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About mobile app install ads

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 learn more about these ads, read about Universal App campaigns.

How it works

App install ads allow users to install your app directly from your ad. Based on where your ad appears, 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 ad, no matter when and where they see it.

App install ad 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 ad on Google Play

  • Ad 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 ad on the Display Network

  • Ad can include: Video from a YouTube link, text, app icon, app 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 campaign

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.

  • Ad 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 ad
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