App campaigns run ads across the Google Search Network and the Display Network, including Google Search, Google Play, Discover, YouTube and within other apps. Advertisers should provide text, images, videos and, where applicable, HTML5 assets. Google Ads can mix and match these separate assets to build ads for your app, and optimise the ad based on your goals. Learn how to create an App campaign
How to use text in your ad
The most important thing to note about these ads is that each line of text that you enter must be able to make sense independently, or when it appears in any combination with your other text. You can find two kinds of text assets, headlines (maximum 30 characters) and descriptions (maximum 90 characters). Here's an example:
| Correct text asset | Incorrect text asset |
|---|---|
|
Headline (maximum 30 characters): Download Now Description (maximum 90 characters): Get Exciting Offers for In-Game Purchase |
(Exceeded maximum characters) Headline: Download now and get exciting offers for in-game purchase Description: If you download the game now, we have exciting offers for you to unlock when you purchase in-game and don’t have to pay extra. |
|
(Incomplete sentences) Headline: Download Now And Get Description: Your First Order Free If Your Order in First 7 Days |
Where your ads can appear
App campaigns use automated targeting, so it's not necessary to select keywords or placements to designate where you want your ads to appear. Google Ads optimises the number of installs or other types of conversions that you'll get from your ads by identifying the highest-potential placements for your ads based on your app's listing in the App Store.
How assets are used to create ads
App campaigns run ads in different formats and across different networks. These campaigns do the customisation for you by taking your assets and combining them to create a full ad. This can come from content that you provide or content automatically retrieved from the Play Store, App Store or from your website (limited to pages with universal or app links to your app). The content that you provide, however, may be dropped, cropped or modified during the ad serving process. If you don't add your own video, one may be automatically made for you based on your App Store or Google Play assets and information. This ensures that users get a great experience from your ad, no matter when or where they see it.
Exclusion settings
By choosing to promote your app with Google, you understand that ads for your app may show in any of these formats and across any of these networks, and might contain content in addition to content that you've provided. App campaigns respect your account settings regarding any exclusions that you’ve set for web pages and apps. Learn how to exclude specific webpages and videos
Things to bear in mind
- Your ads won't be translated. Make sure that your language targeting matches the language used in your ads.
- Because all of the ads in an App campaign are generated by Google Ads, you won't be able to see how each individual ad is performing but your asset-level metrics and performance will appear in the table on the 'Campaigns' page.
- Make sure that you create separate App campaigns for each app that you're promoting.
