page.title=Promote Your App with Ads
page.metaDescription=Promote your app with AdWords to find new users at the right moment.
page.image=images/cards/adwords_2x.jpg
page.tags="users, ads, adwords"
@jd:body
<p>Users have a huge amount of choice when it comes to which apps they install and
use, so it’s important to actively find new ways to promote your app and drive
ongoing engagement. AdWords is a powerful and effective way to do both.</p>
<h2 id=drive_installs>Drive installs</h2>
<p><a href="http://adwords.google.com">AdWords</a> promotes your app to interested
users where they spend time on phones and
tablets – with app install ads on Google Search, YouTube, Gmail, and within
apps and across the web on the Google Display Network. AdWords is a powerful
way to scale app promotion across Google networks and find customers that are
most likely to install your app. </p>
<p><a href="https://support.google.com/adwords/answer/6032059">Get started with AdWords
app install ads</a>.</p>
<div class="wrap">
<div class="cols" style="margin-top:1em;">
<div class="col-4of12">
<h3>
From Google Play
</h3>
<img src="/images/distribute/promote_ads_play.png">
<p class="figure-caption">
Promote your app on Google Play when users are searching and browsing
for apps.
</p>
</div>
<div class="col-4of12">
<h3>
From search
</h3>
<img src="/images/distribute/promote_ads_search.png">
<p class="figure-caption">
Connect with users as they search for content and services provided by
your app.
</p>
</div>
<div class="col-4of12">
<h3>
From YouTube
</h3>
<img src="/images/distribute/promote_ads_youtube.png">
<p class="figure-caption">
Promote your app when users are watching related videos.
</p>
</div>
</div>
</div>
<div class="wrap">
<div class="cols" style="margin-top:1em;">
<div class="col-4of12">
<h3>
From apps
</h3>
<img src="/images/distribute/promote_ads_apps.png">
<p class="figure-caption">
Reach users while they’re engaged with apps and games across the AdMob
network.
</p>
</div>
<div class="col-4of12">
<h3>
From the web
</h3>
<img src="/images/distribute/promote_ads_web.png">
<p class="figure-caption">
Reach users while they’re engaged with websites across the Google
Display Network.
</p>
</div>
<div class="col-4of12">
<h3>
From Gmail
</h3>
<img src="/images/distribute/promote_ads_gmail.png">
<p class="figure-caption">
Promote your app while users communicate and get things done in Gmail.
</p>
</div>
</div>
</div>
<h2>
Tips
</h2>
<ul>
<li>Estimate how much an app user is worth to your business, so that you can
work out an appropriate cost-per-install that you’re willing to pay.
</li>
<li>Ensure that your ads and Play Store listing are compelling and clearly
describe your app’s value.
</li>
<li>Check that you’re accurately tracking and attributing installs by
installing the AdWords <a href=
"https://developers.google.com/app-conversion-tracking/">conversion tracking
SDK</a>.
</li>
<li>Promote your app broadly across display, search, and video to reach even
more potential users and drive a higher volume of installs.
</li>
<li>Start with broader targeting and then fine tune your bidding once you’ve
assessed your campaign results.
</li>
<li>Use Conversion Optimizer to automate your bidding so that your ads target
users who are most likely to install your app.
</li>
<li>Use Conversion Optimizer for in-app buyers to automate your bidding so
that your ads target high value users who are most likely to make purchases
in your app.
</li>
</ul>
<h2 id="engage_with_users">
Engage with users
</h2>
<p>
Getting a user to install an app is one thing, but you'll also want them to
open it regularly. AdWords offers app re-engagement tools to help your app
stay in mind with users who’ve already installed it on their phone. AdWords
can remind them of key features and encourage them to try your app again, or
help them complete an activity they didn't know your app could handle.
</p>
<div class="wrap">
<div class="cols" style="margin-top:1em;">
<div class="col-4of12">
<h3>
From search
</h3>
<img src="/images/distribute/promote_ads.png">
<p class="figure-caption">
Add deep links to your app, then bring users straight to relevant app
content when they’re searching.
</p>
</div>
<div class="col-4of12">
<h3>
From apps
</h3>
<img src="/images/distribute/promote_ads_inapp.png">
<p class="figure-caption">
Use remarketing and deep links to bring users to just the right place
in your app to re-engage and convert, from other apps and games they
love.
</p>
</div>
</div>
</div>
<h3>
Tips
</h3>
<ul>
<li>Track what users do in your app after they’ve clicked an ad, by
installing the AdWords <a href=
"https://developers.google.com/app-conversion-tracking/">conversion tracking
SDK</a>.
</li>
<li>Advertise a compelling reason for users to re-engage with your app (such
as a reminder or a special offer).
</li>
<li>
<a href="https://developers.google.com/app-indexing/webmasters/app">Add
deep links</a> to your app that’ll take users directly to the parts of your
app that will be most relevant and interesting to them, where they can
easily take action.
</li>
<li>Re-engage your app users across the display network with remarketing
lists and search with keywords.
</li>
<li>Use remarketing lists to target high value users so that you can drive
more conversions in your app.
</li>
</ul>
<h2 id="related-resources">Related Resources</h2>
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