Promote mobile apps

About Google Ads app extensions in Search Ads 360

What's an app extension?

If your business has developed an Android or iOS application to target mobile-savvy customers, you can use an app extension to display a link to the app in your Google Ads text ads. Clicking the app extension link will take customers to the Google Play or Apple iTunes page for your app.

Here's an example app extension that displays Download our app:

App extensions link to your app from a text ad.

App extensions are shown:

  • In text ads.

  • Only to users who are currently signed into Google.

  • Only on mobile devices or tablets that support your app, and only if customers haven't already installed your app on the device.

Learn more about Google Ads app extensions.

Tip: App extensions enable text ads to provide access to both your website and your app's page in the app store. If your primary goal is to drive app downloads, Universal app campaigns might be the better option.

App extensions in Search Ads 360

You can create and edit app extensions in Google Ads and sync them into Search Ads 360, or create and edit app extensions in Search Ads 360 and take advantage of Search Ads 360 features that enable you to scale up your campaign management, such as bulksheets. After you've created app extensions, you can:

  • Apply app extensions:

    • To an entire Google Ads engine account. All campaigns in the account will inherit the app extensions. Individual campaigns and ad groups can override the account settings and define their own app extensions or be set up to display no app extensions at all.

    • To one or more campaigns in a Google Ads engine account. All ads in the campaigns will be eligible to display the specified app extensions. Individual ad groups can override the campaign settings and define their own app extensions or be set up to display no app extensions at all.

    • To one or more ad groups in a Google Ads engine account. All ads in the ad groups will be eligible to display the specified app extensions.

  • Report on performance metrics sent from Google Ads to Search Ads 360, such as clicks on ads that show an app extension. To track activity that occurs after a click, set up Google Ads conversion reporting. Only some types of conversions can be tracked for app extensions.

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