Those marketing mobile applications via Google AdWords are getting some new weapons in their arsenal this week. Google has announced four new tools: a new Mobile App extension for AdWords, additional information to the click-to-download format, the ability to see Google Play stats in AdWords, and Custom Search Ads for mobile apps.

The Mobile App extension — currently for smartphones only, not tablets — will help advertisers raise awareness of the fact that they have an app. When users are searching on their smartphones for a brand name or product category, they’ll see relevant ads displayed, and advertisers that have apps can append a link to their app below the ad description. If a user is searching for Wells Fargo or Walgreens, for example, the ad would allow users to see that they could get information via the brand’s app, rather than going to the mobile web site.

AdWords with the Mobile App extension will have two links — one from the headline to the regular landing page, and a second one on the app which will lead to Google Play or the Apple App Store.

To set up a Mobile App extension, advertisers need a mobile app that’s live within one of the two marketplaces. They’ll also need the Package Name, if it’s Android, or App ID, if it’s iOS, along with the URL of the page within the app store where users can install or learn more about the app. The Mobile App extensions are available within the Ad Extensions tab within the Campaigns tab in AdWords.

Google has also added additional information to click-to-download ads. When a user searches and sees the click-to-download ad, they will be able to see image previews, a description of the app and, when applicable, pricing and rating information. The additional information will be drawn automatically from Google Play and the Apple App Store.

If they’re marketing an Android app, advertisers will be able to track downloads from Google Play within their AdWords account — they will appear as AdWords conversions. Advertisers can set this up via the “Conversions” tab under the “Tools and Analysis” tab.

Finally, Google has introduced an ad type for app developer/publishers that want to incorporate Custom Search within their tablet apps. Custom Search Ads for Mobile Apps will appear along with organic search results when a user performs a search within the app. Google shares revenue generated with the publisher.

Related Topics: 1 | Channel: SEM | Google: AdWords | Google: Mobile

About The Author: Pamela Parker is a contributing editor for Search Engine Land and Executive Features Editor at Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998, including a stint as managing editor of ClickZ. She’s also worked to help monetize independent publishers’ sites at Federated Media Publishing. She blogs about media and marketing at The River and about cooking, gardening and parenthood at Free Range. She can be found on Twitter as @pamelaparker. See more articles by Pamela Parker

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