As 2021 was a very important 12 months for ASO, it’s now the proper time to invest the adjustments in App Retailer Optimization we predict might happen in 2022. And we are going to current what we predict would be the ASO adjustments to anticipate within the subsequent 12 months!
Table of Content
1. Google Play to unveil new privateness coverage limiting entry to Google Promoting ID (GAID)
One of many adjustments initiated on Google Play in 2021 regarded person privateness. Up to now, Google has solely requested that builders fill in a kind to find out the information assortment practices detailed on their app retailer pages for a new privateness data part anticipated in February 2022. Nonetheless, this alteration appears to be like similar to Apple’s first requests to have builders share related data for knowledge privateness playing cards on the App Retailer, step one within the ATT course of.
This doesn’t essentially imply Google will observe in Apple’s precise footsteps; nonetheless, some app advertising and marketing consultants agree that Google is prone to announce a new coverage limiting entry to the GAID for some type of consent system. Such a coverage is just not anticipated to be as drastic as ATT, however nonetheless represents a possibility for Google to strengthen its grip on Android app promoting.
On this context, the first restrictions introduced round GAID assortment for Youngsters apps are seen to be the primary signal of what might are available 2022, and app builders ought to anticipate to name on classes discovered with Apple’s ATT if Google does transfer ahead on this subject.
2. Google to answer Apple’s new advertising and marketing instruments
A somewhat-overlooked truth within the hype round Apple’s new iOS 15 advertising and marketing functionalities is how all three (in-app occasions, product web page optimization, customized product pages) share similarities with Google Play instruments and seem to have been impressed by these and developed to take them one step additional. Following Apple’s iOS 15 releases, it appears cheap to anticipate Google to “reply” Apple and launch and/or enhance its personal instruments.
a. LiveOps to return out of beta
Earlier than Apple had even introduced in-app occasions on iOS 15, Google had already launched a beta of an identical software referred to as LiveOps. Up to now, the fundamental variations between LiveOps and IAE are:
- The lack to particularly goal energetic or lapsed customers (you possibly can solely goal new customers or all customers) with LiveOps
- LiveOps’ further “Presents” system that enables builders to advertise reductions, free trials, or giveaways
Although LiveOps have been solely initially out there to sure cell video games that had expressed curiosity, we’ve seen Google has begun additionally making LiveOps out there to sure cell apps. From our perspective, it might solely be logical to anticipate to see the characteristic come out of beta in 2022.
TikTok was among the many first apps noticed utilizing LiveOps on Google Play in December 2021.
b. Customization for retailer itemizing pages on Google Play
A bolder prediction is that Google might launch a product to assist builders customise their app retailer listings for focused audiences via promoting.
Though Apple’s customized product pages appear to attract inspiration from Google’s customized retailer listings, the variations between the 2 options have been appreciable so far: On Google Play, builders can presently solely create as much as 5 customized retailer listings. These listings solely present builders with higher management over what’s proven to customers which have pre-registered for an app’s upcoming launch, and/or are from particular nations which will present customers sure listings primarily based on system language, though components of the web page aren’t essentially the most related to them.
On condition that Apple permits builders to create as much as 35 CPPs and direct any person to a given CPP through a easy URL hyperlink, Google’s customization prospects appear quite skinny; because of this, one change we anticipate to see on the Play Retailer in 2022 regards customized retailer listings.
Contemplating their present kind and design inside Google Play structure, a possible enchancment for customized retailer listings could be the addition of recent “person standing” focusing on settings. For instance, Google might permit builders to indicate customized retailer listings to energetic customers and/or lapsed customers who can be extra prone to redownload an app after studying about new and superior functionalities quite than the core functionalities frequently promoted to new customers.
Google’s presentation of its customized particulars web page for UAC (2020).
A second software for customizing retailer listings that we might anticipate in 2022 considerations Common App Campaigns; again in January 2020, Google had teased a performance for its UAC characteristic that may permit advertisers to adapt their retailer listings to an advert’s inventive theme. No additional particulars have been shared since; due to this fact, predicting that such a product can be launched stays a protracted shot! Nonetheless, the existence of this venture again in 2020 (mixed with competitors from Apple to quickly make CPPs appropriate with Apple Search Adverts) does make this a possible characteristic for 2022 that app entrepreneurs ought to maintain behind their minds.