?Google enables mobile device owners to effectively uncover ones that appeal to them,? he said. ?That is a big hurdle but only part of the mission.

?Successful marketers and app makers give users reasons to engage after the install and to come back often,? he said. ?Most apps see limited use and fade from a mobile device owner?s memory in very little time." 

Uncovering insights 
The study, jointly conducted with Ipsos MediaCT, surveyed 8,470 people with smartphones who had used apps in the previous week. It uncovered new insights about what drives consumers to install and engage with mobile apps.

Google searches are a route to app discovery.

A key revelation was that app discovery does not just happen in the app store. Although 40 percent of smartphone users browse for apps in app stores, people also find out about apps in all kinds of instances while using their smartphones - when they're engaged in an app, searching for another specific app, watching a YouTube video, or even surfing a mobile Web site.

Google cited the example of a business traveler who has to fly to Miami on short notice and needs to find a place to stay.

The traveler could be expected to head to Google Search to look for ?hotels in Miami?. There he might find an app that lists available local hotel rooms and short-term rentals. As a frequent traveler, he decides to download the app to help him book his stay. 

Search-engine discovery is especially prevalent for local apps, as are the tech and travel categories, according to the study.

Fifty-nine percent of tech respondents are more likely than the average to use search to find the apps they seek, compared with 30 percent travel and 26 percent local.

The takeaway for marketers is that they must make their apps discoverable everywhere, including search.

Of those who downloaded an app based on an ad viewed on their smartphone, 50 percent said they were prompted to do so by a search ad.

?Search ads don't just raise app visibility; they also drive app downloads?by being there at the exact moment when a consumer is actively looking for apps,? Google?s blog said.

?For marketers, this means making sure your app stands out wherever smartphone users are looking to discover apps relevant to their interests. And with Statista2 reporting that over 3 million mobile apps are currently available for download, that factor is more important than ever in today's flooded app market.?

Google?s AdWorks revamp included new ad formats for the automotive, hotel and mortgage sectors.

Google also may let Android apps display different icons, descriptions, and even prices for various users, helping developers to measure interest among those browsing Google Play, The Information reported.

More searches
The developments dovetailed with Google?s announcement that more searches are originating from smartphones than PCs in at least 10 countries, including the United States.

Google is striving to remain relevant to mobile consumers.

?Google recognized the need to align their offerings with the expectations of today?s mobile-focused marketers and consumers,? said Eric Mugnier, senior vice president for M&C Saatchi Mobile, New York. 

?There has been increased usage in mobile across the board and designing units to ensure mobile-intuitive design is smart and common sense.?

Final Take
Michael Barris is staff reporter with Mobile Marketer, New York