Google announced the launch of app promotion ads for search and YouTube, following a similar offering launched earlier this summer for the Display Network.
The search ads enable users to get advertisers' apps, and offer advertisers a three-step campaign set-up flow to promote them. These ads will only be shown to people who don't already have the app.
Google is also letting advertisers deep link users directly from Google Search to specific pages of apps they've already installed. This is in beta, but you can sign up to use it here. Google explains in a blog post:
Customers like LINE, Zoopla and Booking.com are already testing deep-linking with their apps. Here’s how it works: let’s say someone has the Booking.com app installed on their phone and searches for “San Francisco Hotels” on Google.com; now they can go directly to the specific page in the Booking.com app that shows listings for hotels in San Francisco.
Apps can also be shown to YouTube users as they're watching videos. This comes courtesy of a new ehancement to TrueView ads. Google notes:
With TrueView, advertisers can reach potential customers based on their interests, previously-watched videos and demographics.
To promote an app on YouTube, you can link your app's ID to your TrueView campaign. This page tells you how to do that.
Google also touts three new search ad features: measuring app download conversions, integrating analytics data, and automating bid.
Image via Google