As we head into 2023, it’s important more than ever for mobile marketers to stay up to date with the latest policy changes from Apple and Google. We’ve pinpointed 5 key policy changes Google has recently announced that impact Google Ads, app store optimization (ASO), the Google Play Store, and Android user engagement. Mobile marketers should be prepared to navigate these changes, and collaborate closely with product and development teams, to ensure strong app marketing performance can be achieved.

1. Google Ads Moving to Sunset Similiar Audiences

Coming in May 2023, Google’s update will impact similar audiences for ad campaign targeting and reporting. They will be transitioning away from this feature as a result of incoming user privacy requirements. This change will make way for more automated, algorithm-driven solutions to optimize targeting, audience expansion, and Smart Bidding.

Following that, beginning of August 2023, any campaign that still operates with similar audience segments will be removed from any ad groups and campaigns. Historical reporting will still be available to be able to view past performance. Any new similar audience segments will no longer be generated and existing audience segments can’t be added to campaigns and ad groups on Google Ads and Display and Video 360.

What does this mean? As the industry continues to push marketers into reliance on algorithmic campaigns, ad creative remains a key lever to optimize performance. Check out our 7 latest trends for a winning mobile ad strategy.

2. New App Thresholds and Warnings

On November 30, 2022, Google Play Store is introducing a new feature that prioritizes app discovery for apps that deliver a positive user experience on both technical and in-app quality. This means that highly-rated apps will be promoted in more places across the Play Store to be discovered by a bigger audience of consumers.

On the other end, apps with high ANR rates, and user-perceived crashes will have a red notice displayed on their App store right below the install button that will read, “Recent data from similar devices show that this app may not work properly on your device”. Google has reassured developers that they will have the chance to remedy this issue if they receive this warning.

What does this mean? Mobile app marketers will need to collaborate closely with their product and development teams to ensure a strong app experience is maintained so that the app can be shown to as many people as possible, maintain a strong brand reputation, and drive install conversion.

3. 24-hour review delay for the Google Play Store

Google Play Store reviews play a fundamental role in providing a space for users to give their feedback and comments while allowing developers to gather and respond to feedback from their users. An app’s rating and reviews are some of the top deciding factors consumers look at when deciding whether to download the app or not. With the recent arrival of this 24 delay developers now have the chance to respond to feedback before the review goes live and more easily protect their apps from negative “review bombs”.

What does this mean? Mobile app marketers need to make sure their capacity to moderate the store page remains a daily priority. Quick and helpful replies back during the grace period could result in the user re-rating their review before it goes public.

4. Google moves to Opt-in push notifications with Android 13

2023 will mark a big shift in Google’s privacy changes, starting with Android 13’s update, ‘Tiramisu’, which takes a page out of Apple’s playbook and begins to follow their opt-in approach to app permissions. Android developers will need to re-think their push notification integration and strategy, as the opt-in feature is a complete reversal from earlier OS functionality where opt-out was the default.

What does this mean? It’s crucial to ensure an optimal push notification opt-in flow during the user’s first-time user experience. Marketers have one chance to leave a strong first impression and secure user consent. Failure to do so would result in one less point of contact to leverage for an engaging lifecycle marketing strategy.

5. Google continues to expand for Google Play Games Beta globally

Earlier this year, Google continued its goal of bringing more accessibility to mobile games to players with the launch of Google Play Games Beta to PC in limited markets.

The game catalog now continues to expand with over 190+ popular mobile titles such as 1945 Air Force, Asphalt 9: Legends, and Cookie Run: Kingdom. All of these titles and more are available on Google’s standalone application.

The PC application is now available in Korea, Hong Kong, Taiwan, Thailand, Australia, the United States, Canada, Mexico, Brazil, Indonesia, the Philippines, Malaysia, and Singapore.

What does this mean? Mobile game developers can sign-up to be a part of the beta which could expand the reach and exposure of their games to new consumers as well as provide a new way for their current users to play more.