docs/html/distribute/users/promote-with-ads.jd

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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