Google launches the Trial Run Ads for apps in search results to let users play before installing

The announcement was among several Google is unveiling on Monday during its Developer Day at Game Developer Conference in San Francisco.

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In the next few weeks, ads in Android search results will allow users to take games for a test drive before choosing whether to download or not but it allows only for 10 minutes to play with an app right from the search results.

Trial Run Ads will start appearing in Google search results within the next few weeks using AdWords Search. These ads will have a “Trail Now” button, in addition to a download button.Users who want to try the app for games will be able to play the game for up to 10 minutes before deciding whether to download it from the Google Play Store.

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Google began rolling out app streaming in organic search results which is nothing but the ability to easily find and browse content within apps more widely on Android devices earlier this year, with the “Try now” option to preview an app before downloading it. With so few apps ever used after being downloaded (Google says it’s just one in four), the teasers are aimed at increasing the odds that users will stay engaged after the install.

In December, Google began testing Trial Run Ads through AdMob. The test-drive period in those in-app ads was just 60 seconds, however, compared to the 10 minutes of trial time available to users in the new search trial ads. While initially aimed at game developers, Trial Run Ads will be available to a wide range of apps. Also the Portrait Video Ads in mobile apps will launch in a few weeks by Google.








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