Earlier this year, Google AdWords introduced upgraded extensions for calls, site links and apps as part of AdWords enhanced campaigns. As Google explains, compared to the first Ad Extensions release, “upgraded extensions offer mobile-optimized settings, new scheduling, ad group level functionality and detailed reporting to help you reach customers in more relevant ways.”
Starting on September 23, 2013, only the new upgraded extensions will be served. Learn about the new AdWords upgraded app extensions and how it can help mobile app advertisers drive more engagement and lifetime value.
Google AdWords App Extensions
What are they? Upgraded app extensions make apps more accessible to people who are searching on Google using tablets or mobile devices by providing a link to a section within the app. This provides marketers the opportunity to build a conversion within the app rather than just the app install itself.
Who should use them? Using these extensions will make it much easier for advertisers to optimize campaigns that drive re-engagement or lifetime value by directing users to an exact location within your app, based on their search, to complete a conversion within your app.
Upgraded App Extensions
The upgraded app extensions work the same way as app extensions for legacy campaigns, except these provide more detailed reporting and are easier to manage.
As Google Support explains, here are the main differences from legacy to upgraded:
- Control and Flexibility: These extensions can now be added to ad groups as well as campaigns, while legacy app extensions can be added only to entire campaigns.
- More detailed reporting: See how many clicks you receive on each part of your ad when an app extension appeared, such as clicks to your ad headline compared to clicks on the app extension. Break these statistics down by campaign, ad group, or ad.
- In-line editing: Edit your app extension without resetting its performance statistics.
- Scheduling: Specify what dates, days of the week, or times of the day when your app extension should appear with your ad.
App Advertising Made Easy
Since app monetization is most often the goal of advertisers and you’re a mobile app advertisers with a significant number of installs, there is still no value if those users aren’t actively using your app. In reality, 90% of apps are download once then deleted, and only 16% of people will try out an app more than twice. Promoting offers or merchandise within your app gives advertisers the opportunity to create a more streamlined flow to optimize in the funnel conversions.
These upgraded ad extensions for mobile app ads are an efficient, powerful, and simple way to help people quickly find and use your mobile app. By upgrading to enhanced campaigns, you can leverage this format as part of your mobile marketing strategy and drive not just installs, but find valuable users that will deliver a higher ROI for your campaigns.
Jennifer is the VP of Marketing at TUNE. Weekdays, she's all about helping marketers better measure their mobile campaigns. Weekends include brunch and blogging. Find all her thoughts on marketing here.