forbes.com
Anything to make AdWords
easier and more automated is a huge win for marketers and advertisers, but up
until now there hasn’t been anything that dealt with apps. According to an
eMarketer study, mobile app installs are expected to increase from
$1.47 billion in 2014 to $3 billion this year alone. That means that 10.4% of
total mobile ad spending will be coming from apps.
In other words, the pressure was on for
Google to deliver something to help developers and advertisers.
Enter the new Universal App Campaign type.
The New Universal App Campaign Explained
Google made the official announcement on September 27 and it looks as though the new
campaign type will be rolling out to developers and advertisers in the upcoming
months. So how does it work? The idea is pretty simple. When you create this
type of campaign in AdWords, you will be able to connect your app across Google
search, Google Play, YouTube, and the Google Display network. This helps give your
app more visibility than was ever available before.
Essentially, this new option will help you
reach a larger audience must faster than you would have normally because the
campaign type will do most of the work for you. It scales your reach, pulls in
the images associated with your app, videos, and app description all from your
Google Play store in order to create ad formats that work on again, Google
search, Play, YouTube, and the Display Network.
The campaign type will then use what they call “dynamic learning” to maximize
app install volume at the cost-per-install that you set (discussed in the next
section). This helps ensure that your best ads are showing based on the network
that they’re served.
According to Digital Marketing Agency HigherVisibility “This is just one more way to automate your reach and
make sure that your app is getting in front of the most eyes as possible. This
naturally should help improve success rate for app developers and businesses
trying to break into the app market. Using this new campaign type should be a
no-brainer.”
Getting Started
All you need to do to get started is visit the Google Play Developer Console. From there you can give AdWords your cost-per install requirement, tell them the audience that you are targeting, and then Universal App Campaigns will take care of the rest for you.
Additional App Development Resources
Of course don’t forget that this new feature is for apps only (business or otherwise). If you don’t have an app yet or are still thinking about getting started, consider some of the following resources from Forbes from just this year to help get more information and help you make your decision:
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