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You know your app stands out, but the real challenge is capturing your audience's attention and encouraging downloads. With over 1,000 new apps launched daily, gaining visibility and traction in the crowded mobile app market is difficult. This is where app install campaigns play a crucial role.
An app install campaign is a type of digital advertising aimed at increasing mobile app downloads. These campaigns are conducted on social media platforms, search engines, or app marketplaces.
Unlike standard digital ad campaigns that redirect users to the app store for downloading, app install campaigns allow users to download the app directly from the ad itself. This creates a smooth user experience and enhances the likelihood of securing an install.
App install campaigns typically feature visuals, videos, and calls to action (CTAs) specifically designed to attract users to download. The most effective campaigns are tailored to reach users on platforms like Facebook, Google, or Snapchat.
App install campaigns are crucial because they introduce your app to new users, driving fresh downloads and potential revenue. These paid efforts can also enhance your app's visibility and rankings in app stores. As you gain more installs, your rankings improve, leading to increased organic downloads post-campaign.
A significant advantage of app install campaigns is the data they generate. The metrics provide valuable insights into your audience, their preferences, and behaviors. This information helps you identify what works and what doesn’t, allowing you to refine and enhance your ads.
Setting up an app install campaign differs by platform, but the fundamental steps remain consistent. Here’s how to begin and ensure your campaign is successful.
Select your platform
Identify which network or platform from the options above aligns best with your target audience and objectives. Consider these factors when selecting the ideal advertising venue.
Think about your demographic. For younger audiences, platforms like Snapchat and YouTube are ideal. For millennials and boomers, consider Facebook and Google Search. Think about your app category. Hypercasual, gaming, and puzzle apps perform well on platforms with video and playable ad formats that showcase your game. Shopping apps might excel on Facebook or Pinterest, where you can share carousels and content, while business or finance apps might find a better audience fit on Google or X. Tip: Check out category-specific data in AppsFlyer’s benchmarking guide. Depending on whether your app is available on Google Play, the Apple store, or both, consider an in-store campaign to reach users with high intent.
Using a combination of platforms can effectively reach a broader audience, so start with two or three.
Choose an ad format and device targeting.
Next, select an ad format that suits your platform. Options vary from video to carousel, image, and playable ads, depending on the platform. Consider the creative that best highlights your app’s benefits. Can you display product photos or animate your game in action? Can you share a user photo and story about how your app improved someone’s life?
Then, choose the devices you want to target. For instance, avoid spending money advertising an Android-only app to Apple users.
Establish a bidding strategy and budget.
There are two primary bidding strategies for app install campaigns: cost per install (CPI) and cost per click (CPC). CPC is better for brand awareness and can be less expensive. However, CPI focuses on customers actually downloading the app, aligning more closely with the goals of an app install campaign.
Next, set a maximum budget to prevent overspending. You can estimate a suitable budget using your goal. For example, calculate a budget with the formula Targeted installs X CPI = Campaign budget.
Remember that most campaigns require at least eight weeks to succeed. We suggest starting with a smaller daily budget, such as $50 to $200 a day, while gathering information during the initial learning period. Then, optimize your campaign and increase budgets for the creative and platforms that perform best to maximize your spending.
Identify your target audience.
Refine your audience by demographics, interests, and behaviors. A well-defined audience boosts the likelihood of conversions. Since app install campaigns use machine learning, many platforms will optimize this for you using broad parameters.
Each platform offers unique features for targeting users. On Google Search, for example, you can create custom segments based on similar apps.
Craft engaging ad content.
Design your ad creative—videos, images, or copy—to captivate your audience. Consider how to highlight your app’s features and convey the ultimate benefit to the user (e.g., “Simplify your life!” or “Never miss another deadline”). Use not only product images but lifestyle images to attract users.
For example, here’s a simple yet effective install ad on YouTube. The straightforward design makes it stand out in a crowded feed and appeals to someone seeking to simplify chaos. It also uses social proof from ratings and positive media to attract users.
Video ads, on the other hand, can demonstrate your key features in action and capture attention with animation and sound. Playable ads engage viewers even more by allowing them to interact with the content.
Consider this example from the app Me+ on YouTube. The animated video presents the top organizational features in a concise, user-friendly manner.
Since your campaign aims to reach mobile users, remember to implement a mobile-first design strategy when creating your content. This includes avoiding small text and adding captions for users who watch without sound.
Encourage action with deep linking and a compelling CTA.
After a viewer has seen or interacted with your ad, you still need to prompt them to act. First, use a clear and enticing call to action (CTA). This can be as straightforward as “Download now” (a clear instruction) or more nuanced like “Join millions of happy users” (which incorporates social proof).
Every additional click and navigation decision users must make reduces the likelihood of them completing the install. When creating your ad, use deep linking to enable users to download the app without leaving the ad platform.
Launch your campaign
At this stage, double-check all your settings and launch the campaign across your chosen platforms. Your campaign is now live!
Track performance metrics
Once your campaign is live, regularly review performance metrics to optimize your campaign. Many platforms use machine learning to optimize your campaign for different demographics and audiences, but a human touch may be needed if you feel the messaging or creative isn’t resonating. Adjust your audience targeting, creative, and budget as needed.
Launching an app install campaign can be complex, with numerous components and decisions involved. Amidst all the technical details, it's important to maintain focus on the overall impact of your ad campaign. Here are two best practices for developing a campaign that fosters long-term success.
Leverage app analytics for valuable insights.
App analytics provide a window into user behavior, enabling you to make informed, data-driven decisions. This can significantly influence not only your app marketing but also app engagement, retention, and overall improvement.
For example, your install rate can indicate the effectiveness of your app marketing. Metrics such as retention rate and in-app events reveal what occurs after a user installs the app. Return on ad spend (ROAS) and user lifetime value (LTV) offer insights into your campaign's ROI.
Utilize these insights to enhance your understanding of user preferences and needs, refine your marketing strategies, and develop superior products.
Focus on in-app events, not just installs.
Rather than concentrating solely on app installs, prioritize optimizing for meaningful in-app events. This approach attracts higher-quality users who are more likely to engage with your app over time.
Our research indicates that 47% of apps are uninstalled within 30 days. By optimizing for events such as purchases or engagement through deep linking strategies, you can identify users who will actively use your app, rather than just install and quickly delete it.
When you bring together the right ingredients — tight audience targeting, the right platforms, and compelling creative — you can deliver an app install campaign that stands out and converts.
As the global app market continues to grow, a successful app marketing strategy and effective campaigns will boost your visibility and keep users engaged. App install campaigns are crucial in today’s competitive mobile landscape. By utilizing platforms like Google, Facebook, YouTube, and others, you can effectively reach your target audience and drive downloads. Remember to create engaging content, optimize for valuable in-app events, and continuously monitor your performance metrics.
Success isn’t just about downloads—it’s about attracting quality users who will engage with your app long-term. Start crafting your app install campaign strategy today and watch your user base grow.
