‘Tis the season to get customers back in your app

This holiday season, millions of people around the world will use mobile apps to shop, travel, and get things done. Consumers have more choice than ever before, so it’s critical for marketers and developers to deliver seamless experiences that keep users coming back. During this busy time of year, it's even more important for marketers to engage people with relevant ads that make it easy for people to take action — whether that’s booking a hotel room or purchasing a flight home or buying a phone case.

Today, we’re introducing Dynamic Remarketing for Apps — to make it easier for your customers to take action in your app from Google ads this holiday season and beyond.

Connect more customers to what they care about in your app

Previously, Dynamic Remarketing focused primarily on web visitors. Now, we’re launching Dynamic Remarketing for Apps to help you engage existing app users with relevant ads about the products or items they engaged with most recently in your app.

For example, imagine that Dan is a happy Wish customer who is in the in market for a cool new phone case. He browses through various styles in the Wish Android app, and eventually settles on a highly rated phone case he really likes.

With Google’s new Dynamic Remarketing for Apps solution Wish can reach Dan with an ad for the phone case he liked and other recommendations while he browses on the 3 million sites and apps on the Google Display Network. Dan can quickly tap on the ad and take action for the same product in the Wish app.

(1) After seeing the phone case in Wish’s app, Dan visits a website in the Display Network

(2) Dan clicks on the ad and completes the purchase in the app

The dynamic nature of these ads means that they are perfect for businesses with large product catalogs. We organize your product catalog into a feed, and when ads are shown to people who visited your app, details about the items they viewed are pulled from this feed into the ads.

The Wish team participated in a beta for Dynamic Remarketing for Apps, and saw 4X click-through rate as compared to static remarketing ads. Whether you offer phone cases or flight deals or anything between, Google can connect your customers directly to products or deals within your app.

Three easy steps to help you get started with Dynamic Remarketing for Apps

1. Ensure deep linking is enabled: App deep linking helps you connect customers directly to relevant product pages within your iOS and/or Android apps. Depending on the deep linking technology you are using, you may need to implement changes on your feed.
2. Set up remarketing and conversion tracking. Identify the remarketing and conversion events you’d like to track and set up an SDK in your app by using one of the following options.

• Third-party SDK
• Google Analytics for Firebase
• Server-to-Server

3. Create a campaign. If you have an existing Dynamic Remarketing campaign, this campaign can be leveraged for Dynamic Remarketing for Apps. Otherwise, you can create a new dynamic remarketing campaign and serve the right ads to users of your app.

Reconnect with your app users this holiday season

When a user decides to download your app, they are signaling that they want a more engaging experience with your brand. This is a great opportunity to engage with these core users and deliver a custom, native experience that is easier to navigate for both you and your customers.

The holidays can be hectic, so let's make reconnecting with your users easy. To get started on Dynamic Remarketing for Apps review our help center overview and setup guide.

Posted by Jyoti Vaidee, Senior Product Manager