Last Thursday, Google hosted a Hangouts On Air to help learn "how to use new AdWords search ads to promote and track your mobile app, and hear from early adopters who have done so?"
In the hangouts, Googlers discussed the value of using search ads to promote their respective mobile apps. And, also showed a live demo how to set up features that can help app developers promote and track downloads of their mobile app.
Google: Why has your business chosen to promote your mobile apps?
Brian Wright: We provide a mobile app that helps smartphone users protect their phones against data loss, theft and malware. The more users we have, the more data we have about the threats out there in the mobile ecosystem - so in order to make our technology effective, it's important for us to acquire users.
Google: Why use AdWords search ads to promote your mobile app?
BW: We promote our apps on the major mobile ad networks and via carrier partnerships. However, search encourages a different type of user behavior that's different from iTunes or Google Play Store browsing. Our search users are looking for more information, but they might not know an app is a solution to what they're looking for. It's great to get in front of those people with search ads.
Google: What's the value of running search ads to promote your mobile app?
Troy Morris: There is an intent users have on search, in our case - to find someone. Conversion rates easily eclipse that of other ad networks so we're able to get downloads at responsible costs, which helps the overall lifetime value of these users.
"What's also great is that even before Android download tracking was launched, Google was ahead of the curve to give us insights we couldn't get through other channels. We could track performance from the campaign, down to the ad group and keyword level. It gives us a massive amount of control we don't see on other ad networks. It gives me the ability to go in at any point in the day to adjust bids or ads, and optimize to where every single penny counts," said Morris.
Watch the full Hangouts conversation in this video: