Search Ads on Google Play and new app promo tools roll out to advertisers

Search Ads on Google Play can provide consumers new ways to discover apps that they otherwise might have missed and help developers drive more awareness of their apps

BestMediaInfo Bureau | Delhi | July 31, 2015

People turn to their mobile phones several times in a day for accessing information or making purchases through mobile. And in these intent-rich moments, they often turn to apps to get what they need. Search is one of the biggest drivers of app installs in the Play Store.

Keeping this in mind Google is investing in new ways to help people discover apps with Search Ads on Google Play and innovating on new technologies to simplify campaign management and improve measurement for developers.

Search Ads on Google Play

Search Ads on Google Play has begun rolling out to all advertisers and developers who use Search app install campaigns on AdWords.

Click on the image to enlarge.

Google Play reaches more than 1 billion people on Android devices in more than 190 countries. With such an extensive reach, Search Ads on Google Play can provide consumers new ways to discover apps that they otherwise might have missed and help developers drive more awareness of their apps.

Companies like Booking.com and Nordeus are already extending their app promotion strategy to include showing ads on the Play Store.

According to Tomislav Mihajlovi?, CMO, Nordeus, “Search has already been a key component of our app promotion strategy to reach high-quality users. With new Search Ads on Google Play, we have an even bigger opportunity to connect with people in the moments they're looking for new apps to download. We are already seeing significantly more app installs from Search with the addition of Google Play inventory for our game Top Eleven.”

Improved conversion tracking for Android

Surojit Chatterjee, Director, Product Management, Mobile Search Ads, Google, said, “As we expand the opportunities for developers to promote their apps, we're also committed to providing conversion tracking tools that work seamlessly across channels and align with whichever measurement solution a developer chooses to use. That's why we're introducing Android first app opens, a new conversion tracking solution that measures when a user first opens an app after clicking on an ad and completing an Android app install.”

In addition to providing app conversion tracking across Search, Display and YouTube, this new solution also allows developers to better align the conversion volume they see in AdWords with the data they see in a third-party measurement solution. First app opens are the standard conversion type for third-party solutions, so Google is working with key partners like Tune, AppsFlyer, Kochava, Adjust and Apsalar to ensure data consistency and give developers the freedom to use reporting and optimization features across AdWords and third-party solutions of their choice.

In a few weeks, Universal App Campaigns will make it even easier to promote apps on Google Play and across all Google properties, including Search, YouTube, the AdMob in-app network, and the 2M+ sites on the Google Display Network.

Chatterjee added, “As the apps ecosystem continues to grow, we're dedicated to creating products that help developers get their apps to the users who will love them. From adding search ads to Google Play, to improving Android conversion tracking and simplifying campaign management with Universal App Campaigns, we hope these new tools will bring even more success to our app developer community.”

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