Dive Brief:
- Google announced improved ad targeting capabilities are now available for its Universal App Campaigns, according to TechCrunch.
- With the new upgrades to Universal App Campaigns, advertisers can now optimize their campaigns to target users who are likely to take certain actions within the app, rather than just downloading the app.
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Hotels and travel site Trivago tried out the new Universal App Campaigns and reported acquiring users who were 20% more valuable to their brand than before.
Dive Insight:
With the new upgrades to Universal App Campaigns, advertisers can now target users who are likely to take the specific actions that they want. The Universal App Campaigns allow advertisers to run an app campaign across Google search, display, the Google Play store, and YouTube. A Google blog post claimed that 3 billion app downloads have come as a result of the campaigns.
Mobile apps are an increasingly important channel for brands. As mobile technology gains in penetration, mobile apps are taking up a growing share of time spent on digital media. A recent comScore report found that mobile apps account for 50% of total time spent on digital devices, significantly more than desktop (32%), tablet apps (9%), the web on smartphones (7%), and the web on tablets (2%).
App install ad campaigns are a popular way to encourage app downloads, but marketers should remember that downloads are not enough and the app experience is key to grabbing and keeping users’ attention. Google’s updates to Universal App Campaigns could help advertisers capture more easily-engaged users in their mobile apps, driving more value to brands.
