Google gives app marketers more ways to promote their apps with ads

Automated video ads, new Play inventory and in-app purchase audience modeling are now available.

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On Tuesday, Google announced three new features for app marketers to use when promoting their apps via Universal App Campaigns, the campaign type that automatically syndicates app promotion ads across Google search, YouTube, Play store and Google Display Network.

Automated Video Ads

With a product called AutoDirector, Google can automatically pull images, descriptions and ratings from the App Store or Google Play store and add music to create a promotional video for an app that can be distributed across Google video inventory. Below is an example of one of these ads created for Brazilian app OLX.

Ads in ‘You might also like’ on Play

To give advertisers another way to promote app discovery in Google Play, Google is opening up ad inventory in the “You might also like” carousel of recommended apps in Google Play that appears when people search for or install apps.


Earlier this year, Google updated the targeting capabilities in Universal App Campaign and announced the ads now have generated over three billion app installs.

Target users likely to make in-app purchases

The final update applies to Android developers only. Android app developers can now choose in-app purchases as the conversion type they want to measure (as opposed to installs), and then use that in-app purchase data from Google Play in Universal App Campaigns to target similar users modeled from that customer base.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About the author

Ginny Marvin
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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