Google has
added the ability to target users that have made an in-app purchase. In-app display ads powered by Google’s mobile ad network, AdMob, can be targeted in AdWords to people who have made in-app purchases through the Play Store.
Recently Google rolled out ad targeting to reach users that have previously purchased a paid app with in-app display ads.
To enable these targeting options, check the new option to “Only show ads to people who purchased an app or made an in-app purchase.” at the ad group level under Interests & Remarketing in AdWords.
Google advises, “It’s best to use this option in ad groups specifically designed to reach your highest value customers. While narrowed targeting can help focus your bidding strategy, it can also limit ad impressions. While the volume of customers gained may be lower than you see in other campaigns, you may find the lifetime value (LTV) of these customers to be higher.”
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