The Five things mobile app marketers need to know about Google IO

Google IO

Last week, Google held its annual I/O conference where it announced big moves in virtual reality and textile computing along with major improvements to its mobile ad tech ecosystem, and so much more. As app marketers working in a hyper competitive space, always trying to drive down the cost of user acquisition while simultaneously finding truly passionate users, it’s easy to get overwhelmed by the sheer volume of announcements and miss key changes that affect your ability to do your job well. So, for that reason, we curated a list of the five things mobile app marketers need to know about Google I/O 2015.

The launch of the Family Store
Making and selling apps for kids can be a tough market. You need to be extra careful about making sure you’re advertising and monetizing responsibly. That includes COPA compliance, total clarity on tracking dos and don’ts, as well as correct IAP behaviour. But if you build a product that can thrive within those constraints, you’re going to be in a great market and win a big yet hard to access audience. To help make app discovery safer and more efficient for children families as well as help developers get exposure for their apps to that audience, Google launched the Family Store on Play.

The launch of Polymer 1.0
Despite multiple announcements about further facilitating advertising for mobile apps Google certainly hasn’t forgotten their roots in the web. Polymer is a new library (built on top of web components) for quickly and securely building great cross device browser apps.

Polymer ’s been around since July of last year, but this is a big push for the open source project and a strong sign of Google’s commitment to furthering a robust and consistent web experience. Especially for brands and established ecommerce players who have apps in the market, Polymer will help in creating a cohesive experience across every customer touch point- which is key to building implicit trust with consumers.

AdMob has stepped up
AdMob is Google’s suite of tools for turning your app into a business. Though Google’s been a big player for a while (this is Google after all) it hasn’t kept up with innovations in the mobile ad space. That’s changing with three updates announced for AdMob, though none of these are new in the industry at this point.

  1. The Audience Builder tool, sitting on top of Google Analytics allows for custom segmentation based on user actions in app, and showing adds accordingly.
  2. AdMob Reservations seems to be just an account manager program for advertisers looking to use AdMob at serious scale.
  3. Native ad support in AdMob, with a modifiable container system meant to make it easy for developers to fit an array of AdMob ads into their game in a seamless and non-jarring way.

Universal App Campaigns
Google has always been successful by serving the needs of massive companies and SMBs and app developers are now beginning to look to Google for mobile app installs. There’s no doubt that sophisticated marketers have been using Google tools for a long time but there’s also an entire category of app makers who have very little exposure to complex marketing strategy and still want to be able to swim in the deep end.

Universal App Campaigns are Google’s attempt at making that possible. It’s a one stop shop for new marketers to get their ads across the entire google network of properties including Admob, Google Play, Youtube and more.

Typically, it takes a lot of work to create the campaigns, but now, developers only need to enter details about how much they want to spend, the audience they want to reach, and what the ad will say. Google then handles ad creation and bidding in order to maximize the ad’s performance across all of these networks.


iOS Search Index
One of the biggest challenges of the mobile app ecosystem has been discovery. The networked nature of the web made search and organic discovery through links a natural path to finding value. On mobile, where content is locked in apps and apps are locked in app stores, the metaphor is less web and more field of towers, each operating independent of each other.On Android that’s been changing for a while and now it’s happening on iOS as Google has announced it started to index iOS apps. See more from the Google Web Master Central blog:

While App Indexing for iOS is launching with a small group of test partners initially, we’re working to make this technology available to more app developers as soon as possible. In the meantime, here are the steps to get a head start on App Indexing for iOS:

  1. Add deep linking support to your iOS app.
  2. Make sure it’s possible to return to Search results with one click.
  3. Provide deep link annotations on your site.
  4. Let us know you’re interested. Keep in mind that expressing interest does not automatically guarantee getting app deep links in iOS search results.