Google announced both on their blog and in a Google+ post that you can start promoting your apps with Google Search and YouTube ads. This update is available globally. Next, I will present you how it works and what is now possible.
Promote your app with Google Search Ads
There are 2 main reasons to use Google Search ads to promote your app:
– to help people discover your app
– to remind them to use your app if they installed it and forgot about it(app re-engagement ads).
In the first case the ads will only be shown to people using mobile devices that don’t have the app already installed. According to Google, this mechanism will make sure that “every click is from a potential new user, saving you time and money.” If you wonder what will happen with the users who had the app and uninstalled it – well, they’ll be automatically added back into the targeting list.
80 % of people who downloaded your app only used it once(as revealed by a digitaltrends study from 2013), so reminding them to use it is a big deal, especially if your revenue comes from the app use frequency. The ads are automatically generated using the app’s icon and reviews on Google Play or iTunes, are linked to the app’s store page.
Photo taken from AdWords blog
Measurement is very clear:
- Downloads – For Android apps on Google Play, app installs show up as conversions in AdWords automatically, while for iOS apps, conversion tracking has to be set up manually.
- Analytics Data integration
- Bids Automation.
Promote your app with YouTube
A YouTube Global Audience Study from 2013 shows that users who discover an app on YouTube are 2X more likely to download it. If you want to start promoting your app on YouTube right now, all you need to do is to link your app’s ID to your TrueView campaigns. More details about how it’s done are available on this Adwords support page.
Bidding is on a cost-per-view (CPV) basis. The name, icon, price, and ratings of the app will be displayed next to the video ad and advertisers can target prospects based on their interests, demographics and videos they’ve watched.
If you need more information and explanations about the process, Marketing Land has written a more in depth article about app promotion ads after talking to a Google spokesperson.