With Android app development, reaching more people with advertisements of your apps can be a useful tool, and today Google is giving app developers and publishers new tools to further advertise their applications and potentially expand their user base. Google wants to make it easier to reach more people with less effort, and to help people do this they're announcing the ability to now promote Android apps to millions of publisher websites through the Google Display Network which includes a total of 2 million websites. According to Google, early adopters of these tools saw a significant increase with the percentage of installs for their apps by about 28% and still managed to keep up their cost per install numbers.
Google implements the reach across what was already available for ads, the AdMob in-app network, to the Google Display Network with a simple button click. On top of this, the expansion of the ad reach happens automatically so all developers and publishers have to do is click the button and let Google do the rest. In addition to this, Google is also adding the ability to reach users through in-app video promo advertisements which will be meant to give the user details about how they would interact with the app they're seeing and ad for.
While app installs are great and an increased number of these could be even better, engagement is not the only important factor, and some installs will only amount to a one-time use, and according to Google this consists of 80% of all app installs. To help combat this, Google is focusing on helping developers and publishers get a "lifetime value" out of the new engagement and installs that come their way as a result of these new advertisements. In-app purchases are a driving force in giving users more value over a longer period of time, and the new Conversion Optimizer for in-app buyers. This new tool helps to maximize the value from the number of installs of applications by optimizing bids for users who actually spend money on in-app items like upgrades, in-game currency and so on.