Mobile App Promotion in the App Store and Google Play

Mobile app promotion is a set of measures aimed at increasing installs, reviews, and ratings in the App Store and Google Play. Competition in app marketplaces is high: new products are published every day, and even a high-quality app can remain unnoticed without additional promotion.

Main distribution platforms:

• App Store — for iOS devices
• Google Play — for Android

Growth in installs directly affects an app’s position in search results and categories.

Why promote an app

• increasing the number of installs
• increasing ratings and the number of reviews
• improving search positions
• increasing user trust
• accelerating entry into the top of a category
• increasing monetization

The higher the activity metrics, the greater the likelihood of organic traffic.

How apps make money

Main monetization models:

• in-app advertising
• in-app purchases
• subscriptions
• freemium model
• paid app version

A steady flow of new installs and positive user ratings is necessary for stable revenue.

Free and paid promotion

Free methods:

• social media posts
• posting on forums
• email campaigns
• working with reviews
• testing and collecting feedback

Disadvantages: slow growth and high competition.

Paid promotion

• increasing installs
• improving ratings
• posting reviews
• advertising campaigns
• working with the CPI model

Paid methods make it possible to reach the top faster and attract real users.

Boosting installs and reviews

Promotion includes:

• increasing the number of downloads
• adding positive ratings
• publishing reviews
• increasing activity within the app

Improving these metrics has a positive effect on marketplace ranking algorithms.

Who it’s for

• mobile app developers
• startups
• game studios
• SaaS service owners
• companies launching a new product

Promotion results

• increased app visibility
• increased organic installs
• stronger reputation
• increased audience trust
• accelerated monetization

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