Tag Archives: universal campaigns

A complete user acquisition & engagement platform

With so many apps getting published to the Windows Store daily, it can be a challenge to attract and acquire new customers. Successful developers use various channels to spread the word about their apps, such as Facebook, Twitter, popular blogs or Windows Dev Center’s own “Promote your app” feature. We’ve grown this solution over the past two and a half years, evolving it into a complete platform with machine-learning algorithms to maximize user acquisition and engagement campaign ROI.

Major milestones during the user acquisition & engagement platform journey

Our platform now lets you use objective-driven ad campaigns, where you can choose to acquire more customers or re-engage with your existing customers. With the recent launch of Universal campaigns, your app can get in front of customers interacting with Microsoft premium surfaces such as MSN, Outlook, Skype, Microsoft solitaire collection, etc.

The Dev Center user acquisition and engagement platform capabilities are tailored to meet the needs of every developer. You can start with zero dollars using community ad campaigns to advertise your app for free in other apps (in exchange for showing ads for other apps in yours).

You can also promote one of your apps in your other apps using house ad campaigns – again, for free. Even more effective are our paid ad campaigns, with a great return on investment for both app install and app re-engagement campaigns.

In addition, we have recently released our APIs so that you can use the campaign creation/update and reporting information with your organization’s built-in tools.

Universal user acquisition & engagement platform

Finally, for developers interested in running larger ad campaigns, we provide extra support with additional features:

  • $50,000 per campaign limit instead of the regular $5,000
  • Higher thresholds for billing campaigns
  • 1:1 product management team support to help tune your campaigns
  • Third-party tracking SDK support
  • Custom campaign dates
  • Custom user segment generation for huge volume goals

For info about qualifying for these features, reach us at aiacare@microsoft.com.

Whether you’re a developer just starting your journey with the Windows app ecosystem or a top developer looking to find users for your next hit title, the Dev Center user acquisition and engagement platform can help you reach more customers and grow your success.

How do I get started?

If you haven’t already used the app promotion capability, follow these steps to create a new ad campaign:

  • Click on the “Dashboard” after your log in to your Windows Dev Center account.
  • Click on the “Promotions” tab under the Main menu.
  • Click on “New Campaign” to create a new user acquisition or user engagement campaign.

Check out the documentation for more details, then give it a try! If you’ve got suggestions to make these features even more useful, please let us know at Windows Developer Feedback.

Go Universal! Now your ad campaigns can reach users across Microsoft premium surfaces like MSN, Outlook and Skype

Here’s your New Year’s gift from Windows Store team. The “Promote Your App” ad campaigns that delivered ad creatives in other apps in the Windows eco-system just got a major update.

We are happy to announce the launch of universal campaigns that will deliver your ads across Microsoft premium surfaces such as MSN.com, Outlook.com, and Skype, as well as games like the Microsoft solitaire collection.

Why should I use universal campaigns?

The first and the most important reason is wider reach. Microsoft premium surfaces such as MSN, Outlook, Skype and Solitaire collection are used by millions of users daily, and now your ad campaigns have a chance to showcase your awesome app when they interact on these surfaces.

Second, your ad campaigns will now get a very wide variety of touch points. Studies have shown that media-mix models can fetch your company multi-fold revenues. In the context of app promotions, it is the app installs and app engagements that can grow multi-fold.

MSN is primarily used in the context of news and entertainment, while Skype is used for personal communication and Outlook is used for email. Many Windows customers spend a fair amount of time playing popular games like Microsoft Solitaire. Your ad can now capture the attention of users in all these different situations, as well as improve recall and conversion rates.

Finally, the allocation of budget among the Microsoft surfaces is driven by powerful machine-learning algorithms. These algorithms start with finding the right set of users who should be exposed to your ad campaign, and then measure the effectiveness of each surface to adjust the target user profiles and budget allocations. Rest assured, these algorithms are working to give you the best possible ROI.

How do I get started?

  1. All campaigns that use auto-targeting will be universal campaigns by default. To use auto-targeting, make sure Automatic is selected for the Audience section of your campaign settings in the Dev Center dashboard.
  1. If you wish to create a manually targeted campaign, make sure you choose Universal for the Surface setting in the Audience section of your campaign.

Give it a try!  If you’ve got suggestions for how we can make these features even more useful, please let us know at Windows Developer Feedback.