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      1 page.title=Promote Your App with Ads
      2 page.metaDescription=Promote your app with AdWords to find new users at the right moment.
      3 page.image=images/cards/adwords_2x.jpg
      4 page.tags="users, ads, adwords"
      5 @jd:body
      6 
      7 <p>Users have a huge amount of choice when it comes to which apps they install and
      8 use, so its important to actively find new ways to promote your app and drive
      9 ongoing engagement. AdWords is a powerful and effective way to do both.</p>
     10 
     11 
     12 <h2 id=drive_installs>Drive installs</h2>
     13 
     14 <p><a href="http://adwords.google.com">AdWords</a> promotes your app to interested
     15 users where they spend time on phones and
     16 tablets  with app install ads on Google Search, YouTube, Gmail, and within
     17 apps and across the web on  the Google Display Network. AdWords is a powerful
     18 way to scale app promotion across Google networks and find customers that are
     19 most likely to install your app. </p>
     20 
     21 <p><a href="https://support.google.com/adwords/answer/6032059">Get started with AdWords
     22 app install ads</a>.</p>
     23 
     24 <div class="wrap">
     25   <div class="cols" style="margin-top:1em;">
     26     <div class="col-4of12">
     27       <h3>
     28         From Google Play
     29       </h3>
     30       <img src="/images/distribute/promote_ads_play.png">
     31       <p class="figure-caption">
     32         Search ads on Google Play are still undergoing testing and not yet
     33         available to buy. <a href=
     34         "http://android-developers.blogspot.com/2015/02/a-new-way-to-promote-your-app-on-google.html">
     35         Find out more</a>.
     36       </p>
     37     </div>
     38 
     39     <div class="col-4of12">
     40       <h3>
     41         From search
     42       </h3>
     43       <img src="/images/distribute/promote_ads_search.png">
     44       <p class="figure-caption">
     45         Connect with users as they search for content and services provided by
     46         your app.
     47       </p>
     48     </div>
     49 
     50     <div class="col-4of12">
     51       <h3>
     52         From YouTube
     53       </h3>
     54       <img src="/images/distribute/promote_ads_youtube.png">
     55       <p class="figure-caption">
     56         Promote your app when users are watching related videos.
     57       </p>
     58     </div>
     59   </div>
     60 </div>
     61 
     62 <div class="wrap">
     63   <div class="cols" style="margin-top:1em;">
     64     <div class="col-4of12">
     65       <h3>
     66         From apps
     67       </h3>
     68       <img src="/images/distribute/promote_ads_apps.png">
     69       <p class="figure-caption">
     70         Reach users while theyre engaged with apps and games across the AdMob
     71         network.
     72       </p>
     73     </div>
     74 
     75     <div class="col-4of12">
     76       <h3>
     77         From the web
     78       </h3>
     79       <img src="/images/distribute/promote_ads_web.png">
     80       <p class="figure-caption">
     81         Reach users while theyre engaged with websites across the Google
     82         Display Network.
     83       </p>
     84     </div>
     85 
     86     <div class="col-4of12">
     87       <h3>
     88         From Gmail
     89       </h3>
     90       <img src="/images/distribute/promote_ads_gmail.png">
     91       <p class="figure-caption">
     92         Promote your app while users communicate and get things done in Gmail.
     93       </p>
     94     </div>
     95   </div>
     96 </div>
     97 
     98 <h2>
     99   Tips
    100 </h2>
    101 
    102 <ul>
    103   <li>Estimate how much an app user is worth to your business, so that you can
    104   work out an appropriate cost-per-install that youre willing to pay.
    105   </li>
    106 
    107   <li>Ensure that your ads and Play Store listing are compelling and clearly
    108   describe your apps value.
    109   </li>
    110 
    111   <li>Check that youre accurately tracking and attributing installs by
    112   installing the AdWords <a href=
    113   "https://developers.google.com/app-conversion-tracking/">conversion tracking
    114   SDK</a>.
    115   </li>
    116 
    117   <li>Promote your app broadly across display, search, and video to reach even
    118   more potential users and drive a higher volume of installs.
    119   </li>
    120 
    121   <li>Start with broader targeting and then fine tune your bidding once youve
    122   assessed your campaign results.
    123   </li>
    124 
    125   <li>Use Conversion Optimizer to automate your bidding so that your ads target
    126   users who are most likely to install your app.
    127   </li>
    128 
    129   <li>Use Conversion Optimizer for in-app buyers to automate your bidding so
    130   that your ads target high value users who are most likely to make purchases
    131   in your app.
    132   </li>
    133 </ul>
    134 
    135 <h2 id="engage_with_users">
    136   Engage with users
    137 </h2>
    138 
    139 <p>
    140   Getting a user to install an app is one thing, but you'll also want them to
    141   open it regularly. AdWords offers app re-engagement tools to help your app
    142   stay in mind with users whove already installed it on their phone. AdWords
    143   can remind them of key features and encourage them to try your app again, or
    144   help them complete an activity they didn't know your app could handle.
    145 </p>
    146 
    147 <div class="wrap">
    148   <div class="cols" style="margin-top:1em;">
    149     <div class="col-4of12">
    150       <h3>
    151         From search
    152       </h3>
    153       <img src="/images/distribute/promote_ads.png">
    154       <p class="figure-caption">
    155         Add deep links to your app, then bring users straight to relevant app
    156         content when theyre searching.
    157       </p>
    158     </div>
    159 
    160     <div class="col-4of12">
    161       <h3>
    162         From apps
    163       </h3>
    164       <img src="/images/distribute/promote_ads_inapp.png">
    165       <p class="figure-caption">
    166         Use remarketing and deep links to bring users to just the right place
    167         in your app to re-engage and convert, from other apps and games they
    168         love.
    169       </p>
    170     </div>
    171   </div>
    172 </div>
    173 
    174 <h3>
    175   Tips
    176 </h3>
    177 
    178 <ul>
    179   <li>Track what users do in your app after theyve clicked an ad, by
    180   installing the AdWords <a href=
    181   "https://developers.google.com/app-conversion-tracking/">conversion tracking
    182   SDK</a>.
    183   </li>
    184 
    185   <li>Advertise a compelling reason for users to re-engage with your app (such
    186   as a reminder or a special offer).
    187   </li>
    188 
    189   <li>
    190     <a href="https://developers.google.com/app-indexing/webmasters/app">Add
    191     deep links</a> to your app thatll take users directly to the parts of your
    192     app that will be most relevant and interesting to them, where they can
    193     easily take action.
    194   </li>
    195 
    196   <li>Re-engage your app users across the display network with remarketing
    197   lists and search with keywords.
    198   </li>
    199 
    200   <li>Use remarketing lists to target high value users so that you can drive
    201   more conversions in your app.
    202   </li>
    203 </ul>
    204 
    205 <h2 id="related-resources">Related Resources</h2>
    206 
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    212