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Google releases new AdMob features

Michael Somerville

Google has unveiled a number of new features for marketers which will allow them to target heavy spenders on apps with target return on ad spend (tROAS) which will be available in June for Google App Campaign on iOS and Android globally.

Google has unveiled a number of new features for marketers which will allow them to target heavy spenders on apps with target return on ad spend (tROAS) which will be available in June for Google App Campaign on iOS and Android globally.

Sissie Hasiao, VP of Product, Mobile App Advertising at Google, said, “If you’re looking for users who will spend twice as much as they cost to acquire, you can set that multiplier for your tROAS bid, and it will find you the right users accordingly.”

The new features allow marketers to target heavy spenders on gaming and dating apps and other apps, which tend to be worth more than other sectors such as shopping and travel.

Google also said it was releasing new ways to show customers more relevant ads through YouTube, Ad groups and Agency partnerships. If marketers use Google App Campaigns they will automatically qualify to promote their app in two YouTube placements on the Youtube homepage and on in-stream video (if they have one landscape image and one video).

Users will also be able to set up multiple ad groups in one campaign and tailor the assets in each ad group around a different theme or message for each customer.Google also said it was partnering with eight different agencies to help marketers manage creatives.

These agencies are Vidob, Consumer Acquisition, Bamboo, Apptamin, Webpals, Creadits, Kaizen Ad and Kuaizi. Google also said it was launching a monetisation model called Open Bidding which aims to increase ARPDAU (Average Revenue Per Daily Active User) by automating certain processes and reducing the amount of SDKs (devkits) needed which it claims reduces time spent on integrations.