Along with the number of smart phone users, the popularity of mobile apps is increasing rapidly. According to Google, the average smart phone user in the USA has 28 apps installed and more than 70 percent of all users use them for approximately 81 minutes a day. In order to respond to this trend it’s logical for mobile advertising companies to use apps. In this context, Google offers new features to help companies and advertisers bring the apps to the users.
New display expansion for mobile apps
According to Google, with the introduction of a display expansion for mobile apps into all AdWords accounts, spreading company-specific apps will not only be easier, but by integrating Google displays in your app you will also be able to monetise them. With this expansion advertisers can include a link to download to their app in their displays for mobile search queries. Therefore, users looking for the company’s product, brand, or service will also be informed about mobile apps. These apps can offer much more than what the customer was originally looking for – but without this specific information they probably would not have found this application.
Reach your goals quickly and easily
In the mobile sector, people often search target-oriented content, and only when needed. Any innovation passing on the relevant information in a faster and more convenient way is therefore goal-oriented. Especially in the service sector mobile search queries or the use of mobile apps are often connected with a direct intention. Whether it is a purchase or a service – the important point is to handle the query as directly as possible. For a first test run of this new format, Google worked together with a company based in California offering web and mobile services that brings clients and restaurants together and simplifies online orders, which can either be delivered or picked up. With the expansion for mobile applications, companies added a link leading to their mobile website to their displays and another one leading to the download page for their app. This made it much easier to find a delivery service or a restaurant for users on the go wanting to order immediately.
A new interface for click-to-download displays
Campaigns that explicitly advertise one app and that are meant to increase the number of downloads could profit from the new click-to-download format since more useful information can be added than before. After text displays have already been expanded by the symbol for mobile applications last year, now you can display even more information. Descriptions of the app, image previews, price indications, and ratings are automatically taken from the respective app store and integrated into the advertisement via a drop down menu., The user can see that the ad of the respective provider is exactly what he was looking for, subsequently convincing them to download the app.
The downloads of an application in the Google Play store can be detected as a conversion and measured in terms of their effectiveness both with the click-to-download link and with the extension for mobile displays in AdWords.
Making money with your own app
The new functions aren’t only aimed at helping the advertisers manage the mobile market more effectively but also to help Google. This way, providers of apps with a search function are offered to place paid advertisements within their application. These are supposedly directed at the entered search query in order to guarantee the necessary relevance. It remains to be seen if placing advertisements in the own app is user-friendly.
Here, you can find further information and instructions on how the new display extension can be integrated.