About promotion assets for App campaigns

Promotion assets for App campaigns can add more value to your ads by highlighting your sales and promotions for a specified limited time to people who are searching for the best deals that your business has to offer.

This article explains the benefits of promotion assets for App campaigns and how they show with your app ads.

On this page

• How promotion assets show
• When to use
• Benefits
• Account levels
• Instructions

How they show

Promotion assets show in dedicated App campaign formats designed to catch the eye of your potential customers. Currently, promotion assets for App campaigns are eligible to serve on Google Display Network and YouTube.

Promotion assets are powered by Google AI. Promotion assets can help maximise results for advertisers by optimising how and when they appear in Display and YouTube formats. You don’t need to manually apply your promotion details and custom creatives into each campaign you’re running.

When to use

Shoppers are always looking for the best deals online and promotions are a powerful way to help boost sales by offering discounts or other incentives. Use promotion assets to appeal to consumers that are searching for special offers, sales or might be interested in installing an app relevant to your business. Holidays and key seasonal events such as New Year’s Eve, Black Friday and Thanksgiving Day are great times to use promotion assets to promote your app.

With promotion assets, you can easily let your customers know about your latest promotions, whether that’s a monetary or percent discount for your products or services. You can also include any requirements needed for your promotion, such as coupon or discount codes for a specified duration or a spending limit.

Benefits

• Highlights promotion assets through cross-channel ad formats.
• Ensures cohesive, beautiful ads without the hassle of building custom creatives at each instance using Google-powered AI integration.
• Enables you with a start and end date feature to define your promo window, ensuring messaging is relevant when you want it to be.
• Flexibility to apply your promotional details based on your needs at the ad group, campaign or account level.

Account levels

You can add promotion assets at the ad group, campaign or account level.

If you create promotion assets at different levels, the most specific will be used. So when you add promotion assets to an ad group, those assets show instead of your campaign or account-level promotion assets. Likewise, campaign-level assets override account-level assets.

Instructions

How to create promotion assets for existing App campaigns

Step 1 of 2: Create promotion assets

1. In your Google Ads account, click the Campaigns icon .
2. Click the Assets drop-down in the section menu.
3. Click Assets.
4. Click on the plus button and select Promotion.
5. From the Add to drop-down, choose to add the promotion asset to:
   • Account: All ad groups of all campaigns
   • Campaign: All ad groups of selected campaigns
   • Ad group: To the specific ad groups selected
6. (Optional) Select the occasion for your promotion.
7. Select the language and currency of your promotion.
8. Choose one of the following to show as your 'Promotion type':
   • Monetary discount
   • Percent discount
   • Up to monetary discount
   • Up to percent discount
9. Enter the name of the product or service you’re offering.
10. Enter your app’s Google Play Store or App store link as the Final URL. If you are planning to also use this promotion asset with Search or Performance Max campaigns, enter a relevant Final URL that can be used for those ads as well.
11. Select Promotion details and enter any requirements for your promotion such as a promo code or spending limit.
12. (Optional) For 'Displayed promotion dates', select a start date and an end date with your promotion assets in your ad. These selected promotion dates will be used to show users about the eligible dates for the promotion.

Step 2 of 2: Schedule the promotion asset

1. Expand Advanced options and set Asset scheduling to change the dates and times of when your promotion asset is eligible to show.
   • You can also use 'Days and hours' to choose more specific days and times for when your asset may be eligible to show.

How to create promotion assets for a new App campaign

Step 1 of 2: Create promotion assets

1. In your Google Ads account, from the left page menu click the Create button .
2. Select Campaign.
3. Select App promotion as your campaign objective and click Continue.
4. In the Ad group page, on the Ad assets segment, scroll down to Promotions.
5. Click + Promotions.
6. In the 'Ad group level promotions' window, click New promotion.
7. (Optional) Select the occasion for your promotion.
8. Select the language and currency of your promotion.
9. Choose one of the following to show as your 'Promotion type':
   • Monetary discount
   • Percent discount
   • Up to monetary discount
   • Up to percent discount
10. Enter the name of the product or service you’re offering.
11. Enter your app’s Google Play Store or App store link as the Final URL. If you are planning to also use this promotion asset with Search or Performance Max campaigns, enter a relevant Final URL that can be used for those ads as well.
12. Select Promotion details and enter any requirements for your promotion such as a promo code or spending limit.
13. (Optional) For Displayed promotion dates', select a start date and an end date to show with your promotion assets in your ad. These selected promotion dates will be used to show users about the eligible dates for the promotion.

Step 2 of 2: Schedule the promotion asset

1. Expand Advanced options and set Asset scheduling to change the dates and times of when your promotion asset is eligible to show.
   • You can also use 'Days and hours' to choose more specific days and times for when your asset may be eligible to show.

How to add existing promotion assets to a new App campaign

1. In your Google Ads account, from the left page menu click the Create button .
2. Select Campaign.
3. Select App promotion as your campaign objective and click Continue.
4. In the Ad group page, on the Ad assets segment, scroll down to 'Promotions'.
5. Click + Promotions.
6. In the 'Ad group level promotions' window, select the promotion assets you want to add. Click Apply.