Google Playstore - New Ad type in Search Bar
Organic installs in Google playstore come mostly from two sources.
Google Play Searches
Google Play Explore
For a matured brand, Google Play Explore traffic(Store listing Visitors) will be higher among the above two.
However, Google Play Search traffic converts 2-3x higher than the Explore traffic due to the higher intent of the users.
Like Google Search, we see ads in the Google Play search as well.
Google Play search Ads are one of the top sources of Universal App Install Campaigns.
And they cannibalize the organic traffic, similar to how Search Engine Marketing Ads cannibalize the organic search traffic.
This going to get a new turn now.
Because Google is testing a new Ad slot in PlayStore.
Once it goes live fully, our organic installs from Google Play Search will decrease considerably.
Why?
These new ads show up exactly when you are about to search and before you finish searching.
The Ad appears like a recommendation with a small 'Ad' label when we click on the Play Store's search bar.
This will reduce the overall searches and divert part of it directly to Ads.
Most importantly, this would be the start of something big.
Today ~80% of Google searches happen on Mobile devices.
If this produces good results, Google might also introduce the same in Google Searches.
The whole dynamics of Search Engine Marketing will change if this happens.
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