At the Google I/O developer conference this year there was some exciting news for anyone trying to maximize their profits through the Play Store. With well over 1 million apps and games it can be very difficult to stand out. It’s also tough to understand what works on app listings, and how to promote your brand as a developer. Thankfully, Google has introduced new Developer Pages, support for A/B testing in app listings, and more analytics on app installs.
Developing a great app or game is only the first step, you also have to promote that app effectively if you expect to get a return for your efforts. We’ve discussed tips for app promotion before, and we recently looked at A/B testing tips for mobile apps and games, but your presence in the Play Store is also worthy of attention. Developers should take advantage of these new tools today.
A/B testing on app listings
Google has dubbed this option “Experiments” and you can conduct them from your developer console. It’s actually a pretty versatile system that enables you to experiment with different graphics and text on your app listing page for your global audience, or for specific individual languages. You can select up to three variants for tweaked attributes in your app listing.
You can also select a percentage of customers to experiment with. They’ll be split 50-50, and you’ll create two versions to test, with your current app listing remaining as a control. You can track the results and see which of your versions garners the most downloads. You can also compare the results with your existing app listing. When you’ve gathered enough data to make a decision you can choose which version to stick with.
You can find out more and get started via Google’s Developer Console.
New Developer Pages
If you have a variety of wares in the Play Store, then the improvements to Developer Pages could make a real difference to you. Instead of a simple list of your apps and games, there’s now support for a large banner graphic, your company logo, and a text description. You’ll also find the ability to promote a specific app more prominently than the rest.
The layout is a lot like the YouTube channel pages. It gives developers a new hub to promote, and Google is also promising to make these developer pages easy to find in search results.
Improved analytics reports
The new acquisition and conversion report could be a real boost for developers. It can be found in the developer console and it shows exactly where your Google Play users are coming from. You’ll find the sources broken down into paid links, ads, external links, and organic traffic. This should give developers an overview of how people are finding their app. The Mobile App Install Campaign Attribution will also help you decide where to spend ad money in future.
There were also some more important announcements about advertising. Firstly, AdWords Universal App Campaigns offer a way for developers to dictate ad copy, preferred audience, and budget for an advertising campaign to promote their app, and Google’s engine behind the scenes will determine how best to reach consumers through Google Search, the AdMob network, the Google Display Network, the Play Store, or YouTube.
Google has also been working on ways to help developers improve their own in-app advertising. There’s a new beta feature for AdMob that allows developers to define a list of users and show ads only to them, while hiding ads from everyone else.
Taking all these improvements together, there’s a real opportunity to enhance your Android app promotion efforts and make a little extra money from your app.