Moburst’s Monthly Mobile Marketing Roundup #17

Industry News Mobile Marketing

Lital Castel 01 October 2024

Welcome back to the 17th edition of Moburst’s Monthly Mobile Marketing Roundup!

This month, we’re covering TikTok’s new keyword targeting for Search Ads, Meta’s ad tools for the holiday season, Apple’s iOS 18 and 18.1 updates, and Google Play’s latest app discovery features—alongside key insights to elevate your app’s visibility, engagement, and success. Let’s dive in.

Mobile News

TikTok Introduces Keyword Targeting for Search Ads

TikTok recently rolled out a significant update to its Search Ads Campaigns, introducing keyword targeting. This update offers brands a lot more control over how and when their ads appear in user search results, allowing you to align your content with specific search queries. 

• With over half of TikTok’s users regularly using its search function, this update opens up new opportunities for us to reach users in a more targeted way.

• You can now tailor campaigns to convert customers when they’re most curious by showing ads to users actively seeking relevant content. 

• When combined with In-Feed Ads, TikTok reports up to a 20% boost in conversions, making this a powerful tool for driving user engagement.

As TikTok continues to evolve into a product discovery platform, this update is particularly timely with the holiday season approaching. 

If you’re not already incorporating TikTok’s search ads into your mobile marketing strategy, now is the time to make the most of this opportunity.

Meta Releases New Ad Tools for Holiday Campaigns

Speaking of the holiday season, Meta has added a series of updates to its ad options to help brands capture more engagement as they near their year-end marketing efforts. 

• Among the key changes, Meta now allows brands to feature discount codes directly on ads, making it much easier for users to apply them at checkout—which is ideal for holiday promotions.

• Reminder Ads have also been upgraded with revamped overlays and more frequent notifications to make your offers stay top of mind for shoppers. 
• In addition, Meta introduced site links, which help brands to direct users to multiple landing pages from a single ad, making the purchase journey more efficient.

These updates offer more powerful tools to optimize campaigns for conversions during the busiest shopping time of the year.

App Store Updates

iOS 18 Goes Live, iOS 18.1 Public Beta Introduces Apple Intelligence

Apple’s iOS 18 officially launched earlier this month, bringing a host of new features that app owners should be aware of. 

• Among the standout changes is AdAttributionKit, the next evolution of SKAN, which introduces several new features, such as re-engagement capabilities. Make sure to check out our comprehensive guide to AdAttributionKit, which provides all the details you need to know to get started with this new framework.
• Additionally, developers now have more flexibility with the increased app size limit, which has been raised from 2GB to 4GB. This allows for more robust app features without relying heavily on on-demand asset downloads.

Meanwhile, iOS 18.1, which is currently in public beta, finally introduces Apple Intelligence, a suite of AI-driven features designed to enhance user experience through real-time personalization. Some of the initial Apple Intelligence capabilities include smarter photo searches, improved notifications, and tools to optimize user interactions, such as context-aware app suggestions. 

These updates will roll out gradually, but that doesn’t mean app owners shouldn’t already start experimenting with the iOS 18.1 developer beta to ensure compatibility with these advanced AI features as they continue to evolve​.

Play Store Updates

New Features for Enhanced App Discovery 

Google has rolled out a few system updates that can help boost your app’s visibility and discoverability on the Play Store. 

• One of the more prominent changes is the new dedicated Search tab, which surfaces new apps before users even start typing. 

This can be a game-changer for your app’s App Store Optimization (ASO) strategy if you’re looking to increase visibility and organic installs, as your app can now reach users much earlier in their journey.

• Additionally, users can now easily reinstall previous apps when setting up a new device, streamlining the process and encouraging re-engagement with apps they’ve previously downloaded. 

This feature is particularly valuable for app retention, offering a seamless way to reconnect with past users.

Looking to level up your marketing strategy and stay ahead of industry trends? Look no further than Moburst! 

As a leading full-service, mobile-first digital and app marketing agency, we specialize in helping businesses like yours grow and become category leaders.

Lital Castel

Lital is Moburst’s Content Manager & Email Marketing Specialist. She specializes in coming up with engaging ideas and research to capture the trendiest topics in the digital and mobile marketing world. She is passionate about productivity and optimizing your day, but you can probably find her playing video games while cuddling with her dog on the couch to wind down at the end of a long day.

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