Dive Brief: 

• Google on Tuesday announced new updates to AdWords that are meant to draw app marketers. 
• The updates allow app developers to buy ads promoting installed apps in search and on YouTube. 
• The ads will offer a call-to-action app download link below TrueView pre-roll video ads on YouTube and within mobile search results, and the ads will prompt users who already have the featured app already installed to open it.

Dive Insight: 

Not only will these apps help draw marketers looking to increase app usage, but the data being collected by Google offers a unique targeting opportunity for advertisers. With these new AdWords offerings, advertisers will be able to target users based on what apps they use, how long they use them, and what type of in-app purchases they make. This integration will continue to keep Google in the forefront of mobile ads.