Google AdWords is launching a new product at I/O later today called Universal App Campaigns, which is designed to help both smaller advertisers as well as new advertisers run install ads for their apps.

Just provide us with a few inputs about your app — what your ad creative will say, the audience you wish to reach, and how much you want to spend — we’ll do the rest for you. Behind the scenes, our ad creation and bidding engines will help maximize performance for your campaigns so you can spend more time building and enhancing your apps. Search Ads on Google Play and Universal App Campaigns will be rolled out to developers and advertisers in the coming months.

These ads can be set up directly within AdWords or through the Google Play Developer Console.

The ads will be displayed across Google’s media properties, including Search, Play, AdMob, the Google Display Network and YouTube.

One of the reasons many advertisers have shied away from app install ads is there is a bit of a learning curve in setting them up.  But this new product should make it easier to set up.  It will also likely convince advertisers to try out app install ads, if they haven’t done so previously.

Universal App Campaigns will be rolling out in the coming months.