Search advertising for apps is one of the most effective ways to promote mobile games and apps. Every such project needs promotion to attract active users and monetise. The CYBORG team has been promoting mobile games and apps for iOS and Android devices for several years. It's a labour-intensive process that's almost impossible to do on your own.
Stages and methods of promoting games and apps
Promoting mobile apps in Google Ads starts with setting KPIs. First, you need to define the goal: the expected number of downloads, revenue per user, target rating and maximum bounce rate. Then the team develops a strategy. The initial stage also includes market analysis: the app is compared with competitors, the market is studied and a target audience profile is created.
Note that some mobile game and app developers come to us for promotion before their projects are even on Google Play or the App Store. If needed, CYBORG's specialists will help with that.
If everything is fine and the apps are already available for download, it's time to launch search ads. Google has dedicated search ad formats for promoting mobile apps. One of the most popular is the basic "install mobile app" search ad. When searching, the user sees a highlighted offer at the top to download the game or app. Conveniently, these ads are only shown on suitable devices with the right OS, specifications and screen size.
Another popular way to promote mobile projects is the Display Network. This means ads in the form of banners, animations and even short videos are shown on Google's partner websites. Major search engines have about 2 million such partners, so a campaign can be truly large-scale. Ads for downloading a game or app can be targeted to a specific audience — for example, Android or iOS smartphone owners of a certain gender, age and location.
In Google Ads, mobile app advertising can also be set up on YouTube or even inside other mobile apps. We've all seen a video ad for an app suddenly start while watching YouTube. The same happens when we play free versions of games or use free versions of mobile apps. All these ad placements are also configured through the account. But for that, you need to create a banner, short video or GIF animation. That's why many app owners and developers turn to CYBORG's specialists, where designers, copywriters, marketers and others work on the promotion.
How much does mobile app promotion cost?
There's no single answer to how much you'll need to spend on promoting a mobile app. In Google Ads, you can control costs by setting a daily limit: $20, $50 or even $1,000. It all depends on your KPI goals. Some projects need to attract at least 50,000 unique users, while for others even 100,000 downloads won't be enough.
The CYBORG team can guarantee results with any ad budget. All costs will be optimised, and daily analysis of results will help avoid overpaying.
The cost of mobile app promotion depends on the bidding type: per click, per impression or per action. You can pay only for app downloads or for users visiting the app or game page on the App Store [1] / Google Play [2]. The daily budget or cost per user action can be set individually. This determines how actively the ad is shown to the chosen audience.
During active promotion, you can also take care of the project's reputation. Not every app owner or developer who comes to CYBORG has a very high rating. Sometimes we need to apply SERM [3] techniques: raising the rating with positive reviews and scores, handling negative feedback and user opinions, and improving the product.
What results can you achieve?
Based on our marketers' results over the past two years, we can confidently guarantee the following app promotion results:
- search campaign CTR up by more than 50%;
- cost per install by a unique user falls several times after a few months of promotion;
- in-app activity increases;
- the app or game monetises much better.
Each client can also set individual requirements. Clear goals are built into the KPIs from the start. For example, we can work only on increasing downloads or focus specifically on boosting monetisation.
CYBORG has been working in search advertising and web project promotion for several years. Over this time, we've developed clear workflows, and our team has grown to include specialists such as marketers, SERM experts, copywriters, designers and more. With a team like this, you can be confident your mobile app or other web project will be promoted successfully.
