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If you want to reach certain categories of apps with in–app display ads, or if you know the apps you want to target, you should:

Go to “Campaign Exclusions” from the Display Network tab

Create a Display Network campaign targeted to mobile apps

Enable Active View reporting

Create a placement inclusion for mobile apps

Explanation:

If you want to target particular categories, expand the app stores under “Mobile app categories” by clicking + , then choose the categories you want by clicking » next to each one. These categories match the category names in each store.

Read more here: https://support.google.com/adwords/answer/1722057?hl=en

You can show ads in mobile apps through your Search Network with Display Select or Display Network campaigns.

• If you want to experiment with advertising in mobile apps, simply track the performance of your ads that were placed in mobile apps through the Display Network. You don’t have to make any changes to do this: apps are part of the Display Network. Learn how to track the performance of ads in apps below under targeting apps through the Display Network below.
• If you want to reach certain categories of apps, or if you know the apps you want to target, you should create a Display Network campaign devoted to mobile apps. Learn more about these campaigns below under reaching specific apps or app categories in the Display Network.
• If you don’t want your ad to appear in apps:
  1. From the Display Network tab, go to “Campaign Exclusions.”
  2. In the “Placements” section, paste adsenseformobileapps.com

Tracking the performance of your mobile app ads

To see which apps are showing your ad, go to the Display Network tab and choose Placements. You’ll see the app categories and apps you’ve chosen to place your ads there.

If you want to see the performance of apps within categories, click the checkbox next to the category name and use the See URL list drop-down menu above the table.

https://www.youtube.com/watch?v=rx51Fv4laeA

What is an app install ad?

A type of targeting used to match your ads to sites or pages based on the keywords or topics you’ve chosen

An ad format for advertisers to re-engage with users who have already downloaded the app

A templated way to create text, banner, image, and interstitial ads driving users to the Google Play store

An app extension which shows a link to your app below your ad

What is an app install ad

Explanation:
Mobile app installs campaigns can help you create custom app install ads that run exclusively on phones and tablets. AdWords helps create your app install ads based on your app icon and reviews, and these ads take people straight to the app store to download your app.

Read more here: https://support.google.com/adwords/answer/6309936?hl=en

Source

https://www.youtube.com/watch?v=gjvvqWcudp8

Usage data allows advertisers to:

• A) Change bid adjustments based on mobile traffic
• B) Create remarketing lists based on how frequently or infrequently a customer is using their app
• C) Create a conversion tracking list and add it to their app
• D) Add the conversion tracking tag to their app

Explanation:

To run a mobile remarketing campaign, you’ll need to set up a remarketing list. You can also incorporate usage data that lets you create remarketing lists based on how frequently a customer is using an app — and remarket based on this information.

Read more here: https://support.google.com/partners/answer/6209136?hl=en

App remarketing lets you target people who’ve used your app. Some uses for app remarketing include:

• Showing app engagement ads announcing a new feature to people currently using your app
• Reminding people who downloaded your app, but haven’t been using it recently
• Encouraging people to upgrade to the latest version of your app

You can even segment your target audience based on past actions in order to enhance your ROI and relevance to users.

To run a mobile remarketing campaign, you’ll need to set up a remarketing list. You can also incorporate usage data that lets you create remarketing lists based on how frequently a customer is using an app — and remarket based on this information. Reporting usage data on Android or iOS is possible using the AdWords Conversion Tracking and Remarketing SDK or the server-to-server solution. We’ll review these solutions in more depth when we cover conversion tracking.

https://www.youtube.com/watch?v=u-Obpz6VKi0

A mobile app is an application that can be downloaded and installed on your mobile device or rendered within a browser.

• False

• True

Explanation:

Mobile extensions don’t render in browser.

https://www.youtube.com/watch?v=l1FmDXoAI3U

The Mobile App Analytics Behavior reports give you data about:

• How many people have downloaded your app through a referral from a friend
• In-app user satisfaction ratings
• The detailed ways users interact with your app
• The detailed ways users of your app interact with other users of your app

Explanation:

The Behavior reports help you discover how users interact with your app. You can use these to track a wide range of information about your users, including:

• Total number of screens seen per session
• Order in which screens are viewed
• Number of technical errors, including app crashes
• How long individual app elements take to load

Read more here: https://support.google.com/partners/answer/6209187?hl=en

Source

The Behavior reports help you discover how users interact your app. You can use this set of reports to track a wide range of information about your users, including:

• the total number of screens seen per session
• the order in which screens are viewed
• the number of technical errors, including app crashes
• how long individual app elements take to load

Overview

Get a high-level summary of how users interact with app content. The Overview includes usage metrics like Screen Views, Crashes, and the Total number of Events that occur on a screen. Click view full report to jump to that specific report for a deeper analysis.

Screens

Evaluate the performance of each screen in your app. This report breaks out screen usage metrics, like the number of Screen Views, Unique Screen Views, and the % Exit from a Screen.

Behavior Flow

Visualize the path users traveled from one Screen or Event to the next. This report can help you discover what app content keeps users engaged with your app. See user movement between Screens, Events, or a blended view of both Screens and Events. You must set up Events in your app tracking code before they appear in the Behavior Flow. See Events, below.

This Behavior Flow Report is a part of the family of Flow Visualization Reports. Read About Flow reports and Using Flow reports.

Crashes and Exceptions

This report shows the name and a brief description of the top Exceptions, or technical errors, that happen in your app. Crashes are automatically parsed out from other exceptions. You can define additional exception types in your app tracking code for more detail on other exceptions. Network failures and empty search results are two examples of common exceptions you might want to define.

Defining exceptions in the app tracking code requires some technical knowledge of your app and should be completed by the developer. Refer to Crashes & Exceptions – Android SDK or Crashes & Exceptions – iOS SDK.

App Speed

Use App Speed reports to see how long different requests take to load in your app. You might, for example, want to track how quickly a game level loads or a search returns results.

The App Speed reports require additional setup in your app tracking code that should be completed by the developer. Refer to User Timings – Android SDK or User Timings – iOS SDK. No data appears in these reports until you define in your app tracking code which specific actions and load times to track.

After you complete the additional setup, toggle between these three tabs to view the data:

Explorer: Timing Category displays the name you’ve associated with a specific load time you’re tracking. The Average User Timing metric shows you the average length of time it takes to load that action.

Distribution: User Timing Bucket displays the sum total the length of time (in seconds) all tracked actions take to load. Also provides a percentage sum total of sessions the sample size represents.

Map Overlay: The global distribution of Average User Timing. Darker shades indicate a longer load time.

All of these reports use the User Timing Sample to display the number of users that are used to calculate the average length of time for a specific action. By default, the App Speed sets this sample rate to 1% of total users.

Events

Events are unique content actions in your app that don’t require a new screen to load, like like a download, social recommendation, or an ad click. The Events reports are highly customizable and cannot provide any data until you complete additional setup.

Setting up Event Tracking requires technical knowledge and access to your app, and should be completed by the developer. Refer to Event Tracking – Android SDK or Event Tracking – iOS SDK.

When you set up Events, you choose define and track up to five components, or categories, for each Event. The values you assign to these categories is the data that appears in the Events reports. The more organized you are about setting up Event Tracking, the easier it will be to read and interpret your reports. For more information and examples of these categories, read About Events.

After you set up Event Tracking, use the Events Overview report to see the summary of how well all events perform. Top Events displays data on the highest performing Events. Use the Screens report to see which screens host the most popular events.

https://www.youtube.com/watch?v=iMcY2mlJTaI

Where can app ads run?

Within other apps, also known as in-app

Only on the Google Play store

Across Display, Search, and YouTube

Only on Admob

Where can app ads run

Explanation:

You can create campaigns to drive app downloads or increase app engagement on the following networks:

• Search Network: Google search on mobile, the Google app, and Google Play search
• Display Network: Google’s network of publisher websites on mobile and mobile apps
• YouTube: The YouTube app on mobile devices.

Source

App promotion ads are a templated way to create text, banner, image, and interstitial ads to drive people to an app store.  These ads run on the Search and Display Networks on mobile and in apps, and they’re the most effective creative format for driving app downloads.

How app promotion ads work

App promotion ads let advertisers add a link directly to the Google Play Store so people can quickly and easily download the app. To make sure advertisers are reaching potential customers at the right place and time, Google only shows app promotion ads on the device on which the app can be installed (Search only).

For example, with Search campaigns:

• Android apps show on Android devices, but not on those running iOS
• iTunes apps show on iOS devices, but not on those running Android
• Tablets apps only show on those devices, but not on mobile phones

With Display campaigns:

• Android apps show on Android devices, but not on those running iOS
• iTunes apps show on iOS devices, but not on those running Android
• Any other requirement (phone vs. tablet, OS version, device model) needs to be specified by the advertiser in the campaign settings

If an advertiser is going to use an app promotion ad, they’ll most likely be using the Install App ad format. This is a key part of  “Mobile app installs” campaigns.

Mobile app install campaigns

With “Mobile app installs” campaigns, an advertiser can focus an entire campaign on getting more people to download the app. Once they select the app they want to promote, we’ll help customize the rest of the campaign targeting and ads to increase app installs. Keep in mind that more downloads could improve the app store ranking, which could result in even more people downloading their app.

“Mobile app installs” campaigns are available on both the Search and Display Networks. On YouTube, you can create a “TrueView for mobile app promotion” campaign to drive app downloads. Learn more about app installs campaigns.

App install ads are another key part of “Mobile app installs” campaigns. They link directly to the Google Play Store, making it a cinch for people to download the app. These ads are smart: they’re designed to show on devices where they’ll have the most impact. When an advertiser sets up a new campaign with only app promotion ads, their ads show only on phones and tablets (not on desktop computers). To display an ad on mobile phones only, simply check the box next to “Exclude tablets” when creating the ad.

https://www.youtube.com/watch?v=RmOLuIXsnv8