC when running
  • campaign-profitability
    — evaluate UAC ROAS
  • tiktok-campaign-setup
    / 
    meta-campaign-setup
    — social channels before UAC
  • mmp-setup
    ——UAC 上线前的归因设置
  • cross-channel-budget
    ——将 UAC 纳入月度计划
  • cross-channel-performance
    ——运行 UAC 时将其加入
  • campaign-profitability
    ——评估 UAC ROAS
  • tiktok-campaign-setup
    / 
    meta-campaign-setup
    ——在 UAC 之前使用社交媒体渠道