New Google ad format lets players try out games before downloading

Google Logo Oct 2015

Following the introduction of Trial Run Ads last year, Google has announced Search Trial Run Ads, which adds a try-before-downloading demo of your app in a Search result-based ad. The first version of Trial Run Ads operated on the Google Display Network.

After searching for your game through Google, the resulting Search ad will show a Try Now button, which when tapped will give the player 10 minutes to stream a playable version of the game, for free.

Google’s Search Trial Run Ads let players test game apps before downloading

Google search trial ad

The Search Trial Run Ads will only show on phones connected to Wi-Fi, avoiding any data problems, and Google says the new format will, “drive highly-qualified users who are more likely to stay engaged with the app after install.”

Additionally, Google will soon launch two new ad formats designed to appeal to game developers and game players alike. The first is Active User Targeting for Games, where ads will be shown to users who have spent more than 30 minutes playing a game, or have played a game with Google Play Games integration over the past 30 days.

The second is Portrait Video Ads, where video ads are shown in portrait rather than landscape. Google says 80% of video ads are shown on devices held vertically. The announcements were made at the annual Game Developers Conference in mid-March.