ios keyword installs

App set up adverts are like shirtless Abercrombie fashions strategically standing outdoors a retailer entrance, engaging potential prospects.

Fortuitously, you don’t want to attend for potential app customers to stroll by so you may impress them with six-pack abs. You do, nonetheless, wish to appeal to them to put in your app with a time period impressed by Abercrombie’s buyer acquisition technique: “six-pack adverts.”

Cellular app entrepreneurs at the moment have entry to a number of channels for consumer acquisition. A few of these methods embrace social media app set up campaigns, in-app banner adverts, and interstitial adverts, amongst others. So what’s an app set up advert and the way are profitable cell entrepreneurs utilizing them to drive their consumer acquisition methods?

Proceed studying for insights into real-world examples and methods in your app set up adverts or leap to our full infographic under.

Table of Contents

What Is an App Set up Advert?

App set up adverts immediate customers to obtain an app straight from the advert. They usually use paid acquisition methods that funnel the commercial’s viewers on to your app retailer itemizing for near-frictionless set up. These adverts may be proven inside search outcomes, social media feeds, web sites, apps, and extra.

These adverts are important for a profitable consumer acquisition technique, which pushes them up the precedence checklist for cell entrepreneurs. For those who can reply a search question with a proposal to resolve the consumer’s drawback or intrigue somebody along with your idea of their social media feed, your app set up adverts are extra possible to achieve success.

How App Set up Adverts Work

App set up adverts are available many types however are laser-focused on their aim of consumer acquisition.

So how do app set up adverts drive consumer acquisition? By exhibiting up on channels with a direct CTA to obtain an app, app set up advert campaigns can bolster installs in fast succession, serving to enhance ASO and boosting your app retailer rating.
Let’s check out some examples of adverts which might be driving a whole bunch, 1000’s, and even hundreds of thousands of individuals to put in apps. Beneath are 20 examples of app set up adverts throughout cell search, app retailer search, social media, interstitial adverts, and extra.

One of the vital efficient methods for buying new prospects is answering their questions within the type of a worth proposition. That is the good thing about focusing on related keyword-driven site visitors in your advert technique.

1. DoorDash

Let’s take a search time period like “meals supply close to me” for example. We are able to assume the customers behind such a question are enthusiastic about simply that — getting meals delivered. Cellular apps like GrubHub and DoorDash are nice companies to point out up among the many search outcomes, even within the type of an commercial.


DoorDash’s app set up advert merely states the worth proposition of speedy meals supply from a whole bunch of eating places. In addition they lean into their immaculate five-star ranking from over 2.5 million customers.

2. Bumble


It’s widespread for advertisers to focus on the key phrases generally used to search out their rivals. On this instance, Bumble exhibits up in searches for Tinder, a relationship app competitor.

In addition they take this chance to clarify what differentiates them from their rivals: they make relationship safer. In addition they assist the proposition that you’ll “meet new individuals,” with the social proof that the app has over 40 million customers.

Fb App Set up Adverts

It’s no coincidence that adverts for apps are proven when you’re inside a cell app — promoting an app inside an app, very meta.

We couldn’t do these adverts justice if we merely grouped all app set up adverts on social media collectively, so we’ll cowl among the prime platforms individually. First up is Fb, which together with having a mixed core product attain of three.45 billion individuals per quarter in 2020, can also be a horny platform due to its robust focusing on capabilities.

3. Goal


This instance from Goal begins by prompting customers with the clearly outlined aim of a better procuring expertise, then gives a easy resolution with their “Set up Now” CTA. They use minimal copy and as an alternative depend on a shiny, eye-catching picture to attract customers in.

4. QuickHire


Do you have to use emojis in your app set up adverts? QuickHire thinks so. After we checked out emoji use in push notifications, we discovered that emojis enhance CTR by a median of 38% — but it surely’s essential to contemplate the trade earlier than sticking a laughing face emoji on the finish of any advert.

The highest industries that may profit from emoji use in advertising are:

  • Enterprise and finance
  • Utilities and companies
  • Retail

With minimal copy, QuickHire makes use of a refined, eye-catching emoji to attract customers in and depends on video to maintain them engaged. It’s price wanting into different avenues like emojis or movies to seize consumer consideration.

App Set up Adverts on Twitter

Twitter is a superb place to promote merchandise that market to millennials since 80% of Twitter customers are prosperous millennials.

Cellular entrepreneurs perceive how essential it’s to focus on customers on particular gadgets. For those who occur to make use of Twitter’s cell app, you’ll possible see extra adverts for cell apps, in comparison with Twitter’s desktop expertise the place extra web-based commercials are proven.

It’s additionally an essential viewers to promote cell apps to since 85% of millennials have good gadgets, in comparison with 79% of era X and 54% of child boomers.

5. Blinkist


Blinkist has a singular method to the widespread time limitation related to studying. They consolidate the important thing insights from nonfiction books into 15-minute summaries. In addition they condense their set up advert into an simply digestible GIF.

They embrace extra info within the Tweet however simplify their worth proposition proper above the “set up” button: “Books in quarter-hour.” It’s price leaning into your worth proposition when character rely area is confined.

6. 7-Eleven


7-Eleven used its promoting funds to create knowledgeable business for his or her app set up advert. They’re additionally in partnership with a movie studio to advertise an upcoming Pokémon film. It’s a superb technique: benefiting from a preferred movie franchise to entice their current fan base to obtain the 7-Eleven app.

Collaborations like this could be a nice technique between two or extra cell app corporations to cross-promote to your strategic associate’s viewers.

7. RoboKiller


This instance from RoboKiller is proof of how novel options for widespread issues can rapidly unfold inside networks. Getting a consumer to put in the app from the advert is nice, but when individuals share the advert with their community, the result’s viral advertising.

RoboKiller makes use of social proof within the type of information protection to get extra likes, feedback, and shares. With over 46,000 likes and 9,000 retweets, we are able to safely say this app set up advert marketing campaign was profitable. In case your cell app addresses a standard ache level, take the time to obviously clarify your resolution and the way it’s uniquely able to relieving that ache.

8. Experian


Whereas your FICO rating could not have you ever on the sting of your seat the best way the Olympic gymnastics closing may, we expect that Experian capitalizing on the excitement over the Olympics positively caught the touchdown.

Like Robokiller, Experian additionally showcases social proof, however within the type of hundreds of thousands of five-star scores. With minimal visible litter, Experian is ready to present their worth to prospects in a means that’s clear, easy, and thrilling. When creating app set up adverts, take into consideration tying your messaging to present occasions to construct pleasure along with your viewers.

9. TikTok


TikTok is a short-form video sharing platform that’s turn into one of many main social media platforms for youthful generations. With 60% of their estimated 88.7 million customers being Gen Z, TikTok is rapidly gaining market share in opposition to different social media platforms like Twitter and Instagram.

In a transfer that’s as ironic as it’s genius, TikTok ran app set up adverts on Twitter that spotlight the previous’s distinctive model proposition with out mentioning rivals. Tik Tok’s app set up advert options an instance piece of content material exhibiting what’s doable with their app.

TikTok is ready to promote to their goal consumer base in an identical app. When promoting on a competitor’s website, convey your distinctive worth proposition with out immediately tearing down theirs.

Snapchat’s App Set up Adverts

93% of individuals between 18 and 24 use Snapchat. This makes Snapchat an incredible platform to succeed in millennial and era z audiences.

As a substitute of an set up button, Snapchat promoting has a swipe-up function that’s used throughout the app, making a native promoting expertise for customers. One other advantage of Snapchat app set up adverts is the Deep hyperlink attachment, which permits customers who’ve already downloaded the app to as an alternative land on a selected in-app web page.

10. Acorns


With a rising variety of millennials and era z not saving for retirement, it’s extra essential than ever to persuade these demographics to begin. Acorns presents investing and saving as approachable actions for his or her viewers on Snapchat utilizing the tagline, “make investments spare change.”

When promoting on numerous platforms, perceive which demographics you’ll generally attain and the way greatest to speak with them.

11. AFK Area Sport


When selling video games, it’s an incredible technique to promote with precise gameplay. Together with proof of the sport’s graphics, mechanics, physics, or different related visuals may be an effective way to incentivize set up and trial.

AFK Area does properly to point out how the sport capabilities. This will make the sport really feel extra approachable and even onboard customers with a fast demonstration of how the sport is performed.

App Set up Adverts on Pinterest

Pinterest has 478 million month-to-month customers and a market of over 60% ladies. Individuals utilizing the app are already in search of new concepts in comparison with conventional social media, that are extra common for staying updated with accounts customers are already following.

With promoted app pins, Pinterest customers can obtain apps in a single click on with out leaving the Pinterest app.

12. AIBY Inc


Pinterest is usually used for locating fashionable pictures and their consumer base is uniquely open to new concepts. AIBY Inc capitalizes on this with quick movies exhibiting a number of capabilities of their platform to suit numerous aesthetics.

Since Pinterest is a visible app, entrepreneurs can use visually partaking content material like video examples to drive conversions.

App Set up Adverts on Instagram

Companies are utilizing Instagram as probably the most efficient channels for connecting with their goal markets, since 71% of customers are beneath the age of 35 and 80% comply with no less than one enterprise.

Over a 3rd of Instagram’s customers have made a purchase order on cell and with common engagement charges of two.2%, Instagram is likely one of the greatest locations for companies to promote.

13. Wag


Wag makes use of the sophistication of Instagram’s (learn: Fb’s) adverts supervisor device to search out segments of customers who’re good matches for his or her app’s service. If the app has but to develop internationally, and even nationally, they will choose particular areas the place the app is at present out there.

The advert supervisor device additionally permits for detailed focusing on primarily based on demographic and psychographic segmentation. This implies Wag can goal individuals who match into the pet possession buyer profile and are among the many working class — all of the extra prone to require canine strolling companies.

14. Albert


Albert’s advert takes benefit of a well-recognized sight for iOS customers: the iMessage thread. It additionally demonstrates how simple the product may be to interface with and add worth to the consumer’s life.

Subscription companies have grown in recognition and might simply be forgotten and unused, but nonetheless withdraw cash from the consumer’s account. Albert’s resolution is easy and user-friendly, and though it solely scratches the floor of their product’s function set, it’s a simple means for viewers members to rapidly grasp a standard use case.

When promoting your app on Instagram, benefit from visuals to tell customers how the app capabilities and relieves their ache level.

YouTube’s App Set up Adverts

With 75% of adults watching YouTube on their cell gadgets, it is a excellent spot to promote your cell software.

YouTube can also be out there in 91 international locations and over 80 languages, which makes it an incredible platform for a worldwide progress technique.

15. 7NOW


7-Eleven is making an enormous push for cell. On this YouTube app set up advert, they’re selling a supply service for meals and alcohol. In addition they make a beneficiant supply inside their advert: the primary three deliveries are free.

Many meals supply apps make use of referral advertising campaigns to supply a single free supply. 7NOW’s technique is to get customers hooked on the product after three free trials.

Embody a beneficiant supply in your app set up advert in order that the choice to obtain is as simple as doable for customers.

16. Sideline


Sideline may take the cake for probably the most concise app set up advert copy. Their worth proposition is easy and straightforward to know: two numbers, one cellphone.

It’s so clear, in actual fact, that they didn’t really feel the necessity to differentiate the outline from the title from “2nd Telephone Quantity” to “Get a Second Quantity.” Sufficient mentioned.

When drafting your app set up adverts, maintain the advert copy and visuals so simple as doable whereas nonetheless clearly conveying what your app does.

Though banner adverts have reportedly seen a decline of common click-through charges to 0.06%, they’re nonetheless related in sure conditions. If an app’s enterprise mannequin is constructed on promoting income, it’s essential for the engagement with the app’s core function to stay intact whereas displaying the advert.

Hyper-casual video games, for instance, can sacrifice a portion of the display to make means for a monetization technique in some instances.

17. Golf Rival Sport


On this instance, Golf Rival is cross-promoting their sport inside one other hyper-casual sport. It is a related technique to the upper stage method of promoting cell apps on cell gadgets. Video games wish to benefit from audiences who already play cell video games.

Take into account the varied channels and platforms the place your app set up commercial will attain an viewers and align them along with your goal market. For those who’re within the B2B area, for instance, Twitter is a superb place to succeed in your viewers. In case your app is extra B2C, Instagram and Snapchat can be good choices.

Interstitial Adverts

These full-page adverts are proven in between two pages or views throughout the app expertise. In between two ranges of a sport, for instance, interstitial adverts benefit from this time to supply a totally immersive commercial.

18. Wordscapes


On this instance, Wordscapes takes benefit of the time between video games of solitaire. It’s a good time to catch customers as they put together for the following display or one other spherical of gameplay.

Think about using interstitial adverts in your consumer acquisition technique to benefit from the consumer’s undivided consideration. Not like banner adverts that turn into peripheral and probably go unnoticed, interstitial adverts may be nice methods to tell customers rapidly when you have their consideration.

App Retailer Adverts

App discovery takes place totally on the App Retailer. In actual fact, 70% of App Retailer guests use search to search out apps and the conversion price for Apple’s search adverts is reportedly 50%.

With success charges like this, these adverts are important for cell entrepreneurs to get proper.

19. JUMP

On this instance, JUMP locations an app set up advert throughout the App Retailer search. Because of this individuals looking out the App Retailer for a scooter app might be first proven JUMP. These adverts seem above the fold which creates the sensation of superiority as the primary search outcome.

20. Coinbase


Coinbase is capitalizing on the recognition of cryptocurrency by focusing on the names of particular cryptocurrencies on the App Retailer. On this instance, Coinbase seems as the highest outcome for Bitcoin, which at present holds the highest spot for hottest cryptocurrency.

Fascinated about totally different levels within the purchaser funnel will help you goal phrases with greater conversion charges.

H2: Bonus: App Set up Adverts Postmates Case Research

Are you to see how these app set up adverts can culminate into a totally shaped consumer acquisition technique?

Postmates is clearly benefiting from app set up adverts, as you will discover them on practically each promoting channel we’ve mentioned above. They’re clearly successful the consumer acquisition sport with over 5 million installs on Android and a mixed 124,000 scores on Android and iOS.

Interactive Snapchat Advert

Postmates has created a enjoyable and interactive app set up advert on Snapchat which positively stands out in a crowded promoting surroundings. Customers should faucet (make {that a} intelligent faucet) the button to interrupt the glass and win their coupon code.

App Retailer Advert

Postmates additionally targets the app retailer to promote within the aggressive meals supply market. When trying to find “meals supply,” their advert placement may be one of many first outcomes. This makes it extra possible for app retailer customers to belief the legitimacy of those outcomes.

Your App Set up Adverts

As they are saying, take this with a grain of salt. We are saying, pepper your customers with the very best high quality and most partaking app set up adverts doable.

Repetition and familiarity are highly effective forces in promoting. As your app set up adverts turn into extra recognizable on a consumer’s favourite platforms, individuals will turn into extra prone to set up your app.