Google is copying two features advertisers love about Facebook
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Google explains in the blog post how Custom Match works and why it's useful for marketers:Let's say you're a travel brand. You can now reach people who have joined your rewards program as they plan their next trip. For example, when these rewards members search for "non-stop flights to new york" on Google.com, you can show relevant ads at the top of their search results on any device right when they're looking to fly to New York. And when those members are watching their favorite videos on YouTube or catching up on Gmail, you can show ads that inspire them to plan their next trip.
Google's Customer Match will also let marketers create "Similar Audiences" to reach new customers. These are the users that share interests and characteristics with an advertiser's existing customers. Both the new products will be rolling out "in the next few weeks," according to Google.
App install adsFrom Sunday Google also announced had switched on "Universal App Campaigns," which allow advertisers to run app install ads across Google Search, Google Play, YouTube, and the Google Display Network. As the name suggests, mobile app install ads are those ads that encourage you to click in order to download an app to your phone.App install ads are growing in popularity. EMarketer predicts spending on mobile app install ads will grow 80% year-on-year to reach $3 billion (10.4% of total mobile ad spending) by the end of this year. EMarketer doesn't provide market share data but says "most parties familiar with app marketing agree Facebook is far and away the most important app install channel."
Google wants to change that with Universal App Campaigns. Here's how they work:
Let's say you've built an adventure game. With Universal App Campaigns, you have unparalleled reach: you can drive installs on YouTube, the platform with 1B+ users who watch hundreds of millions of hours of content everyday. Your ads can also reach specific audiences across 650K apps and 2M+ websites in the GDN. And importantly, Universal App Campaigns tap into intent-rich searches like "adventure games" and "puzzle games" that are happening throughout the day on Google Search and Google Play so your app can be seen when people are looking to download something new.Most of the mobile app install ads you see tend to take place in other apps. And Google's in a good position here: Google owns four of the 12 sites that have more mobile app traffic than browser traffic in the US, according to Morgan Stanley Research.
But Google is also performing well in the browser space too, thanks to the strength of its search product. Morgan Stanley says traffic in three of Google's key advertising categories (retail, finance, and travel) over-indexes towards mobile browsing.
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