How To Use PPC To Increase App Downloads

29 January 2014

Have an app? Check. Looking to boost downloads across Android and iOS devices, but don’t know where to start? Check.

If this sounds like you then read on! Below are just a few ways in which you can promote your app through Google AdWords as well as Facebook (which as a PPC agency that takes testing seriously we have tried out and can confirm that they do work) which may be an even better bet to boost your app downloads.

1.Promoting Apps On AdWords

Currently there are a number ways, including ad extensions and specialised ad formats, to promote your app in Google Adwords:

Mobile App Extensions:

These are extensions which appear in your ad and link to either the iTunes App Store or Google Play Store. Adwords detects which device a user is searching from and shows the relevant messaging (e.g. Download iOS app/ Download Android app).

App Promotion Ads:

This is a unique ad format which displays your app's featured image and links directly to the relevant app stores.

To create an App Promotion Ad, select the App/ Digital Content Ad option from the +Ad drop-down menu in the Ads tab.

Fortunately the process of setting up tracking for Android app downloads is very simple. All you need to do is create a new conversion then enter your app's package name and hey presto! - you're good to go!

However, this is where the limitations of AdWords for promoting app downloads become apparent. Currently app downloads for iOS can only be tracked from ads served in mobile apps, as oppose to in the search results. As a result, this will automatically discount a large proportion of your target market and will result in many conversions going un-reported, therefore skewing your conversion results. Similarly, with the inability to target only tablet devices on AdWords, apps that are exclusive to these devices will likely not be shown to the most relevant users.


Mobile App Install Ads on Facebook

Due to the limitations of tracking app downloads across multiple device operating systems, it is important to consider other channels which may be effective at driving conversions, such as social media. Facebook, for example, provides full support for both android and iOS and more granular targeting of both the audience you want to reach as well as device.


Due to its current tracking limitations and lack of multi-OS support, Google still has some way to go before app promoters choose AdWords as their sole method of advertising. As we have shown, Social Media is a good alternative which allows for better targeting and greater support for the app advertisement market.

If you are looking for a PPC Agency to help get in touch!

Now, watch those downloads roll in!