Google announced a new targeting capability for its in-app display ads, enabling advertisers to target users who have actually made in-app purchases in the past. If they've done it before, it stands to reason that they'd do it again, so this could help the results of these ads tremendously.
Specifically, it looks at in-app purchases from the Google Play Store, and the feature is an addition to the Google Display Network. It also enables advertisers to reach people who have purchases paid apps.
"These new settings can help you identify and create a campaign strategy around your most valuable customers," Google says in a Google+ update. "You can use this new offering in individual ad groups by using the checkbox labeled 'Only show ads to people who purchased an app or made an in-app purchase.' You’ll find this under Interests & Remarketing when adding new targeting categories to your campaign."
"It’s best to use this option in ad groups specifically designed to reach your highest value customers," Google adds. "While narrowed targeting can help focus your bidding strategy, it can also limit ad impressions. While the volume of customers gained may be lower than you see in other campaigns, you may find the lifetime value (LTV) of these customers to be higher."
The new targeting option is available via the AdWords API.
Image via Google+