Just before the Game Developers Conference Moscone West, Google has unveiled new advertising campaigns features for mobile developers to grow their games business with digital ads.
The new solutions while providing smarter ways to monetize, also let game developers re-engage with audience from pre-launch registration campaigns to post-launch player retention.
Here is an overview of new features:
App Campaigns in Google Ads
Mobile game developers can now leverage new “app campaigns for engagement” feature in Google Ads, to re-engage inactive players.
Developers can reconnect with inactive players with relevant ads across Google properties including Google Search, YouTube, plus over 3 million sites and apps.
Using the new app campaigns for engagement, those players can be asked to complete a game tutorial, introduce them new features added to the game since they last played.
Or, let new players open a game on Android.
The new campaign supports Google Analytics for Firebase and other App attribution partners.
Here is an image of new app campaigns in Google Ads:
Monetize Non-speding Players
Google now lets developers generate income from non-spending players with a new monetization solution called “smart segmentation.”
The new smart segmentation in Google AdMob combines ads and in-app purchases into one automated machine learning powered solution.
Developers can segment players who are likely ready for in-app purchases.
These automated ad units will show ads only to users who are likely not going to spend on in-app purchases.
Players estimated to spend will see no ads, they can continue playing a game.
Here is an image of new smart segmentation flow:
Maximum Conversions Bidding
With maximum conversions bidding for app campaigns, advertisers will need to give their budget and ad assets to Google, who will then help them in growing their player base.
Advertisers just need to set goals and app campaigns machine learning will then serve the right ad at the right time to players across Google properties.
“Because the focus is on maximizing installs instead of meeting a target price, you can typically get a lower conversion price,” stated Google Ads.
Currently only a select advertiser have access to maximum conversions bidding for App campaigns beta.
Advertisers interested ready to sign up can contact their Google Account Manager.
These new ad units let advertisers connect with players by offering them an opportunity to register with new titles before their official launch on Google Play.
Those registered will be informed via a push notification in Play once the game is released.
“Pre-registration ads can be especially valuable for established game developers to help connect with a fan base that already loves their game, with a strong intent to download and become valuable players.”
Google will talk about these new advertising features on Wednesday, March 20, at GDC 2019, at Moscone West, room #2020.