Mobile Apps Advertising. iOS > App Store / Android > Google Play

We have experience in launching ads from scratch for new startups and auditing already running advertising campaigns. The first step is to dive into the analytics and see how properly everything is set up.

For advertising on Google Ads and Google Play, at least there must be Firebase SDK with conversion events configured. Then we can run ads not just for installs, but also with optimization for the selected target actions in the application: payment, subscription, checkout, registration, etc. At the same time, the cost per installation may be higher, but we only get paying users and people who need the promoted application. Google is quite limited in terms of targeting, a smart app campaign uses data about the people using your app, self-learns, and shows ads to the people most likely to install your app. All you have to do is work on creatives (be sure to use video formats in addition to banners), analyze efficiency, manage bids, test geography and demographics.

To advertise an app on Facebook / Instagram, you need to install the Facebook SDK and, similarly to Firebase, configure it to track all conversion events in the application. After these actions, we will be able to select a goal in advertising not just installs, but getting the maximum number of conversions in the app based on the budget. In terms of targeting, Facebook has many more options, you can create and test different audiences by interests, competitor apps, create similar audiences, etc. Then, as always, we analyze campaigns profitability, look at the audience segments by geography and demography, and calculate the bids for targeting segments.

A separate channel is paid ads in App Store, for this there is Apple Search Ads. To run ads there, you need to give access to the developer's account in the App Store and, basically, that's it. There are two types of ad campaigns in-there:

• Automatic, where you select your application, budget and just press the Start button
• Manual, where you manually select keywords, bids and then analyze the effectiveness and manually optimize campaigns

In addition to the ad channels described above, there are also Unity Ads, ironSource, AppLovin, Liftoff and other advertising networks, however, in our opinion, they are more suitable when your application is about entertainment and gaming.