Google AdWords Lets App Marketers Target Users That Have Made In-App Purchases

Google has added the ability to target users that have made an in-app purchase. In-app display ads powered by Google’s mobile ad network, AdMob, can be targeted in AdWords to people who have made in-app purchases through the Play Store. Recently Google rolled out ad targeting to reach users that have previously purchased a paid […]

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mobile-smartphone-apps-ss-1920Google has added the ability to target users that have made an in-app purchase. In-app display ads powered by Google’s mobile ad network, AdMob, can be targeted in AdWords to people who have made in-app purchases through the Play Store.

Recently Google rolled out ad targeting to reach users that have previously purchased a paid app with in-app display ads.

To enable these targeting options, check the new option to “Only show ads to people who purchased an app or made an in-app purchase.” at the ad group level under Interests & Remarketing in AdWords.

Google advises, “It’s best to use this option in ad groups specifically designed to reach your highest value customers. While narrowed targeting can help focus your bidding strategy, it can also limit ad impressions. While the volume of customers gained may be lower than you see in other campaigns, you may find the lifetime value (LTV) of these customers to be higher.”


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About the author

Ginny Marvin
Contributor
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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