How Google’s New Algorithm Targets Mobile App Ads

In November 2015, Google launched a new update on its algorithm that affects interstitial ads and penalizes those they consider as mobile unfriendly. The company has been warning mobile app and other online businesses of the update as early as July of the same year. You may not know it yet but your mobile install app ad may be one of those considered unfriendly by Google which means it will be marked down by Google as “not high priority.”

From the point of view of an Internet user, these ads have become so aggressive that many are annoying because they disrupt the momentum of a user. The ads generate even more negativity when its “close” button is barely discernable or is the last few pixels to be revealed! Businesses that adopt this kind of tactic fail to see that their strategy is off-putting and creates a poor first impression. In a way, Google is helping these companies understand that advertising should not always be large and overly insistent or hard-hitting.

The new algorithm’s crack down will result in lower search ranking as Google attempts to reach a delicate balance between business and Internet user experience. After all, Google is earning from these ads but losing users from those annoyed with ads.

What You Can Do With Your Mobile Interstitial App Ads

Dump them. You can do better and Google knows it. It will take some adjustments to your marketing strategy but it’s all for the best of everyone. In the first place, the interstitial ads have been voted by Internet users as the ”most hated” type of ad online. They are aggravating and disruptive plus they are not always easy to get rid of.

Instead of interstitial ads, you can do several things to promote your mobile app. Here are 4 of them:

1. Be more gracious towards online users by asking them to download your app with a small banner. Being seen as friendly AND respectful actually goes a long way in making a user feel more positive towards your ad and product.
2. Consider app indexing. App indexing is key to ranking because Google will show its users the install button for your app. This will increase your install base and also help users find you easily. Being indexed by Google is also a silent persuasive tactic as it somehow offers that invisible stamp of approval because your app is indexed.
3. Limit the content on your mobile install app. The entire move by Google to monitor these types of ads were because of the large amount of space and content they have. Thus, instead of trying to overwhelm users with the content amount and size of your ad, keep it simple and clean. Instead of trying to bully your way into their experience, offer solutions in a more personalized and gracious way.
4. Avoid getting in the way of user experience. Focus instead on enhancing the experience so your ad leaves a positive impression. Benner ads rather than interstitial ads, a special web page rather than a gigantic pop up ad, and so on.

If you’re having problems with your marketing, you can also contact Planned Growth for a professional opinion on how to improve your mobile app marketing and reach your target audience without irritating anyone.