Empowering successful global businesses on Google Play

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Posted by Ellie Powers, Product Manager, Google Play

With more than 50 billion app installs over the past year from users across 190 countries, Google Play continues to see incredible growth thanks to developers like you creating amazing experiences. Play is now reaching more than one billion users every month.

In February, we announced that we had paid out more than $ 7 billion to developers in the prior year alone. This week at Google I/O, we’re introducing new and powerful tools to help you further grow your business, improve decision making based on smarter insights, and better engage your user base with more relevant content.

Acquire users from the Developer Console

Once you’ve built a great app, the next important step is to proactively find ways to promote it and grow a loyal user base. App install ads are one powerful way to do that. In the coming months, you’ll be able to quickly and easily set up ad campaigns right from within the Google Play Developer Console for the first time.

All you need to do is set a total budget and the cost you’re willing to pay per user and we’ll scale your app promotion across our networks, including Google Search, AdMob, YouTube and the search ads we’re piloting on Google Play. With this new feature, you will will be able to better find the customers that are most likely to install your app.

Actionable insights with the Acquisition and Conversion Funnel

Whether you pay to acquire users or not, you want to know where they’re coming from. Through the Developer Console, you will soon be able to get a snapshot of how many users visit your Store listing, install your app, and make purchases. You’ll see where your most valuable users come from — across organic and paid traffic — and better understand where to focus your efforts.

Optimize your Play store listing with experiments

Your Play Store listing is extremely important, as it’s often the first touch point users have with your app. Starting today, we’re making it easier to optimize this page with support for A/B tests. You can run experiments with different versions of text and graphics to see which are most effective in converting visits into installs on Google Play. In our pilot program, we were thrilled to see that some developers like Kongregate achieved double-digit improvements in their install rates so far.

Test your app automatically on real devices with Cloud Test Lab

With the large variety of Android form factors in the market, testing your app on real devices is a critical step to ensuring a positive user experience on any device. However, you may not have access to every device that your users do. So we’re integrating the newly announced Cloud Test Lab into the Developer Console, which will allow you to automatically test your apps on hundreds of popular physical Android devices for free. We’re going to be rolling out this pilot program gradually, so we’ll welcome your feedback on it.

For each APK you upload to an alpha or beta channel, Google Play will execute fully automated testing of your app against physical devices matching your app targeting criteria and output a report with a detailed analysis of issues, including screenshots and logs. Google Cloud Test Lab will roll out to all developers later this year; you can sign-up to become a tester in the Developer Console now.

Build a data-driven games business with Player Analytics

Google Play Games has activated more than 180M new users in the past six months and continues to be the fastest growing mobile gaming platform in history.

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Over the coming months, we’re adding new reports, player segments, game metrics, and event types to Player Analytics to help you manage your games business. We’re also bringing enhancements to our live operations tools that will enable dynamic content updates that make games feel more alive and engaging, gameplay to respond to changing player needs, and more fun, personalized user experiences. As the bar for success in mobile gaming continues to rise, we’re continuing to evolve our tools to help you meet the soaring expectations of players.

Find great apps – developer pages and search results

There are several ways in which we are improving the discoverability of great apps and games on Google Play to help drive more engagement. Starting today, you can create a unique homepage on Google Play to promote your entire app catalog. With your own developer page, you are able to upload graphics, explain what your company is all about and pick a special app to feature. This gives you a single destination to promote all of your apps on Google Play.

We are also helping guide users with broad interests (e.g. “shopping”) in a new search results experience.

The focus is on organizing results in an intuitive way that allows users to narrow their intent — such as grouping shopping apps into coupons apps and fashion apps. By doing so, users will be able to better see the range of apps that satisfy their needs, while also increasing the chances of discovering new and innovative apps that you’re building.

Family-friendly content in Google Play

Starting today, we’re making it easier to find family-friendly content on Google Play through new discovery features. On the Apps & Games and Movies & TV homepages, users can now hit the “Family” star to see a curated set of options for specific age groups. In Play Books, tap the “Children’s Books” star. These pages let you browse by age ranges to find content that’s the best fit for the family. If you’ve already opted-in your apps to the Designed for Families program and they’ve met the requirements, they’ll be included in the new family section so that parents can find suitable, trusted, high-quality apps and games more easily. Find out more about opting-in to the Designed for Families program.

Join us at Google I/O 2015

To learn more, tune-in live to “Developers connecting the world through Google Play” at 1pm PT / 4pm ET / 9pm GMT on May 29 on google.com/io.

If you’re at I/O 2015, come along to our breakout sessions where we’ll be talking about and demo’ing these new features. Find our sessions in the I/O 2015 schedule.

Check out developer.android.com/distribute over the coming weeks and months as we add I/O videos and more details about these and other new features.

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