Dec 16, 2021

← Back to Videos

Walkthrough Guide: Play Store Promotion with Google Ads

by Cathal Melinn

Posted on Dec 16, 2021

By using the app promotion features included in Google Ads within the Google Play Store, businesses create professional looking ads without a team of graphic designers. Let’s take a look at how to use some of the Google Play features to easily promote an app for download.

This content is available to Power Members only.


dmi video thumbnail

Join for FREE to access this video

  • In your Campaigns area, press the blue button to create a new campaign. Enter your campaign objective.
  • Select App promotion, then select the campaign type: installs, engagement, or pre-registration.
  • Next, choose the app platform: Android or iOS. You’ll need to look up the app in the store, for this example we use Twitch.
  • Then enter your campaign name. This should include the name of your app or at least indicate it.
  • Select your preferred countries and territories, as well as language(s).
  • Decide how much you want your daily ad spend to be. Then put in your bid and the type of users to target.
  • Next set a realistic target cost per install.
  • You can now create an ad for your app, starting with naming the ad group: this is just an audience group.
  • To create your ad first enter a headline in the indicated field. You can use up to five headlines, but two is a good number.
  • Under Description, enter information about your app.
  • There is a preview box on the right hand side where you can view how your ad will appear in different display areas such as, Search, YouTube, the discovery section of Google services, and on your promotion in Google Play
  • When you’re happy with the ad, save it and continue to navigate to the campaign page to see what it looks like.
  • Under ad groups you can see your different assets and headlines. You can also see the different Google-created ad variations across formats, from banner ads, to interstitial ads on mobile devices, to MPUs or mid-place units, and so on

Now you can hit launch your campaign and your app will immediately be promoted within Google Play for download across Google surfaces, YouTube search, and the display network.

Related Articles

Cathal Melinn
Cathal Melinn

Cathal Melinn is a well-known Digital Marketing Director, commercial analyst, and eommerce specialist with over 15 years’ experience.

Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specializes in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimization. Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.

Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue-generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.

Over his career, Cathal has worked client-side too, with digital marketing agencies and media owners, for brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.

He can be reached on LinkedIn here.

Upgrade to Power Membership to continue your access to thousands of articles, toolkits, podcasts, lessons and much much more.
Become a Power Member

CPD points available

This content is eligible for CPD points. Please sign in if you wish to track this in your account.