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Create a Display Network app installs campaign

Starting October 16, 2017, you'll no longer be able to create new app install campaigns using the Search, Display, or Video campaign types. Universal App will become the only campaign type available for promoting installs of your app.

Starting November 15, 2017, your ads will no longer be served for any app install campaign that isn’t Universal App. You'll be able to access historical performance data in your AdWords reports. To ensure your app ads continue to serve, upgrade your app install campaigns to Universal App campaigns before November 15, 2017.

This article includes instructions for creating a "Display Network only - Mobile app installs" campaign to promote your app on the Google Display Network and within other mobile apps.

Before you begin

Start by learning about app installs campaigns on the Display Network.

Create your app install campaign

  1. Sign in to AdWords.
  2. On the "Campaigns" tab, click the +Campaign drop-down menu, and select Display Network only.
  3. Add a name for your campaign. To help you find your campaign later, you might want to indicate in the name that this is an app install campaign.
  4. Choose the campaign type Marketing objectives - Just the features and options relevant to what you want to accomplish. In the box with the green stripe below, click the checkbox next to "Install your mobile app".
  5. Next to "Mobile app", select the app you’d like to promote from the drop-down menu, or click Add a new app... to enter a new one. Keep in mind, you'll need separate campaigns for the Android version of your app and the iOS version. This is so AdWords can target the correct device types and operating systems for your ads. 
  6. In the "Devices" section, you'll see that your ads will only appear on compatible devices where your app is not currently installed. To refine this further, you can choose a range of operating systems or device models.
  7. Under “Bid Strategy,” you can choose either CPC bidding, or Focus on installs. We can count installs as conversions for Android apps in the Google Play store automatically.
  8. Enter your budget.
  9. If needed, update any location or language settings.
  10. Expande any other "Advanced settings" you'd like for your campaign.
  11. Click Save and continue.

Create your new ad group

  1. On the ad group page, enter the name of the ad group and your default bid. This is the most you'll pay per click for ads in the ad group.
  2. Choose how you want to target your ads (for example, "Interests & remarketing"). You'll be able to select categories of apps that people have already downloaded in order to show ads to those people. 
  3. To show ads to active users or likely app purchasers within your select app categories, check the boxes beneath your selected app categories. 
  4. Click Save and continue.
  5. On the next page, choose the ad format you want to use. App install ads can be a standard text ad install ad, an image ad with a custom image, or a video app install ad. Learn more about the different types of app promotion ads
  6. Enter your ad headline, app description, and landing page URL to create your app install ad. Check the preview on the right to see how it's coming along. 
  7. If your app is only for smartphones, you can check the "Exclude tablets" box to make sure it only shows on smaller screens. When you're done, click Review and finish.
  8. You can create more app install ads for your campaign by clicking the "+" sign. When you’re done creating your ads, click Save and continue.
  9. If you're promoting an Android app, you'll already be set to track app installs as conversions. For iOS apps, you'll need to click Set up conversion tracking. 
Try it now
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