The Windows Store has brought along some notable changes to the way software is distributed on Windows; Microsoft’s foray into the “application store” space might have been late, but it was worth the wait.
The UWP framework makes apps safer, packaged, and easier than ever to install – even the existing Win32 apps, as long as they go through the Desktop App Converter.
Windows Store, however, has not been very interesting for the consumers; the average Windows user installs app with an EXE or MSI installer – whatever is this AppX package?
Windows Store built up a reputation of cataloging apps made for the touchscreen; that’s not entirely false. Microsoft’s modern design guidelines do accommodate for touch devices; however, the average Windows user just wants to install the desktop Chrome browser, and that’s not in the Windows Store.
The Desktop App Convertor somewhat fixed this problem, but the reputation of Windows Store hasn’t changed. Sure, we have Adobe Photoshop on the Windows Store, but why bother getting it from the Windows Store?
That brings us to our problem; if the user isn’t going to browse the Windows Store because of its reputation, how are the good apps on Windows Store supposed to advertise themselves? Microsoft has had the “Promote Your App” ad campaign for Windows developers, but the ads were limited to within the Windows Store.
Today, Microsoft fixed this issue by introducing universal campaigns that will deliver the “Promote You App” ads across Microsoft’s premium services: MSN.com, Skype, Outlook, and even other apps like Solitaire and the Weather app on Windows 10.
This tiny change will enable 3rd party developers on the Windows Store to advertise their apps across Microsoft services – something that would usually cost a lot of money.
Converting an existing “Promote Your App” ad campaign to a universal one isn’t very difficult – in fact, Microsoft will do it for you.
All campaigns that use ‘auto-targeting’ will now be universal campaigns by default. The advertiser just has to make sure that ‘Automatic’ is selected for the ‘Audience’ section of the campaign.
For manual targeting, just make sure to choose ‘Universal’ under the ‘Surface’ setting in the ‘Audience’ section of the campaign.
Hopefully, this will attract more developers to the Windows Store.