New AdWords features to maximise your app development business ad effectiveness

Google is forever launching new features and tools for its legions of users but, many of its most recent initiatives have been focused on AdWords. If you’ve taken an app business franchise opportunity or, you’re an app development agency looking to get more from your paid search, read on to discover which new AdWords features are now at your disposal.

Dynamic remarketing for apps

The search engine says, “’tis the season to get customers back in your app’ and we couldn’t agree more. Now, AdWords advertisers will be able to use dynamic remarketing functionality to make it easier for customers (or potential customers) to take action from within the app. This option means apps can be used to reengage with leads by showing relevant adverts within an app.

Extended remarketing campaigns

Google has extended its remarketing campaigns and dynamic remarketing campaigns to now encompass Gmail. This means that you can use AdWords to reconnect with customers or leads and potentially convert more business leads as a result of your paid search activity.

Better AdWords data control

Most marketers will tell you that the only way to continually measure performance and stay on the right path is via data. Despite this, Google figures show that in 2016, more than half (61%) of marketing decision makers failed to either access or integrate the data they needed. To combat this, Google Data Studio is a new reporting and dashboard tool. Use it to compile data from multiple sources, including AdWords, Analytics and DoubleClick Campaign Manager so you can make informed marketing decisions at all times.

Parallel Tracking

If you use URL tracking on your AdWords ads, there’s a chance that those clicking on your ad may experience a fractional delay of up to hundreds of milliseconds to arrive at your page after that click. While this may not seem like much, Google says that any time lost can impact on your campaign performance.

Google has created parallel tracking for AdWords advertisers – a technology it says will provide a better customer experience and avoid the delays caused by standard URL tracking. Parallel tracking will roll out in early 2018 and will mean that when a user clicks on an ad, they go straight to the site. The browser will then process tracking requests in the background. This speedier transfer should result in less wasted ad spend and more conversions for advertisers.

Image source: Google