DoubleClick Search Gets App Install Ads

Google announced app install ads for DoubleClick Search on Thursday – one of the many announcements from the company as it hosts its annual Google I/O developers conference.

Starting immediately, DoubleClick Search will support AdWords app install search ads that run on Google.com and soon on the Google Play Store. Advertisers will be able to incorporate app distribution into their search marketing campaigns across Android and iOS in order to drive sales and loyalty, Google says.

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

Google is launching a new campaign set-up flow for mobile app promotion. Here’s that as described by Google:

• 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 Google.com 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

Google gave developers a bunch of new tools for promoting, measuring, and monetizing apps this week. Read this for some of what has become available.

In addition to all of that, they announced a new app invite toolkit aimed at driving referrals.