There is a lot at stake, which goes into building a great mobile game and to build a business on top of that, is another task to look out for, it is next level. On 13th March 2019, Google announced the new solutions to amplify the lifetime value of the players. Now it is easier than before to re-engage the audience and take advantage of a new, smarter approach towards monetization.
In today’s lightening quick world, it is just a matter of time that a game popularizes and gains fame in the gaming society and boutique agency. But, if there is nothing new added to the game in few days, the game will turn boring and players would not like to engage themselves on the game. One of the biggest opportunities to grow the gaming business is to get back the inactive players and get them engaged to the game again.
The tech giants have now introduced app campaigns for engagement in Google ads to help players rediscover their game by engaging them with relevant ads across Google’s properties. With App campaigns for engagement, people could reconnect with players in many different ways, such as heartening lapsed players to complete the tutorial, introducing new features that have been added since a player’s last session, or getting someone to open the game for the first time on Android.
App campaigns for engagement could help in re-engaging customers who are already using the app, and encourage them to take specific, in-app actions. The ads can appear across multiple Google properties, including Google Search, YouTube, within other apps on the Display Network, digital marketing company in USA, and more.
With App campaigns for engagement, one could enjoy these benefits:
Re-engage the consumers who have downloaded the app, but haven’t opened or used it yet.
Drive in-app purchases for the product or service.
Remind customers with items in their cart to complete check-out.
Re-engage people who haven't used the app for a while.
Encourage customers to play the game to finish the final level.
Promote a live event or sale.
App campaigns for engagement might aid the organization in improving customer retention and generating long term revenue for the app by increasing active users, generating sales, and reducing churn.
How does this work?
Unlike most of the Google Ads campaigns, people do not need to design individual ads for App campaigns for engagement. Instead, Google will use ad text ideas which would be provided to them by their clients, the images and videos the clients provide, and assets from their app's store listing to design a variety of ads across several formats and networks. All they need to do is provide some text, images, a starting bid and budget, and let Google know the languages and locations of the ads. We would also advise providing videos for the ads, to help increase the performance of their campaign. Google Ads would test different blends and show better-performing ads more often, with no extra work needed from the clients.
When working out where to show the ads, App campaigns for engagement depend upon audience targeting, page themes, and information about the app.
Where will the ads appear?
The ads will be entitled to appear across Google's properties, including the Google Search Network, on the other search partners, YouTube, the Google Display Network, AdMob, and other publishers who host app ads. Google Ads will optimize where the ads would show, to get the greatest number of conversions at the client’s Target cost-per-action (Target CPA) bid. Note: The Target CPA will be used as an average, so some bids will be over.
Here are some of the places where the ads might appear:
Google Search Network
Google Ads uses general information about the client’s app when deciding which search terms to show the ad for, and matches client’s ad to search terms that are relevant with their apps.
YouTube
Google Ads can show the ads on YouTube in places where they're most likely to be viewed.
Google Display Network
The ads are eligible to appear where they're most relevant on the Google Display Network and within other apps.
App campaigns for engagement, offers several different ways for optimizing the marketing objectives.
Bidding
Because in-app actions are probably, to worth more in revenue than new app installs, one should expect to set higher bids for App campaigns for engagement than they would set on regular App campaigns, which are optimized for new app installs.
Performance evaluation
Since in-app events frequently have longer alteration delays, this will usually take longer for App campaigns for engagement metrics to precisely reflect campaign performance.
Location and language targeting
Since the target audience for App campaigns for engagement is likely to be smaller than the target audience for Universal App campaigns, use vigilance when using additional targeting methods, like geographic or language targeting. Using additional targeting methods on App campaigns for engagement could possibly reduce the size of the target audience and may reduce the effectiveness of your campaign.
Attaining and holding on to users is important, but retention alone will not generate revenue. Google’s internal data shows that, on an average, only less than four percent of players spend on in-app items. One way to increase overall revenue is through ads. However, some developers are concerned that ads might hurt in-app purchase revenue by disrupting gameplay for players who do spend. What if they could just show ads to the players who aren't going to spend in the app? Good news—now Google has enabled this.
Google has brought a new approach towards monetization that combines ads and in-app purchases in one mechanized solution. Google has availed the features on 13th March 2019, now, the new smart segmentation features in Google AdMob uses machine learning to segregate the players based on their likelihood to spend on in-app purchases.
Ad units with smart segmentation will show ads only to those users who are predicted not to spend on in-app purchases. Players who are predicted to spend will see no ads, and can simply continue playing.