Google Might Just Give A Tough Time To Facebook

Google app installation via its search engine might give a tough time to Facebook

Mobile application installation has become the recent bone of contention between tech giant Facebook Inc. and Alphabet Inc.

The search engine giant has started to allow some of its Android users to download the application directly via the search results which will minimize the need to browse through the Google Play Store. So far the ability has not really penetrated amongst users but it can cause substantial dent to the fastest evolving business across the globe of Facebook Inc.

Couple of years back, Facebook has come up with mobile app installation ads which make it extremely convenient for users to download and discover the applications. The app install ads feature appears directly in the Facebook users’ News Feed. A link is provided that enables the users to install a mobile application quickly. Such ads have become immensely popular amongst developers who are always looking up for ways to push downloads and make their product standout.

But now if GOOG makes it easier for downloading the apps via its search engine then there are fewer chances that people pay for Facebook advertisements. This can result in a problem for Facebook since it is enjoying robust growth through its mobile advertisement business. Analysts now believe that the app installs ads are an integral component of Facebook. Ironically, Facebook has condemned this fact claiming that a great chunk of their revenue doesn’t depend on this segment.

App search itself is a big business. Thus, Google has made a smart move to come up with several ways that will assist in making search of applications friendlier.

According to Business Insider, “The Company has started allowing users to stream app content from search without downloading an app. It also launched "trial run ads" that let users test out an app for 60 seconds before deciding if they want to download it.”  At this point of time, Google download without Play tests is merely operating via organic search than advertisements. However, the company is likely to expand in the future.

The main argument by the social media giant regarding its mobile app install is that it can target the masses on the basis of the Facebook information available on the platform. However, with Google there is another added advantage which allows the company to deduce what applications are actually being searched. This will result in better insight for the company.

Facebook needs to do something about this before it gets late. There is still some hope before game changes for them.