1. Leverage Social Media Ads

Social platforms like Instagram, TikTok, Facebook, and Snapchat are perfect for mobile-first campaigns.

What works:

  • Short, eye-catching videos showing how the app solves a problem or delivers value
  • Story ads with swipe-ups to the App Store/Play Store
  • Influencer collaborations for authentic promotion

2. Use App Store Optimization (ASO)

Your app listing is your landing page. Make it count.

Focus on:

  • Keyword-rich app titles and descriptions
  • High-quality screenshots and preview videos
  • Regularly updated ratings and reviews
  • A/B testing app icons and creatives

3. Retargeting Campaigns

Most users won’t install the first time they see your ad. Retargeting brings them back.

Strategies:

  • Show dynamic ads to users who visited your landing page or abandoned the install
  • Use deep links to bring users directly into the app
  • Retarget dormant users with in-app benefits like discounts or features

4. Influencer & UGC Campaigns

People trust people more than brands. Let influencers or users do the talking.

Tactics:

  • Run UGC campaigns that encourage users to share their experience
  • Partner with micro-influencers for niche audiences
  • Repurpose influencer content for paid ads

5. Referral & Incentive Programs

Turn your current users into your growth engine.

Ideas:

  • Give users a reward for each friend they refer
  • Offer time-sensitive rewards for sharing the app
  • Use gamification like progress bars to keep users engaged and sharing

6. Playable Ads or Demos

Let users try before they install—especially great for gaming or utility apps.

Why it works:

  • Instant value
  • Less friction
  • Higher install-to-active-user ratio

7. Utilize AI for Personalization

AI can power smarter targeting, better creatives, and real-time optimization.

AI tools can:

  • Serve ads based on behavior, location, or device usage
  • Test and iterate ad variations automatically
  • Personalize content within the app after install

8. Localize Your Campaigns

Localization equals higher conversion. Users are more likely to download an app that “speaks their language.”

Focus on:

  • Translating not just text, but tone, culture, and visuals
  • Local holidays, events, and region-specific offers
  • Region-based pricing strategies

9. Use Push Notification Campaigns Wisely

After install, push notifications can be powerful—but only when relevant.

Best practices:

  • Personalize by behavior and timing
  • Avoid spamming—opt for value-driven nudges
  • Use in tandem with in-app messages for smoother onboarding or reactivation

10. Track & Measure Everything

Use attribution tools like Adjust, AppsFlyer, or Branch to know what’s working.

Track:

  • Cost per install (CPI)
  • Retention (Day 1, 7, 30)
  • Lifetime value (LTV)
  • Return on ad spend (ROAS)