How to make the most of Google Play Promotional Content to boost app visibility

This feature is a bit of a hidden gem in the world of App Store Optimisation (ASO), but when used strategically, it can deliver impressive results.

Whether you're an ASO pro, or just dipping your toes into the waters of mobile growth, here are some actionable tips that will ensure your Promotional Content will effectively increase your app's visibility and drive downloads.

Start with a strong strategy

Before jumping into banners and taglines, think about your goals. Are you promoting a limited-time offer, a feature update, or a seasonal event?

Google Play Promotional Content is ideal for these moments. Set clear objectives, like boosting new downloads, re-engaging lapsed users, or increasing session time, and build your campaign with those in mind.

Timing is everything

Promotional content can run for up to 4 weeks (compared to iOS In-App Events’ 31 days), and you can submit the content up to 45 days in advance.

However, it is important to remember that it must be submitted at least 24 hours before going live to allow for Google’s review process. Plan ahead and time your promotions around key dates or wider marketing campaigns - think seasonal content or new feature launches.

Keep it snappy and impactful

You’ve got 80 characters for the tagline and 500 for the description, so make every word count. Google’s slightly more generous limits (compared to iOS) give you room to be clear and persuasive.

Highlight what's new, why it matters, and what the user gets out of it. In this space, clarity trumps cleverness.

Use visuals that pop

Your images and videos should do more than just look good, they should communicate value at a glance. Ensure you stick to the Play Store specs of 1920×1080 px for the main image and 1080×1080 px for the square image. Keep them bright, on-brand, and aligned with your message - and don’t use any text.

Tell a story with video

A short, punchy video can boost engagement and help users quickly understand your message. Whether it’s a 30-second look at new gameplay, or a walkthrough of a new feature, video content increases engagement - just make sure to host it on YouTube and don't forget to turn off monetisation.

Be consistent across creatives

Make sure your messaging, visuals, and tone align across all assets. If your tagline says “Big Savings!” but your imagery feels flat or off-topic, it can confuse users.

Treat your promotional content like a mini marketing campaign - be consistent, cohesive, and compelling from top to bottom.

Optimise for re-engagement

Promotional content isn’t just for attracting new users, it’s great for re-engaging existing or lapsed ones. Think about what would re-capture users’ attention - a new feature? A loyalty reward? A fresh look or experience? Make sure there’s a clear incentive to return.

Don't just copy and paste your iOS assets

While both platforms let you highlight in-app moments, Google’s version is more flexible. You can promote discounts and offers (something Apple’s In-app Events doesn’t allow), but you get fewer creative assets.

Use that to your advantage: be bold, be brief, and make your one image slot work hard.

Learn from the best

Study how top apps use Promotional Content. Games like Clash Royale and apps like Headspace often highlight timely features and limited-time events. Their messaging is clear, their visuals are strong, and their timing is spot-on. Take time to monitor the range of Promotional Content they use, and think about how you can create strong assets and offerings for your own brand and product.

Don't panic if you don't have access yet

Here’s the catch - access to Google Play Promotional Content isn’t guaranteed. It’s currently limited to a select group of developers. Whilst the exact criteria to become one of the select few is under wraps, we’re seeing it more commonly available for high-performing apps, particularly games, in select regions.

If you don’t see it in your Play Console yet, you’re not alone. Google is gradually rolling it out, so keep your app polished, optimised, and up to date to give yourself the best chance of being able to utilise this tool.

In summary

Google Play Promotional Content is a powerful opportunity to reach users at the right time with the right message. When used effectively, it can dramatically increase your app’s visibility, user engagement, and conversion rates. If you’re lucky enough to have access, treat it like a headline campaign: smart strategy, strong visuals, and clear value for users.

Need help crafting high-performing Promotional Content or getting more from your App Store Optimisation strategy? Drop us a line - we’ve helped brands drive 100,000s of additional downloads and gain millions of additional impressions through smart, timely promotional campaigns.