Google I/O: New Ways to Put Users at the Center of Your Apps and Payments
Cross posted from Inside
AdMob
Posted by Sridhar Ramaswamy, Senior Vice President, Ads and
Commerce
I/O is a magical time at Google. Every year, thousands of developers gather in
Google's backyard to share new product ideas and learn about our latest innovations in
computing.
We're meeting at an exciting time for the developer community. It's a time when consumers have
more choices than ever before—like where to shop, what to watch, which games to play and how
to communicate with friends and family. Your product needs to stand out. You need tools to
help your business grow. And you need to make sure your users are happy.
We think we can help.
This week, my team and I shared 3 new innovations for developers to make it easy for users to
pay for your services, build profitable businesses and grow your user base.
- Enabling users to pay with Google
Starting today, our suite of payment solutions will be expanding. The Google Payment API
enables merchants and developers to turbocharge checkout conversion by offering your users an
easy way to pay with credit and debit cards saved to their Google Account. Users will have
multiple Google payment options at their fingertips, like a credit or a debit card previously
saved via Android Pay, a payment card used to transact on the Play Store or a form of payment
stored via Chrome. And they'll be able to use these saved payment options in third-party apps
and mobile sites, as well as on Google Assistant when they are on-the-go.
Paying with Google for Panera Bread on Google Assistant
For users, this means faster checkout. Now they'll never miss a deal because they're stuck on
a bus and don't want to pull out their credit card in front of strangers. They'll no longer
experience the pain of stumbling on a sale that ends at midnight when they're tucked in bed
with their credit card out of reach. Users can save time and headache by using credit and
debit cards they've already saved to their Google Account whenever they see the option to pay
with Google on supported apps or sites.
For developers, this API is a significant innovation that can enable faster checkout, drive
more conversions, increase sales and reduce abandoned carts—all with a simple integration.
Learn more about our Google Payment API
here.
- Earn more from your apps with the brand new
AdMob
People turn to their mobile devices throughout the day to shop, communicate and stay
entertained. For developers, in-app purchases are one way to monetize. Ads are another
way.
AdMob was built to support the app ecosystem. With over 1 million apps across iOS and
Android,
AdMob has paid over $3.5 billion
dollars in ads revenue to
developers. But there's more we can do to help you succeed.
Today, we're introducing a completely redesigned
AdMob. Rebuilt from the
ground up, AdMob is now simpler to use and delivers richer insights about your users' in-app
experiences.
Simpler to use: We've applied Material Design to all aspects of the AdMob
look and feel to deliver an easy-to-use and intuitive experience across the entire platform—on
mobile and desktop. You'll get more done in less time. Below you can see how easy it is to
pick an app that you're monitoring, check out its key metrics and then quickly take action to
fine-tune its performance.
Redesigned AdMob experience
Deeper insights: We've also integrated Google Analytics
for Firebase into the core of the redesigned AdMob so you have quick access to the metrics
that matter most for your business. Once you link your
AdMob and Firebase accounts, you'll have access to detailed ad revenue data and user insights
like time spent in the app and in-app purchases—all in one place.
Google Analytics for Firebase dashboard in AdMob
Know your user, find your user with Universal App
Campaigns
Earning money from your app is one piece of the puzzle. You also need to think about how to
grow your user base.
Google's app innovations have delivered over 5 billion installs from ads and we
are now helping developers drive over 3 billion in-app events per quarter—like
users adding something to their cart or reaching level 3 of a game. Developers have gravitated
toward
Universal App
Campaigns (UAC) as the "one stop shop" campaign type that scales your reach
and maximizes app installs across Google's largest properties: Google Play, Search, YouTube,
Gmail and the Display Network. UAC uses Google's machine learning technology to evaluate
numerous signals in real time, refining each ad to help you reach your most engaged users.
We're continuing to double down on UAC, with all new innovations being built into UAC to make
app promotion even more effective.
Engage users in key moments of discovery with new UAC placements in Google
Play
Android reaches more than 2 billion active devices every month, with Google Play available in
190+ countries around the world. It's the place users come to discover new apps and games.
Beyond searching for apps to try, users are increasingly browsing the Play store and finding
recommendations for new apps.
To help those users discover more of your apps, we are introducing new
ad placements on the home and app listing pages in the Google Play Store. These
new placements, available exclusively through UAC, help you reach users in "discovery mode" as
they swipe, tap and scroll in search of their next favorite app.
New ad placements reach users browsing in Google Play
Discover more of your best users with new bidding
options in UAC
Some users are more valuable to your business than others, like the players who level-up in
your game or the loyal travelers who book several flights a month. That's why we're
expanding Smart
Bidding strategies in UAC to help you acquire more of these high-value
users. Using Smart Bidding, you can tailor bids for your unique business goals - target cost
per acquisition (tCPA) or target return on ad spend (tROAS). UAC delivers the right users
based on your objectives: installs, events and, coming soon,
value. This update starts rolling out to iOS and Android developers and
advertisers in the coming months.
Introducing App Attribution Partners, a new measurement
program
Many developers rely on third-party measurement providers to measure the impact of ads and
gain valuable insights about how users engage with your app. To help you take action on these
insights in a faster and more seamless way, we are introducing App Attribution
Partners, a new program designed to integrate data from 7 global companies right
into AdWords.
Welcome to adjust, Adways, AppsFlyer, Apsalar, CyberZ, Kochava and TUNE... we're thrilled to
have them onboard!
AdWords' integration with these partners ensures that you have consistent, reliable and more
granular data where you review app metrics. Now you can take action with confidence and stay
on top of your business performance.
As consumers live more of their lives online, it's increasingly important for developers to
build user-centric experiences in everything that you do—from the apps you design, to the
experiences you deliver, to the ways you help people transact. We know it's not always easy,
so Google is here to help.
We look forward to continuing on this journey with you.
