Building a mobile app doesn’t mean its target users will find it or use it regularly. Millions of apps compete for attention and installs, which is why many developers and businesses turn to app advertising to get their first users and to keep growing.
In this guide we explain what a mobile app ad is, how it works, how it differs from mobile web ads, its goals (awareness, installs, in-app actions, re-engagement, pre-registration), where to run it (Google Ads app campaigns, Meta, Apple Ads, TikTok and ad networks), the formats (video, image, playable, rewarded, interstitial, native and search ads), what to prepare before launch, how to build a campaign, what CPI means, which conversions to measure and the common mistakes.
What Is a Mobile App Ad?
An ad that aims to get an Android or iOS app installed, used or acted on in a specific way inside the app.
How Do Mobile App Ads Work?
- The ad is shown to the user.
- The user taps the ad.
- The user is sent to the app store.
- The user installs the app.
- The app is opened for the first time.
- In-app actions take place.
Mobile App Ads vs. Mobile Web Ads
Web ads send users to a web page. App ads send them to a store listing and measure installs and in-app events.
Goals of Mobile App Ads
- Increase app awareness.
- Increase installs.
- Drive in-app conversions.
- Re-engage existing users.
- Collect pre-registrations.
Where Can You Run Mobile App Ads?
- Google Ads app campaigns: across Search, Google Play, YouTube, Discover and partner apps. See Google Ads ad types.
- Meta app ads: on Facebook and Instagram. See social media marketing.
- Apple Ads: on the App Store.
- TikTok app ads.
- Mobile ad networks.
Mobile App Ad Formats
- Video ads.
- Image ads.
- Playable ads: a short interactive demo.
- Rewarded video ads: users watch for an in-app reward.
- Interstitial ads: full-screen between app screens.
- Native ads.
- Search ads: in app store or search results.
What to Do Before Running App Ads
- Check that the app is technically ready.
- Optimize the app store page. See Google Play Store SEO.
- Set up conversion measurement.
- Set up Firebase or an app analytics system.
- Consider a mobile measurement partner.
- Prepare deep links.
- Plan privacy and user permissions.
How to Build a Mobile App Ad Campaign
- Set the campaign goal.
- Define the target audience. See what is a target audience.
- Define the valuable user, for example one who makes a purchase or subscribes.
- Prepare the ad copy.
- Prepare the ad visuals.
- Set the budget and bid strategy.
- Start with a limited test. Use A/B testing.
- Compare results.
Add a strong Call to Action, measure with Google Analytics, and see Google Ads conversion value.
Measuring Mobile App Ads
What Does CPI Mean?
CPI (cost per install) is the average ad cost paid per app install.
Is a Low CPI Always Good?
No. If low-cost users don’t open the app, make no purchases or delete it quickly, the campaign can be inefficient.
Which Conversions Should Be Measured?
Installs, first opens, registrations, tutorial completion, add-to-cart, purchases, subscriptions and events that show the app’s main function.
Are an Install and a First Open the Same?
No. A user may install the app and never open it. The first open is evaluated as a separate event.
How Much Do App Ads Cost?
Cost varies with country, sector, audience, ad platform, app category, competition and campaign goals.
Do You Need a Website?
Not in every case, but a website helps with company information, a privacy policy, support, content marketing and brand trust. See mobile SEO.
Where Do Mobile App Ads Appear?
In Google Search, Google Play, YouTube, Discover, social media platforms, the App Store and other mobile apps.
Common Mistakes
Launching before tracking is set up, judging only by CPI, using unclear store pages, ignoring retention and not testing creatives.
For related reading, see what is digital marketing, influencer marketing and digital ad management.
Frequently Asked Questions
What is a mobile app ad?
An ad that targets the installation or use of an Android or iOS app, or a specific action within it.
Where are app ads shown?
In Google Search, Google Play, YouTube, Discover, social media platforms, the App Store and other mobile apps.
How do I run an app install ad?
Prepare the app’s store link, an ad account, conversion measurement, target audience, budget and ad creatives, then create a campaign on a suitable ad platform.
Do I need a website to advertise an app?
Not in every case. But a website is useful for company information, a privacy policy, support, content marketing and brand trust.
How much do mobile app ads cost?
Cost varies by country, sector, audience, ad platform, app category, competition and campaign goals.
What does CPI mean?
CPI is the average ad cost paid per app install.
Is a low CPI always good?
No. If low-cost users don’t open the app, make no purchases or uninstall quickly, the campaign may be inefficient.
Which conversions should be measured?
Installs, first opens, sign-ups, tutorial completion, add-to-cart, purchases, subscriptions and events showing the app’s main function.
Are an app install and a first open the same?
No. A user may install the app but not open it. The first open is considered a separate event.
