Recent Trend of Mobile App Installation in 2019
The growth in mobile app usage has surprisingly created an extremely competitive marketplace. The number of available mobile apps was most recently placed at 2.6 million in the Google Play Store, and 2.2 million in the Apple App Store.
There are over 2.7 billion smartphone and 1.35 billion tablet users across the world.
90% of mobile time is spent on apps. In order to be successful with any brand app:
Users need to download and use the app.
App install ads are designed to drive the app install from sources outside of app marketplaces. This ad type usually appears in places such as social media feeds, where the user is redirected to your app within the stores.
Let’s go through various platforms for app installation campaign:
Facebook app install ads
Half of highly used app on the App and Play Stores are used with Facebook mobile app install ads. Developers say these ads reduce acquisition costs by 15% to 60%.
Targeting options in Facebook are very specific like:
- Facebook Custom Audience – users based on specific demographics, interests, behaviours, and device types
- Lookalike Audiences of highest-value users can be created based on Facebook’s wealth of user data
- Re-engagement campaigns – re-targeting users based on their previous actions in the app to create a recall value
Twitter app install ads
Twitter app install ads display as an App card in user’s home feed in either video or image format:
Users can preview image, view app ratings, and install or open an app directly from within a Tweet on their timelines.
Pinterest app install ads
App ads known as Promoted App Pins are an effective way for Pinners to install the app from Pinterest.
While creating Pinterest app install ads,two optimization objectives can be chosen:
- App Install — The bid is set at target CPI where CPC bids are automatically adjusted by Pinterest algorithm.
- App Install Traffic — Bids are manually adjusted for ap installation where normal CPC ad runs optimizing for click traffic.
Snapchat app install ads
App ads on Snapchat include a swipe up feature that takes users directly to app listing in Google Play Store or App Store to download the promoted app.
The swipe up feature in Snapchat takes users to the listing of the app in Play Store to download. The advantage of this is that the app can be downloaded in background being in Snapchat.
Google app install ads
Google cannot be left behind being the largest search engine in the world. Google install ads can be carried on as
- Google Search Network
- Google Display Network
- Google Play Store
- YouTube
Best practices for app install ads
Target Custom Audience and Ad Placements
It is better to use auto bidding so that all placements can have broad targeting while running an app event or value bidding campaign. System will dynamically adjust bids and find the best target audience.
Use quality content
The ad should be eye-catching and scroll-stopping and relevant to the app. App description should be as compelling to attract the users’ attention.
Test Multiple Bidding Structures
The bidding structure chosen can make a difference in the results obtained.
Automatic bids can meet your low cost objective where as in manual bid there can be more control over cost per acquisition.
App install ads are the best way to catch users’ attention across platforms and increase the number of downloads through choosing the right platform.