Google Helps Android Developers Reach Quality Audiences
Google has unveiled a few new tools to help Android game developers reach and engage high-quality audiences.
“For game developers, building a successful business has often depended on an approach of acquiring as many users as possible, then trying to keep them engaged in the game as their interest wanes. While volume is important, it’s more important to find the right kind of user, who’ll open the app and keep on playing,” Google said in its blog announcement. “That’s why today, at the Game Developers Conference (GDC), we announced a host of new features in AdWords and AdMob that make it simpler for developers to reach the right users at scale.”
For starters, Google is extending its Trial Run Ads to the search results (in beta) for select U.S. advertisers. The Trial Run Ads were recently introduced on the Google Display Network and enable consumers to stream a game from a display ad before downloading the app. With the Search Trial Run Ads, however, consumers will be able to click “Try Now” from within a search ad after searching for a game on Google. The ads will appear to smartphone consumers on Wi-Fi and they can play for up to 10 minutes before deciding to install the app. Google notes that this ad format should drive high-qualified users who are more likely to stay engaged with the app after installing it.
In addition to Search Trial Run Ads, Google unveiled Portrait Video Ads. The format gives consumers a full-screen, portrait video experience without requiring consumers to re-orient their device. According to Google, these ads result in an improvement in click-through and conversion rates for game developers, which results in lower cost per install and a larger number of downloads.
It is also important to note that Google introduced a new targeting feature, dubbed Active User Targeting for Games. The targeting enables developers to better control who sees their AdWords ads, as it allows them to show the promotions to consumers who have spent more than 30 minutes playing games or who have played a Google Play Games integrated game in the last 30 days. What’s more, developers can use this targeting feature with other types of targeting to reach a very precise audience.
Lastly, Google introduced a way for developers to monetize apps with rewarded video ads from a variety of ad providers in AdMob Mediation. Rewarded video ads give consumers the choice to engage with ads in exchange for in-app rewards. Supported networks and platforms include AdColony, AppLovin, Chartboos, Fyber, Upsight and Vungle, with more being added regularly. Developers already monetizing with the aforementioned providers can manage and optimize them through the AdMob interface.