Hi all!

New Year holidays are over. I hope they went well for you. 🙂 Last year we already considered new opportunities. Today we will talk about how to promote mobile applications in Google system Adwords.

Adwords system has an advanced advertising system mobile applications. In order to advertise in this system, you need to have an approved mobile application hosted in one of 2 popular application stores:

A. App Store.

b.GooglePlay.

What are we paying for?

CPI payment model ( cost per install) implies that you pay just for installing the application. If we are talking about advertising an application from the store Google Play , then work according to this model configured automatically. Things are a little more difficult with iOS applications from the AppStore. There are required additional settings, which we will consider in a separate article.

The cost of installing the application depends on monetization models for your application. We will talk about how to calculate it in the following articles.

First of all, we will study the creation of application advertising, which is published on Google Play. Let me remind you that in order to advertise in Adwords you must have Google account. If you have Gmail, then use the account from it. After you go through all the remaining procedures, in particular, determine your time zone, you will be asked to create your first advertising campaign.

Please note that I will be conducting all operations on an agent account, so the screenshot interface may vary slightly.

Now let's select the type advertising campaign. To do this, click on the drop-down list next to the “Type” option and select “ Universal campaign for applications." note that this type advertising campaign can be used for advertising only Android applications.

Now we need to select the application that we will advertise.

As an example, I chose the Yandex Radio application. I note that you can search for an application both by name and by identifier.

Writing ad texts

Let's move on below. As you can see, after we have selected an application, Adwords automatically pulls up the application data. In particular: icon, application type (paid, free), name, icon, interface screenshots, availability of reviews and rating.

Here you can see what your ad will look like:

in Play Market;

on Google search;

on the Display Network;

In the left column, you can add up to 4 lines of description (each 25 in length). Note that you can also view the offer description in the Android Market to use it to create music lists.

After entering texts, make sure that your texts are consistent, do not duplicate each other, and contain complete key benefits (KB) or clear CTAs (calls to action).

The following advantages were used as a description:

Only favorite hits (KB)

Favorite music in 2 clicks (KB)

Listen for free! (CTA)

A small nuance: You can use Exclamation point no more than 1 time .

Looking ahead, I will say that Adwords will test texts automatically, showing more often those lines that will generate the highest conversion.

Below you can add a YouTube video from which video ads will be created to advertise your application. As a promotional video, let's take a report that was created by the Vesti.Net program.

Of course, ideally this should be a branded channel with a specially created promotional video. I hope you'll do just that, although the video embed option is optional.

Selecting a location.

Now we must select the location where our ad will be broadcast.

Don't forget to select the languages ​​that users speak (Russian, English and Ukrainian).

Setting bets

Now let's move on to one of the most important settings, namely the payment model. As mentioned above, cost per install (CPI) is closely tied to the application monetization model in question, LTV, virality and some other factors and deserves a separate article.

Prices are quoted in the account currency. In our case, in rubles. On the right you will be offered a recommended price for installation, but the range of rates is so large that I strongly recommend making calculations CPI separately.

Don't forget to include your daily budget. Just a reminder that Adwords will spend a slightly higher amount (keep that in mind). Click on the “Save and Continue” button.

As you can see, conversion tracking (for Android apps) is configured automatically.

“Stop!” - you say, “Where are the targeting settings? Where are the settings for age and gender, interests and keywords?

There are NO such settings in this advertising format. Adwords selects target targeting based on the topic of the application. Based on the information in the application description, he himself selects keywords and selects sections in which the application will be displayed. Adwords also independently selects such targeting that can provide the maximum number of conversions.

Are you unhappy with targeting only by location and languages? In this case, another advertising campaign format can help us, which we will consider in the next article.

Dear friends, in today’s post I will share with you the fruits of my many months of labor and tell you how I have advanced Android application on Google Play (formerly Android Market).

First, a short introduction :) You can promote anything. For example, my first experience in promotion was not in the field of website promotion. *Whisper: it’s time to tell the terrible truth 😉 *

Back in 2002, when old Globator lived in sunny Florida, he experienced a lack of communication with girls. This is a big problem in America, and I often went to dating sites, since I liked girls from the former USSR most of all, and there were practically no such girls in my area.

I even found what that site looked like in 2002, you can take a look.

I wanted my profile to get to the top of the rankings. I gave my profile a plus and began to think about what else I could do. I didn’t want to create clone accounts.

I found out that after 4 hours you can put a plus on your profile again. I started voting every 4 hours. The profile made it to the top 50. At this time, my friend and I bought BCool new computer. I discovered that my votes from the second computer are also counted. I started voting from two computers every 4 hours.

Naturally, I slept at night 😉 . Don’t think that it blew my mind because of this, it was just a sporting interest :)

When I was in the top 20, I received an angry letter from a competitor who was also promoting his profile and was extremely dissatisfied with the growth of mine. The essence of the letter was this: he’s still cooler, I can’t pass and now he will give the lowest rating to my profile so that nothing will work out for me.

This piqued my interest even more 😉 . When you compete with someone, it's even more interesting. I asked several of my friends to upvote my profile at least once a day. I didn’t downvote my competitor, because I was sure that I could beat him without it.

As a result, my profile took first place in the ranking for several days in a row, and I was very pleased 😉.

In short, this is how old man Globator started with such a primitive thing 😉 . Now let’s move on to serious things and throw jokes and jokes aside :)

🔥 By the way! I have released a paid course on promoting English-language websites. If you are interested, you can apply for the early list through this form to be the first to know about the release of the course and receive a special discount.

An important point is that you can set up targeting to offer installation of the application only to those users who may be potentially interested in it.

Another thing I liked about this service is that the number and dynamics of application downloads can be conveniently viewed in the panel of this service (data is taken from Google Play).

Android User Forums

Naturally, buying advertising to promote an application is good, but you also need to use free methods. Paid ones are only to enhance the effect; free methods should play the main role in promoting applications on Android.

An old SEO rule says: “Look for the fish where they are” :) I decided to use it and created topics describing the application on popular English-language Android forums. Ultimately, this allowed me to increase the number of downloads of the application I promoted.

In my opinion, the number of downloads is another key point in ranking applications on Google Play.

On February 26, it became known that Google had launched testing of an advertising platform in the store. Google applications Play. The company announced this in its official blog.

At first, advertising on Google Play will only be available to advertisers who already advertise on Google.com. Advertisements will be displayed as a search result for a particular query - that is, the user will not see pop-up notifications from applications that do not match the subject of the search query.

The advertiser has the right to choose which search queries Target your ads - for example, “hotel search” or “coupons”. Advertising will appear at the top of search results for the specified request. The description of the application that the advertiser is promoting will not be externally different from others - except for the presence of a small “Ad” icon under the name.

The Google Play store, according to company representatives, now hosts more than a million applications, and the income of Android developers in 2014 reached $7 billion. iOS developers earned $10 billion in 2014, but, according to TechCrunch, Google may soon significantly close the gap.

According to Google, the innovation will allow new players to mobile world and small development teams to compete for the attention of users by promoting their application into the “visibility zone”, where large and already established studios usually fall.

It is not yet clear how long the functionality will be in testing. Google is not disclosing its plans to even launch an open beta (or whether it will launch at all) and is not sharing the number of advertisers participating in the closed pilot.

Google's main competitor, Apple, does not yet have such a platform (the company recently relaunched iAd, but it only allows you to embed advertising in applications), nor does any other company. Google's move aside mobile advertising in the app store is naturally associated with the refusal of the main part of the Android audience from browsers - according to the research company Flurry, users of Android smartphones in 2014 spent only 14% of the total time using the phone in a web browser. In 2013, the same figure was 20%.

Many technology companies (for example, Facebook, Yahoo and Twitter) already build a hint system into their applications that helps the user find other programs from the developer.

Apple has already tested similar functionality in the App Store - however, to promote its own products. For example, for the request “music”, it was displayed at the top of the search results iTunes app Radio, and when you search for “maps,” Apple’s own mapping service.

Some components

Since the company is only testing new functionality, only a small portion of the advertisement will be seen at first. big number users. Advertisements will appear in latest version Google Play for smartphones - neither for tablets, nor for desktops, nor for others Google devices is not yet planning to present its platform.

Another important aspect is that only invited advertisers from among those who are already promoting their products and services in search results Google.com. They won't have to pay for advertising because the pilot version of the new functionality needs improvement and Google would like to receive feedback from advertisers on a number of issues: including the quality of search results, the recommended number of ads in one search result, working with keywords and the influence of advertising on the algorithm for compiling top charts, and so on.

Particularly close attention, as TechCrunch notes, is required in the last aspect - changing the algorithms for compiling top charts. Advertisement can significantly increase the number of downloads of the application - this must be taken into account and determined what caused the sudden jump in the number of downloads - increased user interest or paid promotion of the program.

Other Google announcements

On February 26, Google announced two more major innovations. One of them was a package of applications and Android tools for Work, allowing owners of smartphones and tablets based on the operating Android systems separate the apps they use in professional activity, from personal.

At Android help for Work, the owner of an Android device will be able, for example, to divide contacts into work and personal and put work in separate application Work Contacts. The same functionality is implemented for a number of other applications - including calendar, notes, mail, browser Google Chrome And Google Docs Docs.

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