Google will soon start down ranking sites that pop up app install ads in its mobile search. Sites often use this method to bring to your notice that you should install their app instead of having to manually search in Google. The only problem with this is that it sometimes block relevant content in search and sometimes there’s just a very “x” sign where you can cancel this ad/notification. In most cases, you’ll end up clicking on it.
App install interstitials that hide a significant amount of content provide a bad search experience
This comes months after Google search and Bing search both announced they will begin favouring mobile friendly sites over non-mobile friendly sites in its search. Using Google’s mobile friendly test, you can see if your site is mobile friendly and that’s not just what you can do with it.
App install banners are less intrusive and preferred
You can use it to know when to avoid breaking the app install ad rule. This will take effect from 1st November, 2015.