App campaigns can help you promote your apps across Google’s largest properties including Search, Google Play, YouTube, Discover on Google Search, and the Google Display Network. You can simply add a few lines of text, a bid, some assets, and App campaigns automatically optimizes your ads for you.
Learn how to Get started with app install ads.
On this page
- Benefits
- Types of App campaigns
- How to use App campaigns
- Eligibility and requirements to get started
- Next Steps
Benefits
- Simplified setup: You don't need to create individual ads for different networks and formats.
- Automated optimization: Google Ads will test different ad combinations and serve the best-performing ads.
- Wider audience reach: Your ads can appear across multiple Google properties, reaching a larger potential user base.
- Focus on conversions: You can optimize your campaigns to drive specific actions, such as app installs or in-app purchases.
- Effortless performance tracking: You can check how your campaigns are performing and make adjustments as needed.
Types of App campaigns
Depending on your goal for your app, you can choose from 3 different types of App campaigns:
- App campaigns for installs
- App campaigns for engagement (ACe)
- App campaigns for pre-registration
Learn more About the different types of App campaigns.
How to use App campaigns
To get started, all you need to do is provide some text, a starting bid and budget, and let us know the languages and locations for your ads. Our system will test different asset combinations using your ad text ideas, images, videos, and assets from your app’s store listing. Then, your campaign will serve the best-performing ads across several formats and networks like:
Google Search Network
- Google Search
- Google search partners
Google Play
- Google Play search results
- Google Play related apps section: "You might also like" and "Related to this app"
- Google Play homepage: "Suggested for you"
YouTube
- Relevant pages or content on YouTube.
Google Display Network
- Gmail
- Other apps
- Mobile websites of news sites, blogs, and other sites across the Internet
Discover on Google Search
Eligibility and requirements to get started
Before you can create an app campaign, you need to:
- Have an app published on the Google Play Store or Apple App Store: Your app should be available for download.
- Have a payment method on file: You need to have a valid credit card or other payment method linked to your account.
- Provide some basic information about your app: You'll need to provide your app name, category, and target audience.
- Upload ad assets: Provide text, images, videos, and HTML5 assets (if relevant) to create your ads.
Next Steps
Learn the proper ways to create App campaigns for installs.
Know more about how to Set up an App campaign for installs.
Re-engage customers who have installed your app with App campaigns for engagement.
Learn how to Create an App campaign for engagement.
Promote pre-registration for your apps or games using App campaigns for pre-registration.
Learn how to Create an App campaign for pre-registration.
Obtain more information about best practices for App campaigns.
Get the most out of your App campaign by knowing the best setup and management strategies.
Know the best ways to set up your App campaigns.
Learn more about the best practices in setting up your App campaigns.