In a world where ecommerce continues to thrive, Google Ads intends to move primarily to real-time bidding auctions for apps, and will no longer respond to multiple calls in mediation (as of October 31, 2023). This provides an exciting opportunity for Shopify merchants to optimise their advertising campaigns and drive business growth.
Google Ads is dedicated to simplifying the process of media buying for its partners. Their efforts have focused on assisting advertisers in becoming more competitive and obtaining the optimal value for their inventory when targeting new audiences within mobile apps. Taking another stride towards enhancing the efficiency of media buying, Google Ads continues to innovate in this space.
In this article, we will delve into the key insights from the upcoming solution and explore how Shopify merchants can leverage real-time bidding auctions to their advantage when it comes to advertising their app.
Before we delve deeper, it's important to understand the differences between the traditional method and the upcoming method.
Waterfall Buying
In the traditional approach, known as ‘waterfall buying’, advertisers submit their bids to a series of ad exchanges in a predetermined order. However, this sequential process can be inefficient as it may result in missed opportunities to reach the right users at the right time.
Real-Time Bidding
On the other hand, real-time bidding (RTB) offers a more efficient approach to ad buying. With RTB, advertisers can bid on ad inventory in real time, allowing them to target specific users who are more likely to engage with their offerings. This means advertisers only pay for ad impressions that have a higher likelihood of generating interest and conversions. Google Ads aims to assist advertisers in maximising the value of their App ad spend while enhancing the overall user experience.
Now that we have a better understanding of the differences between these two methods, it becomes clear that RTB holds significant advantages for app advertising. In fact, we recognize that the shift to RTB will bring about greater efficiency and competitiveness in the advertising landscape which will assist advertisers in finding the best-priced app inventory in a more streamlined and effective manner. This enables advertisers to optimise their bidding strategies and increase competition, ultimately driving better results for their campaigns.
Now you may be wondering how you can prepare for this change in a way that will benefit your app promotion.
To make the most of this change, we recommend taking the following steps:
Familiarise yourself with RTB
Take the time to understand how real-time bidding works and the advantages it offers for app promotion. Educate yourself on the key principles and strategies involved in RTB campaigns.
Review your advertising goals
Assess your current advertising goals and objectives. Consider how RTB can align with your goals and help you achieve better results. Identify areas where you can leverage RTB to target specific audiences and optimise your ad spend.
Test RTB campaigns
Before the official transition takes place, it's a good idea to start testing RTB campaigns. Set up test campaigns and measure their performance closely. This will give you valuable insights into how RTB can impact your advertising efforts and help you fine-tune your strategies.
Optimise your ad creatives
Take this opportunity to review and optimise your ad creatives. Ensure that your ad's visuals and messaging are compelling and relevant to your target audience. Consider using dynamic ad formats and personalisation techniques to enhance engagement and conversions.
Measure and analyse results
As you implement RTB campaigns, closely monitor their performance and analyse the results. Pay attention to key metrics such as click-through rates, conversion rates, cost, and return on ad spend. Use this data to refine your campaigns and make data-driven decisions.
Stay updated with industry trends
Keep yourself informed about the latest trends and best practices in RTB advertising. Stay connected with industry resources and participate in relevant forums to stay ahead of the curve.
If you need any help setting up or managing your Google Ads campaigns, get in touch and our PPC and paid media team will be happy to have a discussion about how we can improve revenue and returns.
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