Google Ads is quietly testing a new “Promotions” feature within App Campaigns, offering advertisers a fresh way to drive engagement during key events. This beta feature is currently only available to a limited number of ad accounts, making it a rare find.
Why we care: This new tool allows advertisers to create app-specific promotions, similar to those available in web campaigns, but tailored for mobile users. With options to customize for occasions like Black Friday or Christmas and choose between different promotion types, advertisers can now boost app engagement and conversions more effectively.
How it works: The feature includes fields like occasion selection, promotion type (e.g., percent discount), item name, and a pre-filled final URL for the app. Advanced options allow for tracking URLs and scheduling, ensuring campaigns are timely and trackable. A preview feature helps visualize how ads will appear across Search and Display networks.
First seen. We first were made aware of this update from David Vargas’s LinkedIn:
The bottom line: As Google Ads expands its capabilities, this feature presents a valuable opportunity for app marketers to leverage event-driven promotions, potentially driving higher engagement and conversions during peak periods. Keep an eye out for this feature as it rolls out more broadly.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.