Just like humans, brands sometimes need a fresh start.  That’s how BackRub became Google. Brad’s Drink became Pepsi. Blue Ribbon Sports turned into Nike.

Company rebranding is so much more than just a name change, though. It’s about finding that new identity, that will not only fit your company values and strategy but will resonate with your customers, pushing your business forward.

And, as a company that’s continuously planning, designing and anticipating for tomorrow, we were eager to move forward. Let us share our rebranding journey with you.

On the Path to Rebranding

Once upon a time, Webpals Group was a small startup that has matured into a stable, and structured organization over the years.

As we grew, we found ourselves in the middle of a fascinating situation: Becoming a corporate with a dynamic and innovative spirit; a company that breathes and moves in one of the most progressive industries out there – performance marketing.

What’s more, thanks to hundreds of multi-million-dollar website and business acquisitions, Webpals Group turned into a real house of brands, each with a different identity.

So, it was only natural for us to embark on a rebranding journey.

Dig Deep into the Foundation of the Business

We asked our marketing professionals to dig deep and figure out the purpose of the rebranding and the values it should highlight.  

We needed to:

  • Demonstrate our capabilities and growth
  • Connect our LOBs to the Group while fortifying their leading position
  • Strengthen our vision – to be a global leader in performance marketing, anywhere

Decide Where You Fit in the Brand Relationship Spectrum

So, how do you build a new brand? The brand relationship spectrum, composed of four different branding strategies, can help you with that. You can check out this article for more details.


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For us, the sub-brands concept was the perfect fit (with one main brand as the driver and other brands as co-drivers). After all, even though our LOBs concentrate on different verticals, all of them operate under one umbrella – performance marketing – and serve the same purpose – to drive high-value users to global, top-tier partners.

This brand architecture also allowed us to show the abundance of markets in which we operate, which serves as proof of our exponential growth and the validation of our vision.

That’s how Webpals Finance, Webpals Tech and Webpals Mobile (formerly known as DAU-UP ClicksMob) were born.

Change the Way Your Brand Looks

Once you’ve determined the brand relationship, it’s time to let your creativity shine. We fully relied on the expertise of our in-house creative studio to design trendy, clean, and fresh logos.

Each logo design required a deeper dive into the industry in which our sub-brands operate. Preserving the connection to each industry helped ensure we fortify the sub-brands’ leading position on the market and maintain their unique identities.

Webpals Mobile

Since the mobile app industry spins around swiping, toggle buttons, and mobile interfaces, it seemed logical to connect the sub-brand’s logo to those elements.

A great example is a special “switch” element. It not only emphasizes action but also is closely connected to the concept of driving and reminds you of a gear stick, fitting like a glove to our slogan “Driving high-value customers.”

The switch appears on every design element related to Webpals Mobile.

Webpals Finance

To create the logo for Webpals Finance, the designers looked at the financial and business worlds, examined the typography and colors used. The typeface in the New York Times is a good example. This font can be identified with stability.

As for the colors, finance is usually associated with the green color, which is usually identified with growth. Psychologically speaking, green is related to abundance and luxury. Since Webpals Finance operates hundreds of well-recognized personal finance websites that help people make informed financial decisions, it seemed like a great way to go.

Webpals Finance logo Our Rebranding

Webpals Tech

As for Webpals Tech’s logo, the muse came from the tech and software industries, specifically cybersecurity products, application software, and many more – which is what Webpals Tech focuses on.

Webpals Tech Logo rebranding

Company Logo

When creating the new logo for the Group, the design team had two objectives:

  • Show that the Group operates in the performance marketing industry
  • Connect the sub-brands to the Group

The two concepts – both of which are quite popular in performance marketing – that helped bring our new company logo to life are conversions and call-to-action buttons.

Company Logo Webpals Rebranding

Another critical element in the logo’s design is a gradient.

The team looked at a wide variety of logo designs with gradient for inspiration. The gradient is a calmer blend of Webpals Group’s original colors as well as the colors of the sub-brands. It’s those colors that helped strengthen the feeling of togetherness and harmony communicated by the logo.

Such an approach to logo design not only helped connect our sub-brands to the Group but also made it easier for people to remember and identify the company across the web.

Our brands Webpals
The results of our rebranding: all our assets have turned into 3 sub-brands – each a leader in its own vertical.

Here’s our rebranding video where you can clearly see the harmony between all the logos, which are also connected to different industries:

Our new sub-brands can help your business or mobile app grow even more. Contact us today!


Mobile banking is so much more than just a way for customers to connect with banks.

Webpals Mobile ’s survey, based on a representative sample of 500 18-65+-year-old respondents from the U.S, makes it clear: Mobile banking apps are the channel of choice, the glue that holds the bank-consumer relationship together.

How Popular Are Mobile Banking Apps?

We’ve entered the era when banks’ mobile logins could very well surpass online logins. Industry players argue that mobile banking will overtake online banking in 2019 – and there’s a reason for it.

According to Webpals Mobile’s survey results, more than 60% of respondents prefer to turn to mobile banking for tracking expenses, paying bills, money transfers, budgeting, and viewing account balances.

Another study discloses that in the U.S., banking apps are being used as much as weather and social media apps. Our survey data backs up the research, showing just how widespread finance apps are: 70% of consumers have used one in the last week. Here’s more good news: out of all Webpals Mobile’s survey respondents, only 10% of people said they had downloaded a finance app but never used it.

Banks aren’t Falling Behind…

…they are adding more features to their mobile apps. That’s why Capital One is focusing on improving transaction details data, and why Ally Bank added CD maturities management to mobile in February 2018. As Anand Talwar, Ally’s Deposits and Consumer Strategy executive, said:

“We want our customers to be able to do things like set up a CD ladder in the palm of their hands.”

It turns out that the demand for mobile banking apps is not unique to younger generations. According to our survey, 26% of respondents are mainly banking digitally with minimal variation by generation.

How Popular are Mobile Banking Apps

If we look at the history of mobile banking, its linchpin was mobile deposits. Depositing a check by simply snapping a photo created a real revolution in the sector, offering a very handy feature available solely in mobile banking.

Our survey results show that Millennials are almost twice as likely as Baby Boomers to use financial apps for depositing checks.

Depositing checks mobile banking

Do Users Trust Banking Apps?

With concerns about hidden fees, ease-of-use, and most of all, security, trust in mobile banking has been a prevalent issue – but the tables seem to be turning. According to our survey, more than 72% of participants said they have no problem syncing their personal finances on their mobile phones.

Still, our research exposed the generational divide when it comes to syncing personal finances on mobile phones:

Generational divide mobile banking

One way that mobile apps can increase the average consumer’s level of trust is to ramp up their UX. To ensure the safety of users’ money, banking app developers must go all out, adding extra push notifications, explanations, and log-ins. Need more mobile banking security tips? Check out this article.

Case in point, Capital One’s mobile app requires a sign-in every time users want to access their account. If the app is open for a while, users are signed out automatically.

Are Users Satisfied with In-App Customer Service?

To reach a high level of personalized customer service, many banks are experimenting with machine learning and chatbots. We’ve seen rapid developments on that front: Ally with Ally Assist, Capital One with Eno, and Bank of America making plans for its virtual assistant, Erica. The word out there is that these virtual assistants might soon become real financial advisors.

While this domain has yet to be fully developed, Wells Fargo is already testing this type of assistance; the bank’s mobile users leveraged its new predictive banking feature last year, which provided them with robust financial insights.

From the looks of it, all the attempts to improve customer service in mobile banking did not go unnoticed. As Webpals Mobile’s survey showed, 56% of respondents agree that in-app customer service and in-person customer service are ‘the same,’ with Gen Xers favoring the former more: nearly 30% said that finance apps are better at providing advice and information.

People want to use banking apps; in-app customer service satisfies their needs. As for trust, mobile banking is getting stronger in that domain as well – and businesses that understand the potential of mobile banking and know when to jump on the opportunity will undoubtedly flourish.

Let’s Grow Your App!

Leverage our professional know-how, remarkable campaign management and optimization technology, exclusive data, and in-house creatives to unleash your app’s potential. Contact us today!


The age of virtual reality (VR) and augmented reality (AR) is here, and they are expected to take advertising to the next level.

Some believe that both VR and AR global market size will reach $209B by 2022.

For advertisers, both VR and AR offer tons of possibilities, and storytelling is a major one. As we are headed to the future filled with immersive technologies, how will virtual and augmented reality change storytelling?

From today’s media landscape we can learn two essential facts:

  • Users want to be engaged.
  • They want to participate in media messages actively. We hear more and more industry thought leaders talk about how Millennials, for example, cannot be considered passive recipients by brands.

Both VR and AR satisfy customers’ hunger for control and active participation, offering a very visual experience that beats TV or video advertising. By interacting with VR and AR, users become the heroes of a story.

Let’s look at 360-degree videos, which have become quite a VR trend, especially in the travel sector.

This year’s study from OmniVirt revealed that 360-degree ads’ performance tops the performance of traditional ads, with 86% of users choosing to interact with the former. FreshStep’s and Febreeze’s VR video is a great example. It took us some time to find all the cats in the room. How fast can you do it? 🙂

As Digi-Capital noted in one of their reports:

“Truly immersive experiences are magical, lifting the spirit and compelling users to want more.”

VR content occupies the entire field of vision, letting users dive into the moment. The more senses are involved, the better users receive brand messages since they can better see, hear, feel and resonate with what brands are trying to convey.

While virtual reality completely encapsulates users, augmented reality adds a virtual layer between users and the real world.

AR and VR will help brands in many verticals create interactive product displays, getting customers more excited about products. Think of them as tools that make products an integral part of customers’ personal life stories: one moment the lipstick you’re looking at is just a picture on the web, the other – you have it on your lips.

It’s no wonder that the head of strategic planning at Google Zoo, Abigail Posner, calls today’s storytelling “story living,” saying that it completely “shatters” storytelling.

VR ads

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So, the next time you create VR or AR stories, think about a user’s presence – a sensation of being in a given moment. After all, the feeling of presence is what makes AR, and especially VR environments, unique. Think about how you can help create a sense of responsibility by answering questions users might ask: Why am I here? What should I do?

Although skeptics argue that the cost of the technology and the challenge of getting that technology into relevant, attentive audience are going to prevent VR and AR from going mainstream, we expect virtual and augmented reality to gain momentum and become a key ingredient of advertising efforts in the next few years.

In the meantime, marketers need to examine the differences between the value propositions of the two environments to align their KPIs accordingly.

It’s time to get ready to grow your app or online business by creating relevant advertising strategies for the future and leveraging the yet not fully tapped potential of these cutting-edge technologies to the most. For now, you can contact us to see how we can help unlock your business’ potential.



You come to Content Israel, the largest content marketing conference in the Holy Land. The first thing you see is hungry marketers. Each marketer is hungry for something different: some try to catch the biggest fish in the sea and talk business, some are gathering the latest trends, others are craving networking opportunities.

Webpalers wanted to get equipped with knowledge (ok, you can throw networking on our to-do list as well😊). It turns out that you can learn a lot in one day. So, let’s get to it – what did we learn?

If You’re in Content Marketing, Be a Storyteller.

Ok, storytelling was such a popular topic, I feel like not mentioning it in the Content Israel conference recap would be a crime.

Stories can take many forms. Those that drive the most performance and engagement are customer-led stories, stories featuring pro-bono cases, and humoristic stories.

Here’s a story, presented at the conference, that made my day. The video sparked a lot of interest. I heard people having conversations about it during the networking sessions as well:


What can you learn from this example? I guess being bold pays off. I’m not saying that you should go and create stories featuring cocaine, just remember that being bold triggers emotions and when emotions are involved, it’s just easier to recall your story.

Winning stories are quirky stories – Like the story about FedExing a giant panda. Do you know it? If you don’t, then you should definitely familiarize yourself with it. What the storytellers did is thought about one bizarre thing that FedEx can deliver and erected an entire campaign around it – from articles about pandas to a special Panda Express plane.

FedEx Panda plane

[Image source]

Winning stories are personal stories – Give your employees the mic. Let them share their work experiences and ambitions. That way, you’ll give a chance to peek inside what’s going on at your company. Here’s how TELUS did it:

While we’re on the subject of personal stories, you can think of customers talking about your product as stories too. This one was from Google, and they called it “The Customer Reference Program.” Your best bet is to make it systematic and push it lower in the content funnel, as MOFU or BOFU content (more about that below😊).

Winning stories are interactive stories – Interactive stories to the rescue! They help convey complex messages and ramp up those engagement rates. I think this is a great example of such a story.

If You’re in Content Marketing, Be an Economist.

The Pareto Principle – the way it works is you only need to put 20% of the work into content creation and 80% into its promotion. To make sure your work truly bears fruit, first let the content funnel be your friend.


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As you go down the content funnel, you should gradually move from content that has nothing to do with your product to content that is more product-focused. This also means considering various user acquisition stages. TOFU is probably best for the awareness stage, MOFU is great for the consideration stage, and BOFU is there to help you during the decision stage.

And what about the 80%? Here’s a quick checklist for you:

  1. Keyword research – hunt for both high- and low-intent keywords and even keywords semantically related to the topic of your article; use Google autocomplete (if you’re not on it already); look at the keywords your competitors are using; scout Wikipedia.
  2. Go back to Google – once your keyword research is completed, go back to Google and see what results it shows for your keywords. Categorize, prioritize the results (blogs, forums, etc.) and try exploring the domains and the audiences that hang out on the sites that appeared.
  3. Promote in bursts – promoting in bursts creates a sense of urgency and momentum, helping you turn your product into that thing that everyone’s talking about. It’s easier to do if you slice your content into smaller bits and promote as individual pieces across channels, including paid ads on LinkedIn, Google, YouTube, and Facebook.

Some of you will automatically think “landing pages.” The truth is, users can smell a dedicated landing page that’s trying to sell them something a mile away. Try having a special page connected to your website. That way it’ll look like just another website page, and you’ll give users an opportunity to explore your digital home.

  1. Retargeting – MOFU content is best for retargeting purposes. You can push an eBook, for instance, and then butter up your prospects with a coupon.

So far so good, but before getting into any content creation, take one key rule of thumb: Answering questions like “Who am I telling the story to/writing this piece for?” and “Where people are going to hear/read this story?” Without the answers, you might find yourself shooting blanks into the sky.

It was a hell of a conference! Big thanks to the organizers and the speakers. We can’t wait for Content Israel 2019.

Want to come with us next year? Here are our open positions. Hopefully, you’ll find what you’re looking for.


Every marketer knows social media platforms are windows to the world — one challenge: social media behaves like a target moving at the speed of light. Fortunately, you still have time to gather all the necessary marketing tools and create a top-notch social media marketing strategy. Keeping tabs on these 6 social media trends will help you whip your social media marketing into shape for 2019.

1. It’s All About Messenger Marketing

Those moments when you get an occasional email from a brand trying to sell you something are yesterday’s news. The next step is Messenger Marketing.

While Facebook Messenger has been “the new way to do business” for a while now, WhatsApp Business came out just in January 2018, so it’s advertising secrets are yet to be unwrapped. We’re also hearing a lot of chatting about the possibility of WhatsApp monetization, which makes marketers very eager to conquer this advertising frontline.

From the looks of it, no social media or email platform is a match to Messenger Marketing.

messenger vs. social media trend

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We’ve found more data to back up our belief in the power of Messenger Marketing. Here’s a nice graph showing click-through-rates across advertising platforms:

Click-thru-rate messenger

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With Messenger Marketing, you’re doing more than just sending a notification; you’re starting a conversation, giving users opportunities to respond and engage.
It’s true that marketers will most likely need permission to send a message, but that’s not as overwhelming as it sounds; it’s a fantastic way to seep through your prospects, leaving only the most valuable ones.

2. 2019 – The Year of Ephemeral Content

The social media universe is confidently marching towards visual content with short-term lifespan. The knowledge that the content disappears in a day creates a sense of urgency; people feel left out if they missed your story or snap.

And hey, temporary content demands quick reactions – which means users can respond almost immediately. They get more engaged in the moment.

We have some staggering statistics to share: 70% of Instagram and Snapchat users watch Stories daily. What’s more, Stories have proven to boost purchase intent, CTR and ad recall. We’ve seen time and again that even though Stories are short-lived (up to 24 hours), their effects can be very long-lasting.

If you’re into creating Stories that drive paying customers to mobile apps, Webpals® Mobile is a highly recommended solution that offers engaging and custom-made Story Ads, created in-house.

3. Video is Going Strong

In 2019, we’ll see live video getting even more attention. It’s the authenticity that turns live video into a powerful tool, helping build trust and establish stronger connections with customers.

Besides live videos, you can expect portrait videos to rule the day on social media. It would work great for those brands that are into Snapchat Stories, and Instagram Stories since almost all the videos for those are shot vertically.

Bite-sized videos will stay a hit as well, so don’t go into full production mode. You don’t need hours of video to communicate your main message; you can (and probably better) do it in 10 secondsthe challenge: to be concise, yet engaging.

The beauty is that bite-sized videos do not require as many resources as your traditional videos might.

These 10-second videos can take many forms: cinema-graphs, sales, and product ads, user-generated videos, or anything else that’s interesting about your business. Want some inspiration? Check out Oreo and Coca-Cola’s Instagram accounts.

4. Social TV is The New Normal

And, of course, who can forget about IGTV? Plannable’s Vlad Callus forecasts:

“IGTV will become the new YouTube in three to five years, and if you’re joining now, you will catch the big wave.”

With IGTV in play, we’ll see more and more brands becoming broadcasters – which translates into a wide array of videos for mobile, featuring authentic brand stories up to an hour long.

Bite-sized videos, long-form content – a bit of a paradox, huh? The truth is, long-form content isn’t going anywhere; its structure is changing. Long-form content is becoming more visual, and brands are going to win by switching to a visual mentality.

5. Social Listening is a Big One

social listening

Social listening presents a win-win situation for all sides involved.

By paying attention to what their customers are saying about them on social, brands can efficiently manage customer complaints and crises, connecting with their audience on a deeper level. What’s more, social listening is a great muse that can bring innovative marketing ideas.

As for customers, their voice can be heard, their problems addressed and their ideas considered. You can get started with social listening now by trying tools like Sprout Social or Social Mention.

6. Augmented Reality (AR) is Going Places

We’re headed towards a new era where social media content will move from 2D into 3D, all thanks to AR. The prognosis is: augmented reality and virtual reality markets will exceed $298B by 2023.

AR will open horizons for brands, helping create emotional connections with potential customers. After all, AR ads are very immersive, interactive, and lifelike. With AR ads, customers feel like they’re playing a video game.

This year, Facebook rolled out Augmented Reality Ads, allowing brands to better connect with users. Brands can now help users interact and visualize various products and experiences on Facebook.

Imagine an ad for sunglasses. Your customers will be able to try them on and find the sunglasses that fit them the most by simply looking into their phone’s camera and swiping for different options of shades. This improves customer satisfaction and turns AR into a vigorous machine for driving high-value users and increasing revenue.

augmented reality facebook

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Snapchat is also in on it. In 2018, it introduced 3 new capabilities of its AR Lenses, which focus on social commerce and engagement, in an attempt to “bring real-life shopping experiences to the digital platform.”

Two thousand nineteen will make it clearer which platform holds the upper hand in the augmented reality battle – Facebook or Snapchat. One thing for sure, we can expect to see augmented reality features pile up next year as more brands try AR out.

Visual. Short-lived. Personalized. Interactive – that’s the social media content to create in 2019 if you want to stay on top of the game.

Now that you have top social media trends for 2019 up your sleeve, get ready to inject them into your marketing strategy to grow your business or, better yet, combine what you just learned with the professional knowledge of our performance marketing experts to drive the most valuable users. Contact us, and we’ll talk!


Mobile marketers want their apps to captivate the hearts of as many quality users as possible – that’s where Google’s Universal App Campaigns (or UAC) comes in to do the heavy lifting.

Here’s the truth: Google UAC is fantastic, but it’s only half the success of your app promotion campaigns. The other half is hidden in your creatives; in their power to mesmerize and engage. Think of Google UAC as the brains and your creatives as the beauty.

What are Google UAC creative best practices? Let this blog be your guiding force in the land of UAC creative tips. We’re going to dive into texts, images, and videos so that the next time you run an app promotion campaign in Google UAC, it will drive the most performance and value for you.

1. UAC Text Tips

You have four lines of text to write and a story to fit into a limited amount of words. It seems like mission impossible, but it can be done. These creative text tips will help you clear the fog:

  • Know your audience – this one seems to appear everywhere in content writing, but it’s super important. Dissect user behavior and psychology, uncover your audience’s deepest and strongest desires and communicate with users in their language. Digging into your audience’s needs can help you write easy-to-understand and very straightforward calls-to-action later.
  • Tell a story – every line should be a story in itself; each one should convey its own message. With that, the four lines should speak in unison, just like music.😊 That way, when they’ll appear in pairs across Google properties and networks, they’ll flow smoothly, without overwhelming users.
Winning text ads tips
The four key elements of a winning Google UAC text ad
  • Keep it short – Out of those four lines, at least two should be shorter than twenty characters. Why? Firstly, it’s for the sake of being brief. Secondly, keeping things short is the recipe for better performance. Bonus: By using shorter lines you prevent truncation in properties like Gmail.

2. UAC Image Tips

Google UAC tips

Good news! You can upload up to 20 image variations (same for videos and HTML5 creatives). It’s always a good idea to utilize this capacity to the fullest to ensure maximum reach and scale – but this is far from being the only UAC image tip you’d want to follow. 😊

  • Leverage high-reach image assets – Our partners at Google suggest including at least two variations of recommended top-performing image formats. That is, image formats with a high reach like 320X50, 320X480, 300X250.
  • Be simple – Since your images will appear on smaller screens, aim to create and upload images with simple designs and minimum text.
  • Showcase your app – Show screenshots of your app to users, especially if they are engaging and relevant to the targeted audience.
  • Add credibility – App store badges and logos mean a great deal. Use them to show how trustworthy your ad is.
  • Use HD – high-quality images speak volumes! Try uploading images twice the pixel density for better results (e.g., 350X500 à 700X1000).
  • Upload landscape & portrait – Our partners at Google advise uploading both landscape and portrait images. Keep in mind, though, that landscape ones work best for native ads; portrait images are great for interstitials. Maximum size for all images (.png, .jpg, .gif) is 150KB.

3. UAC HTML5 Tips

Google UAC HTML5 TIps

HTML5 is a relatively new format in Google UAC, which works both in iOS and Android. There’s no need to create two separate playable ads; if you want to use HTML5 for both operational systems – upload your playable ads twice to AdWords and use a different URL for each ad.

Google says that to use HTML5 in UAC, you should upload it as .zip with a maximum size of 1MB, not exceeding 40 files. And, UAC only supports these sizes: 300X250, 320X50, 480X320, and 320X480 (the last two – landscape & portrait).

To get the most out of your ads, it’s recommended to follow these best practices as well:

  • Take advantage of intros – Interactive ads are somewhat unexpected, so make sure to provide an intro caption before the ad starts. Your intro can also give users a sneak peek into your ad and spark interest. Think movie trailers.
  • Play with ad orientation – begin with playable portrait ads, split it about 70/30 impressions. As for landscape, it usually performs better and can boost your reach by a third.
  • Experiment with length – Try different lengths, but keep it in the 30-120 seconds range. Our partners at Google say that 90 seconds is the optimal length.
  • Use an end card – Let users know that your ad is over by providing them with an end card and a clear CTA to install your app (great for videos as well).

4. UAC Video Tips

Google Universal App Campaigns Video Tips

We saved the best for last – UAC video creatives😊 Here’s a bunch of actionable UAC video tips to help your app promotion ad stand out:

  • Diversify – Don’t stick to just one type of video or one video size (Google recommends 10/15/30-second videos). After all, there’s no one-size-fits-all for length, and not every ad should be cinematic; it can be just a wide variety of images, depending on your app. The smart way to go is to make a couple of video ads, perform an A/B test and see which one of them drives the most performance.
  • Grab attention fast – Use the first five seconds to spark interest by including an engaging CTA and don’t forget to insert your app’s icon in the video.
  • Work with different formats – You have three different video formats to use in UAC: landscape, portrait, and square. By the way, portrait videos have shown to drive higher conversion rates than landscape ones. Just remember that all your videos should be uploaded to YouTube first.
  • Leverage UAC’s magic – Don’t have any videos prepared? UAC can make them for you by using the assets you have in your app store listing.
  • Show benefits – Don’t just describe your app in your video. Show your audience how it can solve a problem or show others using it. Localize your video content by making it relevant to the audience you’re promoting to. Going back to the beginning of the post, you should know your audience to achieve the best result possible. 😊
  • Use music wisely – Music can help you enrich your audience’s experience, but don’t forget that sound might be off, so put in an effort in the visual appearance of your video as well.

That’s it! Google UAC arsenal is at your disposal – and we’re sure there’ll be more exciting tools to work with. 😊

Now that you know Google UAC best practices, you can start growing your app. Our app promotion team can help you with that, drop us a line!


Winter is coming! Do you know what that means: hello holidays! 

We believe that all app owners should lay the groundwork and be ready to make the most out of the potential holiday goldmine.

Check out these 8 tips on preparing your apps for the holiday season:

1. Early birds get the worm

It’s best to start preparing your mobile apps for the holiday bonanza as early as possible, deciphering the minds of your targeted audience, allocating budget, brainstorming for inspiring copy and designs and creating content that encourages users to act; otherwise…

2. Be prepared to spend more on advertising

The thought of your in-app purchases rising during the holidays may be heartwarming, but you should know that all numbers tend to increase that time of year – conversions can go as high as 60%, ad impressions increase by 50%, order value increases by 30% – and so do media costs.

Webpals® Mobile’s data shows that a typical increase in daily user acquisition budget during the holidays stands at 25-50 percent, on average, but it can be even higher. For instance, one of the popular e-Commerce apps we work with doubled its budget for the holidays last year, along with many other leading apps.

After the storm…

Our app promotion experts noticed that the storm in media prices usually calms towards mid-December. During that time, many eCommerce app owners witness a big drop in in-app purchases and orders since many users realize it they may not get what they want in time. The result? A sharp decrease in demand for media and a plunge in prices.

While this time is less lucrative for eCommerce, it presents a window of opportunity for apps in other verticals, such as finance, gaming, travel, and so on.

In case you failed to catch the “low-cost” wave, be prepared to capture those valuable seasonal users for a bigger buck.

3. Ride the wave of peak buying times

Different holidays

To get the most out of your app marketing strategy, look at the bigger picture and don’t just focus on the mainstream holidays. Consider investing more in holidays like Alibaba’s Singles Day, Harbolnas in Indonesia, or White Day in Japan. These are yet to get the attention they deserve in the West, and some extend beyond January, which opens an opportunity for you to save on media costs.

4. Unwrap your app’s potential with paid user acquisition

As app stores become more and more crowded, it is highly recommended to complement your organic acquisition strategy with a paid one to stand out.

With the paid acquisition, you get to enlarge your user base by successfully engaging even the most niche of audiences who you may not have seen your app otherwise. Granular targeting does its magic.

Paid user acquisition can also help boost your ROAS as well as organic ranking (all those impressions count) and downloads. Downloads have proven to jump by as much as 1.5 times across all app categories.

5. Be present on different social media

Savvy app owners can’t just hold on to the past and ignore the latest developments on social media: Google’s YouTube began testing more actionable video ads; Pinterest is going all in with mobile shopping, and Instagram has added more shopping features to support direct sales.

On each of the platforms, try playing with different kinds of creatives, changing them frequently to avoid exhaustion and ad blindness. For example, consider serving playable ads for games and interactive apps to drive installs of higher quality.

6. Leverage holiday-themed images and copy

We all want to curl up in our cozy blankets and spend time with our friends and loved ones, sipping hot tea near a fireplace while drowning in glowing lights during the holidays. Why not infuse your app marketing with some holiday spirit?

Try injecting jingles, holiday slang, colors, etc. into your push notifications. As for in-app messages, decorate your apps with holiday-related images. Experiment adding snowflakes, gifts, Christmas lights, and anything else holiday-related. You can even beef it up a little and insert holiday imagery inside your logo (don’t overdo it, though.)

holiday offers mobile apps

[Image source]

7. Be the Santa Claus that comes early

Everyone loves to catch that special holiday sale. Don’t be a Grinch and give away some presents to your app users. Statistics show that Americans spend $906 on Christmas gifts, on average.

As people lighten their wallets, app owners can help reduce shopping stress by offering special deals, vouchers, discounts, and so on.

Thanksgiving offer

[Image source]

If your app has nothing to do with eCommerce, try finding other ways to resonate with users. For instance, travel apps can spark user interest with travel guides that feature must-see holiday spots. Food delivery apps can offer special deals to lighten the burden of cooking during the holidays or free shipping on orders above $X.

8. Celebrate with a new, holiday-themed app

The winter snowfall causes app downloads to skyrocket. App Store reported “a record-breaking holiday season” last year.

“A record number of customers made purchases or downloaded apps from the App Store, spending over $890 million.”

This seems like a good enough reason to have an app launched especially during the holiday season. Your app should solve people’s problems during the holidays, to make their lives easier.

Here’s an excellent app idea for the holidays: health and fitness brands can develop apps that show people how to get in shape with individual workout plans and food recipes. Fashion brands could build apps offering tips on what to wear on New Year’s to help users make next year a successful one. If you are in gaming, a fantastic way to go is to develop a unique Christmas game app, like the one below:

Christmas game app

[Image source]

If you lack resources to build a full-blown app from the ground up, you can always opt for a seasonal promotional mini-app. You’ll need less capital and resources to create it, and you can still make the most of the holiday rush.

Go App Owners, Go!

The most joyful time of the year, characterized by a very intense app activity, is coming! Make the most of it by prepping your apps for the holiday season now, and don’t leave it to the last minute. This list of app marketing tips for the holidays should get you started.

If you need a hand with growing your app, our app promotion experts are ready to help. Leverage our professional know-how, remarkable campaign management and optimization technology, exclusive data, and in-house creatives to unleash your app’s potential. Contact us today!


Google’s Universal App Campaigns (or UAC) is shaking the mobile marketplace up. Intended to incorporate machine learning into advertising and make it easier for developers to promote their apps across different platforms and networks, UAC has already produced more than 6 billion installs and delivered over 50% of all app downloads.

To help advertisers scale up their UAC campaigns, Webpals® Group and Google have decided to put together a webinar. If you missed it, here’s a blog to bring you app to speed.😊 Here are a few of Universal App Campaign best practices to think about when promoting your apps with Google UAC:

UAC Best Practices per Campaign Type

With Google UAC, it’s possible to drive installs, in-app actions and even build lifetime value (or LTV) by targeting paying users. The last option has already proven to be very effective. Although it is still in beta, you can run LTV campaigns by working with Google’s partners such as Webpals® Group.

UAC for Installs/Advanced Installs

Google Play users downloading apps

If you are on the hunt for more installs, which is a great choice if you want to boost its performance, keep these tips in mind:

  • Number of Conversions

UAC’s conversion optimizer needs 100 conversions to stabilize and about two weeks to optimize. To ensure the most optimal result, remember to target by country and avoid excessive splitting of your targeting by regions/cities.

If you want to run an advanced UAC Installs campaign – targeting users that are more likely to engage with your app while keeping the volume of installs – stick to more than ten in-app conversions per campaign a day to allow Google UAC to do its job and optimize closer to the CPA model.

  • Ads

UAC uses texts and assets to create a diversity of ads for you automatically. That means, the creatives you upload become the building blocks for UAC.

To drive the best performance, make sure to add at least five images and one video in addition to the copy (four lines) for your text ads. By the way, videos are a game changer for iOS UAC campaigns.

Note that the same recommendations apply if you want to run advanced install campaigns in UAC.

  • Budget

Since UAC algorithms need to have some room to work with when it comes to your target CPI (or tCPI), set your budget to a minimum of 50X your target CPI (or tCPI.) Also, frequent changes of more than 20% to your bids and budgets are not recommended. That way, UAC algorithms won’t get mixed up and start working from the beginning every time you make a change.

If you are going for an advanced UAC install campaign, keep these recommendations in mind as well. Also, do not forget to bid 20% higher for your tCPI.

Why? Advanced install campaigns drive installs of higher quality that are more likely to drive actions – and those actions are going to cost you more.

  • Settings

UAC campaigns will yield better results if you tick “Yes” for only one install/first open. All other conversion settings should be marked “No.” If you’re running two campaigns for your apps from a single account (one for Android and one for iOS), tick “Yes” for both. Apropos, this is true for all UAC campaign types.

Google UAC settings

When it comes to advanced install campaigns in UAC, in addition to the above, it’s best to refrain from changing in-app event optimizations at campaign level to ensure the smoother performance of UAC algorithms.

UAC for Actions

Google UAC reaching valuable users

If your goal is to drive as many in-app actions as possible (registrations, purchases, etc.), it’s best to run “UAC for Actions” campaigns, which, in contrast to UAC advanced install campaigns, help you reach the right users by focusing solely on in-app actions.

According to our app promotion experts, these campaigns are more suitable for matured mobile apps and present an excellent opportunity to drive more paying and loyal users.

  • Number of Conversions

Just like with advanced install campaigns, set the number of conversions to be more than ten in-app conversions per campaign daily, but make sure it is representative enough of your business goal. Besides that, targeting multiple events of different value can overwhelm the system. For example, if you’re gunning for “Registrations” and “Purchases,” pick only one.

  • Ads

With this campaign type, one of UAC best practices is to upload five image creatives and two videos (both portrait and landscape), in addition to writing your four lines of text. Apropos, Google data shows that portrait videos tend to have a 60% higher conversion rate than landscape ones.

  • Budget

Here you’ll need to set your budget to at least 10X your target CPA (tCPA) to ensure the best results. Our partners at Google give a great example: a $300 actual, historical CPA and a $10 UAC bid will not do you good.

Google suggests checking the last three months of campaign results to examine the CPA you’ve been getting for the targeted event so far in your existing campaigns and make sure it’s similar to the CPA you want to bid on.

  • Settings

See the recommendations for “advanced UAC installs” campaigns above.

Let’s face it: bidding on the desired event is far from being a rose garden. Think of all the event data you need. Not to mention, your targeted events must occur at least ten times a day, which is not always the case. That’s why sometimes your best bet is to find a proxy event – the event that highly correlates with the targeted event.

Proxy event targeting
If the desired event can’t be targeted (Purchase), Webpals® Mobile experts check which of the events corresponds to it in the best possible way (Add to Cart).

Putting Yourself in User’s Shoes

No matter what type of UAC campaign you choose, always try to understand in-app user experiences, identify user behaviors and optimize – that’s the approach our app promotion experts take to help leading apps define user funnels.

There’s no doubt that there’s a lot of ground yet to cover regarding UAC best practices. Read about UAC video, images and text tips in our next blog. For now, our app promotion experts are ready to grow your mobile app by leveraging our professional know-how, exclusive data, and in-house creatives. Contact us today!


Banks and other financial institutions and services have developed an insatiable appetite for mobile apps, and for a good reason – 40% of smartphone owners use their phones for finance; and 63% of them do that at least weekly.

With such an amount of traffic, mobile banking and personal finance apps can drive higher ROI, boost customer engagement and revenue.

Here are 4 actionable tips and hacks, revealing the key features of top finance and banking mobile apps, to help you turn your app into users’ favorite:

#1: Feature-Rich Mobile Apps

Best finance apps features blog Webpals

Mobile banking apps with five or more features can make your app users extremely happy. A Citi research tells us that consumer loyalties lie with financial institutions that have feature-rich mobile apps in 80% of cases. Not only that, if you want your mobile banking app to stand out in a crowded market and become users’ favorite, its features must serve different functions. Case in point, Chase Mobile, a mobile banking app with tons of features that users love. The features allow users to view transactions, transfer money, create custom alerts, and more.

#2: Users’ Needs are Everything

Answering users' needs

Many financial institutions tend to focus on chasing profits, which leads to adding more features that ultimately improve their bottom line. For users, though, it is highly likely that an awesome app is the one that answers their needs in the best possible way.

One of the recent Google studies shows that when it comes to personal finance, users prefer to turn to mobile apps for money transfers, account status, and investment checks.

Take Acorns, for example, one of the leading investment apps on the market. They’ve realized that the app’s “Potential” feature truly has a lot to offer users. In an L.A. Times interview, Acorns said that the feature captivated the hearts of 17% of investors during the first months of testing. Such popularity led to the development of another feature – “Round-Up Multiplier,” which, combined with the first feature, allowed investors to recognize that they can invest more from purchases.

Going back to that Google study, 64% of respondents reported that ease of use and good navigation are the factors that help them decide whether an app is worth their attention – which brings me to my next point.

#3: Great UX

UX mobile apps Webpals Group

Don’t just look at your app through the lens of what it already has or might need in the future. A bullet list of features may be attractive, but you must pay attention to UX as well.

One of the recent studies, presented in PaymentsJournal, found out that users are hungry for ease of use and minimal effort when it comes to their financial institution’s digital experience: A staggering 68 percent of users crave for simplicity and 62 percent seek effortless experience.

Here’s an example of a well-thought-out UX:

Look at Capital One’s mobile banking app, for instance. Aside from many other fascinating features, the app sends notifications about every purchase.

Although automatic notifications are often seen as a big “no-no” UX-wise and might be considered annoying and invasive, it is less of a case with mobile banking: the demand for security in the sector is on the rise. In the case of Capital One, automatic notifications help create a safer user experience.

#4 A Sense of Control

A sense of control

Want your finance app to be one of the best mobile apps out there? It’s a good idea to follow Mint’s example and offer features that provide a sense of control to users. In Mint’s case, not only users can pay bills using the app, but they also can analyze their spending habits. Also, users can create different budgets based on their spending patterns and set up alerts to notify when a budget limit is reached. It’s the type of proactive budget management most users are drawn to. Mint is a great example showing how to properly capitalize on people’s need to reduce anxiety about being able to control their expenses, especially when it comes to emergencies.

With years of performance marketing know-how, proprietary data and exclusively owned and operated personal finance, Webpals® Mobile has proven to be very successful in the acquisition of high-value users and promotion of leading mobile apps. Here’s a selection of our success stories.

Contact us to see how we can help you unlock your app’s potential.