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Universal App Campaigns For AdWords, Updates Analytics And AdMob Introduced By Google

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It did not come as a surprise when Google announced to bring some changes heading to its various ad products. Google loves keep adding new features to its product and its quality to deliver more than expected always attract people. Google launched Universal App Campaigns for AdWords to help advertisers reach a wider audience across Google Search network, on AdMob platforms, on YouTube and Google Play, as well as on mobile sites. You can setup Universal App Campaigns from the Google Play Developer Console or even directly from Adwords.

It is just like AdWords Express for Developers with scale and pricing based on outcomes rather than clicks. Users set in four lines of ad text that can be used interchangeably according to the performance. They also have the option of uploading a video for YouTube ads. Advertisers then set their location and language targets, budget and bid strategy such as target cost-per-install (CPI). Google dynamically generates the ads and bids based on the advertisers CPI targets, once the campaign is placed.

Universal-App-Campaigns

“Just provide us with a few inputs about your app — what your ad creative will say, the audience you wish to reach, and how much you want to spend — we’ll do the rest for you. Behind the scenes, our ad creation and bidding engines will help maximize performance for your campaigns so you can spend more time building and enhancing your apps,”  Jonathan Alferness, Google’s vice president of mobile ads, said in a statement.

“In February, search ads would be coming to Google Play: sponsored Ads right next to all the other apps exactly when users are looking to install. Both Universal App Campaigns and search ads on Google Play will roll out in the coming months” Google added. The scale and ease of set up offered by universal app campaigns are likely to appeal to app developers. Universal app campaigns was just one of the three of new ad tools and features announced for app developers during the keynote at Google’s I/O event, which also included attribution partnerships in AdWords.

By integrating within AdWords and Google Analytics, the new universal campaign type is designed to give marketers more precise control over their app advertising and provide a new KPI metric to measure. The combination of app data and Google Analytics provides an industry-leading solution for in-app analytics which will benefit advertisers seeking more transparency into ad effectiveness across multiple platforms and ad networks.

Google Analytics for Apps

Besides changes performed in Adwords, Google revealed a new analytics feature called Mobile App Install Campaign Attribution. Though its name is quite weird, the feature promises advertisers to get better insights into the performance tracking of their ads.

After the successful launch of iOS conversion tracking last year, Google is trying to build out the utility of its tracking features by regularly increasing the number of partners from whom it draws data. Such as inMobi and Millennial Media, there are now more than 20 ad networks integrated.

AdMob-Activity

By integrating within AdWords and Google Analytics, the new universal campaign type is designed to give marketers more precise control over their app advertising and provide a new KPI metric to measure. The combination of app data and Google Analytics provides an industry-leading solution for in-app analytics which will benefit advertisers seeking more transparency into ad effectiveness across multiple platforms and ad networks.

“Data integration with these partners provides a comprehensive view of app value across networks based on the metrics developers care about (i.e., LTV and retention), helping you make better decisions on where to spend your advertising dollars. In the next few months, you’ll be able to “postback” your conversions to referring networks in order to optimize your traffic — all made possible with a single SDK,” Google says.

AdMob

Google announced its more widen list of ad network partners, which now includes Tencent, and its new tools to pinpoint the most valuable users to a company. Among these new features, one is available in closed beta inside the Audience Builder tool, which in addition to letting you segment your audience based on how they are using an app, also lets you define a list of specific audience and only show ads to those people.

Target_ads_to_audience

For example, you could use this to reward loyal users of your app by showing less ads and also by showing drive-by users an ad each time they log on to the app. One more new feature, AdMob reservation is there which supports mobile app sales team.

Google said that it will bring native ads to more app developers in a much comfortable way and with minimum fuss. So, it plans to launch a as simple as possible native ad creation tool that will allow time-stretched developers to tailor native ads based on CSS. It will be launched in the coming months.

Image Credits: Thenextweb.com

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