2024 Google I/O Conference: Unveiling New Tools for Enhancing App Success

At the 2024 I/O conference, the Google Play keynote introduced the latest products and features designed to help developers succeed on Google Play. The official stance is that attracting the right audience is crucial to an app’s success. Google Play continually develops tools to help developers target ideal users, personalize their messages, and create engaging experiences to drive downloads and user retention.

Acquire and attract users with appropriate content, building engagement

Provide a safe and smooth purchasing experience for global users, optimizing revenue

Impress users with secure and high-quality experiences, enhancing trust

How to use a brand-new vertical strategy to meet the unique needs of specific app categories. For developers, we all know that product details are the first opportunity to make a good impression on users and gain new ones. Here, we are very excited to introduce Google Play Custom Store Listings. The official support now includes various ways to customize store listings, such as by country, search keywords, Google Ads campaigns, and URLs, to create custom store listings for specific user segments. With custom store listings, you can tailor your app’s product details, optimize conversions for different audiences, and convey the right message to the right audience.

2024 Google I/O Conference: Unveiling New Tools and Strategies for Enhancing App Success
2024 Google I/O Conference: Unveiling New Tools and Strategies for Enhancing App Success
2024 Google I/O Conference: Unveiling New Tools and Strategies for Enhancing App Success
2024 Google I/O Conference: Unveiling New Tools and Strategies for Enhancing App Success
2024 Google I/O Conference: Unveiling New Tools and Strategies for Enhancing App Success
2024 Google I/O Conference: Unveiling New Tools and Strategies for Enhancing App Success

Product Details: Enhanced features supporting cross-device discovery

2024 Google I/O Conference: Unveiling New Tools and Strategies for Enhancing App Success

To make store listings more relevant to users on multiple devices:

Listings now display screenshots, ratings, and reviews specific to each form factor to help users understand the app experience they can expect.

Additionally, by adding details specific to each device type, your app can be discovered when users search and filter for new apps by device type or explore our new page dedicated to “Other Devices.”

2024 Google I/O Conference: Unveiling New Tools and Strategies for Enhancing App Success

Deep Linking: Increase Engagement with Seamless Web-to-App Journeys

2024 Google I/O Conference: Unveiling New Tools and Strategies for Enhancing App Success

Deep linking is a great way to boost engagement by guiding users directly to relevant in-app pages where they can view content, book travel, or continue their shopping experience.

Now, with deep link patching, managing deep links within the Play Console is easier than ever. Patching allows you to experiment with or quickly change deep link settings without releasing a new app version, and it doesn’t require making permanent changes.

Once you make changes, you can preview them or download a test version to your device. If everything works as expected, simply push the patch and let Google Play deliver the changes to users.

2024 Google I/O Conference: Unveiling New Tools and Strategies for Enhancing App Success
2024 Google I/O Conference: Unveiling New Tools and Strategies for Enhancing App Success
2024 Google I/O Conference: Unveiling New Tools and Strategies for Enhancing App Success

Additionally, with the continuous iterations of Gemini, developers can also generate suggested descriptions based on the Gemini model to begin optimizing adjustments.

2024 Google I/O Conference: Unveiling New Tools and Strategies for Enhancing App Success

Experimental Feature: Get AI Assistance for Drafting Custom Store Listings

Now, you can seek help from Google’s experimental AI assistant while drafting initial store listings.

This creative copywriting assistant helps you draft custom store listings more efficiently. It generates descriptions based on your input prompts and the information from your primary store listing.

Currently, this tool is in the experimental stage, and the generated information related to your app might not be accurate or appropriate. Therefore, be sure to review the generated descriptions carefully and modify them as needed. This tool is currently only available for drafting English versions of custom store listings.

To try it out while drafting your store listing, find the Image Banner section, then click “Try Now.”

To generate a store listing, you must input the following three prompts:

  1. Create a store listing around this content: This prompt indicates the theme, event, or feature you want the custom store listing to highlight. For example, “Halloween,” “Back to School,” “Multiplayer Gaming,” or “New Design.”
  2. Write in this tone: This prompt indicates the tone you want to use in the store listing.
  3. Audience: This prompt indicates your target audience. For example, you can input “lapsed users.” Note that if you use custom store listings for traffic from deep links or ad links, you can use this prompt to create a smoother user experience journey. For instance, if the audience is members attracted by an email campaign, you can input “members”; if the audience comes from ads related to a recent promotion, you can input “promotion enthusiasts.”

Once you have entered the prompts, click “Generate.” Below is an example of completed prompts: “Generate a draft themed around the revised version. Write in a fun tone targeting student users.”

Review the generated draft. You can choose to add it to the store listing, generate a new version, modify the prompts, or cancel.

If you want to add the generated draft to your store listing, you can modify the text and then click “Save.”

Important Note: Always review and modify as needed any drafts generated by AI. The content you submit to Google Play is always under your control and responsibility.

Additionally, remember to provide feedback using the thumbs up or thumbs down prompts to let us know if you like the generated text, helping us improve the tool.

Understanding and Using Custom Store Pages: Official Guidelines and Case Studies

Example 1: Highlighting Features for English-speaking Users in Different Countries

Suppose you have an online video app with a large audience in the US and Singapore, both of which have a high proportion of English-speaking users.

To effectively promote your store listing to users in these two countries, you need to highlight different content (such as popular TV shows) and features that appeal to the majority of users in each locale. Here’s how you can achieve this using store listings:

Create a Primary Store Listing in English: Since the US is your primary market, you should create the primary store listing for users in the US and other default English-speaking (en-US) countries. You can add screenshots with images of popular American celebrities and mention features like “Offline Viewing Mode” (since this feature is highly popular in the US) in the short description.

Create a Custom Store Listing for the Singapore Market: To promote your app in Singapore, you can create a custom store listing for Singaporean users. Given that your target audience likely speaks English, set the default language of the custom store listing to English (en-US). You can add screenshots featuring popular Singaporean celebrities and mention 4K video (as this feature is highly popular in Singapore) in the short description.

Example 2: Promoting Your App Using Multiple Default Languages

Suppose you have a recipe app that is popular in the United States and Latin American countries, particularly Mexico, Argentina, and Brazil.

To engage users with compelling recipes and descriptions, you need to create custom store listings tailored to specific markets. Here’s how you can achieve this using store listings:

  1. Create a Primary Store Listing in English: Since the United States is your largest market, you can create the primary store listing in English (en-US) for users in the US and a global audience.
  2. Create Custom Store Listings in Spanish and Brazilian Portuguese for Latin American Countries: To promote your app to users in Mexico, Argentina, and Brazil, you can create a custom store listing named “Latin America.” Set Latin American Spanish (es-419) as the default language and add translations in Brazilian Portuguese (pt-br). Additionally, include screenshots and descriptions that appeal to Latin American users.

By tailoring your store listings with localized content, you can better engage your target audiences in different regions, enhancing their overall user experience and increasing your app’s appeal.

Example 3: Highlighting App Features Based on How Users Access Store Listings

Suppose you have a fitness app that covers various activities like swimming, running, cycling, and yoga. You promote these activities to different audience segments outside of Google Play.

To make your store listings more relevant to the content users might be interested in, you should customize the listings based on how users arrive at them. For instance, if a user clicks on an embedded Google Play link on a webpage discussing a particular activity, you can highlight that activity.

  1. Create a Primary Store Listing in English: For users who did not click on a custom store listing URL, create a general primary store listing that covers an overview of all the activities offered by the app.
  2. Create Custom Store Listings for Each Activity: For each custom store listing, add screenshots and descriptions that match the specific activity, and choose a URL parameter name that corresponds to the activity in the store listing.
  3. Share Dedicated Custom Store Listing URLs on Relevant Webpages: Each dedicated URL will direct users to the custom store listing for the respective activity. Embed these custom store listing URLs on webpages introducing or promoting each activity.

Example 4: Creating a Store Experience Consistent with Specific Google Ads App Campaigns

Suppose you are running online ad campaigns using Google Ads to promote new features of your app to specific audience segments.

To make the store listing consistent with the campaign content, you can add similar ad creatives to your Google Play store listing assets. This way, when users click on an ad and land on the corresponding page, they see consistent information, making it easier for them to decide whether to install your app or game.

  1. Create a Primary Store Listing: For users who do not arrive via an ad, create a general primary store listing that covers an overview of all the activities offered by the app.
  2. Create Custom Store Listings for Each Google Ads Campaign: For each custom store listing, add screenshots and descriptions that match the corresponding Google Ads creatives. You will be prompted to paste the Google Ads campaign ID, which you can find in the Google Ads dashboard.
  3. Save and Publish Store Listings: Once you save and publish the store listings, if users click on ads with the specified campaign ID, they will see the custom store listing assets in different Google Play pathways.

Important Note: Limitations for Ad-targeted Store Listings

Ad-targeted store listings do not support certain app campaign formats in Google Ads. When users see your store listing through Google’s AdMob advertising network on Android devices, they should see the custom assets. More formats will be supported in the future.

Leave a Reply

Your email address will not be published. Required fields are marked *