Google Marketing Live 2023: Accelerate growth with your app

Granular analysis and first look

Google Marketing Live 2023 on May 23, 2023, introduced new ways to enhance app advertising, focusing on making app ads more shoppable, creating seamless web-to-app experiences, and improving iOS app campaign measurement. These updates aim to increase user engagement, drive higher conversions, and optimize app performance.

Photo Credit: Google

Why this matters?

• Shoppable App Ads: Integrating product feeds and promotional assets into app ads on platforms like YouTube Shorts increases conversion rates and user engagement.
• Seamless Web-to-App Experience: Web to App Connect ensures a smooth transition from web to app, enhancing user experience and driving higher conversion rates.
• Improved iOS Measurement: Enhanced on-device conversion measurement and new SKAdNetwork integrations provide better data and insights for optimizing iOS app campaigns.

Next Steps/Action Items

• Integrate Product Feeds: Apply product feeds to your app ads on YouTube Shorts and in-feed inventory to boost conversions.
• Use Promotion Assets and Seasonality Adjustments: Implement these features to optimize bids during peak user demand periods.
• Adopt Web to App Connect: Utilize this tool, currently in beta,  to set up deep linking, conversion tracking, and bidding for a seamless web-to-app experience.
• Enhance iOS Campaign Measurement: Implement on-device conversion measurement and configure SKAdNetwork conversion value schema to improve reporting and optimization.