We take a look at the keywords changed Google has introduced for developers who advertise via mobile apps.
By Alex Viall, Mustard IT
On the 31st March, Google announced the inclusion of new advertising options with their Google Display Network (GDN).
According to Google, the Display Network has an outreach of two million publisher websites, allowing advertising potential to not just be limited to mobile applications but to mobile websites as well.
With one click, developers currently using the Admob in-app network (which reaches an estimated 650,000 apps) can further extend their current app install ads to include the mobile GDN. Google claims early testers have seen a 28% increase in installation volume whilst keeping cost-per-installs steady.
A further change implemented on the 31st March was the ability to use Video Promo Ads in-app to provide more engaging content for advertisement. These are immersive, interstitial video ads and greatly improve upon what was once just a collection of screenshots. Users can now see what an app looks like with a greater amount of detail, increasing the chance of a download.
Some big names in the app industry have utilised these new advertising options in their marketing to great success. For example, GREE International, the developers of the popular free to play games “Knights & Dragons” and “War of Nations”, stated an increase in app installations on a test campaign by 81%. By utilising the new advertising platforms, GREE found that in-app video promo ads led to a 10% install rate increase along with a 40% lower cost-per-install rate. Other than this case study and the mention of early testers, no hard figures were given by Google in the announcement in terms of participant numbers.
What’s the Conversion Optimiser?
Furthermore, Google has introduced the Conversion Optimiser for in-app buyers, to further improve user engagement and enhance in-app purchases within an app. The inclusion of this new feature, Google states, will aid in the optimisation of bids for in-app buyers, maximising the overall value of your installs.
80% of installed apps only get used once, says Google, so being able to utilise in-app purchases and target the smaller percentage of customers who will re-engage over greater lengths of time is becoming more essential to generate greater revenue.
The new Conversion Optimiser will use data gathered from paid app installs and in-app purchases from the Google Play App store in order to understand which of these users are more likely to engage with your app and hence be more valuable. The new automated bidding feature will be optimised for each user, dependant on the level of chance for in-app purchase after an app install. This is different compared to a standalone conversion optimiser, which only assumes all users have equal value and disregards the concept of re-engagement. The new features also remove the need for manual targeting by the developer for specific users, removing some of the leg work.
Ken Kehoe, Performance Labs Analyst at a lead mobile marketing and technology company called Fiksu, claims that by leveraging the new Conversion Optimiser, they were able to triple a client’s install-to-purchase conversion rate after an installation, decreasing the cost per purchaser by 61%.
Mobile internet continues to be driven by apps rather than HTML websites and these changes should strengthen the app market and help app developers monetise their products further.
About the Author
Alex Viall is the Director of Mustard IT a London based company which offers professional IT Support to businesses across Essex, London and the Home Counties.