Google has announced the launch of a service that allows developers who are running app install ads on Google Search to advertise their apps within the Google Play search results.
The program is an expansion a pilot Google began in February that allowed Android mobile app developers advertise their their apps directly on the Play Store.
Apart from launching Search Ads on Google Play, the company also announced Universal App Campaigns, that will offer simplified setup and will promote apps across Google properties and networks.
Further, Google is also adding a new conversion tracking metric – Android first app opens – that measures when users first open the app after clicking an ad and downloading the app.
The move will allow developers using third-party analytics solutions more easily correlate data from AdWords and platforms such as Tune, AppsFlyer, Kochava, Adjust and Apsalar.