Create an App campaign

App campaigns allow you to promote your app across Google Search, Google Play, Discover, YouTube, Gmail, and within other apps and mobile websites on the Display Network. This article covers how to create one of these campaigns in your Google Ads account. 

Before you begin

To learn about how these campaigns work, read about App campaigns and review the best practices for promoting apps on Google


  1. Sign in to Google Ads.
  2. In the page menu on the left, click Campaigns
  3. Click the plus button  , then select New campaign
  4. Click App promotion, then click App.
  5. Select your app's platform.
  6. Enter your app name, package name, or publisher, then select your app from the list that appears. 
  7. Click Continue.
  8. In the “Campaign name” field, add a name for your campaign. 
  9. In the “Your text ideas” section, enter up to 5 headline ideas and 5 description ideas. Make sure that the lines you enter are 25 characters or less and make sense independently, in any order. For example, text ideas like “Start playing today” or “Sign up for our app.” You should also keep these tips in mind for text ideas:

    • Enter 2 independent headline ideas and one description that can be rotated in your ads in any order.
    • Each headline needs to be 25 characters or less.
    • Each description needs to be 90 characters or less.
    • Include one headline that is 20 characters or less to fit in smaller spaces.
  10. Provide the ad assets you’ll be using in the campaign. You have the option to add up to 20 of each of the following assets:
    • Video
      • Videos must be hosted on YouTube.
      • Upload videos with different duration between 15 and 30 seconds to accommodate users on different platforms and to qualify for greater reach across channels.
      • Orientation can be landscape, portrait, or square. Consider uploading at least one landscape and one portrait video to account for how people hold their devices when watching videos. Be sure to include a call-to-action that lets people know what you want them to do next.
      • If you don’t have videos to add, Google Ads may make a video ad for you using assets from your app store listing.
    • Image
      • Upload images as .jpg, .gif, or .png with a maximum size of 150KB.
      • Make sure your image asset is either landscape (1.91:1) or square (1:1). Provide assets of each ratio to maximize the potential ads, placements, and learnings. 
      • Avoid superimposing call-to-action buttons in images. Buttons that indicate non-existent functionality are against Google’s policies and lead to ad rejections.
    • HTML5
      • HTML5 assets are optional and applicable for advertisers familiar with HTML5. Consider uploading the maximum number of other asset types before building for HTML5.
      • Upload HTML5 as .zip with a maximum size of 1MB and no more than 40 files.
      • To validate your HTML5 assets before uploading, run your .zip file through the HTML5 Validator tool.
      • HTML5 sizes currently accepted include:
        • 300x250 (fixed size)
        • 320x50 (fixed size)
        • 480x320 (landscape interstitial, variable size)
        • 320x480 (portrait interstitial, variable size)
      • Both portrait and landscape sizes are important to access the full inventory. If there are budget constraints, prioritize HTML5 portrait assets.
      • Learn about HTML5 for App campaigns
  11. If needed, update any location or language settings. Google Ads doesn't translate your ads, so you should only target languages that match your ads.
  12. In the “Budget” section, enter the average amount you want to spend each day for your campaign.
  13. In the “Bidding” section, choose to optimize your campaign for one of the following: 
    • Install volume
    • In-app actions (You can only select this option if you’ve already set up tracking for specific in-app actions.) 
    • Target ROAS (You can only select this option if you’ve already set up tracking for specific in-app actions, have installed Google Analytics for Firebase, and can bid on a Firebase event.)
      Note: Target ROAS is currently in beta for App campaigns.
  14. Set your target bids. For app installs on Android, you may see a projection of install volume for a range of bid values if you've linked your Google Play and Google Ads accounts. Learn more about bidding in App campaigns
  15. Click Save and continue


Depending on where your ad is shown, your App campaign assets may be altered for performance and user experience purposes. For example, text may be truncated and images or videos may be cropped to fit users' screens.

Google Ads can also count installs as conversions for Android apps in the Google Play store automatically. To track all other installs, make sure to set up mobile app conversion tracking.

Tip: If you've created your Google Ads campaign using your Google Play developer account, you should be able to see all of your app campaign's statistics in your developer console. Learn more about links to your Play Developer Console.

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