Like everything else, mobile marketing is moving forwards, up to now in fundamentals and speaking generically, the most used methods to promote apps besides from the app markets themselves through ASO, have been advertising and expanding through social networks. For example, Facebook and Twitter, promotional websites or blogs, using CPI campaigns managed by specific platforms or through other apps, such as by AdMob and iAd advertising, Google and Apple platforms, among others. Thus new methods have begun emerging to test this, designed perfectly for mobile use, like Universal App Campaigns offered by Google, and promoting advertising on the main Digital Photography social network, Instagram, being its use completely oriented towards the mobile world.
For the first case, when Google noticed the quantities that developers were moving by generating downloads through external platforms, they decided to take action, and now they allow this to happen throughout their entire network, hence the name of universal campaigns. Google, besides from advertising to get app installations in Ad Mob, their mobile advertising platform, as it did since July 29th, it also does so through keyword searches in Google Play, in SERPs themselves (i.e. Google Search and YouTube). Thus they have significantly increased the number of people to whom they can provide app installations.
We need to select how much we want to pay for each installation, and select a maximum financial amount we want to invest in that campaign, we can do that from our own developer Google account, as shown in the image. If we do this globally, we need to remember that each country has a different currency, and that for the online world, each keyword has a value depending on that particular niche’s competition. Google will automatically identify which of the ads shown works best depending on the channels shown and will accentuate it.
The problem is that when we open Google Play, more sections show up, such as books or music, and it’s not until we open the App section itself and write our search term there that the sponsored results show up; if we do it directly from the Google Play homepage, two results show up for applications based on positioning, even if these haven’t been publicized.
This indicates that these results will not show up in web searches, only in searches done through mobile devices, given that this advertisement is oriented towards getting installations in mobile apps. Therefore, if we do a search from Google Play in the web browser the ads won’t show up as if we accessed them from the Google Play app itself.
Google provides a very useful tool that you can use to perform A/B testing with several chips in Google Play and thus be able to do some testing to optimize it as much as possible. From ASO APP we recommend you to try at least a couple of chips and value them.
Finally, we’ll talk a bit about a new method we’ve just begun to try, Instagram advertising! Completely new and recent, it’s been barely a week since you can launch publicity from Facebook Business oriented towards Instagram, so you’ll soon get more news about this.