If you have an app and you don’t know in what manner you should promote it for effective results why don’t you consider going back to basics? By this, we mean Google Play Store because that is the place where you left it, its home. After all, more than half of users look on app market for the apps they need. You can see that in every report published on the Internet, like this:
Or, this one:
And it makes sense. When you need a new pair of boots, where do you go to find one that suits your preferences? Exactly, you are going to the shoe store. So, when a potential user needs a new app, he is going to app market. To be sure that your app is visible you need to create a Search Ad. Just like a seller would put a special pair of boots on store window to catch viewers’ eyes, Google Play Store will show your ad in top of search results when a user is looking for an app like yours.
How They Appear On Google Play
This type of promotion is not new. Google launched Search Ads on Google Play in July, 2015. But just like with Metadata Rules, it constantly updates the services provided for a better user experience and a more correct system for developers. For example, in September, 2016, Google Inside AdWords announced a new approach for Google Play Search Ads. To be more precisely, Google will not show your ad when users are searching for exact terms like the name of your app. Assuming that your app is called Parker’s Music, and somebody is typing these exact words, Google wanted to avoid the scenario where you are paying for users you would receive organically. Alternatively, if the words searched are something like “music app”, then your ad will be displayed in top of users’ search results. Isn’t this fair? Moreover, look at this model for Google Play Search Ads.
Image Source: https://adwords.googleblog.com/2015/07/launching-search-ads-on-play.html
If you choose to advertise your app this way, the “Ad” tag is the only element that makes the difference between your product and the other apps that come after that. This native aspect will increase your chances to acquire new users and, in the same time, viewers will know that ad is a paid one.
Google’s App Promotion Campaigns
Now, that you are thinking to follow this path for a better discoverability of your app, it is imperative to understand the three types of campaign offered by Google.
Universal App Campaigns
For this campaign you will use AdWords for creating ads which will be displayed across all available channels: Search Network, Display Network and YouTube. You can check the official page for instructions on how to create Universal App Campaigns. All the steps are well described by Google.
Mobile App Installs
With this type of promotion, your ad will be presented only on one place: Search Network, Display Network or YouTube. For more details, along with the necessary methods for creating this type of campaign you have the complete guide which helps you to Create a Search Network app installs campaign.
Mobile App Engagement
This strategy is meant for bringing your app again in front of users who already installed your app. It is not in our attention for this topic, but it is worth mentioning for future campaigns when you will want to remember your users about the value of your app. Check best practices when it comes About mobile app engagement campaigns.
Google’s Best Practices
Whether you choose Universal App Campaign or Mobile App Installs, there are some guidelines which need to be followed for better results. If you are confused about the best solution between both campaigns, AdWords team helps you with a guide that lists exactly what you need, the Differences between campaign types. On the same page, Google highlights important advices which will show you how to find the right mobile app users with a proper link for a more detailed plan.
- Estimate the value of an app download. This can be done by tracking the most important metrics for your campaign.
- Create compelling ads and app store page. This is the most important stage when you are thinking to choose any advertising strategy. First of all create attractive ads and take care of your app store page, because it is not enough to show your app to potential users, your ad needs to convince them to download it.
- Promote your app to potential users across Google. Luckily, your ad won’t be shown only on Google Play Store. For the least case it will be displayed on the entire Search Network. But if you want, you can create your ad for Search Network, Display Network and YouTube.
3 Tips Creating Search Ads On Google Play
Now, we arrived to the focal point of this article. How to be sure that your strategy will be a success?
1. Make Your ASO Perfect
As we mentioned before, you can’t start anything without an impressive app store page. We have plenty of places on our blog where you can find precious tips for App Store Optimization. The reason in this specific case is mainly for the fact that AdWords gets the data from what you created when you submitted your app. Be sure that all the information is well presented with suggestive app title, engaging app description and high quality screenshots. Again, you must make keywords the center of your attention. In fact, it would be better if you will add the word “app” into your description, because most of the searches made on the market are made by combining the main feature with the term “app”. To understand better, remember our “music app” example.
2. Check Your Target Language
Another element that needs to be treated with maximum consciousness is the language used for displaying your ad. To observe the effects of this effort, you can check the results gathered by Nordeus, a well-known company among mobile games lovers, which translated their Search Ad on Google Play Store for their football management game, Top Eleven in 17 languages. Some of the areas where covered before the campaign but other countries discovered the game for the first time with the help of the ad. In conclusion, their success wouldn’t be the same without their efficient strategy.
Image Source: https://www.thinkwithgoogle.com/intl/en-gb/case-studies/google-search-ads-in-the-play-store-emerge-as-nordeus-cheapest-user-acquisition-channel.html
3. First Week Is Important
In theory, a Google Play Store Search Ad brings your app in front of users in the exact moment when they are in search for an app similar to your creation. It sounds great, but you can’t realize how effective your campaign is, unless you allow it to reach its full potential for at least one week. Measure everything and change your plans according to the results.
Final Thoughts
After you read our article about Apple Search Ads, you probably wondered what to do with your Android app. Or maybe, you have an app published on both platforms. Either way, this blog post is the answer for Google Play Search Ads. If you are confident about all the efforts you invested in App Store Optimization and you are sure about your target language then you must be prepared to test the new technique for an entire week. After that, enjoy the results of your strategy, which will make your work visible for the ideal users.
