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Google adds ads in the Play Store; Devs can track app installs

search ads play store

Search giant Google has introduced Search Ads in the Google Play Store for advertisers and developers who use the Search app install campaign on their AdWords account. The company claims that search is one of the biggest drivers of app installs in the Play Store.

Google claims that Google Play reaches over 1 billion people on Android devices across 190 countries and Search Ads will help them discover apps they could have missed. It will also help developers get more eyeballs, the company said.

It is also providing conversion tracking tools which will work across channels and align with the developer’s measurement solution. For this, it has introduced a new conversion tracking solution called Android first app opens, which will measure when a user first opens an app after clicking on an ad and completing an Android app install.

According to the company, this will also help developers to align the volume of conversion from AdWords data with their third party measurement solution. It has apparently tied with Tune, AppsFlyer, Kochava, Adjust and Apsalar for consistency in data. This will let developers use reporting and optimisation features with AdWords and their other solutions.

Google said that it will launch Universal App Campaigns on Google Play across its properties like Search, YouTube, AdMob in-app network and Google Display Network. It will ask devs to provide the ad content, the intended demographic, their budget and target cost-per-install to display these app ads.

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Agawi acquisition: In June, Google bought a startup called Agawi which allowed users to stream applications and use them, much like we stream videos, before actually purchasing them. In addition to streaming Android apps, Agawi could stream Windows PC games to an Android or iOS handset as well as connected TVs.

Financials:

– Google reported consolidated revenues of $17.7 billion for the quarter ended June 30, 2015, registering a 11% increase from $15.96 billion in the same quarter last year. Note that these revenues include traffic acquisition cost of $3.38 billion for the quarter.

– Google owned sites vs network paid clicks: Paid clicks on Google owned sites grew by around 30% YoY, and  it increased by 10% QoQ. This includes Google Search, YouTube engagement ads like TrueView and other properties like Maps and Finance.

– Cost-Per-Click dips by 11%: Aggregate cost-per-click, which includes clicks related to ads served on Google sites and AdSense partner sites, however continues to slide. It dipped by 11% YoY and by 4% QoQ.

Previous Google developments:

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– Earlier this week, Google reduced the minimum purchase price for apps on Google Play in India to Rs 10, a fortnight after Apple introduced its new pricing tiers for India that let developers charge Rs 10 for their apps. Interestingly, unlike Apple, Google’s pricing tier change applies only to India, so it seems like the search giant is just testing the waters here.

– Last month, Google+ de-linked its profiles from other popular Google services with YouTube being first in line. YouTube explained that users only needed a Google profile to make comments on the video platform. The comments on YouTube will appear only on YouTube and not on Google+. Comments on Google+ will only appear on the social media site and not on YouTube.

– In June, Google unveiled an open platform API called Android Pay to enable its users to make payments from credit cards within the Android app.

– In the same month, Google launched a free and ad-supported version of its Play Music service ahead of rival Apple launching its own music streaming application. The free version of Play Music is currently available in the United States with roll outs globally planned. The service is available on the net and will be on iOS and Android devices this week, Google

– In May, it was reported that Google would add a buy button on its search results pages for products on mobile devices.  The button will appear next to sponsored or paid search results, which are usually on the top of the page, and will be displayed under “Shop on Google”.

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Written By

I'm a MediaNama alumna from 2015-16 (remember TinyOwl?) now back to cover e-services like food and grocery delivery, app based transport and policies, platforms and media in India.

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

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