In AdWords you’ll soon be able to measure conversions across the entire lifecycle of the app - from install to re-engagement to in-app purchases.

1. Latest AdWords Innovations
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How to Target Mobile Generation
People are constantly connected, moving seamlessly
between screens, sites and apps while on-the-go.
This makes the best ads more than just messages sent to
various devices.
Instead, ads are now most effective when they connect
people with the information, content and places that matter
most to them, at the moments they are looking.

3. Better Discovery
For businesses looking to promote app installs on the
AdMob network, we’ll enable you to reach people who
are your most likely customers, based on the apps they
use, the frequency of use and the types of in-app
purchases they make.
For example, if you exercise regularly and use an app to
measure how far you run, you might see an ad for an
app that helps you measure the foods you eat and
calories consumed.
On YouTube, we’re enabling app installs as an
enhancement to the current TrueView offering.
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4. Easier re-engagement
Over 80% of downloaded apps are used only once and then
deleted.*
Lots of businesses are able to get their apps onto a device, but
might never see their customer again.
A new app re-engagement campaign type in AdWords for both
search and display has been introduced so that consumers can be
taken directly into already-installed apps.
For example, if someone has the HotelTonight app installed on
their phone and searches for “hotels in San Francisco” on
Google.com, they can go directly to the specific page in
HotelTonight about SF hotels, instead of being taken to the app’s
main landing page.
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5. Open the App Directly from Search
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Enhanced measurement:
In AdWords you’ll soon be able to measure
conversions across the entire lifecycle of
the app - from install to re-engagement to
in-app purchases.

7. Better measurement = better campaigns
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For example, photo publisher Shutterfly measures 60% more
conversions when factoring in mobile-to-desktop conversions.
With this insight, they decided to include all their keywords on mobile
devices, which has helped them find a lot more customers.
The feedback on Estimated Total Conversions has been great, so
we’re continuing to invest in this product.
As people search more online for local businesses and then go into
the store to make purchases, we're testing ways to measure the
effectiveness of search ads at driving in-store sales, using
anonymized purchase data from retail partners.
RKG and fashion retailer, Express, very early testers, found that
overall return on ad spend increases 102% when including offline
sales in online advertising results.

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Enterprise-class tools
For businesses looking for new customers, the
increase in constant connectivity means that the scale
of your campaigns is growing, and you've told us you
want help to manage your campaigns more effectively.
So, we're bringing enterprise-class workflow, reporting,
and optimization tools to AdWords.

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More bulk actions:
With new bulk capabilities for extensions and
settings, you'll be able to easily set up campaign
settings like location targeting and ad rotation across
all your campaigns (even if you have thousands of
them!).
This should be particularly useful for big seasonal
promotions, when you might want to update all of
your campaigns at once.

10. Advanced reporting
To help you analyze your data better (without the endless
downloading and re-formatting of data) we’re providing you
with new multi-dimensional data analysis and visualization
tools so you can perform most, if not all of your data
analysis, right here inside AdWords.
We’re also making it easy for you to turn your data into
tables, graphs and charts so that you can download them
and share with your teams.

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Your own lab
One of the great benefits of AdWords is that it offers an
incredible platform to test and tweak live campaigns.
So Google built a lab inside AdWords for you to prepare
ideas for your campaigns, see what they’ll look like, and
then run tests with live traffic as an experimental trial.
You can experiment with almost anything in your
campaign, including bid changes, new keywords, different
campaign settings, special bids for times and locations,
different kinds of ad formats, and more. We think you’ll like
it!

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