With the increase of smart phone and mobile internet adoption, mobile apps are set to grow even further. According to Google, there are over 5.5 million mobile app developers globally and 33% are from Asia Pacific (1.8 million developers).
As more apps are being developed, with at least 1.5 million apps on the Play Store currently, it gets harder for new apps to be discovered. Mobile users on a average spend 30 hours per month on mobile apps and in the US, an average person has 36 apps installed but with a quarter of them not being used at all.
There are several ways to push for new mobile app downloads but now there’s an easier way with Google’s new Universal App Campaigns.
Previously app developers would need to embark on several campaigns such as Search, Display ads, Youtube and etc but this would take up a lot of time to monitor and to manage each platform’s performance. At the end of the day, developers are looking at the most cost effective way to increase their app downloads and dealing with multiple ad networks can be a pain especially if time is hard to come by.
Now Google has introduced its Universal App Campaigns, which offers a single platform to not only integrate Google’s ad networks (Search, Google Display Network, Admob, YouTube, Google Play Search), but also over 20 other mobile ad networks including InMobi and Millennial Media. You just need to set up a campaign once and the Universal App Campaigns will run across multiple channels and it will self optimise for the best results. This saves time not only on set up but it also helps to manage your campaign budgets in a single entity. The campaigns can be self-served by developers themselves or via an digital ad agency.
For monitoring, Google’s Analytics for Mobile App lets you better track the performance of your download campaign across different ad networks with better transparency. This works for both Android and iOS apps with an SDK. For more info, you can check out more info from the Google AdWords blog.
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