Google announced the launch of bulk IDFA/advertising ID upload for app marketers across Android and iOS. According to the company, this will help advertisers increase customer activation and retention with easy app engagement.

The feature enables app marketers to reconnect with app users in “relevant moments,” Google says.

“Simply put, it’s a tool that allows a developer to upload their own list of existing app users that they’d like to engage further on their app,” says Google’s Tom Price. “For example, say a retail app wants to get purchasers from their holiday sale to check out their new spring discounts. They can pull a segment of their app users’ IDs from their own analytics tools and upload them to AdWords. They can then run engagement campaigns across apps on the Google Display Network while targeting a group of potentially high-value users. The targeted campaign can incentivize users by providing a special discount on their retail app purchase and reduce friction by opening a specific section of the app upon ad click.”

“You can also use this feature if you have both a site and a mobile app,” Price adds. “If your site has had success targeting an audience who’ve shown interest in, for example, board games on your site, use your app analytics tools to create this segment of app users, and upload to target those users in AdWords. This helps you get in touch with users during those crucial micro-moments across platforms. Bulk IDFA/advertising ID upload is now available via AdWords and runs on the Google Display Network.”

Price points app marketers to Google’s best practices for app engagement here.

Image via Google