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How To Effectively Market Your Mobile App

How to effectively market your mobile app

Alex Cheesman

Marketing Lead

Updated 22 April 22



Time to read: 11 minutes

So you have spent days, weeks and months (years!) developing your mobile app and you feel like now is the time to release it to the world? Well done! However, unless you market your app correctly it is at risk of being lost in the vast swamp of apps out there already.


In this blog, I'm going to share some tips and tricks for marketing your app and hopefully giving you the best chance of success!


1. Build an effective landing page

Example of a landing page

Believe it or not, a landing page is the page where your visitors ‘land’ after they click on a link from one of your ads. Traditionally with most businesses this is a website page, but with an App this could also be your Apple app store or Google play store page.


People who arrive at these pages are looking for more information on your app and what it can offer them. They may not stick around for long, so you have to make sure you present your app's value in a clear and concise way.


 Key Things To Include On Your Website Landing Page Are:

  • - High-quality images and videos of your app. Show off how good your app looks so visitors can see it for themselves before they download it.
  • - Who your app is for. It should be clear to a visitor if the app is for them or not. This avoids wasting their time as well as yours.
  • - The benefits of using your app. Make sure you highlight the problem which your app is the solution for.
  • - Pricing information and any free trial offered. You should be upfront and honest about your pricing, that way anyone who downloads your app knows what to expect. You should also point out if you have a free trial period to encourage people to give it a try at no cost to them.
  • - Use a clear CTA (call to action) telling your visitor what to do next. So, your visitor has read the content, they understand what the app does and even like the sound of it, what next? Do you want them to download it, sign up for an email newsletter, ring for a demo? You should show them the next step you want them to take and make it easy to do.

A great free tool to install on your website which will enable you to see how users are reacting to it is Hotjar. With this you can see what areas people are spending the most time looking at and also watch a few recordings to see if there are any issues or key content being missed. This will enable you to tweak your landing page over time, and make it the best it can be.


2. Optimise your App store pages

If you don’t yet have a website and you want to start marketing your app, then your landing page will be the respective app store pages (Apple’s App Store and Google Play Store).

Even though this doesn’t offer you the same flexibility and customisation as a website page, there are still best practices to follow so you can get the most out of them.


Using App Store Optimisation (ASO):

The goal of ASO is to drive more organic traffic to your app’s page in the app stores. So searchers can find and (hopefully) download your app. Here are some tips to make sure your app store pages are bringing in traffic:

App page title - a perfect title is brand name + keywords or keywords + brand name. You have 30 characters on the App store and 50 on the Play store. Look at this Quickbooks title as an example. It features keywords relevant to their audience/app:

screenshot of the quickbooks app on the app store

Short description & promotional text - you have 170 characters on the App Store and 80 on the Play Store to describe what your app is and who it’s for.
For example: “QuickBooks Self-Employed is the all in one financial management & bookkeeping app for self-employed workers, freelancers, sole-traders, contractors, and sole proprietors.”


Keyword section (Apple App Store ONLY) - here you can add one or more keywords that describe your app, with a 100 character limit. Make sure not to use:

  • - Plurals of words that you’ve already included in the singular form
    - Names of categories or the word “app”
    - Duplicate words
    - Special characters — such as # or @ (unless they are part of your brand identity).
    - Trademarked terms
    - Celebrity names
    - Competitor’s app names
  • Icon - make sure it is square with no round corners, and fits the following specifications:

    - 32-bit PNG
    - 512px by 512px
    - No bigger than 1024KB


App Shots / Video - on the App Store you can have a video and up to 10 images 1080px by 1920px. On the Play Store you can have a video and up to 8 images, with a minimum of 3. Minimum dimension: 320px Maximum dimension: 3840px.
screen shot of images from the google play store

Description - explain the features of your app and the benefits people will get from using it. The character limit here for both app stores is 4000.


3. Social media

social media logos


It’s a smart idea to set up relevant social media accounts for your app if you haven’t already. People who see something new online tend to scope them out on social media first.


Check if you can create your desired name on all of the social channels you wish to use—there’s nothing worse than creating one account, to then later find out that the name has been taken on another channel and could confuse your business with another.


Try and keep your name clear and simple, think about what people would type to find you.


If your app name is taken, try adding ‘app’ at the end of it and using symbols to make it unique, e.g: name.app, name_app etc. 


Don’t forget to upload a high-quality logo to all of your accounts that is consistent and easily identifiable. 


You can think of your social media accounts as mini-landing pages because they could be the first thing a visitor sees. (You should apply the same principles mentioned above for a website landing page, they will just be displayed differently!).  


If you decide to run social media ads (which should definitely be a marketing consideration), then people may just as easily click your profile instead of the website link on the ad.


Remember to put a link to your website on all your social media accounts. Don’t have a website and/or need to have more than one link? You can use a free tool like LinkTree to direct potential users to the right destination. 


For example, you could have a link to both ‘Android App’ and ‘iOS App’ stores along with your other social channels. 


This will help people to follow you on their preferred channel, maybe even a link to your YouTube if you have videos of your App or walkthrough/demos. 


Once you are all set up you may want to start posting on your new social media channels, but it can be hard to know where to start. Well lucky for you I have previously written a step-by-step guide on creating a social media strategy.


4. Facebook/Instagram Ads

So you have created your landing page and social media accounts (I'm betting one of which is a Facebook page) and you’re now ready to spend some money to push your app out there.

Facebook ads are a great way to do this. It has a massive audience of people who use it daily and you can be very specific in who you target with your ads.

When it comes to advertising your app on Facebook, you have many campaign objectives to choose from.

The main two you should consider are whether you want to drive users to visit your website landing page using a ‘Traffic Campaign’, or to send them directly to download through one of the app stores with an ‘App Install Campaign’.

Facebook ad set up for app installs
It’s worth noting too that any ads you run on Facebook you can also run on Instagram as well.

Plus, you don't actually need to have an Instagram account/profile to be able to run ads on Instagram, but you will still need a Facebook page.

Both have their pros and cons and will depend on whether you have a website or not.

If you don’t have a website, then ‘App Install' is the only way to go and even if you do have one, you should still have an App install campaign running alongside.

Facebook has a helpful guide on how to get this up and running, as it has a few more steps than running a website traffic campaign.

If you’re completely new to Facebook ads and don’t know where to begin… Believe it or not, I also have a previous blog written for this too: How To Create Killer Facebook Ads For Your Startup.


5. Apple Search Ads


apple search ad examples

A no brainer marketing channel to advertise your iOS app on is through Apple Search ads. This will make your app page appear as the top result for relevant keywords and searches you want to target.


You can target a wide variety of relevant terms and keywords and set how much you want to pay per download with Apple’s advanced ads.


Or, if you aren’t particularly marketing savvy and don’t feel comfortable doing this all yourself you can let Apple do the hard work for you with their basic ads.


Simply put in the maximum you want to spend each month, how much you are happy paying per download and let Apple’s AI do the rest.


This gives you less specific control over the types of users who are seeing the ads, but could be a good low cost starting point to test the channel out for your App.


6. Google App Ads


Google app ad campaign examples


Just like the Apple search ads above for iOS, you also want to use Google’s equivalent for Android users.


Google App campaigns are a great source of driving a high volume of installs of your app, you also have a lot of control over the cost per download you are happy paying and that makes sense for your business.


Google will show ads to Android users on its extensive network of partner sites, along with YouTube and on the Google Play store.


You can also run an iOS version of the Google App Ads which will run to iPhone users on YouTube and any of their partner sites.


You will need to add multiple assets to your Google app campaigns (images of various sizes and any YouTube videos you have), as well as write various lines of copy. So this will require a bit more work than the Apple search ads.


7. Google Search Ads


Google search ads


If you have a website or landing page for your App then a Google Search campaign is a great way to start sending traffic to it.


Use Google Keyword planner to see what keywords and search terms are relevant to your app and what people are searching for.


These differ from the Google App Ads, which target people using specific mobile devices and when clicked will take them straight to their devices' app store to download.


The Google search ads will be shown to anyone, on any device and when clicked will take people to your website/landing page.


The benefit of sending people to your website/landing page is that you have a lot more space to work with as opposed to a few pictures and a description on your app store page.


You can also customise your website/page a lot more than the app store pages and track how users are behaving on it a lot better.




There is a lot to take in on this blog, so thank you if you stayed with me the whole way. I hope you have found it useful and you are feeling more confident about marketing your App. Best of luck!




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