“Apps are a powerful way to keep your most loyal users engaged, and can also be a real driver of revenue for marketers big and small. When advertising apps, the key is to know what’s working and what’s not. While advertisers have already been able to measure their Android app downloads within AdWords, we’ve now launched the ability to track iOS downloads that were driven by in-app display ad campaigns.
To set up iOS conversion tracking, advertisers need to create a single code snippet in their AdWords account and install it in their app. This snippet is accessible in the AdWords interface in the same place where advertisers have been able to codelessly track Android downloads. With iOS conversion tracking, marketers can better understand which campaigns are most effective at driving app downloads. These enhanced insights help marketers iterate on app promotion strategies to reach their return on investment goals, with the help of features like the Conversion Optimizer for apps.
Figuring out what ads are working is key for marketers like Sho Masuda, Vice President of Player Marketing for GREE, a leading mobile social game app developer. GREE has used click to download and in-app advertising solutions with AdWords to promote their app, and Masuda says, “Google’s host of tracking and optimization tools help us quickly iterate and maximize ROI across our app promotion campaigns. iOS conversion tracking will help us gain even deeper insights into our Google app promotion efforts for our iOS apps.
If you’d like to learn more about how to track value beyond the app download, you can watch a recording of our Learn with Google webinar “Understanding your App Users with Google Analytics” here.
Posted by Morgan Hallmon, Product Manager
Google has updated it’s “Mobile Playbook” for brands. This document is designed to help brands and agencies develop “winning” mobile strategies.
Here’s what Google has to say about it:
“The Mobile Playbook was created as a one-stop resource to spotlight brands that are making mobile work for them and to reflect our latest recommendations on how marketers can approach mobile strategically.”
Here is the entire article and a link to download the “playbook.”
Marketers increased the amount spent on U.S. search campaigns between October and December 2010 — especially retailers — compared with the year-ago quarter. Spend rose 35.5% overall and 36.6% in retail, according to the SearchIgnite Q4 2010 U.S. Search Market Report released Tuesday.
This is really good news for marketers and agencies in the space, clients are beginning to understand the need for search and marketers are finally able to compete for ad dollars against traditional media. This is thanks, in part, to innovations by the search engine providers on mobile and targeting technologies.
The price of keywords fluctuated depending on the search engine. In Q4 overall, the CPC on Google rose 9%, whereas combined Yahoo and Bing came in flat. Demand for a word or a phrase drives up the price of keywords or terms. Using branded keywords can sometimes help marketers control costs. Brand owners will typically pay the least for their branded terms. One of several reasons this holds true is because consumers are three times more likely to click and convert on the terms, so Google makes its money more easily.
The article attempts to make a strong argument for search spend on Yahoo-Bing as well as Google, however, we will continue to advise our clients against that strategy until a significant amount of their organic traffic is coming from those engines.Read the whole article here.