google play keyword analysis

In 2021, we noticed many important adjustments within the business: IDFA guidelines, customized app pages, occasions, and A/B testing within the App Store, in addition to scores divided by nation on Google Play.


Table of Content

We carried out a survey amongst well-known specialists and compiled the highest 8 tendencies that cell app advertising and marketing will see this 12 months.

1. Privateness insurance policies within the App Store and Google Play will proceed to develop

Since April 26, 2021, App Store builders have been obligated to request entry to consumer advert IDs and permission to trace their knowledge via the AppTrackingTransparency platform. The app web page ought to inform customers what knowledge the developer collects.

Google adopted Apple’s instance, and from the second quarter of 2022, details about collected knowledge may also should be indicated on Google Play app pages.

The specialists defined how the problem of privateness will evolve within the App Store and Google Play.

It’s clear that each shops have shifted their focus to consumer privateness and provide an extra incentive for customers to decide on a storefront (and OS) by creating a way of safety.

Final 12 months each firms confirmed they wish to pressure builders to place an even bigger deal with privateness, however the actual query is that if the modifications actually are fuelled by Apple and Google’s involved customers, or a drive to seek out further methods of incomes more cash from apps, by tightening the shops’ ecosystem.

The introduction of restrictions on IDFAs had impact on Apple’s enterprise: Apple’s promoting community tripled in six months. This can have an effect on builders disproportionately. For my part, privateness is a canopy for Apple and Google, and all these actions are aimed solely at “accumulating” the cash that goes previous the app shops to different firms.

Privateness insurance policies are evolving in Google Play and the App Store. Due to this, efficiency advertising and marketing loses its effectiveness, and advertisers are pressured so as to add extra branded campaigns that aren’t focused to the viewers so nicely. Everyone seems to be shifting on this path, with an growing variety of collaborations and movies on YouTube. Nevertheless, efficiency advertising and marketing will proceed to evolve together with different site visitors acquisition channels, together with branded ones.

I strongly consider Apple is on its option to creating an “Apple Viewers Community” type of platform. They may be capable of goal Apple customers as successfully as ATT-opt-ins would, however since Apple has totally different acceptance settings for his or her advertisements vs third-party advertisements, they’ll be capable of goal extra iPhone customers and attain these customers extra successfully.

This transfer will give Apple Billions in additional income over the subsequent couple years and much into the long run. Builders will simply need to adapt and shift their budgets to those new networks, walled gardens and platforms, and transfer away from some DSPs and Affiliate Networks which received’t produce the identical outcomes. However the trade will discover a option to survive, adapt, and thrive.

Consultants anticipate that Apple and Google will proceed to develop privateness insurance policies, which is able to negatively have an effect on the app-development enterprise. App publishers might lose income, and efficiency advertising and marketing might grow to be harder.

2. The App Store gives extra capabilities for returning customers to apps

In October 2021, the App Store launched In-App Occasions, which let you inform customers about momentary occasions within the app: challenges, premieres, and updates. In January 2022, detailed In-App Occasions analytics turned obtainable. From October 7, 2021, you may as well monitor repeated app downloads in App Store Join.

It appears the App Store is shifting in the direction of enhancing and growing instruments for returning customers. Statistics on reinstalls, In-App Occasions, and A/B checks affirm this.

In-App Occasions are one more manner for Apple to get folks looking the shop and studying editorials.

Due to In-App Occasions, it will likely be simpler to draw customers who’ve deleted an app: the app icon on the App Store will now be adopted by an occasion card, which is able to take up more room within the search outcomes.

UA’s privateness coverage has grow to be a giant drawback within the App Store, and In-App Occasions might assist convey previous customers again.

We are able to see that in 2022 it will likely be simpler for builders to return customers to the app due to the brand new options of the App Store.

In brief: what to anticipate from 2022 as a cell marketer

  1. Paid promotion will grow to be much more troublesome because of attainable new restrictions in App Storeand Google Play privateness insurance policies.
  2. Due to In-App Occasions and new metrics in App StoreJoin, it will likely be simpler to return customers to your app.