The announcement is part of Google Ad’s effort to expand the distribution of app ads.
Depending on the query, app ads are served when a relevant app is available that can help users with their search. Starting July, app ads (within the Google Ads environment) will show up more often on iOS mobile devices.
In addition to this, the ads will also appear in Google Play, YouTube and across the sites and apps in Google’s network. For the benefit of advertisers, app installs and in-app conversion events from iOS browsers will be included in campaign reporting.
This new data can be accessed through the “Conversions” column. The rollout may cause fluctuations in performance. Google has advised advertisers to monitor their bids and budgets.
[2 minute read]