Google is offering advertisers the option of targeted app install ads on mobile search and YouTube, following similar moves by rivals Facebook, Yahoo and Twitter.
Google will promote app installs across the AdMob network to target consumers based on existing user data, such as favourite apps and previous purchases.
On YouTube, app installs will be available through TrueView ads which just went through a revamp this month.
New installed app ads will allow users to open an installed app from a search ad rather than go to the app’s landing page.
With most apps going unused after they’re downloaded, these search ads on app-enabled devices are aimed at increasing app interactions.
For example, someone who regularly uses an app to measure their runs and other exercises, might see an app that lets them track their 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.
This means app advertisers will get better conversion metrics in AdWords to measure engagement from install, re-engagement and in-app purchases.
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.
More AdWords updates- better automation and reporting
Google has also added four new tools to the AdWords interface. This includes new ‘bulk actions’ for campaigns allowing settings such as location targeting and ad rotationty to be managed in bulk.
AdWords now also includes automated bidding for conversions letting advertisers set automatic bidding limits based on the number of conversions or the total value of conversions.
The final two additions come in AdWords reporting metrocs, which now includes the ability to select multiple dimensions and visualize data in more useful ways within AdWords itself with drag and drop functionality. It will be easier to create tables, graphs and charts and download them to share with team members.
Meanwhile, a new testing lab in AdWords will allow advertisers to run live tests on just about anything in a campaigns, including bid changes, keywords, campaign settings, bids by time and location and ad formats.
Read the official Google blog announcement here