Don’t forget a comprehensive plan for a successful app will also rely on running campaigns in the Google Play store.
Google Play runs seamlessly within the AdWords interface, potentially exposing your ad to more than 1 billion Android users and devices.
Regardless of the platform make sure you are leveraging “Search Match” results to add terms that convert or perform well.
Refine your audience as much as possible for effectiveness.
Apple’s app store can take several hours to update ads. Apps new to the store could take 24 hours to start running ads.