I spotted a nice new feature underplayed in the recent PPC Hero transcript
Google advertisers can now utilise new ad formats that allow you to drive app engagement / downloads.
The new formats, available in Search, AdMob, YouTube and GDN allow you to drive app downloads straight to your native app platform.
….Not only that but the ads allow for deep linking into the apps themselves. Think funnelling users into specific functions in the app itself (something app creators could use to foster in app purchases; particularly useful if the platform knows what you already have downloaded).