Google is announcing today its plans to offer app install ads on mobile search and YouTube, following moves made by other tech industry companies, including Facebook and more recently Yahoo and Twitter. Google says that businesses looking to promote these app installs across the AdMob network will be able to target consumers based on data Google already has on file, like what apps they use, how often they use them and what purchases they’ve made.
For example, says Google, someone who regularly uses an app to measure their runs and other exercises, might see an app that lets you track your diet.
Google will help marketers target users using insights from Google Play, offering tips as to what keywords worked best to convert searches to downloads.
In addition, Google is also expanding its mobile app deep linking initiative to integrate deep linking with AdWords. What that means is that businesses can buy advertisements that, when clicked, will redirect users directly inside their already-downloaded and installed mobile apps.
The company notes that there’s demand for ads that can get consumers to re-launch their apps because today over 80% of apps are only used once after being downloaded. Businesses are struggling to convert application installs into regular, engaged customers.
The app stores are also ever-expanding, which increases these challenges. For instance, as of May 2013, Google Play had seen 50 billion app downloads of over 1 million applications, the company said this morning, and every day users in 190 countries are downloading apps.
In AdWords, businesses will soon be able to measure conversions across the entire app lifecycle thanks to these changes, says Google, starting from app installation to re-enagement to in-app purchases.
App install ads and deep linking to apps go hand-in-hand, of course, as the former gets the app on consumers’ mobile devices, then the latter points consumers to the right information in their app when searching.
Source: TechCrunch
