We'll tell you what will help speed up the promotion of your mobile app .
How ranking algorithms work
The ranking algorithms for programs in the App Store, Huawei AppGallery, Amazon Appstore, Google Play differ significantly. The Asodesk team of application promotion specialists has compiled the following comparative table:
We will examine these and other nuances in more detail below.
Effective ways of promotion
Optimization for site requirements
In the app store, all elements in the software card work for promotion:
Title. This is the main piece of metadata that algorithms process first. To make sure users see your app when searching albania phone number resource include the search query in the title. Here's an example from radio listening software:
Each online marketplace has its own acceptable name length. For example, in the App Store it is up to 30 characters. If the app works in different countries, make sure that localized names do not exceed the character limit.
Headline. Some people do without it, but the metadata from the header also helps with promotion. That's why top apps in the App Store usually have this element. But Google Play doesn't have it.
Application icon. Bright or minimalistic — it doesn’t matter. The main thing is that it conveys the essence of the application — as in the previous screenshot. For example, the Yandex Radio icon resembles radio waves.
Program Description: Clearly and concisely describe the features and benefits of the application.
Selecting a category. An incorrectly selected category makes it difficult to find your app. Let's say you created a photo editing app, but you added it to "Entertainment" instead of thematic selection. The user will not see your software in the search results for the query "photo editor".
Keywords. Add at least five thematic tags. Choose the most relevant ones and do not try to "cheat" the algorithms with keywords that do not correspond to the functions of the application. This is done by those who want to attract as many users as possible and increase the number of downloads. That is, if you created an application for searching for culinary recipes, you should not add the tag "food delivery". Most likely, this will lead to the removal of the software from the market.
Screenshots. Show how the app works with screenshots. Or use screenshots as advertising banners on the software page. This is what Ozon did:
Show the main functionality in the first screenshots — they are the most viewed. Don't forget to optimize the images according to the site's requirements. For example, Google supports a resolution of 1080–7680 pixels, 16:9 and 9:16 formats.
Select a payment model. Specify the terms of using the app: paid download, in-app purchases, or free download. If your software provides different types of subscriptions, specify the price of each, like this:
Entering little-studied markets. It is easier to get to the top if you localize software for small countries in Latin America and Asia. Many developers use this life hack to quickly gain an audience and enter the global market.
Digital channels
These include:
social networks;
websites and landing pages ;
virtual platforms such as NFT stores or online fitting rooms;
digital advertising banners;
video hosting, platforms for podcasts and negotiations.
Choose a channel that your audience is familiar with. Consider the company's image and the specifics of the product. That is, if you are launching an application for young people aged 16 to 25, it is unlikely that you should use the Odnoklassniki social network for advertising.
Several techniques for promotion through digital channels:
Update the information on your website. Add a page for downloading the app, with a description of the features and reviews. Place a QR code that will redirect the user to the app market.
Optimize your website for mobile devices to increase traffic. Make sure that all your online platforms open and display correctly on smartphones. If users are interested in the application, they will probably start looking for the official website of the developer. Provide them with free access to information.
Add promotional teasers to social networks. Video is the perfect format to attract attention to a new product. It can demonstrate all the features of the application, as well as provide detailed instructions on how to use it.
Marketing
Read also:
5 Cool YouTube Channels About Marketing
PR and promotions
To attract mass attention, aggressive marketing will be appropriate . For example:
Promotions and referral programs . Offer a big discount on using the app — for example, to subscribers of certain bloggers. This is how Surfshark promotes its service . Several influencers at once offer to download this VPN with a discount using a personal promo code.
Prize draws — Giveaway Promotion . Draw among your social media subscribers, for example, a year's subscription to the full functionality of the application. Describe the terms of participation in detail. For wider coverage, involve partners who will also offer bonuses to future winners.
Email newsletter. Prepare an email newsletter for your customer base. It is better not to send advertising letters to people who are not familiar with your company at all. They will either end up in spam or users will start complaining and your address will be blocked.
Mobile advertising networks
If you have an advertising budget, invest it in targeting . The following services will help you with this:
AdMob from Google. Thanks to it, you will create a marketing campaign in the form of animated banners with CTA — call to action, that is, a call to action. The advantage of the service: you immediately receive detailed analytics. You can integrate Play Market into AdMob to see data on Android users.
Unity Ads . More suitable for promotion among foreign users. It is convenient that you only need to pay for installations, clicks and views - this helps save your marketing budget.
Tapjoy . The service provides affiliate promotion mechanics. It works only in games: the gamer clicks on the ad, downloads the application and receives a gift - in-game currency.
Chartboost . Similar to Tapjoy, but with more advanced functionality. Collaborates with large gaming companies, which ensures wide coverage.
Advertising in social networks and applications
It is easier to promote a product on familiar platforms with a studied audience, as well as with the help of partners with similar tasks in the market. Use the following tools:
Contextual advertising. Launch it with Yandex Direct , Google Ads and Calltouch. Set up integrations, and all the main marketing processes will work automatically.
Targeted advertising in VK . We tell you how to set it up here .
MyTarget + Odnoklassniki. Set up your target using Mail.ru tools. The promotion format is similar to VK. When coming up with creatives, consider the specifics of the Odnoklassniki audience .
Google Marketing Platform : This is an advertising platform that makes it easy to run large advertising campaigns. It will require a large marketing budget.
Retargeting . Set up retargeting ads based on past results. You can do this again in Yandex Direct or VK.
How to evaluate the result
Use services that automatically collect and process data for reports. If you plan to enter global markets and use multiple promotion channels, you cannot do without end-to-end analytics. Combine advertising data on different platforms in one window. After integrating with Calltouch, you will not have to collect information on clicks, expenses, and lead generation from different sources.
End-to-end analytics
Evaluate the effectiveness of all advertising campaigns in one window from click to ROI
Invest in advertising that brings in customers
Read more
Briefly about the main thing
App promotion is a complex and often slow process.
You regularly come across examples on the web of how to promote an application. Advertising with bloggers, targeted and contextual ads, email newsletters — all of these are popular promotion methods.
In the app store, all elements on the software page work for promotion: name, title, icon, description, screenshots. They need to be optimized for the market algorithms.
Aggressive marketing techniques will help speed up the promotion of mobile applications .
