How to advertise on Google Play Store

In a mobile world where millions of apps compete for every install, advertising on the Google Play Store has become an essential strategy to help your app stand out. With Google Ads, you can reach the right users at the moment they search for or explore new apps. The article below by RentAds will guide you on how to advertise on google play store to increase downloads and boost your app’s visibility.

How to advertise on Google Play Store

How to advertise on Google Play Store


Creating an ad campaign on Google Play is an important step to help your app reach more users within the Google ecosystem. From the Google Play Store to YouTube, Gmail, and Google Search, a properly set up campaign can deliver outstanding results with optimized costs. Below is a detailed step-by-step guide on how to create a Google Play ads campaign clearly and easily. Below is a detailed step-by-step guide on how to create a Google Play ads campaign clearly and easily.

Step 1: Create and configure a Google Ads campaign

First, you need a Google Ads account. If you don’t have one, go to Google Ads and sign up. Then, go to the “Campaigns” section and click on “Create new campaign” to start setting up your app advertising campaign.

Step 2: Select campaign objective and ad type

When creating a campaign, you need to choose an objective that fits your needs:

  • Increase app installs
  • Increase in-app actions (registrations, purchases, etc.)

Then, select the campaign type as “App campaigns.” Next, specify the app platform you want to advertise, such as Android or iOS. Google will ask you to enter the app name or app ID to link it with the campaign.

Step 3: Set up ad content and messaging

Google Play ads use dynamic ad content, meaning you only need to provide elements such as:

  • Headlines (up to 5 short titles)
  • App description
  • Illustrative images
  • Introductory video (if available)

Google will automatically generate different ad versions to display across its networks.

Image and HTML5 guidelines

  • Image formats: JPG, PNG, GIF (maximum file size: 150KB)
  • Common sizes: 320×50 px, 300×250 px, 320×480 px
  • For HTML5 ads: ZIP file must not exceed 1MB, up to 40 files allowed, accepted sizes include 300×250, 320×50, 320×480, 480×320

Step 4: Set targeting, language, and budget

Next, you need to set up your budget and target audience:

  • Budget: Set an appropriate daily budget. Google will use this amount to deliver ads throughout the month based on average daily spending.
  • Bid: Set a target cost per install. For example, you can start with 10,000 VND per download, and Google will gradually optimize based on actual performance.
  • Targeting: Select geographic locations, user languages, and display conditions that match your app’s target audience.

Note: If the campaign status shows “learning,” it means Google is using collected data to optimize performance within the set budget.

Step 5: Monitor performance and optimize the campaign

After the campaign is launched, continuous monitoring and optimization are key factors in improving ad effectiveness. You should track metrics such as:

  • Impressions
  • Click-through rate (CTR)
  • App installs
  • Conversion rate
  • Cost per install (CPI)

Based on real-time data, you can adjust bids, modify ad content, or refine your target audience to enhance performance.

Explore tips for promoting your app

Below are some helpful tips and ad formats to know for effective app installs.

App install ads on Google Search and Display Networks

This is one of the most basic yet highly effective ad formats for reaching users who are actively searching for apps or visiting related websites. Ads may include:

  • App icon
  • Short descriptive text
  • User rating from the App Store

These ads appear across the entire Google Search Network and Google Display Network (GDN), which includes millions of websites and apps partnered with Google. When users click on the ad, they are taken directly to the app store to install the app.

Interstitial ads in mobile applications

Interstitial ads are full-screen ad formats that typically appear when users transition between pages or screens within an app. This ad type has a significantly higher click-through rate compared to banner ads, although the cost per click (CPC) may be higher. Common ad sizes:

  • Mobile phones: 300×250, 320×480, 480×320
  • Tablets: 1024×768, 768×1024

Advantages: Highly visible ads that easily attract user attention and increase the likelihood of immediate app installation.

Bannner Ads

This ad type has a significantly higher click-through rate compared to banner ads, although the cost per click (CPC) may be higher. Common ad sizes:

  • 320×50
  • 468×60
  • 728×90
  • 300×250

Tips: Highly visible ads that easily attract user attention and increase the likelihood of immediate app installation.

App install ads on Google Play

This is an ideal ad format designed specifically for Android app developers. The ad includes:

  • App icon
  • app icon
  • developer name
  • average rating
  • custom text content

The ad is displayed in app listings and search results on Google Play, targeting users who are actively searching for related apps. It links directly to the app’s page on Google Play, helping shorten the user’s installation journey.

App install video ads on the Google Display Network

This ad format allows you to use an app introduction video to attract users across millions of websites and apps within the Google Display Network. The components include:

  • A video from a YouTube link
  • App icon
  • Descriptive text and app store rating information

The ad appears on websites and apps within the GDN, and supports autoplay when users are connected to Wi-Fi. Users can install the app directly from the video or be redirected to the app store.

App advertising on YouTube

YouTube is an important platform to reach potential users, especially young people and those who frequently use smartphones.

  • A video from YouTube
  • App icon
  • Description text from the app store
  • App rating

Ads appear within the YouTube app on both Android and iOS devices. Users can watch the video, understand the app’s benefits, and install it with just one tap on the app store link.

App install ads on Google Discover

This is a new format currently available only to Android users whose device language is set to English. The ad content includes:

  • Images from existing content
  • Descriptive text
  • App store ratings

Ads appear in the Google Discover feed, where users browse news, entertainment, and personalized suggestions. These ads are linked directly to the app store, increasing conversion rates from users with similar interests.

Creating app install campaigns on Google Play through Google Ads is an effective way to increase app downloads and expand brand visibility. By setting up campaigns accurately, targeting the right audience, and optimizing ad content, you can achieve high performance while staying within budget. Always monitor campaign performance and make timely adjustments to ensure your app gains real value.

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Frequently Asked Questions

How can I advertise my app effectively on Google Play if I have a limited budget?

If you have a limited advertising budget, you can still reach the right potential users by using a universal app campaign (UAC) in Google Ads. Google will automatically optimize placements, bids, and audiences based on user behavior data. In addition, you should:
Choose keywords with moderate competition that are still closely related to your app.
Create attractive ad content that highlights the strengths and key features of your app.
Monitor performance and adjust your budget in phases to achieve the best results without exceeding costs.

Is app advertising more effective on YouTube or Google Play?

Both YouTube and Google Play are effective channels for app promotion, but they serve different purposes:
Advertising on Google Play is suitable if you want to target users who are actively searching and ready to install the app. This helps optimize for quick conversions.
Advertising on YouTube is ideal for increasing app brand awareness, providing a visual experience through video, and helping users understand the app’s value before installing.
The best approach is to combine both platforms to attract attention and drive conversions effectively, depending on your budget and marketing goals.

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