Google Ads is introducing new features to unify advertising across web and app platforms, simplifying campaign management and enhancing customer experience. These updates enable a connected journey from web discovery to in-app conversion, improving results for businesses.
Web to App Connect Expansion
The Web to App Connect feature now supports driving clicks directly to apps from YouTube Ads, Hotel Ads, and Demand Gen campaigns, in addition to Performance Max, Search, and Shopping campaigns. This deep linking works seamlessly on both iOS and Android devices. Advertisers have seen an average 2x increase in conversion rates using Web to App Connect for YouTube, boosting app engagement and profitability.
Unified Workflows and Reporting
Google Ads has integrated web and app insights into a single workflow to simplify campaign management:
- In-product nudges provide data-driven suggestions during campaign creation and conversion setup to optimize for in-app events.
- A unified conversion setup page bundles app and web events, offering a comprehensive view of conversions.
- A combined overview card on the Google Ads homepage displays side-by-side web and app performance metrics.
Measuring App Installs from Web Campaigns
The new Web to App Acquisition measurement feature attributes app installs and first in-app conversions to web campaigns like Search and Shopping. This provides advertisers with a more accurate understanding of how web campaigns contribute to app growth.
Benefits of Unifying Web and App Marketing
- Attract best customers by guiding users to the app, where engagement and conversion rates are higher.
- Streamline campaigns by targeting users across both web and app touchpoints efficiently.
- Gain a complete view of performance by seeing which web campaigns drive app installs and in-app conversions, enabling better optimization and decision-making.
