Google is aiming to make it easier for marketers to promote applications via mobile advertising with a new round of tools, including bidding tools and ad formats. Although mobile advertising can be effective at getting users to notice and download an app, discovery continues to be one of the biggest issues for marketers. Google has extended its Conversion Optimizer, which was previously only available for search and display, to mobile app campaigns. Google has also updated its text ad formats for iOS and Android devices to include more information about apps advertised. These are aimed at driving more downloads as well.