Where and How to Advertise Your Mobile App

Top App Marketing Tips for Fast Growth

You’ve built your mobile app, congratulations! But launching it is only half the journey. The real challenge is making sure people find and download it.

Discover the most effective ways to promote your mobile app, from social media campaigns to in-app ads, and boost your downloads fast.

Now it’s time to plan your app promotion strategy. What type of advertising works best for your app? Which campaign suits your budget? Are you familiar with the different mobile marketing formats and platforms?

In this article, we’ll briefly explore the main types of mobile advertising and then guide you through choosing the most effective method to promote your app. Our insights are based on fresh data and real experiences to help you make smart, confident decisions.

Explore proven strategies to advertise your mobile app effectively, including ad formats, platforms, and tips to increase downloads, user engagement, and long-term growth.

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Popular Mobile App Advertising Methods

Let’s explore the most effective advertising strategies specifically tailored for promoting mobile apps.

In-App Advertising

One of the most widely used methods is placing ads inside other mobile applications. You’ve probably seen banner ads or video clips while using games, utilities, or social media apps; these are classic examples of in-app advertising.

Banner Ads

Banner ads are compact visual placements, usually in the form of strips, boxes, or columns, that appear within mobile apps. They often include text, images, or call-to-action buttons. Technically, banner ads are a subset of in-app advertising, but they’re worth highlighting due to their simplicity and cost-effectiveness.

Video Ads

Video ads are highly engaging and can be displayed across platforms like YouTube, TikTok, or within other mobile apps. They’re designed to capture attention and encourage users to install your app. Video ads typically fall into three categories:

Native Video Ads

Shown in environments that closely match your app’s theme or audience.

Rewarded Video Ads

Common in mobile games, where users receive in-game rewards (like coins or extra lives) for watching the ad.

Standard Video Ads

Regular video ads that play without offering incentives.

Pre-Roll Ads

These are short video ads that play before the main content on video-centric platforms, such as YouTube or streaming apps. They’re ideal for grabbing attention early and introducing your app to viewers.

Push Notification Ads

This format delivers promotional messages directly to users’ devices via notifications. It’s obvious, often seen by over 90% of recipients, but should be used sparingly to avoid being intrusive or annoying.

Search Ads

Search ads appear when users actively look for apps or related services. If your app ad shows up at the top of relevant search results, it’s more likely to get clicked and downloaded. The closer your ad matches the user’s intent, the higher the conversion rate.

For example, someone searching for “flight tickets” might see an ad for a travel booking app. This direct alignment between user intent and ad content makes search ads one of the most efficient formats.

Note: Search ads aren’t limited to app stores or browsers. You’ll also encounter them on platforms like YouTube, where ads appear alongside search results and are marked with an “Ad” label.

How Mobile App Advertising Costs Are Calculated

Advertising costs are typically determined through bidding strategies, which define how your campaign budget is spent. Regardless of the method, the process begins with setting up a campaign, assigning a budget, and then paying based on user interactions.

1. Cost Per Install (CPI)

CPI stands for Cost Per Install. In this model, you pay only when a user installs your app after engaging with the ad. It’s one of the most common and straightforward pricing strategies for mobile app promotion.

2. Cost Per Click (CPC)

CPC stands for Cost Per Click. Here, you’re charged each time a user clicks on your ad, regardless of whether they install the app. This model is useful for driving traffic to your app’s landing page or store listing.

3. Cost Per Action (CPA)

CPA stands for Cost Per Action. You pay when a user completes a specific action, such as signing up, making a purchase, or engaging with your app beyond just installing it. CPA campaigns are ideal for apps with monetization goals or deeper user engagement strategies.

Note: In all three models, the actual cost per click, install, or action depends on real-time bidding and competition from other advertisers targeting similar audiences.

Choosing the Right Advertising Network

Now that you’re familiar with the main advertising formats and payment models, the next big question is: Which platform should you use to advertise your app?

There are several major ad networks that support mobile app campaigns, each offering different formats and targeting capabilities. Some of the most popular include:

Google Ads

Offers search ads, display ads, and app promotion campaigns across Google Search, YouTube, and the Google Play Store.

Meta Ads (Facebook & Instagram)

Great for targeting specific demographics and interests.

TikTok Ads

Ideal for engaging younger audiences with short-form video content.

If you are also active in the field of TikTok, you can take advantage of KeyUpSeo services and buy TikTok video views to grow your channel.

Unity Ads & IronSource

Specialize in in-app and rewarded video ads, especially for mobile games.

Apple Search Ads

Targets users directly within the App Store based on search queries.

In the next section, we’ll break down each of these networks, compare their strengths, and help you choose the one that best fits your goals and budget.

Promoting Your App with Google Ads

Google Ads (formerly AdWords) is one of the most powerful platforms for mobile app promotion. Its core function is to place your app ad in front of users who are most likely to need it, whether through the Google Display Network or the Google Search Network.

• The Google Display Network includes over 2 million websites and apps where your ads can appear.
• The Google Search Network covers Google Search, Google Maps, and partner sites like Amazon and CNN, showing ads in response to user queries.

Now that you understand the basic structure of Google Ads, let’s focus on the most effective campaign type for app promotion: the Google App Campaign.

What Is a Google App Campaign?

Previously known as the Universal App Campaign, this campaign type is designed specifically for promoting mobile apps across Google’s vast advertising ecosystem.

To launch one, simply log into your Google Ads dashboard and create a new campaign for your app. Instead of selecting keywords manually (as you would for a website ad), you’ll provide creative assets, such as text, images, and videos, and Google will automatically generate and optimize your ads.

In some cases, you don’t even need to write custom ad copy. If your app listing on the Play Store is well-written, Google can pull content directly from it to build your ads.

Where Will Your Ads Appear?

Once your campaign is live, Google’s machine learning takes over. It determines the best placements for your ads based on user behavior, relevance, and performance data.

Your app ad could appear in:

• Google Play Store
• YouTube
• Gmail
• Google Search results
• Other apps and websites within the Display Network

You might be wondering: Can I control where my ads are shown?

The answer is no, not in App Campaigns. You can’t manually choose platforms like YouTube or Google Play for ad placement. But this isn’t a drawback. In fact, it’s a major advantage.

Why? Because Google uses AI and machine learning to test, optimize, and deliver your ads where they’re most likely to perform well. Instead of spending time and money on trial-and-error, you benefit from Google’s data-driven automation to maximize results and minimize cost.

How Much Does It Cost to Advertise an App with Google Ads?

The cost of running a Google App Campaign depends on your primary goal: whether you're aiming to increase app installs or drive a specific in-app action.

I also recommend reading the article "Pricing Methods for Keywords in Google Ads" to learn about keyword pricing methods in Google Ads campaigns.

CPI vs. CPA: Choosing the Right Bidding Model

• CPI (Cost Per Install): If your focus is on boosting install volume, you’ll use the CPI model. You set the amount you're willing to pay per install, and Google optimizes your campaign to reach users most likely to download your app.
• CPA (Cost Per Action): If your goal is to encourage a specific in-app behavior, such as purchasing credit or placing an order—the CPA model is more suitable. Google uses behavioral data to target users who are more likely to complete the desired action.

Google’s machine learning capabilities allow it to outperform other ad networks in identifying and reaching the most relevant users for your app’s objectives.

Example: Driving In-App Purchases

Suppose your goal is to increase in-app purchases. You define this objective in your campaign and set a target cost per conversion. Based on your bid, Google optimizes delivery to users who are statistically more inclined to make purchases.

Value-Based Bidding: In-App Action Value

Google has recently introduced a beta feature called In-App Action Value, which focuses on attracting users who generate long-term value.

Here’s how it works:

• You define the average value of a conversion (e.g., $2 profit per premium user).
• You set a Target ROAS (Return on Ad Spend), such as 200%.
• Google adjusts bidding to help you reach $2 in revenue for every $1 spent.

This model is ideal for apps with monetization strategies like subscriptions or premium upgrades.

What About iOS Apps?

Since iOS apps aren’t listed on Google Play, Google’s native tracking tools can’t monitor installs or in-app actions directly. However, by integrating platforms like Adjust or Firebase, you can track user behavior and enable CPA campaigns for iOS as well. These tools report conversion data back to Google, allowing for effective optimization.

Is Google Ads Worth It?

Yes, when managed properly, Google Ads can deliver excellent results.

1. Long-Term Efficiency

Campaign performance improves over time. Google’s algorithms need a few days to analyze data and optimize delivery. It’s important to be patient and avoid increasing bids too quickly. With well-structured assets and smart targeting, you’ll see a steady rise in installs without overspending.

2. Precision Targeting & Remarketing

Google’s access to extensive user data allows it to deliver ads with unmatched accuracy. You can also use remarketing to re-engage users who’ve interacted with your app but haven’t converted yet.

Meta Ads (Facebook & Instagram)

Meta’s advertising platform allows you to target users based on detailed demographics, interests, and behaviors. With strong visual formats and massive reach, it’s ideal for apps that benefit from social engagement or lifestyle appeal.

• Strengths: Advanced targeting, high engagement, flexible ad formats
• Best for: Social, lifestyle, and e-commerce apps

TikTok Ads

TikTok offers short-form video ads with viral potential. Its algorithm-driven feed helps your app reach users who are likely to engage based on content relevance rather than follower count.

• Strengths: Creative freedom, trend-based exposure, Gen Z audience
• Best for: Entertainment, gaming, and creative apps

Apple Search Ads

Apple Search Ads place your app directly in App Store search results. This means users see your app when they’re actively searching for something similar, making it one of the most intent-driven ad platforms.

• Strengths: High conversion rates, native placement, iOS exclusivity
• Best for: iOS apps with strong keyword relevance

Unity Ads

Unity Ads specializes in in-game advertising, offering rewarded video formats that integrate seamlessly into mobile games. It’s a great choice for developers looking to monetize or promote gaming apps.

• Strengths: High user engagement, immersive ad experience
• Best for: Mobile games and apps with gamified features

Real-World Examples of App Advertising with Google Ads

1. Fitness & Wellness App

• Example: An app offering guided workouts and meal plans.
• Campaign Goal: Drive installs using CPI model.
• Ad Placement: YouTube pre-roll ads, Google Search, and Display Network.
• Why it works: Users searching for “home workouts” or “weight loss tips” are highly relevant.

2. Mobile Game

• Example: A puzzle game with in-app purchases.
• Campaign Goal: Maximize revenue using Target ROAS.
• Ad Placement: Google Play Store, rewarded video ads in other games.
• Why it works: Google targets users who frequently spend on mobile games.

3. E-commerce App

• Example: A fashion shopping app.
• Campaign Goal: Encourage in-app purchases using the CPA model.
• Ad Placement: Gmail promotions tab, Google Discover feed.
• Why it works: Google identifies users with high shopping intent based on browsing behavior.

4. Language Learning App

• Example: An app teaching English or Spanish.
• Campaign Goal: Drive installs and subscriptions.
• Ad Placement: Google Search results for “learn English app,” YouTube educational channels.
• Why it works: High-intent users actively search for learning tools.

5. Finance App

• Example: A budgeting or expense tracking app.
• Campaign Goal: Acquire high-value users using In-App Action Value.
• Ad Placement: Google Search, Display Network, and app recommendations.
• Why it works: Google targets users likely to engage long-term with financial tools

Ready to Promote Your App?

Now that you’ve explored the most effective strategies and platforms for mobile app advertising, it’s time to make a decision. Evaluate your goals, budget, and audience, and choose the network, format, and placement that best align with your app’s needs.

Whether you’re aiming for rapid growth or long-term engagement, the right campaign setup can make all the difference. The tools are in your hands now; it’s your move.

We hope this article from the KeyUpSeo blog was useful to you and guided you on the path to promoting your app.