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If you rely completely on Google UAC’s automation, you’re at the mercy of the algorithms.

You take what you get. If all you do is ‘ad group 1’ and ‘ad group 2’, you’re really dead in the water – the algo will give you bottom-of-the-barrel inventory – and if you’re lucky you might get some conversions.

But you don’t have to accept everything an algorithm gives you.

You can break free of the algorithms’ shackles and granularly target specific user segments on the platform: yes, even on UAC.

But wait: you ask – how do you granularly target specific user segments if Google UAC offers no options to select demographic or interest-based targeting?

Our approach, which we call the Precision Pinpoint Plan allows you to ‘tell’ the Google algorithm about the kind of users you want to go after.

Here is how it works.

We essentially treat inputs to UAC ad groups(descriptions, display ads, and video ads) as being similar to search keywords, so we select our descriptions, display ads, and video ads so as to target the users that are responsive to the right messaging and value propositions for your app.

Any user searching for a specific keyword(or has shown interest/intent to the algorithm by engaging with content that is contextual to this keyword) gets shown ads that are contextual to the keyword.

How do you architect this?

Go look at keyword tools or ask yourself what the different segments of users are that use your product.

Set up granular sets of keywords corresponding to each ‘keyword set’. Write descriptions and copy that can go into each ad group in UAC. Select display and video ads that go into each ad group in UAC.

Here are a few examples of how you’d do this.

For a subscription app, you’d use the below ‘keyword sets’ or ‘value propositions’ – and make ad groups based on each of these.

🌈 Learn to meditate ☂ Pain relief 🙏 Stay motivated ❤ Self care

🤗 Stress relief 😴 Sleep well 

🤔Stay focused 🐠 Manage anxiety 💕 Have healthy relationships

You can see how and why this would work – with this setup, the algorithm would show say sleep-related ads to users who have some contextual interest in sleep-related topics, relationship-related ads to folks who have some contextual interest in relationship-related topics – and so on.

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Indeed, a cooking-and-recipes app used over 70 ad groups to target different dishes, cuisines, and recipes – to get truly long-tail users.

Again, similar to the wellness app, the algo would show say ads about Italian cuisine to users who have some contextual interest in Italian cooking and so on.

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If you’re working with a game, you can still absolutely use this same strategy – by orienting your campaign structure around key user motivations. For a strategy game, we used these ad groups – and used copy and creative based on each of these:

🙏 Respect 

🎉 Fun 

⚡ Power 

🚀 Escapism 

🔍 Discovery

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By the way: in our workshop series Mobile Growth Lab, we go deep into the inner workings of UAC, Meta, and everything you need to make your performance marketing setup work in a post-identifier world. Enrolments are open for the current cohort – go to mobilegrowthlab.com to find out more.

A REQUEST BEFORE YOU GO

I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify, or wherever you get your podcast fix? This podcast is very much a labor of love – and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show.

Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth@rocketshiphq.com. We read all reviews & I want to make this podcast better.

Thank you – and I look forward to seeing you with the next episode!