If you build it, they will come... right?
Well, maybe. Even a beautifully designed and built app needs proper support and promotion to flourish. Before launch, you’ll want to make sure the app spends a few extra hours with the dev and search engine optimization (SEO) teams to ensure it’s indexing correctly. And when it comes time to introduce your app to the world, you’ll want to make sure you’re leveraging paid search to reach as many people as possible.
Google’s Adwords platform offers a few ways for brands to reach their audience.
Universal App Campaigns (UACs) allow users to promote iOS and Android apps across multiple networks, including search, display, and YouTube. Using machine learning, Google optimizes campaign targeting and shows your app to a pool of highly qualified users. In our testing, we’ve found this campaign type to be extremely successful when it comes to app downloads—especially on Android devices.
Additionally, Google Display App Install Ads use existing Display targeting to link directly to your app’s listing in either the Google Play Store or the Apple App Store. These campaigns can be top drivers of app engagement—often over app downloads alone.
Biting into Apple.
When searching for an app in the App Store, have you noticed promoted apps listed at the top? These are created through the Apple Search Ads platform, which gives brands and marketers even more control over campaign targeting. Unlike app campaigns in AdWords UACs, Apple Search Ads let you target specific keyword phrases that users are searching within the App Store, which is especially useful if you are targeting users who aren’t familiar with your brand name and aren’t using it in their searches.
Which is better?
There is no clear “winner” here—as each platform has various strengths and potential pitfalls, each needs to be considered within the context of your brand and budget. Luckily, savvy paid search specialists are typically versed in both and can test and learn to identify which solution offers a just-right fit for your shiny new app.