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Google Courts App Marketers With New AdWords Features For Search, Display, YouTube
Today, Google announced new efforts to entice app marketers in a livestream event at the AdWords Performance Forum.
Google has offered advertising options for app marketers both through AdWords and its mobile ad network AdMob. Now it is aiming to compete more forcefully for app ad dollars and rely on that growing bank of data it’s got stored up in Google Play.
Google is unifying ad processes for app marketers with what it calls a “holistic solution” that can be managed within AdWords and adding new formats that allow app marketers to advertise on search, the Google Display Network and YouTube.
Noting that some 60 percent of apps are never installed, Jerry Dischler, VP product management for AdWords, introduced three opportunities to promote app discovery and installs.
App Keyword Suggestions. First, on search, AdWords will suggest keywords based on insights from within Google Play. For example, the top search queries in Google Play that lead to the most installations of that type of app include “hotels” and “hotel apps”. These and related queries will be offered as suggestions in AdWords.
In-app Install Ads
On the display network, advertisers can target users based on the apps they’ve already installed and their usage patterns with those apps — again data that come from the Google Play store. The example given here is a marketer of a calorie-counting app might have their ads shown to users who’ve installed running apps.
YouTube TrueView Companion for Apps
Google will be adding functionality to TrueView ads on YouTube that allow advertisers to show their video ad content along with an additional app download call to action below the video.
App Deep Linking In Search & Display
To promote re-engagement and app usage, Google is adding app deep linking from search and display for users who already have a related installed. Advertisers can take users who already have the app installed directly to the most relevant page within their app from their ads on search or on the Google Display Network.
Other highlights that will appeal to hands-on AdWords practitioners include buzz-worthy new drop-and-drag reporting that allows users to build pivot table-style reporting directly in the interface and a more robust testing environment that builds on experimentation capabilities currently offered. Dischler also offered an update on in-store conversion tracking as part of Estimated Total Conversions.
All of these features are expected to roll out over the next few months, with more details offered upon launch. The full livestream is available to view here.