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App Extensions In AdWords: Be Seen In An Ocean Of Apps


I. Introduction

Halua Internet Advertising Professionals, and all you fine people who want to become an AdWords Pro. Welcome to another episode of ADWORDS WEEKEND with video tutorial #8. How about we look at the subject of “App Extensions In AdWords: Be Seen In An Ocean Of Apps”.

If you find these videos effective, then may I humbly suggest you attend my FREE live weekly webclass at

Okay now, let’s explore App Extensions.

II. How To Promote & Advertise An App?

So one day, one of your clients calls to ask if you can promote an app that they recently created. Being the confident AdWords guru that you are, you immediately agree to advertise their app for them.

After the call, you do some quick research and discover that there are 2.2 million apps in Apple’s Store, and 2.8 million apps in the Google Play Store. Hence the title of this tutorial — ”How To Be Seen In An Ocean Of Apps”.

You immediately get depressed as you ponder this exact dilemma: how does somebody get a single app noticed among the millions that already exist? But have no fear, there are 2 main reasons why it’s not as bad as it first appears:

  1. AdWords provides numerous different methods to advertise any type of app

  2. Only a small percentage of advertisers actually take advantage of the many different ways to promote an app using AdWords

As I frequently say, “if you can master Google AdWords, you can dominate your online presence in any market”.

III. Different Methods To Advertise An App In AdWords

So what are these different AdWords methods? Oh I’m so glad you asked. There are 5 of them, and the last one on the list is the topic of this video tutorial.

Universal App campaign
As the name ’Universal’ implies, this campaign type promotes an app across all of Google’s networks: Search, Display, Google Play, YouTube. It’s also unique in that the ads are dynamically created by pulling information from the app store: text, logo, images from your app description page.
Search Network Only – Mobile App Installs campaign
Text ads targeted at the Mobile Search Network, Google Search App, Google Play Store.
Display Network Only – Mobile App Installs campaign
Text & image ads targeted at the Mobile Display Network and inside other apps
YouTube TrueView For App Promotion campaign
YouTube video ads targeted at people who demonstrate an interest in content that is related to the app.
App Extensions
The Topic Of This Video Tutorial. This is NOT a campaign type. This is another type of Ad Extension similar to others we have seen in this video series.

IV. Example Ad With An App Extension

After so much talk, how about we look at an example. See the last line in this ad? That’s the App Extension. Quite anticlimactic if you ask me, but there it is: a tiny logo followed by a link.

However, I will mention one important point regarding an ad with an App Extension that does make it unique: it contains 2 URLs that take you to 2 different websites.

So if you click on the title of the ad, you land on the app creators own website. But if you click the App Extension link, it takes you to the app’s description page on the Apple Store or the Google Play Store.

V. How To Create An App Extension

OK, summary over. Let’s create an App Extension so it will be seen in an ocean of millions of apps.

You know what to do, click Ads & Extensions followed by the EXTENSIONS tab at the top. There’s that standard blue + button that you want to click to start the process.

VI. Choose App Extension From List

Here’s that familiar list of all the different choices for Ad Extensions. Choose App, which then takes you to the configuration screen.

VII. Configure An App Extension

Mobile apps are used on tablets and phones, so notice that the preview on the right does NOT have an option to view the ad on a computer. Take the hint. It only makes sense that the App Extension that you are creating will only appear in ads on a mobile phone.

As is my habit, I always create my first Ad Extension at the Account level so it functions as a default or fallback extension. That’s because I can later create more specific Ad Extensions in a Campaign or Ad Group, which will override anything at the Account level.

Next up is the line that says “Enter the app name, package name, or publisher”.

VIII. Enter The App Name

This step is way easier than what those words imply because all you have to do is start typing the name of your Android or IOS app, and Google brings up a list where you simply select your app.

This is possible because behind the scenes AdWords links to the Apple App Store or the Google Play Store. Well that certainly makes this step easier.

IX. Select The App

So I selected the app that I want to advertise from this list. Here it is. I’m assuming that’s Japanese, and if anybody knows what it says, please send me an email.

The next line is Link Text which is the text that appears next to the app logo in the ad. See the preview on the right. You can edit this to say anything you want (within reason of course).

For those of you who are really paying attention, did you notice that this line creates a link to the app’s description page, but there is no place for you to enter a URL? Well that’s interesting, but it does makes sense because in the previous step you selected the app from within Apple’s or Google’s list of apps within their store. So naturally, AdWords has already retrieved the URL for the app’s description page.

Now notice the checkbox underneath Device Preference. If this particular app only works on phones, then you certainly want to check the box that says ’Exclude Tablets’

To finish up, the last section under Advanced Options is always ’Extensions Schedule’. Just remember one thing, if you don’t change anything here, your Ad Extension begins running immmediately. If you want it to start later, choose Select A Date.

That’s it. Click SAVE.

X. Ad Extensions Summary Screen

Here you see the App Extension with its logo and name. If you change your mind about something, just click on it and you will be returned to the configuration screen to make any changes.

As you just saw, as long as the app has already been uploaded and shows up correctly in Apple’s Store or in Google’s Store, then the work of creating an App Extension is very efficient.


Now for our SUMMARY TIPS:


Thank you everybody, we just finished another ADWORDS WEEKEND on the subject of “App Extensions In AdWords: Be Seen In An Ocean Of Apps”. As always, I hope it helped you generate some new advertising ideas.

Get the transcript and screenshots on my website, plus a PDF download. The shortcut link is

And while you’re there, register for my FREE live weekly webclass.

Hope to see you in tutorial #9.

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