My 15 Minutes of Fame: Google Looks to Make Search Ads Move Mobile Apps for Advertisers

Today Google announced several improvements to existing services like click-to-download for mobile advertisers. Using language that is starting to sound very familiar to those who follow the search giant the new systems are meant to create a “holistic solution” for businesses looking to take advantage of the rapidly expanding mobile app world.

Among the improvements are the mobile app extension

The Mobile App extension allows advertisers to append a mobile app download link to their search ads. With this extension, advertisers can promote their mobile app to users who may simply be searching for their brand, product or service.

The mobile app extension gives advertisers a new distribution channel for their mobile apps and users a new discovery medium. Beta participants saw a 6% lift in CTR for campaigns using Mobile App extensions, compared to control campaigns.

Other areas include improvements in the click-to-download which has been expanded to include a lot of information about your app. Take a look at the ad for QuickenLoans app. These are not just your blue average text ads are they?

Add to this the ability to track Android app downloads in Adwords and the ability to monetize your mobile app through customized search ads related to searches within an app and you do have a rather comprehensive package for the mobile set.

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