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Welcome to the help center for DoubleClick Search, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the DoubleClick Search product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

Promote mobile apps

About AdWords app extensions in DoubleClick Search

What's an app extension?

If your business has developed an Android or iOS application to target mobile-savvy customers, you can use an app extension to display a link to the app in your AdWords text ads. Clicking the app extension link will take customers to the Google Play or Apple iTunes page for your app.

Here's an example app extension that displays Download our app:

App extensions link to your app from a text ad.

App extensions are shown:

  • In text ads.

  • Only to users who are currently signed into Google.

  • Only on mobile devices or tablets that support your app, and only if customers haven't already installed your app on the device.

Learn more about AdWords app extensions.

Tip: App extensions enable text ads to provide access to both your website and your app's page in the app store. If your primary goal is to drive app downloads, a "Mobile app installs" campaign might be the better option.

App extensions in DoubleClick Search

You can create and edit app extensions in AdWords and sync them into DoubleClick Search (DS), or create and edit app extensions in DS and take advantage of DS features that enable you to scale up your campaign management, such as bulksheets. After you've created app extensions, you can:

  • Apply app extensions:

    • To an entire AdWords engine account. All campaigns in the account will inherit the app extensions. Individual campaigns and ad groups can override the account settings and define their own app extensions or be set up to display no app extensions at all.

    • To one or more campaigns in an AdWords engine account. All ads in the campaigns will be eligible to display the specified app extensions. Individual ad groups can override the campaign settings and define their own app extensions or be set up to display no app extensions at all.

    • To one or more ad groups in an AdWords engine account. All ads in the ad groups will be eligible to display the specified app extensions.

  • Report on performance metrics sent from AdWords to DS, such as clicks on ads that show an app extension.

    App extensions that link to the Apple App Store can also report conversions through Floodlight activities or Google Analytics goals and transactions. Google Play does not support tracking by Floodlight activities or Google Analytics, so you cannot report on conversions for app extensions that link to Google Play.​

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