Yesterday, Google announced in a blog post that it is rolling out search ads on Google Play Store, after beta-launching it for a few customers, earlier this year.

The search engine giant launched Search Ads on Google Play Store following its new study, according to which search ads shown next to organic search results can enhance the content discovery for users and advertisers to a great extent.

The Search Ads will initially be available only to those advertisers who were already running search ads on Google.com. But it is expected that the search giant will expand it globally for everyone soon.

Google said in its blog post:

“Google Play reaches more than 1 billion people on Android devices in more than 190 countries. With such an extensive reach, Search Ads on Google Play can provide consumers new ways to discover apps that they otherwise might have missed and help developers drive more awareness of their apps.”

The Search Ads on Google Play Store will definitely help users search apps more easily for a particular keyword and will also be helpful for developers to promote their apps.

The tech companies like Nordeus and Booking.com have already expanded their app promotion strategy and incorporated search ads on the Play Store.

“Search has already been a key component of our app promotion strategy to reach high-quality users. With new Search Ads on Google Play, we have an even bigger opportunity to connect with people in the moments they’re looking for new apps to download,” said CMO of Nordeus, Tomislav Mihajlović.

Google launched Search Ads on Google Play Store and will soon launch Universal App Campaigns. It will let developers get their ads up on all supported platforms of Google, which includes Search, the AdMob in-app network, YouTube and the 2M+ sites on the Google Display Network.