What You Need to Know about How to Get More App Downloads

group of young people on mobile devices finding out how to get more app downloads You built an amazing app that actually simplifies users’ lives. Check! You made the app available on the top app stores for a wide range of mobile devices. Check! Now you can sit back and wait for the downloads to roll in … just kidding. After an initial launch, it is tempting to set your app live and forget it, but if you want to really drive app installs, you need to continue to innovate your search campaign so that users can find your app. The newest trick for how to get more app downloads is through Google’s Universal App campaign (UAC). Today, 50% of all app installs come from UACs, which means if you aren’t onboard with them already, you’re missing out! If you are new to search campaigns or if you just need to get up to speed on the latest search tech, I’ve got you covered with a few tidbits I’ve learned about how to get more app downloads with UACs.


App stores are increasingly crowded, making it more challenging than ever for marketers to get their app noticed at a mass scale. When Google’s app install campaign initially launched for AdWords, app developers and businesses could get the word out through search and YouTube networks for users to download. In-app activity goals could also be set, which was key since most users will download an app but won’t maintain engagement with it over time. In more recent years, Google launched Universal App campaigns, which make it even easier to promote apps and enable promotions across the whole suite of Google products: search, display, YouTube, AdMob and Google Play Networks. UACs advertise your app on all four platforms at once, helping you spend smarter, increase reach and optimize effectively by pooling together your entire budget rather than slicing it into pieces as it would be if you ran four separate campaigns. With the success of UACs, Google is moving all app-install ads under its umbrella this fall. So if you haven’t made the move yet, now is the time.


If you are a developer or a business who wants to promote your app on a mass scale, here is how to get more app downloads using Universal App campaign ads. What you need:

  • A few lines of ad copy, up to 10 images or up to 5 YouTube videos of your app
  • A budget and starting bid for your ads
  • Geo and language targeting parameters
  • The in-app activity or installation goal you want to optimize toward

With these assets, Google develops ads automatically based on the network your ad delivers on and optimizes with the aim of maximizing your cost-per-install or cost-per-activity goal. This creates a great advantage for small businesses who aren’t familiar with the ins and outs of campaign setup and don’t have the bandwidth for campaign optimization. The true power of Universal App campaigns lies in their ability to reach users not only when they are actively searching for apps but also when they are engaging with similar apps and when they are just browsing. This variety of ad formats used to promote your message means you can promote your app everywhere.


Sounds great, but don’t just take my word for it! A lot of businesses have learned how to get more app downloads from their search campaigns and seen great success. At Goodway Group, we recently used a Universal App campaign to promote an app for a medical clinic that enabled users to schedule in-house doctor visits. The campaign produced 300 app installs, beating the original goal of 200 installs, with each install costing less than 20% of the cost of a patient visit. This campaign showcased how universal app campaign strategies can be cost-effective for driving more mobile app downloads and require next to nothing in terms of maintenance time. Another great use case for Universal App campaigns is restaurant apps that allow customers to order deliveries and to-go items through their app. Whether you are a restaurant, medical clinic or a large business, if an app is core to your offering, universal app campaigns are a hassle-free, no-brainer solution. You won’t have to worry about setting up different campaigns for different platforms or need to think about optimization strategies to better your campaign. Instead you can use the results from the campaign to fine-tune your app to make sure users are engaging with it on a consistent basis, which really is the ultimate goal. Ready to take your mobile app downloads to the next level? Reach out to us to learn more about how to get more app downloads from your search campaigns.

How to Reach Football Fans Online – An Advertising Play-by-Play

Fans on a couch watching football on TV and tablet Football season has officially kicked off, bringing with it the high ratings that excite networks and advertisers alike. Football advertising is an obvious win for many large national advertisers, but how can a smaller regional advertiser get in the game? We’re calling an audible and showing you how to reach football’s fans online.

TV Sync Could Be Your Breakout Player This Season

For audiences who don’t want to miss a single play, they’ll likely be multitasking online during TV commercials to find out who else is in the red zone. This is the perfect opportunity to use TV-sync tactics that use commercial triggers, like when a competitor’s brand airs on traditional TV, to provide consumers with your ads online at the same time. You can also target sports triggers and reach viewers at specific points in the game, like halftime, or after game events, like a touchdown.

Make Mobile Your Game day Go-To

Today’s on-the-go tech offers several opportunities to reach football fans checking stats from the road, the tailgate party, or the couch. You can pick up inventory within specific sports apps, like ESPN or NFL Sunday Ticket, to hit general score followers. Or you can target users by which mix of apps they have downloaded onto their phone and show them personalized ads across all their apps. For example, a competitive fanatic who has downloaded DraftKings, ESPN Fantasy Sports, and NFL Stats Lab will likely be more interested in a “chance to win” ad over a “free shipping” incentive. Finally, if you are advertising in an NFL or college football market, you can use hyperlocal mobile targeting to reach season ticket holders at the stadium on game days.

Recruit Free Agents Signing on to Social Media

With paid social advertising, you can reach users who have self-declared that they are football enthusiasts. On Facebook, you can land a pass with users who have liked their alma mater’s team page or a player fan page. Twitter allows you to advertise to users based on keywords they post like “touchdown” or “#SNF.” Snapchat is another channel to add to the playbook by targeting users bucketed into the lifestyle category “American Football Fans.”

Go for Two-point Conversion with Video Highlights and Analysis Clips

Perhaps the most exciting option, you can buy video ads against football-related content, whether it’s post-game analysis or highlight reels. Sure, it’s not the same as your ad playing at game time, but you’re still reaching users interested in rich-media football content. On YouTube, you can pick specific channels to advertise on, such as NFL’s channel, or you can target users watching videos categorized as football content. However you choose to advertise, there are plenty of play calls that will reach your ideal football audience online and make your clients want to do a touchdown dance, at a fraction of what a TV spot costs.

The Secret to One of the Country’s Best Workplaces for Women

The Secret to One of the Country's Best Workplaces for Women If you’re looking for the secret to a happier workplace, a good place to start is Fortune’s Best Workplaces lists. Every year, Great Place to Work® and Fortune name the best workplaces in a variety of categories, from Millennials to parents.

2017 Great Place to Work Best Workplaces for Women logoThey recently published the 2017 Best Workplaces for Women list, which included Goodway Group coming in at #14. This was our first year participating in the survey, so while we’re not at all surprised Goodway is a great place to work, we couldn’t be more delighted to be called one of the 100 Best Workplaces for Women.

This list comes from anonymous surveys of more than 400,000 employees from hundreds of businesses in all sectors of the economy. The surveys explored employees’ assessment of their organization’s culture, leadership, fairness, and other elements essential for a great workplace. The requirements for the award were pretty stringent, and the result of direct feedback from women in our workforce. So, we are extremely humbled by this honor and take it as an affirmation of why we are so successful in retaining employees.

You might be wondering, how did we do it? The secret is ingrained in our culture.

It’s Not Just About the Perks

We’re proud to employ a team that includes remarkable women at every level of our organization. In an industry characterized as having a heavy “bro-culture,” we achieved a workforce that’s 75% female and nearly a 50/50 male-to-female executive breakdown. Diversity is one of the key elements that drive our success, and we know it takes the hard work of each and every employee at Goodway Group to deliver the outstanding service our clients expect. To all of you, thank you for your Herculean efforts day after day; we couldn’t do it without you! A big part of our culture is valuing and appreciating our employees as people. We support their passions, like mountain biking and international cooking, and acknowledge exceptional work. We invest time and money into effective training programs, useful benefits, and the right policies to create the perfect balance of positive energy and productivity. This means we can have fun and even allow ourselves to be silly at times, like during our lip sync battle at the annual company celebration or during our pumpkin decorating contest each October. It also means we support the whole life of our employees, beyond the traditional 9 to 5. Generous paid time off, a best-in-class maternity leave policy, and awesome bosses and coworkers are just the beginning. Among our highest rated benefits are a virtual work-from-home model and flexible work schedules that foster an inclusive culture for working women, mothers, and wives. This ensures working from home actually works for every family. For one busy mom of four and Director of Ad Operations, this means the ability to have breakfast as a family every morning! Research shows this approach pays off: Women are 5X more likely to plan a long-term future with their employers when they say they’re treated as full members of the team, regardless of position. But we don’t need the research to tell us it’s working — we just look at our 92% retention rate and 4.8 Glassdoor rating.

Our Employees Say It Best

Our employees continually share their feedback and appreciation on sites like Glassdoor and through surveys like the Great Place to Work profile, which have helped set us apart from other companies. Here are stories from a few of our female team members of what it’s like to work at Goodway in their own words:

Christina Billingsley

Christina Billingsley

Senior Ad Ops Manager

Charrise Klock

Charisse Klock

Campaign Operations Director

Christine Yang

Christine Yang

Learning and Development Program Manager

We love working with such inspiring and amazing people every day. If you’re looking for a career change, maybe it’s time to take a closer look at Goodway Group.

3 Ways AI Marketing Will Revolutionize Your Ad Campaigns

3 Ways AI Marketing Is Going to Revolutionize Your Ad Campaigns As consumers, artificial intelligence (AI) is an everyday part of our lives – whether we realize it or not. AI technology powers our Google Maps, Siri, Tesla self-driving cars, and Netflix. Even as artificial intelligence automates more and more of the world around us, its most anticipated applications for marketers and advertisers are just emerging. According to a 2017 Economist Intelligence Unit report, 79% believe AI will make their jobs easier and more efficient. So, it’s no surprise that by 2025, the artificial intelligence market is expected to surpass $100 billion. AI marketing is finally a reality, and everyone in the industry is clamoring to discover the possibilities…

What AI Is and What AI Isn’t

Artificial intelligence isn’t a new concept. Over the years, it has become synonymous with everything from the Terminator to Alexa. At its core, artificial intelligence refers to the branch of computer science focused on creating intelligent machines that act like humans. But AI isn’t meant to replace humans (or our jobs). In today’s ad tech world, artificial intelligence represents a way for marketers to sift through big data in milliseconds and find insights about customers that will enhance the user experience. No longer a dream of sci-fi pop culture, AI systems and technologies have already begun to proliferate in the marketing industry. AI technology is quickly becoming an important factor in marketing success, so how can you take advantage in the coming years?

  1. Say goodbye to media planning as you know it. Instead of reaching females in their 30s on mobile devices who like cooking, you can target Sally on the device she uses most when she looks up recipes. Hours spent strategizing audiences will be a thing of the past — AI tech can tell you exactly who to target based on data from consumers’ browser histories, chatbot conversations, and more.
  2. Save money with smarter bidding. Targeting truck lovers using Chrome on NFL.com isn’t worth the same price at 8 a.m. on Wednesday as it is at 7 p.m. on Sunday. Machine-learning algorithms account for these differences and vary your bid based on the context in which the ad is served, which means you’ll win more impressions at the value they are actually worth.
  3. Get closer to your customers. When you watch Netflix recommended shows, an artificial intelligence uses real-time data to predict your mood in that moment and make the right movie suggestion. The same predictive technology can be used to bring back the human touch in your ads. For instance, pairing a “chance to win” incentive with spirited users who just set their fantasy team lineup.

Ready or not, artificial intelligence is here. It’s no longer a question of if you will use AI technology but when you’ll start maximizing its potential on your campaigns. Will you be investing in AI marketing this year? Reach out to us to learn more.

What You Missed: Ad Tech’s 3 Hottest Trends from DMEXCO

What You Missed: Ad Tech's 3 Hottest Trends from DMEXCO The world’s largest digital media and advertising technology (ad tech) conference isn’t in New York, San Francisco, or even London. It’s in Cologne, Germany. DMEXCO takes place each year during the second week of September. Over 50,000 digital media professionals from around the globe gather to discuss the state of the industry and determine how to take advantage of the many opportunities that still exist in digital. For those who didn’t attend, here is a recap of the three hottest topics and trends from DMEXCO.


There is no hotter topic in Europe right now, and it’s likely to have a global impact. The short explanation is that GDPR is an EU law which, as of May 2018, requires everyone in the ad tech chain to have a direct first-party relationship with the user in order to apply that user’s data to target them on any digitally connected device. This relationship is often obtained via a pop-up on a site asking the user to agree to the use of cookies or tracking in order to access content. There are often more than 20 entities involved in auctioning off just one ad programmatically, and, clearly, we don’t expect users to sit there and click “accept” 20 times. On the other hand, the programmatic ecosystem is not only where all digital media is headed but how publishers and content developers monetize their business. Marketers pay more for impressions with data because it delivers a much better ROI. While a good effort to protect consumers from being taken advantage of by unauthorized use of personal information, this law will clearly have unintended consequences, and no one can agree on exactly what can cause a fine. And what is that fine? Four percent of global revenues by the offender. If P&G is fined, its fine could be larger than the GDP of Malta, EU’s smallest member. Data companies are scrambling, and the rest are simply trying to mitigate risk. Our take? This will be interesting.


Marketers want full transparency, but agencies show that when provided with that transparency, marketers are often unwilling to pay what it really costs to do good work with digital media. Because of this tug-of-war between marketers and agencies, many marketers are now bringing in large consulting firms (at many times the hourly rate of an agency, ironically enough) to audit and provide insight into media cost structures. Our take? Very few industries are this paranoid about transparency, but very few industries are as hard to measure as media. When value is easily measured, cost structures are less scrutinized. Digital media should focus on becoming more measurable but also shouldn’t ignore the marketer’s need to better understand the cost structures within our ecosystem.


It feels like the industry will have fraud well managed before the next DMEXCO conference. The three broad categories of fraud are bots, domain spoofing, and format fraud. The recent announcement by The Trade Desk to include White Ops fraud detection (frequently cited as best in the business) on 100 percent of its traffic was the first of many steps to get bot fraud to a manageable place where the cost to marketers is minimal. Domain spoofing will be largely solved by the ads.txt initiative, which we believe will drive most bad actors out of the SSP business. Format fraud still looms large, though. In recent conversations we’ve had with publishers, we’re seeing near complete sellout of all desktop video inventory. Marketers still expect full player pre-roll and video at low rates, but too much of this is in-banner auto-play with high completion rates. The industry does not yet have an acceptable way to solve this, other than identifying when completion rates and pricing are too good to be true. I talked to one marketer as the week was closing out, and they lamented the complexity of digital media. There is no guide to the perfect metric. There is no perfect answer to solving for viewability and fraud. I reminded this person when the first rubber car tire was invented, it was pretty terrible compared to what we have today. But that inventor would surely lament the need for a PhD in chemistry in order to make any advancements in today’s tire technology. Every industry only gets more complex, and it’s those who embrace the complexity that come out ahead. Those were just a few highlights of the top trends from DMEXCO, but what were some your most memorable conversations and topics featured at other industry conferences this year? Share with us on Twitter, and for more insights to elevate your digital media campaigns in 2017, reach out to us anytime.