Every Google I/O brings important and exciting changes for users, developers and mobile app marketing as a whole. This year is no different with major updates to everything from Google Play’s design, engagement and acquisition tools, and monetization. Is your app ready for this new era of Google Play ASO?
Here’s what you need to know.
Google Play is undergoing a makeover. Updates to the platform’s layout consists of what Google calls a “new visually-driven design” rather than the digital mall-style format users are accustomed to. Imagery takes center stage with relevant in-app content being highlighted to users, further emphasizing the importance of creative optimization for the “content forward” direction Google Play is taking.
This also highlights the importance of aligning with the new requirements Google set in place for their Premium Growth Tools; mainly because Promotional Content will now play a significantly larger role in Play Store placements. While access to the tool is more limited than before, Promotional Content will be found across key areas of Google Play.
Custom Store Listings have been a powerful tool in curating personalized experiences for subsets of your target audience since their introduction in 2019. A listing tailored to the specific interests and needs of users can help increase conversions, and Google is expanding upon its capabilities.
Announced during Google’s I/O 24, you can now create Custom Store Listings based on what users are searching for. This game-changing approach to creating custom experiences allows you to tailor an app listing based on the direct query and intent of the user rather than just targeting them by region, ad campaign, or URL.
Additionally, Google will suggest variants of the target keyword you select, giving you more or even better term options when creating your Custom Store Listing. These variant suggestions are accompanied by key metrics for each one to help you decide which to select:
Developers can now also leverage the power of Google’s AI tool, Gemini, to create app descriptions for their Custom Store Listing. While convenient, you must weigh the pros and cons of using AI for ASO. Compliance, readability, and strategic keyword targeting are all important factors that require human review before publishing a description.
Seasoned app marketers understand that deep linking is a powerful way of extending your app’s reach beyond the confines of Google Play. It can also complement any marketing initiatives you might have outside of the Play Store, bridging the gap between two different platforms.
Google is taking it a step further by allowing you to manage your deep links more seamlessly in Google Play Console. With the tech giant announcing that over 20% of Android deep links are added directly within Play Console, it’s important developers can control them at any given time without causing a hiccup in their everyday app operations. This is why you can now modify deep links without having to publish a new version of your app.
This update allows you to edit and add deep links without waiting for a new build to go live each time, an important step in supporting new and existing app marketing initiatives at a moment’s notice.
Monetization changes are also coming to Google Play, providing insights and tools for users that enhance their experience both in the app and outside of it.
Google Play will now also support auto price adjustments across territories. The prices of products offered by apps will now reflect the currency in all regions with up-to-date exchange rates for currencies versus USD.
Additionally, if you are selling products within your app, users will now see badges to reflect whether the product is a “best-seller” among users, whether it is “trending”, and more.
Perhaps the most significant addition for users is the option to pay via installments. Users can now decide to pay for in-app purchases through a set number of installments provided by Google Play, providing more flexibility when buying online. Google’s own case study, Globo Pay, reported that 90% of their annual plan subscribers choose installment payments, resulting in a 2.5x increase in lifetime value.
These updates to monetization practices and resources create more revenue avenues for developers and facilitate payment worldwide for all users.
With the new updates coming to Google Play it’s no question that content, personalization, and ease of use are top priorities. We can highlight the key takeaways as follows:
Changes to Google Play warrant changes to how we approach App Store Optimization (ASO) in general. New updates come with opportunities and considerations developers need to account for if they want to remain competitive, relevant, and even compliant.
To understand how you can navigate the ever-evolving landscape of the Google Play Store get in touch with our ASO experts today!
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