Google Inc. (NASDAQ:GOOG) is making good use of their mobile AdWords update. Their highly targeted app ads gauge how you use apps to make suggestions for other apps. So, say you play CandyCrush often, well, you might get an ad promoting a game with similar features.
This makes sense for Google, and it makes sense for mobile app advertising. You certainly want to target a consumer who already shows an interest in the type of product you have to offer.
On Wednesday, Google posted this statement on their AdWords blog, “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.” Although mobile ads that suggest similar apps have been in existence for a while, the latest update gives advertisers access to an even more accurately targeted user base.
Facebook has a comparable strategy by modifying ad placement based on your ‘Likes’ and browsing habits. According to Google, 80 percent of downloaded apps are only used once before users delete them. For example, say you downloaded the Expedia app, but deleted it. Then, you use Google’s mobile site to search for airfare prices to France. At the top of your search, you might see an ad encouraging you to download the Expedia app.
In addition, you might receive a news alert. Then, instead of opening your browser, it would display the news story on a news-style app, which then encourages you to download the app for more breaking news stories.
It appears that Google is making headway in how it targets consumers for its advertising clients. On the other hand, it seems a bit disgruntling when you realize how closely Google monitors your habits.
