App Asset

01 — MechanicsHow Does an App Asset Work?

An app asset provides an additional link to an app within a search ad. Clicking on the top ad headline takes viewers to the advertiser's website or specified landing page. When they tap on the app asset, it will take them to the corresponding app store listing.

Google may utilize the details about the user's device to display the proper app store. For instance, an Android user can be sent to Google Play and an iOS user to the Apple App Store.

The app asset is not a replacement for the website link in the core search ad but a companion to it. This enables advertisers to show both website and app options in a single ad.

A food delivery company, for example, can place an advertisement for food delivery services. The user wanting to visit the website may click on the main ad, and the user who wants the mobile app can choose the app asset.

02 — BenefitsWhat Are the Benefits of Using an App Asset?

App Assets offers businesses an additional method to link their search ads to mobile applications. They can be beneficial when a business maintains an actively running app and expects users to access the app when searching for related products or services.

1. Make Apps Easier to Find

An app asset establishes a direct route from a relevant search ad to an app store listing. Users do not have to look for an application independently.

2. Offer More Ways to Engage

Users possess various preferences for communicating with businesses. Some are likely to use a website; some will prefer to navigate to a mobile app. With an app asset, you get both options.

3. Support App Downloads

Users can access the app's listing on Google Play or the Apple App Store from the ad itself. Then they can check the app and decide if they want to install it.

4. Connect Paid Search With Apps

Businesses may link their mobile apps to their paid search campaigns. This establishes a connection between search advertising and the app experience.

5. Track App Interactions

Google Ads reporting enables advertisers to monitor how users interacted with various parts of their ads, such as app assets. This can also offer helpful details about how users interact with the additional link.

03 — RequirementsWhat Do You Need to Create an App Asset?

You are able to create an app asset only when the mobile application is accessible in the relevant app store. Advertisers also require information that identifies the application and guides users to the right store listing.

The main requirements include:

• A mobile app: The application should be available for Android or iOS users.
• App identification details: Provide the Android package name or iOS App ID.
• App store URL: Add the correct Google Play or Apple App Store listing.
• Relevant link text: Use concise text that clearly identifies the app link.
• Eligible Search campaign: Add the app asset to an eligible Google Ads campaign.

It's also important to keep the app listing current. The store page should contain relevant and accurate data about the application and supply users with sufficient data to make an informed decision regarding whether it fulfills their needs.

04 — SetupWhere Can You Add an App Asset?

App assets can be included at the account, campaign, or ad group level. The choice of level might be based on how broadly or narrowly you plan to use the app link.

An account-level app asset is available to eligible campaigns, and a campaign-level asset is available to a specific campaign. The ad group-level app asset gives users more precise control over a particular set of ads.

When an app asset is associated at more than one level, the more specific association wins. For example, an app asset added to an ad group has higher priority than one assigned at the campaign or account level.

This structure can be helpful for businesses that encourage multiple applications, services, or audiences with various campaigns.

05 — ComparisonApp Asset vs. App Promotion Ad

Both ads are for mobile apps, but they are used to serve various advertising purposes.

An app asset is useful for a business that prefers to keep its website as the primary destination but also wants to give users access to its app. An app promotion ad is simply an advertisement for your mobile application.

06 — PlaybookHow Can You Use App Assets Effectively?

Use app assets to help people find your mobile app more easily from relevant search ads.

• Use clear link text: Tell users what they can access through the app link.
• Keep app details updated: Make sure the app store listing and link are active.
• Match user intent: Use app assets with ads related to the app's features or services.
• Track interactions: Review app asset clicks in Google Ads to measure engagement.
• Support mobile users: Make sure your website and app work smoothly on mobile devices.

In addition to paid advertising, effective SEO services can help organic search visibility.

07 — App PromotionHow App Assets Support App Promotion

App assets can be part of an app promotion strategy by giving users a direct path from search ads to an app store listing. This makes the app easier to access when users search for related products, services, or solutions.

Businesses can also use App Store Marketing to promote their applications through different marketing channels. App Store Optimization can help improve important elements of an app listing, such as its title, description, and screenshots.

08 — MeasurementHow Are App Asset Clicks Tracked?

Advertisers can review interactions with app assets through Google Ads reporting. This helps separate engagement with the main ad from interactions with the additional app link.

Tracking this activity can help advertisers see whether users are choosing the app option when it appears with their search ads. The data can then be reviewed alongside other campaign information, such as clicks, impressions, and conversions.

The available reporting and performance data can depend on the campaign setup and the type of interaction being measured.

09 — TakeawayApp Asset in Google Ads

App Assets connect Google Search ads with mobile or tablet applications. They give users a direct option to visit an app store while keeping the main ad link available for website visits. This makes it easier for businesses to present both their website and app within the same search ad.

App assets can support businesses that want to increase app visibility while also reaching users through their websites. Their appearance can depend on factors such as relevance, context, and expected performance. Advertisers can also review app asset interactions in Google Ads to see how users engage with the additional app link.

10 — FAQsFrequently Asked Questions