How to Create Promotional Content for Google Play Store

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First thing first, Promotional Content is currently in beta and not open to all developer accounts. If you have an app used by millions of users, there’s a high chance you’ll notice this option in your account.

Recently, Google has come up with this featured called “Promotional Content” which allows you to promote events, offers, or major update such as new content drops related to your app. it’s completely free to use.

What is Promotional Content

Promotional content is a self-serving tool that doesn’t require developers to make any changes in their apps or release a build; you can use it on your own. This feature allows you to promote important events, (such as World Cup 2023 from 1st April to 30th June), special offers (such as get 30% off on first ride); or any major content update (such as Suits Season 10 starts from 1 Nov). To make the most of this feature, its’ essential to plan your strategy carefully.

These events showcase your important content updates and offers to users, encouraging them to open or install your app to take necessary action.

Google’s documentation states – “Our internal analysis shows that promotional content drives 2% more 28-day active users and 4% higher revenue for developers using the feature than those that do not.”  Source


What are the requirements to create promotional content –

These are the requirement* in order to create promotional content –

  1. Event Name* – This is for your own reference and won’t be visible to external users. You can put name of your campaign here. For instance – Year- End Sale 2023
  2. Event Type *-   There are three type of events that you can create –
    • Offer – Any offer like free or discount offers. For example – Buy 1 Get 1 for New Users
    • Time -Limited events – Any event which is time based. For example – Year End Shopping Sale – Valid from 25th Dec to 31st Dec
    • Major Update - Any important update that you want users to know. For Example – New Season of Suits Starts from 1 Nov or New feature Available – Try & Buy at Home
  3. Countries*– Select country where your app events will be displayed
  4. Start/ End Date &Time*   - When your event will start and end.
  5. Priority* -   There are three type of priorities
    • Normal –     These are like any normal update or event that you would like to promote. There is no limit with creation of normal priority events.
    • High –   you can create only 3 events/quarter with High Priority. It is advised to submit your events 14days prior to event start date in order to increase the chance of being featured in Play Store.
    • Very High -   you can create 1 event/quarter with Very High Priority. It is advised to submit your events 14 days prior to event start date in order to increase the chances of being featured in Play Store.
  6. Tagline*- This Tagline will be visible to user so make sure to write an eye-catchy Tagline.  Also, don’t include CTA (e.g. buy now or Click here) in tagline. Tagline limit is 30 characters.
  7. Description*– Don’t repeat tagline in the description. Write a description that will help users to take informed decision. Such as what are the user benefits, how to redeem coupons or claim offers, what are the new feature etc.  You should avoid writing general evergreen things in description or anything which is common in every app. You should be very specific about your events/offers/major Update.    Read more about Promotional Content Guidelines Given by Google.
  8. Primary Image* – Primary Image should be of 16:9 aspect ratio (e.g. 1920 px by 1080 px). Make sure to include important part in the middle of the image so that it won’t get cropped on few devices.  Also, don’t include any text, slogan, CTA, event name, brand logo on image. (Exceptions include 3rd party logos to convey collaborations and text that is part of a product)
  9. Square Image* – Square image should be of 1:1 aspect ratio(e.g 1080 px by 1080 px)
  10.  Video - YouTube link of your video promotion content. It’s optional however if you are adding video, URL should be YouTube video link and should not be short URL. Also, this should be public or unlisted video link and monetization should be off for this video.


Promotional Content Example of Different Apps

Let’s explore some of the big brand those have taken advantage of promotional content features and has implemented it their App store promotion strategy.

  • Myntra – Offer Type Example of Promotional Content
  • Uber – Offer Type Example of Promotional Content
  • Amazon Prime Video – Offer Type Example of Promotional Content

Step by Step Process to create promotional content in Google Play Console

In order to create promotional content in Google Play Console, you need to fill the entries described above. Let’s Revisit –

  • Sign in to you Google Play Console account. (you should have admin access to create promotional content)
  • After sign in select your app for which you want to create promotion
  • On the left- hand side menu under store presence >> click promotional content
  • Click on Create Event
  • Fill all the required details.
  • Last step – After you've prepared your draft, click 'Submit Event.' Your event will become visible to users once it's approved by Google.


Promotional Content Reports

Once your events are submitted, their status and insights will be available in promotional content tab.

For more granular analysis, Go to Promotional Content Reports Tab on the left – hand side under Store performance tab. 

Select the Event that you want to analyses as shown below.

Happy Learning!