W2A vs. Universal App Campaigns – What results are you seeing?

[wroguy]

Hi, I have a question about W2A campaigns. I’m referring specifically to traffic from mobile Google Search that redirects users directly to the Google Play Store or App Store.

From what I’m seeing, these campaigns convert worse than Universal App Campaigns. What kind of results are you seeing on your side?

 

[davamosk]

for iOS, i know a guy that scaled all his apps only doing that but i have never seen better results than DemandGen (if you have decent creatives)
for android, you'll never have better performance than UAC because UAC relies on playstore traffic (and brand) which is the highest converting source

 

[bigsky]

Demand Gen is also what my Google rep recommended for iOS W2A.