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Third-party analytics companies can reduce complication for advertisers by providing them only one SDK to add to their apps.

• True
• False

Third-party analytics companies can reduce complication for advertisers by providing them only one SDK to add to their apps

Explanation:

Each ad network has an SDK they would like developers to add to their apps to track performance. However, app developers don’t want to add so many SDKs to their app because this can bloat the size of the app and require constant maintenance. Third-party tracking companies instead provide one SDK to add to your app, and they take care of communicating with each ad network behind the scenes to tell the advertiser which installs came from which network on a single dashboard.

Read more here: https://support.google.com/partners/answer/6209182?hl=en

Third-party app analytics companies play an important role for advertisers and app developers. These companies provide a service that’s similar to Google Analytics, specifically for mobile apps. In addition to reporting on basic usage analytics, they tell advertisers and app developers which of their new users came from recent advertising clicks or views.

The reason app advertisers depend on this information is because the app ad network marketplace is very fragmented. Many app advertisers use 20 or more different ad networks to acquire or engage users. Each ad network has an SDK they would like developers to add to their apps to track performance. However, app developers don’t want to add so many SDKs to their app because this can bloat the size of the app and require constant maintenance.

Third-party tracking companies instead provide one SDK to add to your app, and they take care of communicating with each ad network behind the scenes to tell the advertiser which installs came from which network on a single dashboard.

Google has created special integration solutions for advertisers working with third parties for conversion tracking. For Android, AdWords is able to provide advertisers with accurate app download conversion data without requiring that any changes be made to the app. Customers often prefer to enjoy the benefits of codeless conversion tracking while still being able to report conversions in their chosen third-party tool. For iOS, the most accurate way to track app downloads is by using the IDFA (Identifier for Advertising) and reliably attributing events to Google ad clicks and report details to AdWords. Here are details of conversion tracking with third parties on Android and iOS:

Visit the Google Developers guide to learn about best practices when setting up conversion tracking with a third party.

Usage tracking

Generally, third parties collect usage data first and then share it with Google by sending a server-to-server ping. Google can then use the data for future reference. S2S pings for reporting usage data also work for clients who may be using in-house tracking instead of a third party.

https://www.youtube.com/watch?edit=vd&v=0ZbXZ3Cz5Tk

According to a Nielsen study, what percentage of purchase–related conversions happened within an hour of the mobile searches that initiated them?

25%

0%

50%

75%

Explanation:

Google is releasing the results of a new study conducted with Nielsen on where people conduct mobile searches and what they do after their search. One of the big themes in the report is speed — of all the conversions that happen as a result of a mobile search, 55 percent take place in the first hour.

“We see this immediacy effect with mobile because not only are people potentially closer in physical proximity to a purchase, but they’re also closer to the crucial decision moments,” writes Google Product Marketing Manager Ben Chung in his blog post summarizing the findings.

For example, the study found that 45 percent of mobile searches are conducted to help make a decision. Most mobile searches (77 percent) are actually conducted at home or at work, but they’re purposeful when people are in a store, where two-thirds of searches are conducted to help with a decision.

In terms of what mobile searches are actually prompting people to do, Google found that that three out of four trigger additional actions. Those actions include additional research (36 percent), a website visit (25 percent), a store visit (17 percent), a purchase (17 percent), or a phone call (7 percent).

Jason Spero, head of Google’s mobile sales and strategy, told me that the methodology of the study is also noteworthy. Participants were asked to keep a “search diary” for two weeks, tracking any kind of mobile search. Twenty-four hours or more later, they were then sent questions about the outcomes of those searches. And then there was an exit survey at the end of the study period. In total, Google logged 6,303 searches and collected 1,958 responses about those searches, as well as 323 exit interviews.

This gives Google deeper insight into the real-world outcomes of mobile search, Spero said: “This is a more precise measurement of what had been more gut feel, previously.”

One of the main reasons Google is trying to understand mobile behavior is because it wants to build ad products that take advantage of that behavior, and to explain the value of those products to marketers. Spero argued that looking beyond this specific study, context (such as time and location) is one of the keys to making mobile ads effective.

“We’re very interested in the post-search experience, and we’re looking at that from any number of different angles,” he added. “We’re going to continue to come at this from a lot of different angles because it’s mission critical for us.”

Read more here: https://techcrunch.com/2013/03/13/google-nelsen-mobile-search/

Showing your ads on top of the mobile page in search results is beneficial because:

• Ads above the results get more prominent notice with desktop screens. There are also no ads on the right-hand side of the results on mobile

• Ads below the results get more prominent notice with smaller mobile screens. There are also ads on the right-hand side of the results on mobile

• Ads above the results might get more prominent notice with smaller mobile screens. There are also no ads on the right-hand side of the results on mobile

• Ads above the results get more prominent notice with larger mobile screens. There are also no ads on the right-hand side of the results on mobile

Explanation:

On average, ads that appear on the first page or above the search results get substantially more clicks than ads that appear on other search results pages. Ads on top of the mobile page get more prominent notice on smaller screens. Also, there are no ads on the right-hand side of results on mobile

Auto exclusions allow:

Google’s mobile app promotion template ads to be automatically excluded from showing to users who have already downloaded the advertisers app

Google advertisers to exclude automatic bidding within their mobile app

Google advertisers to exclude high install pricing

Google’s mobile app promotion template ads to automatically include showing to users who have already downloaded the advertisers app

Auto exclusions allow

Explanation:

Automatic exclusions: Google’s mobile app promotion template ads are automatically excluded from showing to people who’ve already downloaded the app.

Read more here: https://support.google.com/partners/answer/6208446?hl=en

Now that we’ve discussed the challenges and opportunities for advertisers looking to fulfill their objectives using mobile, it’s worth reviewing why Google can provide these solutions. Ultimately, there are 5 reasons: mobile reach, ad formats that drive engagement and value, campaign performance and tracking optimization, integration with Google Play for tracking and targeting, and inventory transparency.

Mobile reach

Across the mobile landscape, Google has global reach:

• Mobile app network with more than 650,000 apps (source)
• Top mobile search engine
• Mobile web display network with more than 500,000 mobile-optimized sites on the GDN (source)
• Mobile video platform with half of YouTube views on mobile devices (source)
• Mobile email client with Gmail

Ad formats that drive engagement and value

For truly powerful targeting, context is just as important as intent. Not only does Google let you reach your target audience (intent), you can reach these people wherever they are on the web (context), not just in a single app.

Location signals are king on mobile, and Google offers world-class bid-by-distance and location-targeting tools.

For example, custom mobile app install ads automatically pull relevant app information from an app and populate it in the ad format. These ads also target only people who previously downloaded the app.

Campaign performance and tracking optimization

Market to people, not devices: Google can measure many of your customers’ valuable actions, regardless of which device or channel drove it. Measure mobile actions that users take (e.g., purchase, call, app download, directions) across channels (e.g., search, video, display, in-app), and across devices.

Google lets you turn data into action with its bidding, targeting, and optimization tools. You can turn cross-channel and -device insights into bidding and optimization decisions.

• Conversion Optimizer for apps: AdWords automatically takes into account dozens of signals (e.g., location, time of day, CTR, device) and adjusts bids accordingly across search and display inventory to help advertisers hit desired cost-per-install goals
• Confirmed clicks: Google’s mobile display ads help prevent accidental clicks by verifying each person’s intentions before directing to the app download page
• Automatic exclusions: Google’s mobile app promotion template ads are automatically excluded from showing to people who’ve already downloaded the app

Integration with Google Play for tracking and targeting

Because Google has its own app store, Google Play, you get unique insights and custom targeting.

• Similar app installers: Target users who’ve downloaded apps in the same category as yours (e.g, a hotel-finder app could target those who’ve already download travel apps)
• In-app purchasers: Target users who’ve either paid for apps or made a purchase within an app (e.g., a gaming advertiser might target people who’ve previously spent money in game apps)
• Codeless Android app install tracking: Google lets advertisers track their Android downloads without having to add code to the app

Inventory transparency

The Google Play Store has an open philosophy regarding the app marketplace; it allows for visibility into advertisers’ apps. This can also provide insight when it comes to tracking and measuring ad campaigns.

https://www.youtube.com/watch?v=pCqimibdB94

With a business in an eligible country, advertisers can use Website Call Conversions to track calls to a Google forwarding number on their site from users who arrived there from any source.

• False
• True

Call conversions, which can be tracked by businesses in eligible countries, can be used to track calls from users who visited a website from any source

Explanation:

Google provides a unique phone number that’s displayed with your ads. If a potential customer calls this phone number (Not just arrive on website from any source), AdWords will route the call to your business phone number. You’ll then be able to see detailed reports about calls generated from your ads.
Read more here: https://support.google.com/adwords/answer/2382961?hl=en

A unique phone number from Google that you can use in your ads to help track calls to your business.

• Use call extensions or call-only ads with a Google forwarding number to help receive and track phone calls resulting from your ad.
• Here’s how it works: Google provides a unique phone number that’s displayed with your ads. If a potential customer calls this phone number, AdWords will route the call to your business phone number. You’ll then be able to see detailed reports about calls generated from your ads.
• Google forwarding numbers are currently available in these countries.

https://www.youtube.com/watch?v=QIOSKGEDiSQ