Google Unveiled Several App Advertising Options at Its Developer Conference

Acquisition and retention lead to monetization

Google is holding its I/O 2019 developers’ conference in Mountain View, Calif. Getty Images

Google introduced a host of new features for developers looking to monetize their applications at its I/O 2019 developer conference in Mountain View, Calif., Wednesday.

Vice president of product, mobile app advertising Sissie Hsiao said in a blog post that developers should already be using target CPA (cost per action) bidding to reach the people most likely to install their apps and perform actions within those apps.

Building on that notion, Google will soon introduce a target return on ad spend, or tROAS, option that lets developers pay more for users who are most likely to spend more and, conversely, pay less to reach those who are less likely to spend.

The tROAS option will be available for Google App campaigns globally on iOS and Android starting in June.

The next logical step is retaining the attention of app users, and Google is adding more solutions on that front as well.

If an app ad contains at least one landscape image and one video, it qualifies for two new placements on Google’s YouTube video site: on the YouTube homepage feed and on in-stream video.

Starting later this month, multiple ad groups can be set up in the same campaign, and the assets in each group can be tailored around a different theme or message for different customers.

Google also revealed eight agency partners that can help developers manage their creative end to end, from design to reporting: Apptamin, Bamboo, Consumer Acquisition, Creadits, Kaizen Ad, Kuaizi, Vidmob and Webpals.

Acquiring users and retaining them are stepping-stones to the creation of sustainable revenue streams, and Google’s AdMob mobile ad unit is investing in automated solutions to speed that process.

Hsiao provided an update on the Open Bidding monetization model Google began beta testing in 2018, saying dozens of developers are participating and one in particular, Korean game developer Sticky Hands, saw revenue increase 14% in one month along with a 15% gain in average revenue per daily active user, or ARPDAU.

Google said Open Bidding is easier to use and saves time compared with traditional mediation, and it expects to expand the program to all publishers later this year.

AdMob is also adding several new features to aid developers in the run-up to Open Bidding, which is coming out of beta.

A new image search tool will help advertisers identify and remove bad ads across every size, campaign and rotation simply by using a screenshot of the ad.

Brands can ensure inappropriate ads are not shown to younger users via a maximum ad content rating option.

And a new dashboard card will provide user metrics such as daily active users and average session time, giving developers a handle on whether changes to their monetization strategies are working. Hsiao wrote, “These insights can help you optimize the lifetime value of your users across all of your revenue sources—ads, in-app purchases and commerce.” David Cohen is editor of Adweek's Social Pro Daily.