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About mobile app install campaigns

Starting in November 2017, Universal App will become the only type of campaign available for promoting your apps. To be prepared for the change, learn about Universal App campaigns.
  • Mobile app install campaigns are geared specifically toward getting more people to download your app.
  • AdWords can help customize targeting, keywords, and ads based on your app ID and other information.
  • You can easily gauge your campaign's performance by tracking installs as conversions.
Mobile app install ad

Promote your app with campaigns to drive downloads

Mobile app install campaigns can help you create custom app install ads that run exclusively on phones and tablets. AdWords helps create your app install ads based on your app icon and reviews, and these ads take people straight to the app store to download your app.

Based on the mobile operating system for the app you choose, AdWords can find your most likely customers and focus on showing ads to people who don't have your app yet. Connecting your AdWords account to your Google Play Developer account makes this even easier: you can sync user lists and targeting, and track installs seamlessly. Learn more about Linking Google Play and AdWords.


When more people download your app, you could improve your app store ranking, which in turn can result in even more people downloading your app.

Differences between campaign types

Universal App campaign

  • Why use it: Simplify your app install campaign management. Promote your Android app across multiple networks within a single campaign.
  • Bid strategy: Target CPA
  • Where ads can show: Google Play, Google Search Network, YouTube and Google Display Network
  • Ad formats: Provide lines of text, then AdWords does the rest to generate your ads and drive app installs.

Create a Universal App campaign.

All other app promotion campaigns

Keep in mind

It takes a little while for AdWords to find the best targeting to meet your Target CPA.


If you’re interested in encouraging people to re-open your app, you can create a mobile app engagement campaign. For app engagement ads, you can track actions within your app, such as product purchases or levels reached, as well as conversions. Learn more about mobile app engagement campaigns.

Best practices: Check mark icon Best practices

Read the Google Best Practices guide to learn how to get as many of the right people to discover and download your app. Topics include:

  • Estimate the value of an app download
  • Create compelling ads and app store page
  • Promote your app to potential users across Google

Finding the Right Mobile App Users: Google Best Practices

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Finding the Right Mobile App Users

Get Google's guide to driving mobile app installs using AdWords. Learn how to set up and manage campaigns for display, search and video to build your app's user base. View the guide now.