Google Ads has begun testing a new "Promotions" feature for App Campaigns, currently available to a limited number of advertisers. This addition allows app marketers to create promotional content directly within their app campaigns, similar to existing options for web campaigns.
Key Features of the New Promotions Tool:
Occasion-based Promotions: Advertisers can select from a list of major events such as Halloween, Independence Day, Christmas, and Black Friday to tailor their promotions.
Flexible Promotion Types: Options include monetary discounts, percentage discounts, and "up to" variations of both.
Customizable Fields: Advertisers can specify the promotion item name, final URL (auto-filled for App Campaigns), and additional promotion details.
Advanced Options: The feature includes settings for tracking URLs and scheduling.
Preview Function: Users can view how their promotion will appear on both Search and Display networks.
Current Availability:
The feature is in beta and appears to be selectively rolled out. It may not be visible in all Google Ads accounts at this time.
This new feature could be particularly beneficial for apps that rely heavily on seasonal events and in-app promotions. It provides a more streamlined way to create and manage promotional content within App Campaigns.
Considerations:
- The reporting structure for this new feature in the Google Ads dashboard is yet to be determined.
- Further testing is needed to fully understand its effectiveness and implementation.
As Google continues to refine its advertising tools for app marketers, this new Promotions feature represents an effort to bring more robust promotional capabilities to App Campaigns. Advertisers in the app space should monitor their accounts for access to this feature and consider how it might fit into their marketing strategies.
