App engagement ads allow you to write text encouraging a specific action in your app, such as 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 start
These ads rely on deep links (links to specific parts of your app) to get app users to the right page. To find out more about setting up deep links, see the articles covering more technical instructions below:
- Setting up custom deep links for Android apps
- Allowing Google to crawl your app content
- Allowing other apps to deep link to your app
How app engagement ads work
These ads can include your app icon and an "installed" badge to show users that this is for an app that they already have installed. You add a few descriptive lines, and you also customise 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 to which Google Ads will send customers when they click your ad. Find out more about deep links and URL formats.
When you create your app engagement ads and enter your deep link, click on Test App URI to test your deep link on a mobile device by scanning a QR code. Test your link on the developer site
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 have downloaded your app as a result of these ads in your conversion reports.