Note! When choosing keywords for campaigns, keep in mind that searches on Google Play are shorter than queries on Google Search.
Display Network Promotion
This type of advertising allows you to promote applications in the largest advertising network of mobile sites and Google applications (Android and iOS).
The peculiarity of this advertising, as well as regular advertising on the Display Network, is the variety of targeting methods:
1. Wide. Covers all potential users of the application.
2. Targeting by placements and categories:
Categories of applications (for example, games, finance, music and audio, etc. - more than 55 categories and subcategories in the Russian version of Google Play);
3. Type of audience:
Categories of installed applications;
Users of new devices;
Demography (gender and age);
Users who have installed at least one paid application or made in-app purchases;
Remarketing (App Re-Engagement).
To run ads on the Display Network, select the campaign type "Display Network only", and then "Install mobile application."
YouTube video ads
If the advertiser has good videos, they can run ads on YouTube. The most effective format is video that you can skip. Working with this format, the advertiser pays to watch the whole video or click on the button to go to the application store. If the user skips the video, no fee will be charged.
To start video advertising, select the campaign type "Video campaign" - "Install mobile application".
Universal app campaigns
This type of app promotion was launched in September 2015 and allows you to simultaneously run ads on all available AdWords sites: search, affiliate networks, YouTube. Thus, the tool saves time for launching ads of each format individually and simplifies management.