In a similar move to what Facebook, Yahoo and Twitter are doing for monetization, Google announced in its AdWords Blogpost today that it also plans to offer targeted app install ads on mobile search and YouTube. The blog post talks about latest AdWords innovations Google is coming up with. To create a better discovery, Google would use its already saved data for users like their previous installs, frequency of use, etc. to target the consumers with the best fit App that can be downloaded. Also, businesses looking to promote app installs across the AdMob network will now be able to target consumers on the available user data and the insight they get from Google Play about the keywords that convert a search to download.
Google is also working around its mobile app deep linking initiative to integrate App deep linking with AdWords. According to this, businesses can buy the advertisements that upon clicking will open the installed App. It’s an initiative for an easier re-engagement that will get users to use the downloaded Apps on their phones more frequently. According to Digital Trends, over 80% of downloaded apps are used only once and then deleted. As explained by Google in their blog post with this, “if someone has the HotelTonight app installed on their phone and searches for “hotels in San Francisco” on Google.com, they can go directly to the specific page in HotelTonight about SF hotels, instead of being taken to the app’s main landing page.”
The third talks about Enhanced measurement, that now with AdWords, you’ll soon be able to measure conversions across the entire App lifecycle, i.e. from App installation, re-engagement and in-app purchases.