The Google AdWords Blog announced a couple new features for those trying to advertise within mobile apps for other apps in the iTunes App Store and Android Google Play store. The two new features include:
(1) A new ad format that shows more details about the app you are advertising.
(2) A method to bid on a target-CPA basis for those ads.
New Mobile App Ad Format:
Text ads for Android or iOS apps to include more information about what users are getting, what they have to pay for it, and how others feel about the app. The ads are automatically updated with the latest information like reviews and ratings.
Target-CPA Based Bidding:
If you use conversion optimizer, Google can figure out the download rate and then use a target-CPA, but in a CPC format, to meet that CPA. Google said, "instead of a traditional CPC bid, you can set a target cost per acquisition (CPA), based on your average cost per download." "Conversion Optimizer will use historical conversion data and other signals to place CPC bids automatically, in order to hit the target CPA with as much volume as possible," Google added.
Forum discussion at WebmasterWorld.