Google this month made available App Campaigns for Engagement globally in Google Ads. App Campaigns for Engagement are campaigns that encourage users to come back to the app.
Advertisers that want to use App Campaigns for Engagement must have a minimum base of 250,000 installs and need to have installed the latest version of the Google Analytics for Firebase SDK or one of Google's App Attribution Program partners.
Advertisers can highlight new content or offers in your ad text, image, and video assets. The ads run on Google Search, Play, YouTube, and over 1 million apps in our network.
Advertisers can promote discounts, for example. Google says advertisers can also link Google Merchant Center or business data feeds to the App campaigns For Engagement.
According to Google, starting early next year, feeds can also help make apps more discoverable by expanding how the engagement ads appear on Google.com.