1page.title=Promote Your App with Ads
2page.metaDescription=Promote your app with AdWords to find new users at the right moment.
3page.image=images/cards/adwords_2x.jpg
4page.tags="users, ads, adwords"
5@jd:body
6
7<p>Users have a huge amount of choice when it comes to which apps they install and
8use, so it’s important to actively find new ways to promote your app and drive
9ongoing engagement. AdWords is a powerful and effective way to do both.</p>
10
11
12<h2 id=drive_installs>Drive installs</h2>
13
14<p><a href="http://adwords.google.com">AdWords</a> promotes your app to interested
15users where they spend time on phones and
16tablets – with app install ads on Google Search, YouTube, Gmail, and within
17apps and across the web on  the Google Display Network. AdWords is a powerful
18way to scale app promotion across Google networks and find customers that are
19most likely to install your app. </p>
20
21<p><a href="https://support.google.com/adwords/answer/6032059">Get started with AdWords
22app install ads</a>.</p>
23
24<div class="wrap">
25  <div class="cols" style="margin-top:1em;">
26    <div class="col-4of12">
27      <h3>
28        From Google Play
29      </h3>
30      <img src="/images/distribute/promote_ads_play.png">
31      <p class="figure-caption">
32        Search ads on Google Play are still undergoing testing and not yet
33        available to buy. <a href=
34        "http://android-developers.blogspot.com/2015/02/a-new-way-to-promote-your-app-on-google.html">
35        Find out more</a>.
36      </p>
37    </div>
38
39    <div class="col-4of12">
40      <h3>
41        From search
42      </h3>
43      <img src="/images/distribute/promote_ads_search.png">
44      <p class="figure-caption">
45        Connect with users as they search for content and services provided by
46        your app.
47      </p>
48    </div>
49
50    <div class="col-4of12">
51      <h3>
52        From YouTube
53      </h3>
54      <img src="/images/distribute/promote_ads_youtube.png">
55      <p class="figure-caption">
56        Promote your app when users are watching related videos.
57      </p>
58    </div>
59  </div>
60</div>
61
62<div class="wrap">
63  <div class="cols" style="margin-top:1em;">
64    <div class="col-4of12">
65      <h3>
66        From apps
67      </h3>
68      <img src="/images/distribute/promote_ads_apps.png">
69      <p class="figure-caption">
70        Reach users while they’re engaged with apps and games across the AdMob
71        network.
72      </p>
73    </div>
74
75    <div class="col-4of12">
76      <h3>
77        From the web
78      </h3>
79      <img src="/images/distribute/promote_ads_web.png">
80      <p class="figure-caption">
81        Reach users while they’re engaged with websites across the Google
82        Display Network.
83      </p>
84    </div>
85
86    <div class="col-4of12">
87      <h3>
88        From Gmail
89      </h3>
90      <img src="/images/distribute/promote_ads_gmail.png">
91      <p class="figure-caption">
92        Promote your app while users communicate and get things done in Gmail.
93      </p>
94    </div>
95  </div>
96</div>
97
98<h2>
99  Tips
100</h2>
101
102<ul>
103  <li>Estimate how much an app user is worth to your business, so that you can
104  work out an appropriate cost-per-install that you’re willing to pay.
105  </li>
106
107  <li>Ensure that your ads and Play Store listing are compelling and clearly
108  describe your app’s value.
109  </li>
110
111  <li>Check that you’re accurately tracking and attributing installs by
112  installing the AdWords <a href=
113  "https://developers.google.com/app-conversion-tracking/">conversion tracking
114  SDK</a>.
115  </li>
116
117  <li>Promote your app broadly across display, search, and video to reach even
118  more potential users and drive a higher volume of installs.
119  </li>
120
121  <li>Start with broader targeting and then fine tune your bidding once you’ve
122  assessed your campaign results.
123  </li>
124
125  <li>Use Conversion Optimizer to automate your bidding so that your ads target
126  users who are most likely to install your app.
127  </li>
128
129  <li>Use Conversion Optimizer for in-app buyers to automate your bidding so
130  that your ads target high value users who are most likely to make purchases
131  in your app.
132  </li>
133</ul>
134
135<h2 id="engage_with_users">
136  Engage with users
137</h2>
138
139<p>
140  Getting a user to install an app is one thing, but you'll also want them to
141  open it regularly. AdWords offers app re-engagement tools to help your app
142  stay in mind with users who’ve already installed it on their phone. AdWords
143  can remind them of key features and encourage them to try your app again, or
144  help them complete an activity they didn't know your app could handle.
145</p>
146
147<div class="wrap">
148  <div class="cols" style="margin-top:1em;">
149    <div class="col-4of12">
150      <h3>
151        From search
152      </h3>
153      <img src="/images/distribute/promote_ads.png">
154      <p class="figure-caption">
155        Add deep links to your app, then bring users straight to relevant app
156        content when they’re searching.
157      </p>
158    </div>
159
160    <div class="col-4of12">
161      <h3>
162        From apps
163      </h3>
164      <img src="/images/distribute/promote_ads_inapp.png">
165      <p class="figure-caption">
166        Use remarketing and deep links to bring users to just the right place
167        in your app to re-engage and convert, from other apps and games they
168        love.
169      </p>
170    </div>
171  </div>
172</div>
173
174<h3>
175  Tips
176</h3>
177
178<ul>
179  <li>Track what users do in your app after they’ve clicked an ad, by
180  installing the AdWords <a href=
181  "https://developers.google.com/app-conversion-tracking/">conversion tracking
182  SDK</a>.
183  </li>
184
185  <li>Advertise a compelling reason for users to re-engage with your app (such
186  as a reminder or a special offer).
187  </li>
188
189  <li>
190    <a href="https://developers.google.com/app-indexing/webmasters/app">Add
191    deep links</a> to your app that’ll take users directly to the parts of your
192    app that will be most relevant and interesting to them, where they can
193    easily take action.
194  </li>
195
196  <li>Re-engage your app users across the display network with remarketing
197  lists and search with keywords.
198  </li>
199
200  <li>Use remarketing lists to target high value users so that you can drive
201  more conversions in your app.
202  </li>
203</ul>
204
205<h2 id="related-resources">Related Resources</h2>
206
207<div class="resource-widget resource-flow-layout col-13"
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209  data-sortOrder="-timestamp"
210  data-cardSizes="9x3"
211  data-maxResults="6"></div>
212