For AdWords advertisers to promote, track and monetize their mobile app, Google just shared several new features — “For the first time, businesses can use AdWords mobile search ads as a holistic solution to promote, monetize and track their app downloads,” posted Google.
Promote your app using the new Mobile App Extension
First, Google introducing a new Ad Extension called “Mobile App extension,” that allows advertisers to append a mobile app download link to their search ads.
“With this extension, advertisers can promote their mobile app to users who may simply be searching for their brand, product or service. The mobile app extension gives advertisers a new distribution channel for their mobile apps and users a new discovery medium. Beta participants saw a 6% lift in CTR for campaigns using Mobile App extensions, compared to control campaigns,” explains Anurag Agrawal, Product Manager, Mobile Search Ads.
The new Mobile App Extension found in the “Ad Extensions” tab. Use its new ‘app picker’ function to easily find your company’s app in Google Play Store or iTunes App Store.
“Advertisers running campaigns solely focused on promoting and driving downloads of their app will benefit from recent changes that add more useful information to their click-to-download ads,” Agrawal said.
In addtion to last year’s addition of the mobile app icons next to the text ad. Google now incorporated richer information about mobile app right in the ad unit itself. “When a user searches and click-to-download ad appears, they’ll be able to see image previews, a description of your app, and when applicable, pricing and rating information,” Agrawal explained.
This new information in the click-to-download ad is automatically drawn from the Google Play Store and iTunes App Store.
Track Android app downloads through AdWords — this means that when a user downloads a mobile app from the Google Play store via a click-to-download ad or a mobile app extension, Google will now count their download as a conversion.
Monetizing your mobile app with Custom Search Ads for Mobile Apps
Finally, Google introducing “Custom Search Ads” to tablet apps via the new AdMob SDK. “Tablet and mobile app users will receive ads relevant to what they’re searching for inside an app, and businesses running mobile apps will have a new tool to monetize their content and services,” Agrawal said.