Increasing App Visibility with Google Play and New Ad Opportunities

During its Mobile Developer Conference last month, Yahoo shared some of its latest tracked trends, noting that only 10 percent of the time spent on mobile is spent within the browser.

That means 90 percent of users’ mobile time is spent in apps. Marketers are responding to this consumer behavior too by directing their ad dollars to apps and app advertising spending is likely to outpace that of mobile Web browser nearly three-to-one this year.

For app developers, there’s an increasing challenge to drive discovery and installs in a growing, competitive market.

Recent data reveals that social advertising spend on mobile by app developers has almost quadrupled year-over-year from Q2 2014 to Q2 2015, but that mobile app installs are growing at a faster clip.

Additionally, an influx of new advertisers and new apps has driven cost-per-install down over the past several quarters, making these ads an appealing option.

As the market matures, new inventory sources are cropping up to give app developers opportunities to scale efforts and reach mobile consumers. One of those new avenues is search ads via Google Play

The Google Play store boasts upwards of 1.6 million apps, and now, you can increase discoverability to give your app even more exposure to the right audience.

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For those already running app install ads on Google Search, expanding into Google Play is a no-brainer. The value of advertising directly in the Google Play store is that you are messaging to nearly one billion Android users who are actively searching and interested in downloading apps.

With millions of options to choose from, this opens up another way to stand out at the right time, to relevant and in-market audiences.

Extending beyond Google Play, Universal App Campaigns will facilitate app discovery and promotion across Google properties including search, YouTube, AdMob, and the Google Display Network. But it’s more than just Google. The opportunity to drive app downloads is possible across more and more prominent mobile properties – Facebook, Instagram, Twitter, Yahoo Gemini, to name a few.

Marketers looking to expand efforts into these other publishers should understand the nuances between each and know that campaigns and ads can’t always be a simple copy and paste. A highly visual ad unit, like that on Instagram, may not work on Facebook, for example. Constant testing and iterate to see what works for your brand in each emerging environment will be key.

Once an install is achieved, app marketers must focus on retaining consumers – Google research found that one in four installed apps is never used. Providing a clear value and compelling user experience will drive adoption and loyalty to your app, but you can also stay top of mind with mobile app engagement ads.

When used in conjunction with deep linking to particular content, you can direct your audiences to a highly tailored experience and give consumers a reason to stay engaged beyond the initial install.

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