Google’s app engagement promotional ads designed to appear in search results are emerging from the beta stage. Introduced earlier this year alongside similar ads for Display and Youtube results, these ads will drive user engagement with installed apps based on relevant keyword-focused search results.
Google deep linking app engagement Adsense unit
Developers can deep link to installed apps, sending users to the correct section of the app when the ad is clicked. It’s part of Google’s effort to increase the level of interaction with installed apps. According to a Google study, 25% of people use search to find new apps, and that on average, there are 36 apps installed on those users’ phones. However, only 25 percent of those apps are ever used.
Engagement apps for Search join TrueView ads for YouTube, where a direct link to download the app can appear alongside a video ad, and Display Network ads, where users are encouraged to perform a specific action inside a previously installed app.
Search-based app engagement ads use AdWords-suggested keywords taken from data gathered through Google Play. For example, developers can see which keywords related to their apps generate the most installations. Google’s Search app engagement ads are the final new feature from the announcement earlier this year to see a wider launch.