Introducing app install ads in DoubleClick Search

In today’s constantly connected world, people are moving seamlessly between screens, sites and apps. To be effective, marketers must connect consumers with relevant content in the moments they are looking.

To this end, we are happy to announce that starting today, DoubleClick Search will support AdWords app install search ads that run on (and soon on the Google Play Store, which reaches more than 1 billion users in more than 190 countries). With this release, DoubleClick Search allows you to incorporate app distribution into your search marketing campaigns across Android and iOS, enabling you to drive sales, grow loyalty, and maximize lifetime value with your customers.

To support this, we are launching a new, simple campaign set-up flow that’s tailored for mobile app promotion, to help advertisers create, target, measure and optimize their campaigns. Here’s what it includes:

  • Campaign and ad creation
    • Create AdWords mobile app install campaigns for search ads directly in DoubleClick Search, including bulksheet support
    • Develop app install ads in DoubleClick Search using your app URL and your app icon in the Google Play and Apple App Stores
  • Targeting
    • Add keywords to target users looking for apps like yours on and Google Play1
    • Show ads on phones and tablets (you can optionally exclude tablets), only to users who do not currently have your app installed
  • Conversion tracking across mobile platforms
    • Measure success with tracking that works on both Android and iOS
    • Utilize simple, “SDK-less” conversion tracking on Android that doesn't require modifying your app
    • Use Floodlight activities for conversion tracking on iOS (coming soon)
  • Bid optimization
    • Maximize the total number of app installs with automated bidding
    • Bid based on your unique objectives, on a CPC or CPA basis
To learn more about “Mobile app installs” campaigns, visit our Help Center and read the best practices for driving app installs.

Posted by
Bashar Kachachi, Senior Product Manager, DoubleClick Search
Nick Macrae, Product Marketing Manager, DoubleClick Search

1Support for Search ads on Google Play will be available at launch in AdWords.