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Google Play Adding Paid Search Results for AdWords App Advertisers

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Google is planning on rolling out sponsored search results with in the Google Play App Store within the next few weeks.

Thus far, Google has not included any paid search results in their Google Play App Store, but many expected it would eventually be added, both because advertisers wanted it and because it would generate additional ad revenue for Google.

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These new app ads gives the opportunity for advertisers to get their app in front of potential buyers, particularly if it’s an app that is new, is perhaps looking to capitalize on some publicity or is simply in a popular market search area, such as “travel apps” or “coupon apps”. According to the screenshots, the paid listings appear at the top of the app search results, similar to how it works for Google AdWords in the regular Google search results.  The ads are also tagged with the usual yellow “Ad” flag as they are in regular Google search results.

It is not known how many ad spots are available in the Google Play search results.  The screenshots only ever show one ad listing, so bidding could get very competitive for that one listing for various popular app store searches.

The initial advertisers for the new pilot ads on Google Play are advertisers who are currently advertising with Google AdWords on regular search results for their apps. So they are companies that are already familiar with the advertising landscape for apps through Google AdWords.

It is not known when it will be open to more advertisers, but they do plan to have more information about the expansion in the coming months after Google evaluates results and feedback from the current advertisers. But if you are currently advertising your app through Google AdWords on search, you should definitely contact your account rep to ask about the new ads on Google Play.

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Jennifer Slegg

Founder & Editor at The SEM Post
Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.

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