Post by Will Moss
Trying to get your mobile app to stand out among millions of other apps is a tall order. And focusing on just one channel to market your app doesn’t make a lot of sense, especially when there are so many different channels to choose from.
Social media app install campaigns, in-app banner ads, and interstitial ads, playable ads and cross-promotions are all appealing and effective mobile marketing strategies that apply to most apps. Which strategies are mobile marketers using to find success in advertising to increase the number of app installs?
Which approaches actually work when it comes to getting users to download and begin using your mobile app on their smartphone or tablet?
What are app install ads?
Before we dive in, let’s get a quick idea of how app install ads are different from other approaches. App install ads are typically paid acquisition strategies that funnel the advertisement’s audience directly to your app store listing for near-frictionless installation. These ads can be shown within search results, social media feeds, websites, apps and more.
App install ads should be a top priority for any mobile marketer and are key to a successful user acquisition strategy. Done right, presenting an answer to a search query with an install ad that offers an actionable solution or intriguing someone with your concept in their social media feed with install ads will drive your downloads. Now let’s take a look at where app install ads can be displayed.
Where app install ads appear
Install ads in search
Among the most effective ads used for this purpose, app install ads that answer search queries through value propositions benefit from targeting relevant keyword-driven traffic in your ad strategy.
Social media app install ads
Apps within apps within apps. It makes sense that while you’re using an app you’d be seeing ads for more apps, especially social ones. There are so many different strategies for each social platform, we cover them in depth in the infographic.
Although their effectiveness has been declining, banner install ads can still be a relevant strategy, such as in the case of hyper-casual games which can allow one to sacrifice some space at the top of the screen for an ad.
App Store ads
Put ads for ads where people are looking for them, in the app store. App discovery is high in the app store, and so are conversion rates for the ads placed there. (For our purposes, we’re referring to both Apple’s App Store and Android Apps on Google Play.)
Interstitial are full-page ads that are shown in between two pages or can be viewed within an app, such as in between two levels of a game.
Regardless of where or how you implement your app’s install ads, ensuring that they are engaging and high quality is a mobile marketing strategy that has proven to drive downloads.
Check out the CleverTap infographic below for more information: