If you use the Google Display Network (GDN) for ads, your ads can appear in two places: on websites or inside mobile apps. While website ads are familiar, "in-app" ads can be confusing.
Are they worth your budget?
The short answer is yes but only if you manage them carefully. Here is a breakdown of what you need to know.
What Are In-App Placements?
These are simply your ads showing up inside games, news apps, or other apps that people use on their phones. Because people spend a huge amount of time in apps, this is a great way to get your brand noticed.
The Common Problem: "Cheap" Doesn't Always Mean Good
When you look at your ad reports, you might see that app ads have a very low cost per click (CPC) and a high number of clicks. Be careful: this can be a trap.
Accidental Clicks: In mobile apps (especially games), ads often pop up near buttons. People might click your ad by mistake, meaning they never actually wanted to visit your site.
Low Engagement: Someone who accidentally clicks your ad will usually leave your website immediately. This leads to high bounce rates and wasted ad spend.
Quality Issues: Not all apps are created equal. Some apps attract low-quality traffic that doesn't lead to real sales or sign-ups.
How to Measure Success (The Right Way)
Stop judging your success only by clicks (CTR) or cheap prices (CPC). Instead, look at what actually happens after the click. Ask yourself:
Did they do something valuable? Did the user buy something, sign up, or fill out a form?
Did they stay? Did the user spend time on your site, or did they leave immediately?
Did they become customers? Are you actually making money from the traffic this app is sending you?
Should You Use App Placements?
Don't turn them off just because they can be tricky. Instead, try these steps to keep control:
Separate Your Ads: Don't mix your "website" ads and your "app" ads in the same campaign. If you keep them separate, it’s much easier to see which one is actually performing well.
Focus on Conversions: Tell Google to optimise your ads for real actions (like a purchase or a sign-up), not just for "clicks."
Check Your Data Regularly: Look at your "placement reports" (the list of apps where your ads appeared). If you see an app that gets 100 clicks but 0 sales, exclude that app from your campaign.
Use Exclusions: If you find categories of apps that don't work for you (like mobile games), you can exclude those categories entirely.
The Bottom Line
In-app advertising isn't "good" or "bad" it’s a tool.
If you leave it on "autopilot," you might waste money on accidental clicks. But if you watch your data, test consistently, and focus on real business results rather than just clicks, it can be a great way to grow your brand.
