On Tuesday, Google announced three new features for app marketers to use when promoting their apps via Universal App Campaigns, the campaign type that automatically syndicates app promotion ads across Google search, YouTube, Play store and Google Display Network.
Automated Video Ads
With a product called AutoDirector, Google can automatically pull images, descriptions and ratings from the App Store or Google Play store, and add music to create a promotional video for an app that can be distributed across Google video inventory. Below is an example of one of these ads created for Brazilian app OLX.
Ads in “You might also like” on Play
To give advertisers another way to promote app discovery in Google Play, Google is opening up ad inventory in the “You might also like” carousel of recommended apps in Google Play that appears when people search for or install apps.
Earlier this year, Google updated the targeting capabilities in Universal App Campaign and announced the ads now have generated over 3 billion app installs.
Target users likely to make a in-app purchases
The final update applies to Android developers only. Android app developers can now choose in-app purchases as the conversion type they want to measure (as opposed to installs) and then use that in-app purchase data from Google Play in Universal App Campaigns to target similar users modeled from that customer based.