The execution of iOS application campaigns in Google has never been simple. Between Apple’s confidentiality changes and the evolution of user behavior, marketing specialists have often had the impression of working with a hand attached behind their back.
The measurement was limited, the signals were lower and obtaining campaigns on a scale often required more conjectures than strategy.
Google Ads Liaison, Ginny Marvin, went to Linkedin to announce The many updates of the installation campaigns for iOS /
Google is now making changes to help advertisers sail with more confidence in this space. Their latest updates of the installation campaigns of the iOS application are designed to give marketing specialists a stronger mixture of creative options, smarter auction tools and measuring features that respect confidentiality.
Although these changes will not resolve all iOS challenges overnight, they mark a significant change in the way advertisers can approach growth on one of the largest mobile ecosystems in the world.
New advertising formats bring more creative opportunities
One of the biggest updates is the addition of new creative formats designed to improve commitment and give users a clearer image of an application before downloading.
Google extends the management of co-marked YouTube advertisements, which integrate the content focused on creators directly in internships such as YouTube shorts and advertisements in food.
For advertisers, this is an opportunity to look at the authenticity of creative style advertisements, which often resonate more strongly than traditional brand spots.
Playable end cards are also introduced on a Select Admob inventory. After watching an ad, users can now interact with a light and playable demo of the application.
Consider it as a moment “Try before buying”: users get a quick overview of the experience, which can lead to better quality installations.
For application marketing specialists, this change is important because it aligns user expectations on real experiences in the application. The more someone feels close to your product before download, the less risk you risk with unsubscribe or low value facilities.
These two creative updates indicate a broader trend: advertisements become less static and more interactive. This is particularly important on iOS, where advertisers need each edge that they can draw attention to environments where follow -up is limited.
Roas targets auction are now available for iOS
Another cornerstone of this ad is the expansion of Google of auction based on iOS.
Target Roas (Troas), a tender strategy that optimizes the return to advertising expenses rather than the gross installation volume, is now fully supported.
This is particularly useful for applications with monetization models that vary considerably to the other, such as subscription services or integrated purchasing companies. Instead of also paying for each installation, advertisers can now direct expenses to users that are more likely to generate significant income.
Beyond Troas, Google also extends the strategy to “maximize conversions” for iOS. This allows campaigns to optimize not only for installations, but for deeper integrated actions.
By relying on the modeling led by Google, advertisers can allow the system to identify where the budget should be allocated to maximize the results within the limits of daily expenditure.
The point to remember here is simple: the volume is always important, but the value is more important. With these updates, Google takes specialists from the marketing of applications from the pursuit of installations at all costs and the optimization of users who really stimulate a long -term impact.
Measure that balances privacy and clarity
Perhaps the most difficult part of iOS advertising was the measure.
The transparency framework for the monitoring of Apple applications has made user monitoring more difficult through devices, limiting the signals available for campaign optimization. The new Google measurement updates are designed to give advertisers more clarity without crossing the confidentiality lines.
The conversion measurement on devices is one of the most notable additions. Rather than returning data to the user level to servers, performance signals are processed directly on the device.
This means that advertisers can always see which campaigns work, but without compromising confidentiality. Above all, this also reduces latency in reports, helping marketing specialists to make faster decisions.
The integrated conversion measure (ICM) is another advanced characteristic. This approach works via applications allocation partners (AAP), which gives advertisers cleaner data, closer in real time on installations and actions after installation.
Together, these tools report a future where confidentiality and measure do not have to be opposite forces. Instead, advertisers can get the information they need while users keep more control over their data.
How application marketing specialists can benefit
These updates are not the type that require tests and adaptations.
For most advertisers, the best starting point is to experiment with new advertising formats. The management of a co-marked YouTube ad or a playable end card alongside your existing creation can help you see if the commitment and the quality of the conversion improve.
These tests do not need to be massive, but they should be deliberate enough to give you exploitable learning.
For auction, marketing specialists should examine closely if Troas makes sense for their commercial model.
If your application has a clear monetization strategy and significant differences in the user value, Troas could change the situation. Start in a conservative way with your targets, give the algorithm time to learn and refine on the basis of the observed performance.
On the measurement side, it is now time to speak to your developers and the allocation of what it would take to implement conversion monitoring on devices or ICMs. These solutions can involve a technical elevator, but gain is a better data quality in an environment where each signal counts.
It should also be noted that these changes will not transform the campaigns overnight. Intelligent tendering models and new measurement executives take time to stabilize, and the impact of new formats may not appear during the first week of a test.
The patience, the coherence and the emphasis placed on the trends of one week over the week are essential.
Ahead
Google Latest iOS updates Do not eliminate the complexities of application marketing, but they give advertisers to work with which work with. More engaging advertising formats at auction based on value and to the measurement of confidentiality, modifications, changes represent progress in a space difficult to navigate.
The message for marketing specialists is clear: starting to test, invest in measurement infrastructure and do not let the short -term results darken the situation as a whole.
With the right approach, these updates can help move the iOS campaigns of a defensive game in an opportunity for real growth.
