App advertising and marketing trade has undergone some necessary modifications throughout 2021. Google Play Store turned harder by way of itemizing optimization. iOS 15 has introduced some main updates for app entrepreneurs. Actually, all present modifications within the app advertising and marketing trade will affect the work of app entrepreneurs in 2022. For that purpose, understanding what traits to anticipate within the app advertising and marketing trade is crucial.
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As you would possibly have already got heard, in 2021 Google has launched a sequence of updates that considerably impacts the app entrepreneurs’ work. On the one hand, evidently Google wish to stage up the standard of apps in Google Play Store and to make the platform extra enticing for operating advertisements. However, Google’s new guidelines might be helpful for first adapters. Subsequently, with the intention to modify your app to the brand new Google updates, control the next Google traits in 2022.
Google Play Store Coverage Change for App Store Optimization
The most recent Google Coverage Replace began to get enforced as of the twenty ninth of September 2021. The brand new Google guideline has already impacted the best way of App Store Optimization. Some apps have been punished for not following the brand new Google rules. Whereas in distinction, some app builders preserve ignoring new guidelines and usually are not being penalized for that.
Nonetheless, we are able to predict that within the upcoming 12 months, Google will take its penalization measurements extra critically:
Subsequently, for those who haven’t but optimized your app metadata in keeping with the brand new Google Coverage replace, then we strongly suggest doing so. The primary issues to remember in 2022 concerning your app Store metadata:
- The app title needs to beas much as 30 characters
- Well-liked key phrases comparable to “greatest, “free”, “prime”, “new” and CTAs comparable to “obtain now” areforbidden in metadata and creatives
Google Play Store Rankings and Opinions Replace
One other main change from Google that passed off in 2021 however can have a significant impression on app advertising and marketing in 2022 is a brand new Play Store Rankings and Opinions replace:
Ranging from November 2021, Google Play Store telephone customers are capable of see solely rankings and critiques from their areas. In different phrases, in case your gadget is registered for Germany, it is possible for you to to see solely critiques and rankings from customers that even have Germany as the chosen area.
Google stands that these measures will enhance customers’ and builders’ expertise in Google Play Store. It implies that any more, rankings and critiques from one space is not going to negatively or positively impression one other space. As an example, customers from Germany is not going to see the impression on rankings based mostly on a bug repair within the US. And from the start of 2022, customers will be capable to perceive how particular apps carry out on their gadgets.
Google understands that such modifications might need critical penalties for a few of the app builders. Subsequently, they’ve promised to achieve out to builders whose apps can anticipate to see modifications within the score of greater than 0.2 stars. So, ensure to verify common notifications in your Google Play Console and make changes to your app Store technique.
Google Cuts Service Charges in 2022
Within the newest Android Developer Weblog publish, Sameer Samat, a Vice President Product Administration at Google, has introduced breaking information for app builders. From 1st January 2022, Google will minimize its service price for subscription-based apps from 30% to fifteen%, ranging from day one. As Google says, the subscription companies face particular challenges in UA and retention. After shut work with builders from totally different app classes, they determined to ”lower the service price for all subscriptions on Google Play from 30% to fifteen%, ranging from day one”.
Furthermore, Google will introduce modifications in service charges within the Media Expertise program too.
These modifications will certainly please builders with subscription-based apps, ebooks and on-demand music streaming providers apps. For different app builders, it could be additionally good meals for thought to regulate their enterprise fashions to the brand new charges regulation.
Google Play’s New Security Part
Ranging from Q1 2022, the privateness description shall be seen for every app in Google Play Store. Google’s new person information coverage is aiming to offer extra transparency to all app customers within the Play Store. In different phrases, customers shall be knowledgeable how and what precise information is collected by the app. This abstract of the information coverage shall be seen within the app’s Store itemizing web page.
For app builders, this new security part could possibly be helpful in addition to dangerous on the similar time. On the one hand, builders who will present information coverage description in an correct and optimized manner would possibly entice extra customers and achieve extra belief. However, these apps who used to share the customers information with third events would possibly get a drop in person acquisition.
Google additionally highlights that with out an authorised security part, any new app submission or replace shall be rejected. So ensure to evaluate how your app collects, protects and shares person information. Be prepared to arrange the showcase of your app’s key privateness coverage. That additionally means offering correct data that covers each datapoint you gather (together with location, contacts, private data (e.g., identify, e mail tackle), monetary data and different).
Different Billing System for South Korea
As a response to ‘Anti-Google legislation’ in South Korea, Google determined to allow an alternate billing system for customers in South Korea. App builders will be capable to add an alternate in-app billing system for his or her app customers in South Korea. Consequently, customers will be capable to select which billing system they wish to use through the checkout course of alongside Google’s personal.