About app engagement ads and deep links

App engagement ads allow you to write text encouraging a specific action in your app, like checking in, making a purchase, or booking a flight. They allow you to send users to a specific part of your app where they can find what they’re looking for easier and faster than they could on the web.

Before you begin

These ads rely on deep links (links to specific parts of your app) to get app users to the right page. To learn more about setting up deep links, see the articles covering more technical instructions below:

How app engagement ads work

These ads can include your app icon and an "installed" badge to show users this is for an app they already have installed. You add a few descriptive lines, and you also customize the text of a button to take people into your app. The button leads users to your deep link.

Instead of a destination URL, you’ll need to enter a deep link that you or your app developer set up. You’ll also see a confirmation of your app URI, which defines the location in your app where Google Ads will send customers when they click on your ad. Learn more about deep links and URL formats.


When you create your app engagement ads and enter your deep link, click Test App URI to test your deep link on a mobile device by scanning a QR code.

Targeting your ads

Sometimes targeting data doesn’t work perfectly — for example, someone may uninstall your app without you receiving a notification. If someone who doesn’t have your app installed sees your ad, then the ad will appear as an app install ad with an "Install" button that sends users to the app store. You can see how frequently people downloaded your app as a result of these ads in your conversion reports.

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