On 20th August 2014 Google announced the global release of new features to help advertisers promote Mobile Apps on Search and YouTube. This represents a significant step forward in the functionality of the Adwords offering and follows the announcement made in April earlier this year.
Over the past four years, Latitude have seen Mobile and Tablet device click share in Adwords grow rapidly – the clicks from these devices combined now surpass Desktop clicks, meaning more and more people are opting to use their Tablet/Mobile for browsing:
The new ad formats offer a golden opportunity for advertisers to promote their apps to the massive audiences searching on Google and YouTube using their Mobile and Tablet devices. The new ad formats are quick to set up and offer features to ensure effective performance, as detailed below.
Promote your App in Google Search to New Customers
Previously we have been able to use the ‘Mobile App Install’ extension for search ads, which appears as a blue link to the App Store beneath your mobile ads. We now are able to use specific ‘App-Install’ ads for search. This means:
- Ads will only be shown to Mobile/Tablet users who have not previously installed your App
- Ads will take searchers to the relevant App store to download your App
- The Keyword Tool will suggest keywords for your campaign based on search queries in the Google Play store
Promote your App in Google Search to Existing Customers
80% of users download an App and use it only once. To help advertisers reconnect audiences with their App, Google also announced beta trials of “App Re-Engagement” Ads, which appear exclusively to Mobile / Tablet users who already have your App installed.
You can target search queries to deep link into the relevant App page on the user’s device, as demonstrated below:
Tracking and measurement
Along with the new ad formats, Google also described their improved tracking and measurement options for App promoters.
- App installs from the Google Play store will show up automatically as conversions within your Adwords account (you can opt out of this if you prefer – if tracking other conversion types such as sales or bookings you may not wish to see them rolled into one in your Adwords conversion reports).
- Tracking App installs from iTunes currently requires 3rd party tracking, however it is possible to install Adwords tacking code within your App to measure in-App actions such as purchases or bookings across all mobile platforms.
- With Adwords tracking code installed inside your App, it also becomes possible to measure visitor outcomes and ROI for your App promotion campaigns. You can then take advantage of ROI-based bidding rules to optimise your campaign profitability.
Promote your App in YouTube
According to a 2013 YouTube Global Audience study by IPSOS, YouTube users are more than twice as likely to download Apps. Now you can promote downloads of your App with YouTube TrueView ads.
- TrueView Ad format shows app name, icon, price and ratings
- Target Ads to audiences based on their interests, demographics and previously watched videos
- Simply link your App’s ID to your TrueView campaigns. Users will be taken to the relevant App store to download
There are over 1 billion unique users and 6 billion hours of videos viewed on YouTube each month. This new Ad format presents a huge opportunity for any advertiser with an App to promote.
Need help or advice for promoting your App? Drop us a line at firstname.lastname@example.org!