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Google Play App Ads

Find out who will like your app.

With App Campaigns, you can advertise your iOS or Android app on Google Search, YouTube, Google Play, and more. Our technology will make sure that your App ads reach the people who want apps like yours the most.

All of Google can know about your app with just one campaign

Tell us what you want.

By optimizing for installs or engagement, we'll show your App ad to the people who are most likely to do the thing that drives your business. Think about whether you want people to:

Just install your app; nothing else is needed.

Or do something in the app, like order something or beat level 2.

Different kinds of app campaigns

When you choose "App promotion" as your goal, you can choose from three types of campaigns: "App installs," "App engagement," and "App pre-registration (only for Android)." Each subtype of campaign focuses on different actions and ways to bid.

App installs

Use ads to get people to download your app.

Google Ads also automates targeting and bidding to help you get the most out of each download. You can focus your campaign targeting on finding valuable users based on actions you care about, such as in-app conversions, to help you find the best people to reach.

App engagement

App campaigns for engagement (ACe) can help you get customers who have already downloaded your app to do certain things inside the app. Your ads can show up on Google Search, YouTube, Google Play, and other apps on the Display Network. Find out how to make an App campaign to get people interested.

App pre-registration (Android only)

Run ads that get people excited about your apps and games before they are available on Google Play. Once your app or game is available for pre-registration in your Play Console, you can make an App campaign for it. People who click on the ad can then go to the Play store to pre-register for your app or game.

Where you can put your ads

Your ads will be able to show up on all of Google's sites. This includes Google Search, Google Play, YouTube, the Google Display Network, AdMob, Discover on Google Search, our search partners, and a lot of other publishers who host app ads. Here are some places where your ads might show up:

Network for Google Search

Google lookup

Partners of Google Search

Google Play search

Google can show your ads to people who search for terms and apps related to your app when they want to install or sign up for it. People who go to the app details page of a similar app to yours can also see your ads. Ads can include your app's icon, name, developer name, and text ideas. They will link to a Play store listing where people can install your app or sign up to be notified when it's ready.

Google tries to get people who already use your app to do more with it.


For app installs and pre-registration, Google Ads can show your ads on YouTube, where they are most likely to be clicked. This makes it more likely that people will download your app or sign up for pre-registration. Ads on the YouTube app for Android devices can include a YouTube video, text, an app icon, and text from the app store. They link to your app's page in the Play store, where people can download it or sign up to be notified when it's ready.

Google's advertising network, Apps besides Gmail, News sites, blogs, and other sites on the Internet have mobile versions of their sites

For app installs and pre-registration, your ads can show up on the Google Display Network and in other apps where they make the most sense. Ads can have your app's icon, name, custom text, a custom image or video, and a link to a Play store listing, where people can download your app or sign up to be notified when it's ready. Google Ads will change where your ads show so that you get the most app pre-registrations at the cost per action (CPA) you set. More about how computers can target

Find with Google Search

Now, your ads can show up in the "Discover" section of Google Search. This means that you will be able to show visually appealing ads to users based on what they are interested in.

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