Google announced you can now globally promote your apps within the Google Search, the Google Display Network and YouTube ad networks.
Google previewed this back in April where you were able to promote apps to users who install apps. This way, once they install it, you can remind them to use the app based on a search query or the sites they visit.
Google uses the app installs and in-app purchases to enable advertisers to show ads. Also, there is a new feature to do "app re-engagement", which is a new campaign type in AdWords for both search and display so that consumers can be taken directly into already-installed apps. Plus, you can soon measure conversions across the entire lifecycle of the app - from install to re-engagement to in-app purchases.
With deep linking, this may work well.
Here is a sample of what it might look like:
Forum discussion at Google+.