Today the world is mobile, in literal sense. We use our phones more than we use laptops or computers. Keeping up with the times Google has launched a few more features and tools in its adwords platform. The overarching idea is to address customers while they are living in different moments.
Consumers with mobile devices have higher expectations than ever before – they want everything right, and they want everything now. Marketers need to answer customer questions whenever and wherever they are.
The terminology Google is using to define micro moments is “I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments”.
Apart from Search, Apps are also an integral part of living moments for any individual. On an average people spend 30 hours per month on apps. Apps are not discovered only through app store. People find out about apps when they are searching for a specific app, watching a video on YouTube or through search. One in four app users discover an app through search. Making your app discoverable is important.
People don’t search for apps on search but they download apps due to search ads. For marketers, this means making sure your app stands out wherever mobile users are looking to discover apps relevant to their interests.
You can make your app discoverable through mobile app install campaigns. You can reach broader audiences who are looking for an app similar to yours. In addition to search, extending your campaign across ad formats that drive app installations, including display and video, is also a good idea. When more people download your app, you could improve your app store ranking, which in turn can result in even more people downloading your app.
When you create your campaign, choose the network type that best matches how you’d like to promote your app:
On the Display Network, you can reach people while they’re using other apps that are similar to yours with app install ads. These campaigns often get large volumes of impressions, which can increase awareness of your app and attract new app users who may not be actively searching for you.
On the Search Network, you can show app install ads to people while they’re looking for an app like yours, or trying to do something that your app makes easier. Search Network campaigns are a great way to connect with people who are actively looking to download an app like yours.
On YouTube, you can show video ads to reach people who are interested in content related to your app. YouTube campaigns can help boost awareness of your app with engaging content that grabs your customers’ attention at just the right moment.
If you’re interested in encouraging people to re-open your app, you can create a “Mobile app engagement” campaign. For app engagement ads, you can track actions within your app, such as product purchases or levels reached, as well as conversions.
In the next series we will see how to create an app install campaign on – Display, Search & YouTube.
Till next time, be awesome 🙂
(Content source – adwords.blogspot.in)