Google Ads rolls out new promotions feature for App campaigns

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.