Google yesterday announced the addition of Search Ads to enable developers to advertise their apps within Google Play results. The feature is part of Google AdWords’ Search app install campaigns. In addition, the company is rolling out a new tool to track conversions when a user installs and launches an app after clicking on a search ad.
Google launches Search Ads
Earlier this year, Google had tested ads from app developer in its Play Store. Search Ads are an extension of this. They get triggered by keywords specified as part of a campaign and target app-related searches. Brands including Booking.com and Nordeus have already made use of the new tool. Tomislav Mihajlović, CMO of Nordeus said:
“Search has already been a key component of our app promotion strategy to reach high-quality users. With new Search Ads on Google Play, we have an even bigger opportunity to connect with people in the moments they’re looking for new apps to download. We are already seeing significantly more app installs from Search with the addition of Google Play inventory for our game Top Eleven.”
With the launch of Search Ads, advertisers gain extensive reach to one billion people on Android devices in over 190 countries. To help advertisers track and measure the success of their campaigns, Google also added Android first app opens, a solution to track conversions and ensure AdWords users receive improved reporting and can optimise their campaigns accordingly.
In addition, Google announced that it will launch Universal App Campaigns to help app promoters market their apps across all of Google’s properties including Google Play and YouTube.
Given the size of the app market, Search is an important tool to discover new apps. Competitor Apple’s App Store does not yet feature similar targeting options.