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Four Things You Need to Know About Google Play for your Android App
Posted by: Viki Zabala
June 22, 2012
As we’ve discussed in depth on our blog over the past several months, Apple’s planned phase-out of the UDID has resulted in significant confusion across the app marketing community. During this time of uncertainty, some marketers are looking more closely at Google Play to fuel their continued growth in mobile. And while we’d never suggest that the iOS market be ignored, Android’s Google Play offers a very compelling opportunity that can benefit your business in exceptional new ways. However, some of these ways are very different than what you may be accustomed to with your iOS marketing program.
For marketers interested in exploring the opportunity Google Play represents, or for those who believe their current Android ad campaigns could perform better, we’ve developed a new eBook on what you need to know to improve Android app discovery, drive more installs and generate long-term, loyal usage.
In the new eBook, you’ll discover four “must-know” differences between Google Play and Apple’s App Store, including:
1. Deeper Marketing Attribution and Optimization
Google Play offers a marketing attribution framework that gives you insights that help you make more informed advertising decisions. A piece of tracking code called an “Android Referrer” anonymously “attributes” each of your app installs back to the ad network and ad creative from which that install originated. This marketing attribution gives you valuable intelligence, while effectively balancing the need for user privacy. But, what good is insight if you can't act on that insight? Download the eBook to find out how you can use this data to optimize your media campaign spend.
2. Organic Discovery that is “Search” Driven
We all know how important organic discovery is. Organic users seek your app on their own—without paid advertising. These users are not only “free,” but are much more likely to become loyal users than those who install your app after viewing an ad. The good news for Android app marketers is that you have more tools to drive organic users on Google Play than you do in Apple’s App Store. Google Play provides a robust search capability, making it easier for users to search for apps of interest no matter what the rank. In fact, approximately 75 percent of organic downloads on Google Play originate from a user search.
3. More Cost-Effective Advertising
Like iOS, the Android ecosystem has dozens of third-party ad networks that perform well in driving user acquisition. But overall, there is a greater supply of ad inventory for Android compared to iOS. A recent analysis of available advertising inventory shows that Android is able to deliver 12 percent more ad inventory than iOS. This extra inventory has driven down Android user acquisition costs substantially.
4. Immediate App Approval Process
The app market moves fast and is constantly changing, and marketers with the ability to adapt quickly can gain a significant competitive edge. Google Play provides a perfect environment for apps that need to adapt quickly to changing market dynamics. Developers can react to feedback quickly and have an app update available on Google Play literally in a few hours. In contrast, updating an app can take weeks with iOS due to the App Store’s submission and approval process.
Check back next week for six tips gleaned from experienced Google Play marketers. Or download the free eBook, Android App Marketing and Google Play - What You Need to Know, today.