PPC | March 15, 2016

How Google’s New ID Feature Could Help Improve Your App Retention Rates

Google announced last week that pay per click and app marketers will now be able to upload customer IDs to AdWords to improve targeting possibilities on the Google Display Network. But what exactly does this mean? Let’s find out…

GoogleAdWords Introduces Customer ID Upload Options

On Monday 7th March 2016, Google announced through its AdWords blog that it had created the possibility for marketers to bulk upload IDFAs (identifiers for advertisers) to AdWords in a bid to encourage reengagement with iOS and Android device users.
In simple terms, marketers can now upload a list of existing app users which, when targeted, would be encouraged to engage more with the app. Think Customer Match, but for mobile apps. This can be done in-line with a current promotion, a new product or service or simply to improve overall engagement.

What Does This Mean for YOU?

As Google states in its announcement,
‘We’ve all downloaded useful apps with the intention of using them, but with many things fighting for our attention it’s easy to forget about the ones that we’ve downloaded.’
No one wants this to happen to their app. So, by making these changes, Google hopes that marketers will be able to improve retention and engagement rates from app users.
Once a list of IDs has been uploaded, you will be able to track and add target through the app and not by an identifier that is unique to the device. Exporting segments of app user IDs from your analytics and uploading them to AdWords should now be quick and easy, providing you with maximum time to target campaigns on your apps across the Google Display Network.

These new capabilities will then allow you to reconnect and reach relevant customers during important moments, ensuring your app gets seen by high-value users when it’s needed most. For example, as Google states in its blog:

 
‘91% of smartphone users reach for their phone to get ideas while doing a task – and that’s when you want your app to surface.’
But this feature isn’t just for apps. If you have a website and a mobile app, you can use research from one to influence the other. For example, if your site has seen success converting young men who like sport into sales of relevant products, the corresponding app users segment can target this demographic.
If you need some help creating a mobile app user remarketing list, Google Support has a great step-by-step guide here.

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