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. These lines must also be under 25 characters in length. Here's an example:

Yes checkmarkCorrect text order (independent) Incorrect text order (dependent)
  • Idea 1: Start playing today
  • Idea 2: Sign up for our app


  • Idea 1: Sign up for our app
  • Idea 2: Start playing today
  • Idea 1: Get the newest version
  • Idea 2: of the best game around


  • Idea 1: Of the best game around
  • Idea 2: Get the newest version

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 individual assets and combining them to create a full ad. 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 and 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 about how you can exclude webpages and apps.

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 a 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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