Assets and ads in App campaigns

App campaigns run ads across the Google Search Network and the Display Network, including Google Search, Google Play, Discover, YouTube, and within other apps. Advertisers should provide text, images, videos, and where applicable, HTML5 assets. Google Ads can mix and match these separate assets to build ads for your app, and optimize the ad for app installs. Learn how to create an App campaign

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How to use text in your ad

The most important thing to note about these ads is that each line of text you enter must be able to make sense independently, or when it appears in any combination with your other text. You can find two kinds of text assets, headlines (maximum 30 characters) and descriptions (maximum 90 characters). Here's an example:

Correct text asset Incorrect text asset

Headline (maximum 30 characters): Download Now

Description (maximum 90 characters): Get Exciting Offers for In-Game Purchase

(Exceeded maximum characters)

Headline: Download Now and Get Exciting Offers for In-Game Purchase

Description: If you download the game now we have exciting offers for you to unlock when you purchase in-game and don’t have to pay extra

(Incomplete sentences)

Headline: Download Now And Get

Description: Your First Order Free If Your Order in First 7 Days

Where your ads can appear

App campaigns use automated targeting, so it's not necessary to select keywords or placements to designate where you want your ads to appear. Google Ads optimizes the number of installs you'll get from your ads by identifying the highest-potential placements for your ads based on your app's listing in the App Store.

How assets are used to create ads

App campaigns run ads in different formats and across different networks. These campaigns do the customization for you by taking your assets and combining them to create a full ad. The content you provide may be dropped, cropped, or modified during the ad serving process. If you don't add your own video, one may be automatically made for you based on your App Store or Google Play assets and information. This ensures that users get a great experience from your ad, no matter when or where they see it.

Exclusion settings

By choosing to promote your app with Google, you understand that your app may show in any of these ad formats and across any of these networks. App campaigns respect your account settings regarding any exclusions you’ve set for webpages and apps. Learn how to exclude specific webpages and videos

Things to keep in mind

  • Your ads will not be translated. Make sure that your language targeting matches the language used in your ads.
  • Because all of the ads in an App campaign are generated by Google Ads, you won't be able to see how each individual ad is performing but your asset-level metrics and performance will appear in the table on the "Campaigns" page.
  • Make sure to create separate App campaigns for each app you're promoting.

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