- At its annual I/O developer conference Thursday, Google revealed a slew of new features and updates to its AdWords, Analytics and AdMob services, in an effort to up app installs and engagement, as well as lure app developers.
- One major highlight was the launch of Universal App Campaigns for AdWords, a tool that helps app developers push out campaigns in an automated manner.
- Google Analytics received an upgrade with Mobile App Install Campaign Attribution that will offer advertisers deeper insight into ad performance.
Google is showing its enthusiasm for app advertising, zooming in on making increased app installs and improved ad campaigns in the I/O developer conference keynote. Over the past year, the search giant has made strides to drive app installs through ad updates including sponsored search for Google Play -- its Android app store -- and various updates to AdWords.
The world of app ads is booming across the board; Twitter, Instagram, Facebook, and Yahoo have all made app advertising a priority in recent months. Google notes that as fewer users are willing to pay for apps (only a third of users are paying for apps), developers using in-app ads have grown their revenue over 70% from 2013 to 2014. In response, the search titan has increased its role in helping monetize mobile apps, partnering with third-parties on the newly-announced efforts. With these new tools, Google aims to help developers find solutions for everything from app promotion to app monetization.