Google recently launched several app promotion features designed to help those of you who have created an Google Play and iTunes Stores mobile app promotion campaign in AdWords, or are considering creating an app promotion campaign, maximize your return on investment.
Here is a rundown of the new tools:
CPA Bidding with Conversion Optimizer helps increase conversions across Google search and display networks while decreasing cost per acquisition. "Conversion Optimizer analyzes historical conversion data and adjusts bids on an ongoing basis to help you maximize your ROI," Google says. Adding, that "this automated bidding feature is now extends to app advertisers to help drive efficient app installs at scale."
The tool is now available to all advertisers that have created app promotion campaigns.
"With Conversion Optimizer, instead of a traditional CPC bid, you can set a target cost per acquisition (CPA), based on your average cost per download. Conversion Optimizer will use historical conversion data and other signals to place CPC bids automatically, in order to hit the target CPA with as much volume as possible. While results vary per campaign, strong early results from our beta campaigns show a 20%+ decrease in cost per install with the addition of Conversion Optimizer. It's important to note that Target CPA bidding does not guarantee a particular cost per install," Google explains.
Ad Formats. Google says they've now optimized text ads for Android or iOS apps that now include more information about what users are getting, what they have to pay for it, and how others feel about the app.
"The ad rotates to display all the information when a user clicks on the ad. The user has to click on Download to go to the app download page."
With AdWords, "app advertisements are automatically updated with the latest information like reviews and ratings. You simply create a text ad that points to your app download page, and AdWords supplies the graphics and formatting," Google explains.
Google also released today an update to DoubleClick Search (DS) -- now comes added quarterly and yearly options for date range. "When selecting a date range in the DS UI, there are new options for This quarter, Last quarter, This year, and Last year," informs the DS team.
Here is a quick overview of the new features in September 6 DS release:
- Budget pacing report allows you to set a budget (different from a campaign's daily budget) across multiple campaigns and see if you're on track to spend it. Tracking spend against a budget goal is a common need for many users. "These reports save time for agencies that need to look at such data on a regular basis," the team said.
- Inventory management "fully" launched today allows you to use your Google Merchant Center feeds to efficiently and automatically update your search campaigns. This feature is now available to all DS users.
- See the number of changes to campaigns and other objects: "These new columns display the number of changes to campaigns, ad groups, ads, or keywords for the specified date range in the upper righthand corner," the team explains. They introduce change history information into the main campaign management functionality.
- See when an object was created in DS: "Find the new and not-so-new by adding the Creation time column to see when an object (such as a keyword) was created in DS," the DS team adds. To access this column, along with the individual changes columns, click the Columns button above the performance summary graph. Under Available columns, navigate to Change history > Change stats.
For more information on these features, and on issues fixed in this release, you can read this Help Center release notes.