«How to promote mobile apps in 2024»

How to promote mobile apps in 2024

June, 20 2024
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Mobile apps have become an integral part of our daily lives, offering users a wide range of services and features — from entertainment to financial transactions. Each year, competition in this market segment intensifies, and an app's success depends not only on its functionality and design but also on the right promotion strategy.

This article will help you understand the key aspects of mobile app promotion in 2024, provide practical steps to reach your target audience, and, most importantly, explain how to quickly and effectively promote your applications.


The main difference between promoting mobile apps and web products lies in their distribution through specialized platforms such as Google Play and Apple App Store.

App marketing includes all activities aimed at attracting new users and retaining existing ones. The primary goal is to ensure app visibility and achieve high rankings in search results.

Key Tools for Mobile App Promotion

Effective campaigns are achieved by using multiple tools simultaneously. To ensure sustainable growth and maintain top rankings, it is necessary to combine organic traffic with other methods. Here are the key directions in app promotion:
  1. App Store Optimization: Work on improving app visibility in stores like the App Store and Google Play.
  2. Advertising and Integrations: Invest in advertising in app stores and in-app networks.
  3. Social Media Promotion: Utilize social platforms to draw attention to your app, build a user community, and engage with them through content and ad campaigns.
Let's delve into each direction in more detail.


App Store Optimization (ASO) is the process of improving an app's ranking and visibility in app stores, making it easier for users to discover and find your app. This process involves carefully refining key elements such as the app's title, description, and screenshots.

How to Optimize for the App Stores

Up to 82% of users discover apps by browsing app stores or through store recommendations. This means that most people download apps only after seeing them in the app store.
To effectively optimize your app, follow these steps:

1. Keyword Research: Identify relevant keywords that match your app's functionality and user queries.
Title and Subtitle
2. Title and Subtitle Optimization: Include main keywords in your app's title and subtitles to improve visibility in search results.
3. Description Optimization: Craft an attractive and informative description that includes keywords and highlights the unique features of your app.
4. Screenshots and Videos: Use high-quality screenshots and videos to showcase your app's functionality and benefits. Visual elements should be bright and informative.
5. Reviews and Ratings: Encourage users to leave positive reviews and high ratings. This will improve trust and boost your app's search ranking.
6. Icon and Graphics: Create an appealing icon and graphic elements that stand out from competitors and attract user attention.
7. Analytics and A/B Testing: Track optimization effectiveness using analytics tools and conduct A/B testing to determine which elements perform best.
8. International Market: Expand your app to more regions in the Apple App Store and Google Play. Localization includes not only translating text but also considering cultural contexts, local laws, customs, and currencies.


Advertising plays a crucial role in promoting your app. After optimization, it's essential to use all available distribution channels, including in-store ads and ads in third-party apps.

Advertising in the App Store and Google Play

Apple Search Ads: This tool promotes iOS apps within the App Store. Developed by Apple, it displays ads at the top of the App Store search results when users enter specific keywords or phrases.
Google App Campaigns in Google Ads: Used for promoting Android apps in Google Play. This platform allows you to display ads in other Google services, such as YouTube, Google Search, and partner websites and apps.
Each of these platforms provides marketers with a wide range of tools and ad formats, enabling them to effectively reach their target audience and improve campaign results.

In-App Advertising

In-App advertising allows you to reach your audience directly within the apps they use. This is beneficial for advertisers as it enables targeting specific user groups who may be interested in your product or service.
Here are several in-app advertising networks that provide tools for managing and optimizing ads:

  1. AdMob: A major in-app advertising network offering banners, interstitials, video ads, and rewarded videos.
  2. Unity Ads: Specializes in video ads, offering formats such as standard and interactive videos.
  3. Facebook Audience Network: Uses Facebook data for targeting, providing advertisers with banners, interstitials, and native ads.
  4. AppLovin: Specializes in native ads and offers tools for managing and optimizing ads, as well as analytics.
  5. Mintegral: Helps attract quality leads and scale campaigns with global traffic, effective creatives, and ad optimization algorithms. Our academy has a detailed review of this platform.
  6. BIGO Ads: This in-app network allows advertisers to place ads within apps like Likee and Imo. It offers various ad formats, including banners, video ads, native ads, and interactive ads. We have a detailed article discussing this platform and a successful case study.
Useful to read: “How to promote mobile games


Social media has become one of the primary sources of traffic for apps. With their extensive reach and precise targeting parameters, you can effectively reach your desired audience and attract users who will perform key actions such as registration, download, or purchase.
For global promotion, Facebook, Snapchat, TikTok, and Instagram are suitable, as well as Google's advertising platform with its app promotion campaigns.
Social media significantly contributes to increasing the number of organic installs for several reasons:

  • Brand Awareness: Regular posts and user engagement help make your app more recognizable.
  • Effective Communication with the Audience: The ability to interact directly with potential users, respond to their questions, comments, and suggestions, helps create a loyal audience and strengthen user relationships.

It's important to note that each platform has its own rules that must be followed to avoid blockages and restrictions, such as those on GEOs or payment methods. What should you do in this case? We'll explain further.


You don't need to understand all the nuances of promotion and advertising network rules yourself. AdSkill experts will ensure successful promotion, provide agency accounts for advertising platforms, and support you at every stage of your campaign. This way, you can avoid blockages and GEO restrictions, ensuring your product is seen worldwide!

Check out our case studies on promoting and launching ad campaigns in various verticals.