More than 1,200 new applications appear on Google Play and the App Store every day. Therefore, mobile app promotion is an essential tool to ensure that users notice a program among thousands of others. Currently, 88% of smartphone usage time is spent on apps, and the presence of a mobile application for an online store or brand increases user trust. Accordingly, their development and support are promising if you choose the right and comprehensive approach to mobile app marketing.
The Difference Between Google Play and the App Store
Promoting mobile applications in Play Market and the App Store begins with understanding the features of each platform. Google Play Store dominates in terms of global reach. This is especially noticeable in developing markets (India, Africa, South and Southeast Asia). However, the Apple App Store leads in the premium segment, with the majority of its users coming from Europe, the United States, and Japan. This is clearly seen in the average purchase amount, which is $12–13 and is twice as high as the average purchase of a typical Play Market user.
Key platform differences that affect mobile app promotion:
| Characteristic | Google Play Store | Apple App Store |
| App review process | Faster and often automated, allowing developers to update their product quickly. | Manual review provides stricter quality standards but leads to longer approval times. |
| Ranking algorithm differences | Priority is given to keyword optimization, download speed, user acquisition, and retention. Critical elements: title, short and long description, rating and reviews, developer name. Non-critical elements: icon, screenshots, video. | Priority is given to ratings and user interaction with the app, such as through in-app events and promotions. Critical elements: title, subtitle, keyword field, rating and reviews, developer name, in-app events. Non-critical elements: description, icon, screenshots, video. |
Since promoting mobile applications in the App Store and Play Market has clear differences, app optimization is required for each platform. This is where ASO (App Store Optimization) comes in. These are SEO services that help promote not websites but applications in specialized app stores.
ASO (App Store Optimization) – The Basis of Visibility
Mobile apps require ASO promotion starting from the product launch stage. To encourage users to download an app, both free tools and paid advertising and PR materials can be used. However, everything begins with optimizing the application itself.
Metadata Optimization
A well-thought-out title, subtitle, and description contribute to mobile app promotion in Play Market and the App Store for specific search queries. It is necessary to add keywords to the description and tags in order to bring the application to the top of Google Play or App Store search results. These are the words and phrases that users enter in the store search bar.
Tips for optimizing the app page text:
- Title. Balance between the brand name, the essence of the application, and the search query.
- Short Description. Differences from competitors and key search terms.
- Long Description. Detailed functions and clear advantages of the application without keyword stuffing (keyword density 3–5 times per text).
Although only about 5% of users expand the full description, it should not be ignored. In Google Play, it is indexed (unlike in the App Store), which contributes to Android app promotion.
Visual Elements
The icon is the first thing a user notices when viewing search results or the application page. Aesthetic appeal and proper graphic execution are important. Screenshots and promo videos should quickly and clearly demonstrate the functions and usefulness of the program. Ideally, they should match the color scheme of the icon. App promotion in the App Store and Play Market is positively affected by placing the most informative screenshots and mockups at the beginning of the set, since users usually view the first 2–4. One idea – one visual element.
Reviews and Ratings
The higher the rating, the more downloads an app receives. This is especially important for promotion in Google Play, since the store has a rating filter. It is important to maintain a rating of at least 4.5. App ratings can be increased with App Rating Prompts, when users are asked to leave a rating and review within the application. Notifications should appear when users perform actions, reach a new level in a game, etc. ASO optimization of mobile applications also involves continuous and detailed work with reviews, as they reveal user “pain points.” Negative comments should never be ignored, as this reduces trust among potential users.
Android App Promotion
There is no universal way to promote an application, but there are several essential stages that cannot be skipped. Android app promotion begins with defining the target audience and goals according to the product life cycle. Before the release, it is necessary to conduct competitor analysis, collect a semantic core, prepare textual metadata, design an icon, video, and screenshots, and choose Google Play Tags (categories the application belongs to).
SEO for mobile applications includes:
- External advertising and targeting through Meta services (Facebook, Instagram, WhatsApp), TikTok, Snapchat, Google UAC, etc.
- Internal promotion through advertising in Google Play and other applications.
Depending on the niche and budget, ASO campaigns may include various PR activities. These include influencer integrations, articles in industry media, offline events (exhibitions, booths), placing QR codes on banners, and more.
iOS App Promotion
A distinctive feature of the Apple App Store is a separate keyword field of 100 characters that is invisible to users. To fill it with relevant keywords, data from Apple Search Ads and competitor analysis results should be used. At the same time, repetitions of words already used in the title and subtitle should be avoided.
iOS app promotion may include:
- Social media and influencers. Cooperation with bloggers, targeted advertising in TikTok and Meta platforms.
- Discounts and promo codes. On average, up to 100 promo codes per version are provided to encourage users to unlock paid features or early access.
- Retargeting. Advertising aimed at users who visited the app page but did not install it.
- Family Sharing. Shared use of purchases within the application.
To promote a mobile application, marketing may also include internal events (In-App Events). These can be competitions, mini-games, premieres, or seasonal features designed to engage users in temporary activities and promote updates.
Mobile App Advertising
Modern advertising campaigns require high investments, so their optimization and achieving maximum ROI (return on investment) are extremely important.
Paid channels for mobile app promotion in the App Store and Play Market:
| Google Ads | Universal App Campaigns – an automated campaign type for different Google platforms. The system selects the most relevant audience to display ads. |
| Social Media | Facebook Ads displays ads with a direct link to the app on Facebook, Instagram, and Audience Network. Advanced targeting allows promotion among the target audience while increasing ROI and saving budget. |
| Apple Search Ads | The platform places ads directly in App Store search results. Payment is per click. Retargeting is available to bring back users who deleted the app or did not complete the desired action. |
| Twitter App Campaigns | These campaigns are flexible because you can pay per click or per install. This channel works well for increasing downloads since it targets a mobile-focused audience. |
Metrics and Analytics
Key performance indicators include DAU, MAU, rating, and conversion. Modern monitoring tools include App Store Connect and Google Play Console. Analytics from third-party services such as Facebook Analytics, Firebase (for iOS and Android), and AppsFlyer are also effective.
When to Start ASO Promotion
ASO optimization of mobile applications is required already at the product launch stage in order to properly design the description and app page, ensuring a high position in the store search results. However, an effective comprehensive strategy can be developed for any ready-made program. Professional advertising services include mobile app promotion in the most effective channels with maximum ROI.
