In order for a launcher menu to recognize an executable, it needs a desktop entry.
create a *.desktop entry in ~/.local/share/applications (or /usr/share/applications/)
example:
[Desktop Entry]
Type=Application
Name=Microsoft Word
Comment=Document editor
Icon=/home/vcavallo/Apps/Word/icon.png
Exec=/home/vcavallo/Apps/Word/word.AppImage [or some other executable]
Terminal=false