The world of advertising is changing quickly and mobile phones appear to be the primary driving force. Mobile app advertising has become a bit more prevalent than before. With more than 2 billion smartphone users across the world, the advertisers have taken note of and have shifted their focus to mobile advertising.
But, one question that comes to mind is whether it is true or false: an advertiser can target mobile apps via google ads?
With more focus on the mobile app market, it will just improve the number of data & insight that advertisers have in their consumers for targeting them effectively.
Coming to our question:
True or False: An advertiser can target mobile apps via AdWords.
The answer to this question is:
It’s false that the advertiser will be able to target the mobile applications through Google Ads. It is possible to attain the growing audience using mobile phones or tablets just by showing the ads in applications.
One can opt to allow AdWords to match your ad through Display Network and target app categories.
What is a Google Ads application campaign?
Google Ads mobile app campaign is the most automated campaign that allows you to drive installations and conversion actions. Where it comes to placements, the app campaign will connect you to the users over Google Search, YouTube, Google Display, as well as Google Play.
Normally, when you have submitted some lines of the ad copy, certain visual assets, the campaign objective, budget, and bid, automatically Google Ads generates the ads as well as optimize them as per the network.
When time goes, Google Ads takes note of which visual combinations will give you the best results & prioritizes those than others.
How Do the Google Ads Mobile App Campaigns Function?
For the mobile app campaigns, you do not have to design any individual ads. But, you may use the assets like the ad copy or graphics from the app store listing and allow Google to do the work of resizing & optimizing them for placement just by designing various ads over many networks and formats. It is right to offer Google one of the following assets:
- Portrait video
- Landscape image
- HTML5 Assets
- Landscape video
You will have to allow Google to know what location and language you would like to advertise the mobile application install campaigns, and the starting budget and bid.
Then the advanced algorithm will go to work, making different combinations of the ads to start collecting data on what works or what doesn’t.
Google Ads can automate bidding and targeting. You can choose your priorities, like in-app conversions, target return on the ad spend and downloads, like, if ever Google Ads finds that certain headline performs much better than others, then it can note the information in the rich analytics platform such as Google Analytics.
In that way, you will make an informed choice about the ads going ahead.
How Does App Install Ads Function?
The app install ads generally allow the users to install the app straight from the ad. Based upon where the ad comes from, the original content will be added to, modified or dropped, during any ad serving procedure.
Google Ads does it to help ensure that the users get a good experience from the ad, doesn’t matter when or where they find it.
Ad Optimization for the Installs, Events, and Target Return
It is one best feature of any added platform: Any in-app actions that Facebook advertisers will recognize as the Campaign Budget optimization, we refer to as “value bidding,” will potentially double the campaign’s return on the ad spend.
Hence, before Google introduced the target return on the ad spends, advertisers can optimize the campaign bidding for mobile installs. That is cool, but when you know –all installs are not made equal.
Some mobile users may install the app, use this for some time, and never use this again, with very little money spend. Some users might spend over $20 and in-app purchases.
The huge spenders are users driving more revenue. Thus, to expressly target the big spenders – or “in-app events” such as purchases –will have huge effects on the advertiser’s return over ad spend.
Use Smartphone Ad Size
When you are running the display campaigns, 320×50-pix mobile leaderboard size may appear in the smartphone browser and app. You may create animated ads in such a format for getting higher attention.
Suppose you wish to run them over mobile devices that do not support Flash, then AdWords provides the choice to convert Flash files in HTML5 while uploading them.
The ad size will be good for driving branding, as it takes up the visible portion of the mobile screen, on the top. The clickthrough rate generally tends to be very high. In a campaign, I saw an average of 0.5% higher CTR on the mobile ads compared to standard desktop sizes (significant difference for the display ads).
You need to be careful, however, people unintentionally tap the ads on a touch device, particularly when playing games. Suppose you’re encountering a bounce rate from such ads, consider excluding the mobile apps.
Establish the goals
Like another marketing campaign, it’s very important you define proper objectives for your mobile advertising campaign too. Defining the objectives and measurable goals will help you to understand the results as well as take some valuable lessons.
The mobile ad campaign is made in the first place to increase awareness about your brand as well as increase sales numbers. It helps to drive traffic to the company’s landing page.
Many companies create specific mobile ads to promote the special deal and newly launched product. Regardless of the goal, getting a bit of clarity on goals will help to define the metrics, which are needed to achieve these targets.
Consumers Spend Higher Time In-App
Mobile apps are capturing a higher amount of the consumers’ attention. More than 26% of the total media time & 88% of the mobile time will be spent in-app; but, still, there is a disparity between the amount of time people are spending out in-app as well as the number of the ad dollars that are allocated to the medium. Mobile devices are often used by a single person.
It means that apps on the particular device will be connected to the personal life or daily habits of the mobile user. This makes the in-app environment the perfect place for the advertisers to make effective & personal ad touchpoints.
Use mobile-specific mobile ad extensions.
The mobile ad extensions are clever ways of giving your customer a little more information before clicking on the ad. If your ad extensions are better, there are higher chances your customer will act on the ad without visiting the page.
There’re many ad extensions for the Google Search ads, however, we would like to highlight the location extensions & call extensions when we are focusing on the mobile search ads.
The location extensions will show your company’s address in a Google search ad. Still better, the address is the clickable link, which can show your users how you can get to the business.
Native app advertising
The native ads are a bit similar to banners but aren’t conveyed directly, to get treated as the advertisement content. These ads can be displayed within the app’s environment of your mobile and thus blend perfectly with the flow. As they are embedded as an important part of your mobile environment, they provide a huge benefit.
They will not get blocked. Thus, you get the advertisement displayed to the targeted users without causing any forced interruptions. Appearance, design, and buttons features are a bit similar to various other elements of an app.
The mobile ad is A New Focus
Mobile advertising is the best way of reaching modern-day users where they go quite often. By knowing people on devices they use most on the daily basis, and you can get real-time data, which accurately reflects the best potential customers. For example, there are sites like 20bet.com/live-casino where players pool in and play live games using both desktop and mobile application platforms. The ad placement can be targeted to both sets of users in an efficient way.
Quite dynamic and accurate consumer information enables the hyper-targeted ads, which aren’t just relevant to the target audiences but delivered over the highly preferred platforms.
Using the outlet effectively and wisely is a key to a successful marketing campaign by increased consumer engagement, conversions, click-throughs, and revenue.
The mobile ad industry is built on the trends in data, which show that the use of mobile is on a rise, and mobile users behave & act very differently than desktop users.
This might not appear groundbreaking, but, the mobile advertiser is the right person who understands the medium and matches this with the user intent, and creates a rewarding experience.