Google introduces app campaigns in Google ads; enhances mobile gaming

Google recently announced new solutions to increase the lifetime value for the marketers. Now, it’s easier than ever to re-engage marketers with their audience and take advantage of a new, smarter approach to monetisation.

Sissie Hsiao, VP of Product, Mobile App Advertising, says, “Let’s face it, the majority of players that marketers acquire aren’t going to continue engaging with companies after just a handful of days. One of the biggest opportunities for companies is to grow business is by getting those inactive players to come back and play again.”

Google is therefore introducing App campaigns for engagement in Google Ads to help players rediscover their game by engaging them with relevant ads across Google’s properties.

With App campaigns for engagement, companies can reconnect with players in many different ways, such as encouraging lapsed players to complete the tutorial, introducing new features that have been added since a player’s last session, or getting someone to open the game for the first time on Android.

Acquiring and retaining users is important, but retention alone doesn’t generate revenue. Google’s internal data shows that, on average, less than four percent of players will ever spend on in-app items. One way to increase overall revenue is through ads.

However, some developers worry that ads might hurt in-app purchase revenue by disrupting gameplay for players who do spend. What if companies could just show ads to the players who aren’t going to spend in your app? Good news—now you can.

Google is bringing a new approach to monetisation that combines ads and in-app purchases in one automated solution. Available today, new smart segmentation features in Google AdMob uses machine learning to segment players based on their likelihood to spend on in-app purchases.

Ad units with smart segmentation will show ads only to users who are predicted not to spend on in-app purchases. Players who are predicted to spend will see no ads and can simply continue playing. Check it out by creating an interstitial ad unit with smart segmentation enabled.

Source: MarTech Advisor

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