Google has made an update that expands the distribution of its app ads and makes them appear more often on iOS browsers.
Google Ads’ App Ads appear in Google Play, YouTube, millions of sites and apps within Google’s network, as well as in search results on mobile. They appear when a user searches for something, and a relevant app might be available in relation to that search. Now, Google has made an update that brings app ads in more searches on iOS mobile web browsers.
The update is part of Google’s attempt to increase its ad inventory for its app advertisers, and its effects will start being felt during the month. As Rahul Oak, Product Manager for App Ads explains, “this means app installs and in-app conversion events from iOS browsers will be included in your campaign reporting.” This is something that can help you “reach more people who are looking for what your app has to offer and can help you improve campaign performance.”
You won’t need to do anything to access the new inventory; Active app campaigns will now automatically include these “modeled conversions in Google Ads reporting” within the “Conversions” column.
However, you should note that these conversions will not be available in third-party measurement tools. You are also encouraged to “monitor your bids and budgets as there may be fluctuations in performance” following the implementation of the updates.
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