Paid Ads

Facebook + Instagram

Playable video ads convert the best because they provide the actucal look and feel of the app

  • Target “custom audiences” based on specific demographics, interest, and behaviours
  • Target “lookalike audiences” of the highest-value users
  • Run re-targetting ads based on actions they previously took

Best for:

  • Games
  • Utility and productivity apps

Twitter

Twitter app install ads are shown as “app card” either in the video or image format directly in the user’s home feed

Best for:

  • Utility and productivity apps
  • Educational apps
  • Financial apps
  • News apps

Pinterest

There are 2 kinds of Pinterest ads for app installs:

  • App install: completed installs of your app
  • App install traffic: traffic to the download page

Best for:

  • Fitness
  • Fashion
  • Meal plan
  • Home decor
  • Financial

Snapchat

Snapchat has a swipe feature which directly takes users to the app stores.

The best thing about Snapchat app install ads is their Deeplink attachment feature.

  • Snapchat reaches 75% of millennials and Gen Z
  • 249 million people use Snapchat every day
  • 40%+ of Snapchatters say they typically download 1–5 apps per week

However, Snapchat is not that popular in India. But… again, that can be a plus point for us to reach to more targetted users. Or, may be it provides more returns.

No doubts, Google is the best channel for app installs.

Types of Google ads for app installs: [infographic]

  • Google search network
  • Google display network
  • Google play store
  • YouTube ⭐

Google automatically optimizes your ads using machine learning which other platforms don’t do.

3 types of bidding options are in Google ads:

  • CPC - Cost per Click
  • CPV - Cost per View
  • CPI - Cost per Install

YouTube ads are the best when it comes to the conversion. And, the main reason is that all ads are in “video format”. [image]

Examples of some of the best app install ads

  • ZipCar - Facebook [image]
  • Hotels.com - Twitter [image]
  • BillGuard - In-app ad [image]
  • Abs Workout - Pop-up [image]
  • Pokemon Shuffle - Instagram [image]
  • Audible - Banner [image]

Top 2 paid channels: [source]

  • Facebook app installs
  • Google universal app campaign (UAC)

Source: 1, 2, 3