1bdcd6fc777e678fb3d0d9b7f000b43d703fea9cdDirk Doughertypage.title=Promote Your App with Ads 298794c012c45369484df7abfa0bdf065447aff58Dirk Doughertypage.metaDescription=Promote your app with AdWords to find new users at the right moment. 36c1c263efae41a04f50eb27a7671ed23e7d535c1Dirk Doughertypage.image=images/cards/adwords_2x.jpg 498794c012c45369484df7abfa0bdf065447aff58Dirk Doughertypage.tags="users, ads, adwords" 5bdcd6fc777e678fb3d0d9b7f000b43d703fea9cdDirk Dougherty@jd:body 6bdcd6fc777e678fb3d0d9b7f000b43d703fea9cdDirk Dougherty 798794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty<p>Users have a huge amount of choice when it comes to which apps they install and 898794c012c45369484df7abfa0bdf065447aff58Dirk Doughertyuse, so it’s important to actively find new ways to promote your app and drive 998794c012c45369484df7abfa0bdf065447aff58Dirk Doughertyongoing engagement. AdWords is a powerful and effective way to do both.</p> 1098794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty 1198794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty 1298794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty<h2 id=drive_installs>Drive installs</h2> 1398794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty 14747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty<p><a href="http://adwords.google.com">AdWords</a> promotes your app to interested 15747094539612e565f512e42ca9a750cb316ed573Dirk Doughertyusers where they spend time on phones and 1698794c012c45369484df7abfa0bdf065447aff58Dirk Doughertytablets – with app install ads on Google Search, YouTube, Gmail, and within 1798794c012c45369484df7abfa0bdf065447aff58Dirk Doughertyapps and across the web on the Google Display Network. AdWords is a powerful 1898794c012c45369484df7abfa0bdf065447aff58Dirk Doughertyway to scale app promotion across Google networks and find customers that are 1998794c012c45369484df7abfa0bdf065447aff58Dirk Doughertymost likely to install your app. </p> 2098794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty 21747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty<p><a href="https://support.google.com/adwords/answer/6032059">Get started with AdWords 22747094539612e565f512e42ca9a750cb316ed573Dirk Doughertyapp install ads</a>.</p> 2398794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty 24747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty<div class="wrap"> 25747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty <div class="cols" style="margin-top:1em;"> 26747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty <div class="col-4of12"> 2710d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <h3> 2810d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty From Google Play 2910d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </h3> 3010d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <img src="/images/distribute/promote_ads_play.png"> 3110d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <p class="figure-caption"> 32682c24e22811d4ee17ae1cd61bf255c3f7e722b7Trevor Johns Promote your app on Google Play when users are searching and browsing 33682c24e22811d4ee17ae1cd61bf255c3f7e722b7Trevor Johns for apps. 3410d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </p> 35747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty </div> 3610d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty 37747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty <div class="col-4of12"> 3810d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <h3> 3910d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty From search 4010d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </h3> 4110d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <img src="/images/distribute/promote_ads_search.png"> 4210d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <p class="figure-caption"> 4310d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty Connect with users as they search for content and services provided by 4410d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty your app. 4510d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </p> 46747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty </div> 4710d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty 48747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty <div class="col-4of12"> 4910d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <h3> 5010d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty From YouTube 5110d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </h3> 5210d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <img src="/images/distribute/promote_ads_youtube.png"> 5310d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <p class="figure-caption"> 5410d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty Promote your app when users are watching related videos. 5510d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </p> 56747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty </div> 5798794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty </div> 5898794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty</div> 5998794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty 60747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty<div class="wrap"> 61747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty <div class="cols" style="margin-top:1em;"> 62747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty <div class="col-4of12"> 6310d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <h3> 6410d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty From apps 6510d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </h3> 6610d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <img src="/images/distribute/promote_ads_apps.png"> 6710d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <p class="figure-caption"> 6810d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty Reach users while they’re engaged with apps and games across the AdMob 6910d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty network. 7010d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </p> 71747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty </div> 7210d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty 73747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty <div class="col-4of12"> 7410d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <h3> 7510d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty From the web 7610d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </h3> 7710d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <img src="/images/distribute/promote_ads_web.png"> 7810d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <p class="figure-caption"> 7910d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty Reach users while they’re engaged with websites across the Google 8010d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty Display Network. 8110d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </p> 82747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty </div> 8310d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty 84747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty <div class="col-4of12"> 8510d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <h3> 8610d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty From Gmail 8710d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </h3> 8810d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <img src="/images/distribute/promote_ads_gmail.png"> 8910d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <p class="figure-caption"> 9010d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty Promote your app while users communicate and get things done in Gmail. 9110d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </p> 92747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty </div> 9398794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty </div> 9498794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty</div> 9598794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty 9610d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty<h2> 9710d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty Tips 9810d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty</h2> 9998794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty 10098794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty<ul> 10110d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <li>Estimate how much an app user is worth to your business, so that you can 10210d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty work out an appropriate cost-per-install that you’re willing to pay. 10310d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </li> 10410d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty 10510d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <li>Ensure that your ads and Play Store listing are compelling and clearly 10610d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty describe your app’s value. 10710d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </li> 10810d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty 10910d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <li>Check that you’re accurately tracking and attributing installs by 11010d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty installing the AdWords <a href= 11110d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty "https://developers.google.com/app-conversion-tracking/">conversion tracking 11210d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty SDK</a>. 11310d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </li> 11410d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty 11510d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <li>Promote your app broadly across display, search, and video to reach even 11610d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty more potential users and drive a higher volume of installs. 11710d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </li> 11810d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty 11910d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <li>Start with broader targeting and then fine tune your bidding once you’ve 12010d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty assessed your campaign results. 12110d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </li> 12210d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty 12310d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <li>Use Conversion Optimizer to automate your bidding so that your ads target 12410d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty users who are most likely to install your app. 12510d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </li> 12610d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty 12710d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <li>Use Conversion Optimizer for in-app buyers to automate your bidding so 12810d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty that your ads target high value users who are most likely to make purchases 12910d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty in your app. 13010d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </li> 13198794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty</ul> 13298794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty 13310d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty<h2 id="engage_with_users"> 13410d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty Engage with users 13510d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty</h2> 13698794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty 13710d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty<p> 13810d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty Getting a user to install an app is one thing, but you'll also want them to 13910d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty open it regularly. AdWords offers app re-engagement tools to help your app 14010d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty stay in mind with users who’ve already installed it on their phone. AdWords 14110d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty can remind them of key features and encourage them to try your app again, or 14210d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty help them complete an activity they didn't know your app could handle. 14310d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty</p> 144747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty 145747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty<div class="wrap"> 146747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty <div class="cols" style="margin-top:1em;"> 147747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty <div class="col-4of12"> 14810d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <h3> 14910d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty From search 15010d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </h3> 15110d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <img src="/images/distribute/promote_ads.png"> 15210d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <p class="figure-caption"> 15310d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty Add deep links to your app, then bring users straight to relevant app 15410d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty content when they’re searching. 15510d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </p> 156747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty </div> 15710d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty 158747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty <div class="col-4of12"> 15910d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <h3> 16010d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty From apps 16110d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </h3> 16210d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <img src="/images/distribute/promote_ads_inapp.png"> 16310d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <p class="figure-caption"> 16410d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty Use remarketing and deep links to bring users to just the right place 16510d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty in your app to re-engage and convert, from other apps and games they 16610d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty love. 16710d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </p> 168747094539612e565f512e42ca9a750cb316ed573Dirk Dougherty </div> 16998794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty </div> 170bdcd6fc777e678fb3d0d9b7f000b43d703fea9cdDirk Dougherty</div> 171bdcd6fc777e678fb3d0d9b7f000b43d703fea9cdDirk Dougherty 17210d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty<h3> 17310d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty Tips 17410d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty</h3> 17598794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty 17698794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty<ul> 17710d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <li>Track what users do in your app after they’ve clicked an ad, by 17810d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty installing the AdWords <a href= 17910d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty "https://developers.google.com/app-conversion-tracking/">conversion tracking 18010d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty SDK</a>. 18110d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </li> 18210d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty 18310d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <li>Advertise a compelling reason for users to re-engage with your app (such 18410d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty as a reminder or a special offer). 18510d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </li> 18610d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty 18710d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <li> 18810d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <a href="https://developers.google.com/app-indexing/webmasters/app">Add 18910d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty deep links</a> to your app that’ll take users directly to the parts of your 19010d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty app that will be most relevant and interesting to them, where they can 19110d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty easily take action. 19210d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </li> 19310d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty 19410d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <li>Re-engage your app users across the display network with remarketing 19510d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty lists and search with keywords. 19610d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </li> 19710d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty 19810d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty <li>Use remarketing lists to target high value users so that you can drive 19910d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty more conversions in your app. 20010d44b7581b67d6619c7060ca1d339e0d355c7afDirk Dougherty </li> 20198794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty</ul> 20298794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty 20398794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty<h2 id="related-resources">Related Resources</h2> 20498794c012c45369484df7abfa0bdf065447aff58Dirk Dougherty 205bdcd6fc777e678fb3d0d9b7f000b43d703fea9cdDirk Dougherty<div class="resource-widget resource-flow-layout col-13" 206bdcd6fc777e678fb3d0d9b7f000b43d703fea9cdDirk Dougherty data-query="collection:distribute/users/promotewithads" 207bdcd6fc777e678fb3d0d9b7f000b43d703fea9cdDirk Dougherty data-sortOrder="-timestamp" 208bdcd6fc777e678fb3d0d9b7f000b43d703fea9cdDirk Dougherty data-cardSizes="9x3" 2096c1c263efae41a04f50eb27a7671ed23e7d535c1Dirk Dougherty data-maxResults="6"></div> 210