User Acquisition 2024: Latest App Store Updates and Features

As 2024 unfolds, new developments in app store optimization (ASO) and user acquisition strategies continue to emerge. Both Google Play and Apple App Store are rolling out important updates that directly impact how apps are discovered, engaged with, and downloaded.

In this article, we’ll explore the latest updates and features introduced in 2024, offering insights on how these changes can enhance your ASO strategy. From improvements in advertising formats to more advanced tools for targeting specific audiences, these updates can help app developers and marketers fine-tune their efforts and optimize results.

August 2024

Google Play Introduces Custom Audiences for Promotional Content

Google Play has introduced a powerful new feature, allowing developers to create custom audiences for targeted promotional content. This feature enables app marketers to engage specific user segments, such as churned users or those who started a trial but didn’t convert, with personalized offers and promotions.

Some initial use cases include:

• Targeting churned users with a discount offer to encourage re-engagement.
• Offering promotions to users who began a free trial but didn’t complete a purchase, maximizing conversion potential.

This feature offers a more tailored marketing approach, helping marketers drive higher engagement and conversions through targeted promotions.

June 2024

Google Play Console Adds Keyword-Level Store Listings

Google Play Console has introduced the ability to create store listings at the keyword level, offering more precise control over app conversion rates. This new feature also provides valuable keyword suggestions, helping developers and marketers better optimize their store listings for improved search visibility.

Benefits:

• Developers can now fine-tune store listings to target specific keywords, giving them greater control over conversion rates.
• Custom listings can be excluded from A/B tests, preventing branded keyword traffic from diluting test results.

However, this update also presents challenges, as it requires developers to manage and maintain more granular store listings. Additionally, there are some uncertainties about how custom metadata will affect keyword rankings.

May 2024

Google Ads Introduces AI-Generated Static Images

Google Ads now allows app marketers to generate AI-created static images for their ad campaigns. This is a game-changing feature, especially for small teams and startups, as it automates the creation of visuals, saving both time and resources.

How to Use the AI-Generated Images:

1. Create a new Google Ads campaign or edit an existing one.
2. Go to the “Ads” tab and select “Static.”
3. Enable the option for “Create AI-generated static.”
4. Provide details about your target audience and ad goals, and the AI will generate visuals for you.

This update makes it easier for marketers to focus on strategy while letting AI handle the design process.

April 2024

Apple Search Ads Expands to Brazil and Latin America

Apple Search Ads (ASA) is now available in Brazil and several other Latin American countries. Brazil, in particular, presents significant growth opportunities due to its large population and recent economic development.

This update is particularly impactful for apps in the gaming sector, as Brazil has established itself as a major player in the global gaming landscape. Marketers should consider localizing their campaigns and ads to better resonate with the Brazilian audience.

February 2024

In-App Events Now Visible on Google Web Search

In-app events published on the Apple App Store are now visible on Google Web Search, offering apps additional exposure. This integration extends the reach of in-app events beyond the App Store itself, enabling users to discover them through standard Google searches.

This development enhances the visibility of apps, especially those that actively create engaging in-app events. Marketers can use this opportunity to attract new users by highlighting key events that resonate with their target audience.

January 2024

Google Play Improves Device Screenshot Display

Google Play is improving how screenshots are displayed for app listings by introducing a form factor carousel. The carousel features categories like Phone, Watch, Chromebook, Tablet, and Car, updating the screenshot gallery based on the user’s device.

This feature ensures that users see the most relevant screenshots based on their specific device, improving engagement and conversion rates. App developers should consider creating device-specific screenshots and testing different layouts to maximize impact.

Apple Search Ads Enhances Today Tab Ads

Apple’s Today tab ads in the App Store are evolving into a larger, more engaging format. This update prominently displays the app icon and incorporates animated assets from the app’s Custom Product Page (CPP) as the background, improving visibility and ad effectiveness.

The updated format focuses on user engagement, placing the app icon centrally and enhancing the overall visual appeal. With the integration of elements from the Custom Product Page, these ads are expected to drive higher click-through rates and improve app downloads.

October 2023

Google Play Adds Security Banner for VPN Apps

In late 2023, Google Play introduced a new banner for VPN apps to help users feel more secure when downloading them. The banner suggests checking the app’s Data Safety section, and a shield icon indicates that the app has passed a security check.

This update, already adopted by popular apps like NordVPN, Google One, and ExpressVPN, offers users a safer browsing experience by ensuring that the apps they download meet security standards.

The updates introduced throughout 2024 offer exciting new opportunities for app marketers and developers to optimize their user acquisition strategies. From enhanced advertising formats and AI-generated visuals to keyword-level control and new ways to engage custom audiences, these features have the potential to significantly impact app visibility and performance.

At ShyftUp, we help you stay on top of these updates and optimize your strategies to ensure your app continues to thrive in an increasingly competitive market.