Google launches “Trial Run Ads” for Apps

Everyone likes to try before they buy, and now you can buy directly from Google’s Search results.  Earlier this year, Google launched the feature which allowed Android users to install apps directly from Google’s search results. Now Google has launched “trial run” ads for apps appearing in search results.

These app streaming ads will allow Android users to test out an app for 10 minutes directly from Google’s search results before deciding if they would like to download them. The ads will feature a “try now” button as well as a “download” button.

This feature was announced earlier this week on Developer Day at the Game Developer Conference in San Francisco. The AdWords Search Trial Run Ads will start appearing in Google’s search results within the next few weeks.  Google began rolling out this feature in organic search earlier this year and in December began testing trial run ads through AdMob. But unlike the new search trial ads, the test period for those in-app ads is only 60 seconds, compared to 10 minutes.

The reason for the try now button stems from so few apps being used after downloaded. It is the hopes that the try now button will increase the odds that users will stay engaged.

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