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 campaigns, which you create in the
<a href="http://play.google.com/apps/publish">Google Play Developer Console</a>,
are a powerful and effective way to do both.</p>


<h2 id="drive_installs">Drive installs with universal app campaigns</h2>

<p><a href="http://adwords.google.com">AdWords</a> is a powerful way to scale
app promotion across Google networks and find customers who are most likely to
install your app. AdWords promotes your app to interested users where they spend
time on phones and tablets – with app install ads on Google Play, Google Search,
YouTube, Gmail, and within apps and across the web.</p>

<p>By creating a <em>universal app camapign</em>, you can reach all of these
networks. This type of campaign allocates ads, bids, and budgets automatically,
making it easier to improve install volume for your app.</p>

<p>To learn more about creating universal ad campaigns, read the article about
<a class="external-link" href="https://support.google.com/googleplay/android-developer/answer/6262700">creating
an AdWords campaign for your app</a> in the Google Play Developer Console Help
Center.</p>

<div class="wrap">
  <div class="cols" style="margin-top:1em;">
    <div class="col-4of12">
      <h3>
        From Google Play
      </h3>
      <img src="{@docRoot}images/distribute/promote_ads_play.png">
      <p class="figure-caption">
        Reach users as they search for apps and games on Google Play.
      </p>
    </div>
    <div class="col-4of12">
      <h3>
        From Google Search
      </h3>
      <img src="{@docRoot}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="{@docRoot}images/distribute/promote_ads_youtube.png">
      <p class="figure-caption">
        Promote your app when users are watching related videos.
      </p>
    </div>

    <div class="col-4of12">
      <h3>
        From apps
      </h3>
      <img src="{@docRoot}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="{@docRoot}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>
</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="related-resources">Related resources</h2>

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