Mobile applications and games are gaining more and more popularity every day. Regardless of the field of activity, size and country, companies are trying to create their own mobile development. There aren’t many opportunities for mobile app advertising, and one of them is contextual mobile app advertising.
Contextual advertising is a type of targeted advertising that is distributed through search engines such as Google and partner sites. The scale of the search is truly impressive: every day, people from all over the world use Google Search 3.5 billion times, which is just over 40 thousand queries per second.
Thanks to advanced technologies
The search algorithm processes the user’s request, scans all possible results in a few seconds and displays the most relevant ones. Such technologies play not the least role in the precise targeting of advertising, because it is precisely this that brings more than 80% of the corporation’s profit – for 2020, this amount amounted to $147 billion.
Article, we will understand how
To set up mobile application advertising using Google Ads.
1. What is the difference between contextual advertising of mobile applications?
One of the really important differences between ad campaigns for mobile applications and others is the automatic generation of texts and creatives.
When promoting mobile applications, the Google Ads algorithm uses information from the application page in Google Play and the App Store, namely: description, title, screenshots, rating. All this data will generate advertisements for different sites.
Advertising for a mobile application
Rice. 1 – Universal app campaigns
Based on this feature, the mobile application or game page should be optimized. Optimization of mobile development within markets is called ASO (App Store Optimization) .
What does ASO optimization include ?
Compilation of the semantic core from high-frequency keys that will be used in metadata .
Writing text metadata: title, subtitle, description, keywords.
Development of visual metadata: icons and screenshots.
Work on the rating of the application by means of communication with users, responding to reviews and ratings.
Implementation of version updates and application metadata.
With competent ASO optimization, the algorithms of the Google Play and App Store mobile markets will organically promote the application or game. However, comprehensive promotion of a mobile application requires the involvement of additional sources of traffic, including paid advertising.
2. What are the goals for promoting a mobile application?
There are 3 subtypes in the Google Ads account when selecting the “ App promotion ” goal:
Installing the application.
Interaction with the application.
Pre-registration (only available for Android app).
Installing the application
Increase the number of downloads
At the beginning of the promotion of the mobile application, this contributes to the growth of traffic, and in the future you can optimize the targeting of users who are already familiar with the product and ready to take a targeted action.
Automated targeting settings are a particularly important advantage. Google manages bids and budgets, recommends the audience, optimizes it depending on the need to take a targeted action.
Choosing this subtype, 3 ad formats
will be available in the advertising cabinet:
standard;
graphic;
video.
And the ” Install application ” button will serve as a call to action .
Interaction with the application
This subtype applies to users who have already installed a mobile app or game. Interaction with the application involves payment for additional or implementation of new functions.
For example, with the help of advertising, the developer can announce changes, version updates, updates, etc. That is, to activate users with the help of advertising. After all, it often happens that people download the application, use it once and do not access it again, and then forget about it altogether.
Pre-registration
This ad subtype only works for Android games. And this is a great opportunity to gather a warm audience before the release of the product.
Pre-registration in Google Play
Users can independently enter the section with games from pre-registration or go to it from advertising. Next, the user can sign up for beta testing or register and wait for the game to be released. After the game appears in the market, users will receive a message, and on some devices that allow it, the game will be installed automatically.
Before launching an advertising campaign with this subtype, we recommend checking several important points.
Fill in the game data in Google
Play, follow the ASO recommendations.
Add the ability to automatically install the application.
Use the special pre-registration icon .
Use App Bundles to add devices that can be pre-registered.
Specify the countries and regions where pre-registration will be available.
Offer your users sign-up bonuses. For example: free subscription, in-game currency, discounts, etc. This is an optional item.
After completing these points, you can start setting up an advertising campaign directly in Google Ads.
3. Where can I advertise mobile applications?
Advertising of mobile applications is practically possible on all platforms and sites-partners of Google. In the Google Ads advertising cabinet, you can configure the place of display, audience and format of the ad or use the automated settings of the universal campaign.
Google Search
Advertising in the search has always been and will be effective, because it is the search that the user turns to. The option offered by Google will most likely satisfy the user and carry out the intended action.
Advertisement of the application in Search
It is important that the category of the app or game being advertised will be matched to user queries, including keywords.
Google Play is a mobile application store for Android owners. Advertising inside the market is possible:
Rice. 4 – Ads in Google Play
Google Play is an effective platform for promotion because the user enters a specific query and the promoted apps will be placed above others, which in turn increases the chances of the promoted app being installed.
YouTube
Mobile app ads on YouTube are effective in that they cannot be turned off and are often broadcast on topical channels. That is, they are shown to interested people.
Advertise the app on YouTube
Rice. 5 – Advertisement of the application on YouTube
YouTube ads can contain video from the platform, text, an app icon, and text from the app’s marketplace.
KMM
Google’s contextual media network is millions of services that are combined into one partner network. Among them are Gmail, YouTube, Google Play.
Rice. 6 – Advertisements of the application in KMM
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So, now you know what subtypes exist for mobile app advertising, what ad placements are available, how to use universal campaigns. After that, you can make a strategy for your promotion, define key KPIs and proceed to the settings of the advertising cabinet.
4. How to launch mobile application advertising in Google Ads
There are 8 main points from the launch.
Sign in to your Google Ads account .
Click the “+” icon and create a New Campaign .
Creating a new campaign in Google Ads
Rice. 7 – New Google Ads campaign
After selecting the ” App Advertising ” objective, select the subtype: App Install, App Engagement, or Pre-Registration.
Select your app platform and start typing your app name. Allowed as a name, but also developer, publisher.
Creating a new campaign in Google Ads
Rice. 8 – Selecting subtypes and loading the application
Select your language and location. It is important to remember that Google uses the text in the original, so it buy student database must match the targeting settings.
Set a budget. Decide on the start and end dates of the RK.
Setting up a new advertising campaign
Rice. 9 – Targeting settings
Optimize your campaign in Ad Groups. Add titles and descriptions in the Ad Objects section.
Ad groups in a new campaign
Rice. 10 – Setting up ad groups
Add photo, video or HTML5. You can attach up to 20 objects of each type.
Setting up an advertising aob directory campaign to promote a mobile application is ready!
You are interested in promoting a mobile application or game – ITForce specialists are ready to conduct a consultation.
