Sorry iOS Apps - No Retargeting for You!
The average smartphone user has 36 apps on his or her phone, which has led Google to expand its app promotion and re-engagement offerings to help developers reach the "right" users at the "right" time - well, depending on which type of app they offer.
Active now, Google expanded where developers (both Android and iOS) can promote their Android apps on the Google Display Network - extending app-install ads from the AdMob in-app network (reaching 650,000 active apps) to the mobile GDN network (2 million-plus publisher websites). Google states that for early testers, this increased install volume by 28 percent on average while keeping cost-per-installs steady.
It should be noted that now when creating an app-install campaign, developers can choose the network type that best matches how they'd like to promote their app (on the Display Network, on the Search Network or on YouTube). Where Google starts to get stingy, however, is by only offering its new mobile app engagement campaigns to Android developers. Just like retargeting, these campaigns focus on getting people who have installed an Android app to try the app again, or to open the app and take a specific action.
This type of re-engagement, according to Google, works best for apps with a significant number of downloads, as they only work to encourage users who already have the app, so they can re-engage with it. These campaigns are show in the search results on mobile phones and tablets, again, to people who already installed the app. The reason why this offering is significant is because 60 percent of apps are only opened once.