Apps are good for business, especially when it comes to motivating customers to shop. In fact, 87% of retailers and 82% of eCommerce companies agree that their app users are more loyal and have a higher lifetime value than non-users.1 At Google Marketing Live 2023, we announced new ways to help consumers shop from your app ads, create a smooth web-to-app experience for your existing app users, and improve measurement of iOS App campaigns.
Make your App ads more shoppable. Built with AI at its core, App campaigns promote your app across Google's largest properties and channels—all from a single campaign. And we're constantly making improvements to help you reach and engage your highest-value customers more effectively.
- Turn more of your App ads into a storefront by applying your product feeds to new formats on YouTube Shorts and in-feed inventory. On average, advertisers that add product feeds to their App campaigns achieve an 11% uplift in conversions.2
- Use promotion assets to surface promotions to customers when they're looking for the best deals.
- Apply seasonality adjustments to manage moments of peak user demand (e.g. holidays). When you provide details about upcoming promotional events and the conversion rate changes you’re anticipating, your App campaigns optimize bids accordingly and return to regular performance after the seasonal event ends.
Product feeds are available today and promotion assets and seasonality adjustments will be available in beta in the coming months.
Deliver stronger ROI and customer loyalty with Web to App Connect. Customers that install your app want convenience, so it's crucial to ensure their shopping experience is as seamless as possible. Web to App Connect is a one-stop destination that provides clear, step-by-step guidance to implement conversion tracking, bidding, and deep links that help you optimize the web-to-app experience for customers that already have your app. On average, Web to App Connect delivers a 2x higher conversion rate for clicks that land on your app versus your mobile website.3 The beta is now available with Google Ads. Contact your Google team to get started today.
With Web to App Connect, you can easily set up deep linking, conversion tracking and bidding all in one place. Drive users who have your app to relevant in-app content and boost campaign performance.
Improve iOS App campaign measurement and performance
- Enhanced on-device conversion measurement: We introduced on-device conversion measurement for iOS campaigns last year—it’s a privacy-preserving measurement solution that uses consented, first-party data to increase the observable conversions available for campaign optimization. In the coming months, we’ll be adding support for more types of user sign-in, like phone numbers, to further increase the number of observable conversions. And based on recent experiments, this solution drives results. For apps with a majority of users logging in, implementing on-device conversion measurement drove a median 12% increase in user installs on Google’s owned inventory.4
- New SKAdNetwork integrations: Google Analytics 4 already helps you integrate your app with SKAdNetwork and now you’ll get improved cross-channel install reporting and attribution. If you aren't already using a Google-approved App Attribution Partner to set up your app’s SKAdNetwork conversion value schema, we’re releasing new tools to configure your schema in Google Analytics 4 in the coming weeks. Setting up your schema lets you assign values to the in-app events that matter most to your business so you can better measure and optimize for them. This value-based bid optimization is currently available in beta. Learn more best practices for your iOS App campaigns.
Register and watch the Retail & Apps TL;DR videos for more news on how our new App solutions can help you increase ROI and customer loyalty today and in the future.
And make sure to check out Apps best practices for retailers to learn more about how using these solutions can help boost profitability with your app.
Posted by The Google Marketing Live Team
1. Google/Kantar, US, CA, UK, DE, JP, IN, AU, BR, March 2022 - June 2022. N=155 Retail and N=311 E-commerce app marketers / strategists who are decision makers tasked with experience and performance of app properties. While not all are in the marketing department, they operate in adjacent teams that interact and/or have influence on app strategy/promotion.
2. Google Internal Data, Global, February 2023 experiment
3. Google Internal Data, Global, Feb - March 2022 experiment
4. Google Internal Data, Dec 2022 experiment
