In the last couple of years, technology has made the world a much more interconnected place. People are now constantly connected, moving almost seamlessly between apps, sites and even screens while on the go. For small and large advertisers alike, this means that the definition of what makes a good ad has changed. Today, the best ads are more than just messages sent to various devices. Ads are now a medium through which advertisers can connect to their potential customers through information and content shared at the right place, at the right time.
On April 22, 2014, Google added some big changes to the AdWords platform. These new products, while they caused serious concern among advertisers before they rolled out, proved to be some really cool features that will help advertisers around the world to grow their businesses and find new customers.
New Features Targeted at Mobile Apps
In this day and age of technology, people live a major part of their life online, looking for the content, information and solutions that are most useful for them. Sometimes this content is on websites. Other times though, the content is in mobile apps.
For years Google has offered popular formats through which advertisers can promote their app. This includes Google search ads and their AdMob network. Now, the next generation of Google search ads features is here along with that of Google’s Display Network and YouTube.
The New Features
1. Better Discovery
For advertisers looking to drive app downloads and app installs on the AdMob network, Google now enables you to reach people who are more likely to turn into customers based on the apps they use, the frequency with which they use those apps and the types of in-app purchases they make. On YouTube, Google is also enabling app installs as an enhancement to the current TrueView offering.
2. Easier Re-engagement
Did you know that over 80% of downloaded apps are used only once and then deleted?
This means that when it comes down to it, lots of businesses are able to get their apps onto people’s devices but they might never actually make a sale or see these potential customers again. Through the new app re-engagement campaign in AdWords, advertisers can now increase usage of downloaded apps. You can now push consumers into apps they’ve already installed for both search and display.
3. Enhanced Measurement
In AdWords, advertisers can now also measure conversions across the entire life cycle of their app, from install to re-engagement to in-app purchases.