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AdWords Adds CPA Bidding, New Mobile Ad Format, For App Advertisers
Google has released several new AdWords features designed to help application developers promote downloads from Google Play or the iTunes Store.
One change is extending the Conversion Optimizer feature to better service app advertisers, so they can set a target CPA rather than bidding on a CPC basis. The Campaign Optimizer then uses historical conversion data to place CPC bids automatically, in an effort to meet the target CPA at scale. The company says beta campaigns have shown a more than 20% decrease in cost-per-install for campaigns using this feature.
Additionally, Google has developed a new ad format for apps designed specifically for mobile devices. They rotate through three panels of content, including ad text, an image, the app’s rating, the app’s price, and a large blue “download” arrow. Advertisers create a text ad that points to the app download page, and AdWords automatically retrieves the ratings, image, etc. from the Google Play or iTunes store. The company says some advertisers have seen cost per conversions decrease by 25% with these new units.
The new features are just the latest Google has developed to cater specifically to app developers. The company in April announced a new Mobile App extension for AdWords, additional information to the click-to-download format, the ability to see Google Play stats in AdWords, and Custom Search Ads for mobile apps.