Announced at the AdWords Performance Forum on April 22, Google AdWords will begin rolling out some changes over the next few months. With formats such as Google search ads and the AdMob network that help promote apps, many of the changes are targeted to improve app promotion and engagement through apps. However, AdWords is also adding to and building upon their tools to help manage campaigns more effectively as businesses grow their connectivity and the size of their campaigns.
If you’re advertising with Google AdWords, utilizing these new changes may help with ROI through increased engagement or better management. If you are in app promotion, AdWords has implemented changes to better find customers, engage them, and measure success.
AdWords app promotion innovations aim to:
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For businesses promoting app installs through the AdMob network, AdWords will enable businesses to reach people who are their most likely customers based on what apps they use, how often they use those apps, and what in-app purchases they make.
For example, fitness app users might see an ad for an app that helps track their diet and the calories consumed.
AdWords is also enabling app installs on YouTube as an improvement to the TrueView offering.
According to the Google AdWords blog, over 80% of downloaded apps are only used once before being deleted. The goal of an app is not just to get onto a customer’s phone, but to engage that customer through the app. With AdWords new re-engagement campaign, customers can be taken directly into already-installed apps through a Google search.
[image by Jose A. Perez]
For example, if a customer has the HotelTonight app installed and searches for a hotel in a particular city, they can go directly to the correlating page inside the HotelTonight app instead of first going through the app’s main landing page.
Google says that AdWords users will soon be able to measure conversions across the entire lifecycle of the app, from installation to re-engagement to in-app purchases.
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AdWords is also making some changes to better manage advertising accounts. Whether it’s saving time or gaining insight, these soon-to-come tools bring exciting possibilities.
Tools coming soon to Manage Campaigns more Effectively
AdWords will be bringing more tools to help with campaign management. Knowing what changes are being made and what to expect can help you be prepared when it comes to incorporating these tools into your current AdWords advertising plan.
[image by Biser Todorov]
New tools and improvements:
- Bulk capabilities extensions to perform more bulk actions, such as location targeting or ad rotation across campaigns
- More targeted automated bidding to help maximize conversions among specific target audiences
- Advanced reporting within Adwords through data analysis and visualization tools that don’t require long downloading or re-formatting of data
- Test lab to run and tweak campaigns with live traffic in experimental trials (see how a campaign may do before you run it!)
Learn more about the changes coming to Google AdWords. Click here to read the article on the AdWords blog.