Google Just Announced New Features for App Advertisers
A new article on Search Engine Journal reports that Google just announced new features for app advertisers. Here, you can learn more about device targeting, new attribution options, leveling up user experience and improving attribution!
Google's new app usage research shows:
Now, advertisers targeting Android users will be able to reach prospects on desktop, as well as mobile, on the desktop version of the SERP as well as the Google Display Network. While the app ads will link to the Google Play store desktop website, the store will allow users to install the app directly onto the device linked to their Play account. Android app advertisers will be automatically opted into desktop beginning in June so no additional action is required for advertisers already promoting Android apps. Advertisers can monitor the performance of desktop within the device section, as with any other campaign.
To make it easier for advertisers to implement deep links, Google announced the deep link validator, a tool that helps advertisers validate deep links for their entire Android app. Using the tool, advertisers can send, and download a detailed report that contains all the checks the tool performed on your link, and how the missed configurations should be fixed. Google also announced the Impact Calculator, which provides a list of all the missing URLs advertisers may want to consider implementing as deep links and the estimated missed conversions from not implementing them.
Google also announced data-driven attribution (DDA) for deep linked campaigns to help advertisers understand how specific mobile web ad clicks drove customers to complete purchases within the app in order to improve bidding decisions for web-based campaigns.
Google's new app usage research shows:
- 63% of consumers will continue to seek out the best app experiences even once stores reopen.
- 75% of consumers are more likely to purchase from brands whose apps allow them to transact quickly.
Now, advertisers targeting Android users will be able to reach prospects on desktop, as well as mobile, on the desktop version of the SERP as well as the Google Display Network. While the app ads will link to the Google Play store desktop website, the store will allow users to install the app directly onto the device linked to their Play account. Android app advertisers will be automatically opted into desktop beginning in June so no additional action is required for advertisers already promoting Android apps. Advertisers can monitor the performance of desktop within the device section, as with any other campaign.
To make it easier for advertisers to implement deep links, Google announced the deep link validator, a tool that helps advertisers validate deep links for their entire Android app. Using the tool, advertisers can send, and download a detailed report that contains all the checks the tool performed on your link, and how the missed configurations should be fixed. Google also announced the Impact Calculator, which provides a list of all the missing URLs advertisers may want to consider implementing as deep links and the estimated missed conversions from not implementing them.
Google also announced data-driven attribution (DDA) for deep linked campaigns to help advertisers understand how specific mobile web ad clicks drove customers to complete purchases within the app in order to improve bidding decisions for web-based campaigns.
