Clear search
Close search
Google apps
Main menu

About mobile app install ads

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.

This article explains the details about mobile app installs ads. These ads link to your app's listing on Google Play or the Apple App store, and can run on the Google Search and Display Networks, and YouTube.

Before you begin

To understand how to create these ads read about mobile app installs campaigns.

How it works

App install ads allow users to install your app straight from your ads. In some cases, we may even show a playable preview of your app. Based on where your ads appear, any original content may be added to, dropped, or modified during the ad serving process. AdWords does this to help make sure that users get a great experience from your ads, no matter when and where they see it.

Universal App ads

Ads in Universal App campaigns let you show app install ads across Google's ad network in a variety of formats. Even better: AdWords creates these ads for you based on your ad text, images, videos, and content from your app's store listing. Ads created in a Universal App campaign are automatically in sync with your targeting and bidding. To get started, learn more about Universal App campaigns.

App install ads on the Search and Display Networks

  • Ad can include: App icon, description text, and app store rating
  • Where it shows: Across Google Search and Display Networks
  • What it does: Link to an app store
Interstitial ads

These are full-screen ads that tend to have higher clickthrough rates than banner ads, but may have a higher CPC. These appear as someone transitions between screens or pages in an app.

  • Sizes for mobile phones: 300 x 250, 320 x 480, and 480 x 320.
  • Sizes for tablets: 1024 x 768 and 768 x 1024.
Banner ads

Banner ads appear as a small strip or “banner” across the top of an app page or screen. They’re the most commonly used ad format for mobile. You can upload double-sized images (for example, a 640 x 100 image for a 320 x 50 ad slot) for high-resolution display devices. We’ll auto-adjust the image based on the device’s pixel density.

  • Sizes for mobile phones and tablets: 320 x 50, 468 x 60, 728 x 90, and 300 x 250.

App install ads on Google Play

  • Ads can include: App icon, app name, developer name, average rating and your custom text
  • Where it shows: Google Play listings and search results
  • What it does: Link to a Play store listing

Video app install ads on the Display Network

  • Ads can include: Video from a YouTube link, text, app icon, play store text, and app store rating
  • Where it shows: Display Network publisher sites and videos
  • What it does: Drives users to install your app, either directly from the YouTube app, or by linking to the app store. The video will automatically play on devices with WiFi connections. People using 3G/4G/LTE connections will need to click on the video for it to play.

TrueView for mobile app promotion campaigns

These campaigns run TrueView In-stream video ads and include your app icon and information. If you don't add your own video, AdWords may make one for you.

  • Ads can include: Video from a YouTube link
  • Where it shows: YouTube apps on iOS and Android devices
  • What it does:Allows users to download the app right from your ads
Was this article helpful?
How can we improve it?
Sign in to AdWords

Get account-specific help and tips by signing in with your AdWords account email address, or learn how to get started with AdWords.