App extensions are additional elements of your ad that promote your app across PCs, tablets, and smartphones. Here are a few key benefits of using app extensions:
With app extensions, a customer's device and operating system is automatically detected and will take the user directly to the correct app store.
Ability to set up in: Australia, Brazil, Canada, France, Germany, India, the United Kingdom, and the United States
Serves in: Bing Mobile and Bing tablet traffic in all markets. On Yahoo tablet traffic in the U.S. Supports iOS, Android, Windows and Windows Phone. App stores include iTunes, Google Play, Windows Phone Store, and Windows Store.
An app extension is similar to an app install ad. They both use third-party measurement URLs to track conversion goals. Both include app icons and send users to the app store as appropriate for the device they are using. Here are some key differences:
|Feature||App install ads||App extensions|
|Final URL||No display URL: All clicks head to the appropriate app store.||Pairs with search ads; serves based on ad extension settings.|
|Tracking||Uses measurement URL and optional, third-party tracking template. You can add URL suffixes and custom parameters for expanded tracking.||Uses measurement URL and optional, third-party tracking template|
|Extensions||Will not appear with any ad extensions||Up to one app extension can be associated with an account, campaign, or ad group that uses other ad extension types|
|Call-to-action||Install button included by default for all devices||Customizable action button on desktop|
|Position||Anywhere in the search results||Mainline and sidebar|
|Devices supported||iOS and Android mobile phones||Most smartphones and tablets|
|What you pay for||When someone clicks on the ad||When someone clicks on the ad|
When you create an app extension, you'll want basic information on hand: mobile operating system, app ID/package name, link text, and link URL.
Consider if you'd like to report app installs as a conversion goal. If you do, you'll want to sign up with a Microsoft Advertising-certified partner to view app installs as conversions within the Microsoft Advertising report. Check out tracking mobile app installs as conversions for help setting up those goals.
Whether or not your ad shows on mobile devices only depends on several things, including your ad group device preferences and if you have other ads in your ad group. App extensions will serve on mobile and tablet devices, but if you prefer that your ads appear on mobile devices, be sure to select Prefer mobile devices. Selecting this preference doesn't mean that your ads will be excluded from tablets.
Your app ID can be found in the URL of the app from the respective app store.
You can create an app extension yourself or import one from your Google Ads account.
Create an app extension
Head over to the About ad extensions page for instructions to:
Import an app extension from your Google Ads account
For information on how to import app extensions from your Google Ads account, please see Import campaigns directly from Google Ads and go to the "Advanced import" section.