Google Brings Search Ads to the Play Store

Google Play Search AdsGoogle has introduced search ads to the Play Store, enabling advertisers to promote their ad as the first result when users search for Android apps.

These sponsored results seem to be limited to one per search and, as with regular search, are marked with a yellow Ad icon. Its a major amount of real estate, though, given that only six results are displayed in total, and could lead to a major shake-up in how app publishers approach ASO (App Store Optimisation).

The ads were launched in a limited beta test back in February, with advertisers including Booking.com and game developer Nordeus.

“With new Search Ads on Google Play, we have an even bigger opportunity to connect with people in the moments they’re looking for new apps to download,” said Nordeus CMO Tomislav Mihajlovi?. “We are already seeing significantly more app installs from Search with the addition of Google Play inventory for our game Top Eleven.”

The ads will be available to buy as part of Googles universal app campaigns, which covers search, YouTube, the Google Display Network and AdMob in-app network – a functionality thats set to roll out in the next few weeks.