Icon of the Google Play Store

How to Effectively Promote Android Apps

If you’ve picked Android as your operating system, you need to promote your Android app in the most effective way to get awesome results.


1. The World of Android Maket Share | Play Store
2. Free Android App Promotion ASO | Free Channels
3. Paid Android App Promotion Ad Agencys | Incent vs Non-Incent
4. Insider Tips Alternativ App Stores | Google AdWords

The World of Android

Before we start, let’s look some basic information about Android itself.

Market Share

According to TechCrunch, Android hit 86.2% market share in Q2 of 2016 (while iOS had a market share of 12.9%). Android can be used by different mobile manufacturers, hence it isn’t surprising that it is so popular worldwide.

This popularity makes it harder to publish and promote Android apps: Since every device manufacturer has different standards, it’s a tough road to provide the best UX for all Android users.

Statistics about how the amount of sold smartphones grew in the last years

The need for good mobile app promotion has risen in the last few years © ayeT-Studios

The Play Store

There are +2,000,000 Android apps available on Google Play Store, with thousands of new mobile applications being published on a monthly basis.

Most apps downloaded from the Play Store can be downloaded for free by the user. The statistics of Statista show that only 4% of the 100 highest-grossing apps in the U.S. require payment for usage.

So, choosing the right monetization model is an important factor for Android app promotion to increase their apps’ popularity. Android users do not like to spend money for mobile applications unless they are really worth it.

Promote Android Apps for Free

Let’s get started: How to promote Android apps in the most effective way without paying any money for it?

You can choose between many services that are ready to boost your app’s visibility. Let us show you steps you can take by yourself first.

There are several things you can do to promote your Android app’s discoverability. Since they are for free it is the perfect solution for a tight budget.

ASO on Google Play

To give your app the best ranking possible, the first thing you can do within your Android app promotion strategy is optimizing its page on the Play Store.

Nobody knows how Google’s algorithm works in detail. But be sure: The information on your app’s Play Store page is one of the most important factors, so arrange it right.

App Name

This is where ASO to promote Android apps starts:

The app name is the textual flagship of your mobile app and the place you have to combine creativity, function(s) and keywords – all in one title with 30 characters.

App Description

In the app description, you’re also limited by a maximum of possible characters (4.000). Set your focus on the first 167 characters to promote your Android app because they will always be displayed.

The description contains all the information about your app that is necessary for the user. If you can make it attractive, users might want to take a closer look at your app.

You should make sure to use your keywords no more than 5 times in the description. Google will filter them out for keyword searches.


Relevance, competition and search volume – these are the elements that will count for the correct choice of your app store keywords when promoting Android apps.

If you are not sure how to select the right ones, you can click here for detailed information about ASO keywords.

App Icon

App name and app icon: These two things are the main focus of attention when mobile users first check out new apps.

When you create the app icon, it needs to be consistent with your app’s design. Otherwise, it will have a negative effect on your Android app promotion.

You can take a look at competitive apps in your app category to catch some ideas.

Screenshot & Feature Graphics

Mobile users have access to the so-called feature graphic, which is the small picture at the top of the page. It is a plain yet expressive picture, containing app name or icon only. Make sure not to forget it when you promote Android apps.

Potential users always want to see what your app can do before downloading it. With screenshots, you can perfectly show them features, feelings and use of your Android app.


People love videos, so you can take advantage of it when you promote Android apps and create a short clip. Demonstrate what your app can do and why users should download this app.
The amount of Android Apps in the Play Store from 2009 to 2015

The amount of Android apps in the Play Store is growing steadily © ayeT-Studios

Your Channels for Your App

Now that your Play Store page is perfectly curated, you can get down to all the other channels. Spread the word and promote your Android app wherever possible.

Social Media

The perfect place to let your app circulate around the worldwide web is social media. Everybody knows about social media outlets and, for example, with an average of 1.15 billon active mobile Facebook users in December 2016 (as stated in the Facebook newsroom), there is quite a big potential for attracting new users in there.

You can take the chance and register your mobile app on the main channels and share

  • a post (Facebook),
  • a tweet (Twitter),
  • a picture (Instagram) or
  • a short video (Snapchat)

with your target audience. Check out this article about the perfect app promotion with social media.

App Website

Users don’t want and need every single detail on the Play Store page. However, if you create a landing page for your app, users can take some time and take in all the information about your mobile app, your company and all other channels.

You will convey way more reliability by presenting a well-designed website for your Android app promotion and your company. Bear in mind to make it suitable for mobile devices, too.

External Websites, Forums and Blogs

Another step you should definitely take when working on Android app promotion is publishing it on other websites than your own and in hopes of making it go viral.

There are many review websites where mobile apps are rated and tested (just like nearly every product nowadays). Users might take a look around and search for certain app categories or even app names.

When you are listed on such websites, you can increase your app’s discoverability. The good thing is: There are app review sites where you don’t have to pay for such a service. All you need to do is register your app or contact the website admin. You can very easily promote Android apps this way.

In forums, like-minded people chat, discuss and share information about their favorite interests. Mobile technology lovers could be interested in your app, so you should definitely take the chance to register as a user and examine potential forums. Maybe you will find some to promote your Android app.

Another idea to promote Android apps are blogs. You can either create your own and give users insight on your app, news, updates, and so on.

Furthermore, you can contact bloggers to give a word about your app. If you can convince them of your app idea, they will show it to their audience.
More app promotion sites are listed here.
Distribution of paid and free apps in Google Play Store

How paid and free apps are distributed in the Google Play Store © ayeT-Studios

Paid Promotion to Promote Android Apps

The afore-mentioned strategies already represent a great start to promote Android apps.

Is there more you can do to give your app a real kick? Yes, there are plenty of promotion services you can choose from if you invest some money.

Ask an Ad Agency

Many steps to promote Android apps can be taken by professionals in this business. Ad agencies have access to a widespread network they perform in and work with.

Furthermore, they collaborate with various people and channels on different media to offer the best adjusted service to promote Android apps.

Incentivized or Non-Incentivized?

This is an important question, not only for your budget, but also for your traffic and user behavior.

We will explain both types to you with regard to promoting your Android app. However, our tip is: It’s always a good choice combining both strategies to get the best effect.


This ad model includes the exchange of items (e.g. virtual currencies or game items, upgrades, discounts, etc.) for user interaction.

More precisely: When a mobile user downloads/uses/interacts with your Android app, he/she will receive a reward for this behavior.

This model is cheap when choosing it for Android app promotion but leads to early abandonment of your mobile app, too. The most common ad formats exercising this model are offerwalls and rewarded videos. There, users have the chance to receive rewards if they complete tasks at hand.


The non–incentivized ad model promotes Android apps without the exchange rewards. It simply means that engagement generated with the app were solely out of initial interest in the app, yet there is no guarantee the user will complete any further action.

The main advantage of non-incentivized app promotion strategies is that the users have no virtual benefit associated with the install of the app and that is why they are more likely to keep it and use it lately. This will bring great results when you promote Android apps.

The basic mobile ad formats for non-incentivized strategies are banners, interstitials, natives and videos. Users will start using the displayed mobile app if the ad attracts the sheer interest of the people in the app.

Click here for more detailed information about mobile app promotion and ad formats.

Pricing Models Incent – Ad Formats Non-Incent Ad Formats
CPI Offerwall Banner
CPA / CPE Offerwall
CPC Banner
CPM / CPV Rewarded Video Banner

Typical ad formats and their pricing models © ayeT-Studios

Pricing Models

There are various pricing models available for Android app promotion. To make sure that you receive the best results with your strategy, here are some of the basic media pricing models:

  • CPA: Cost Per Action (payment for a certain action)
  • CPE: Cost Per Engagement (payment for an interaction – ayeT-Studios offers this type for direct engagement time!)
  • CPI: Cost Per Install (payment for an install)
  • CPM: Cost Per Mille (payment for every 1,000 impressions)
  • CPV: Cost Per Completed View (payment for watching a video)

You want to learn more about the most common pricing models? Check out our mobile media pricing article.

Insider Tips

Promoting your Android app with the methods we discussed will already improve your app’s discoverability noticeably.

Now, we have some tips that might lead to even more success for your app.

Make Use of Alternative App Stores

Google Play is the biggest and most famous store for Android apps. Additionally, there are way more app stores that contain apps based on this OS.

Although publishing an Android app directly in Google Play seems to be the most attractive option, there are many advantages for choosing third party app stores to promote your Android app.

Target Audience

It is hard to get access to some countries and their users, either due to national regulations or because of the popularity of regional app stores. If users have more trust in these stores than in Google Play, you will barely attract potential users from these regions.

Take China as an example, where Google Play is not even available to promote your Android app at all.

App Category

When users want to download an app from a specific category (e.g. games) there are app stores available that specialize in certain classes.

For example, the Chinese app store “D.cn Games Center” has set its focus on mobile gaming. If you promote your Android app in such stores you can be sure to reach the perfect target audience for your application.

Revenue Share Model

While Google offers a 70/30 revenue split, some alternative app stores offer app developers a higher percentage. “Soc.io Mall” distributes revenue 80/20 – in favor of app developers.

Furthermore, these app stores also offer various tools to promote your Android app’s visibility. Such elements are not given in the major app stores, which is a great benefit for app developers.

Mobyaffiliates gathered some data about alternative app stores, their users and downloads. These numbers are quite impressive: AppChina has 30 million users, with 600 million apps downloaded monthly.

These facts prove that publishing and promoting Android apps in other app stores mostly carries advantages for your app. It should be definitely worth a thought.

Get Connected with Google AdWords

This online advertising tool by Google lets you promote products via various ad formats, displayed on different channels. You can promote Android apps with it, too.

There are two campaign types you can choose from:

Universal App Campaign

This option lets you promote Android apps via different ad formats and on several networks available by Google. Text and visual elements are taken from your app’s app store page (one more reason for ASO).

This campaign type is based on a CPI bidding system, meaning you can choose how much you are willing to pay for users installing or first-opening your Android app. Thus, you can promote your Android app and increase your marketing budget if results are great.

Mobile App Installs Campaign

With such campaigns, you target only one network to generate app installs. Depending on the specific campaign model, you can choose between CPA, CPV, and CPI as bidding option to promote your Android app.

There are three different campaign models, each of them target a different network:

  • Display Network app installs campaigns (text or image app install ads)
  • Search Network app installs campaigns (text app installs ads on)
  • TrueView for app installs campaigns (video ads on YouTube)

According to your Android app promotion strategy and your target audience, you can select the campaign type that best fits your needs.

With its bidding system, you can adjust it to your current marketing budget. Click here for more information about mobile app installs campaigns with Google AdWords.

Get Connected with ayeT-Studios

Ad agencies like ayeT-Studios provide different kind of app promotion services for both Android and iOS. With their multichannel ad solutions, they can tap into a wide variety of different channels to optimize campaigns across publishers. Facebook and Google only combine for around 50% of the mobile advertising market, leaving behind a big chunk of other (often times cheaper) opportunities to promote your Android app.

Combined with the optimization across ad formats and pricing models, ad agencies like ayeT-Studios can offer a highly competitive alternative to Facebook and Google to promote your Android app. Try it yourself!

Beneath, you can find information about our pricing:

(starting at)
(starting at)
CPI 0,07$ 0,15$
CPE 0,30$ 0,30$
CPA (Signup, Registrations) On request On request
Rewarded Video (CPV) 0,020$ 0,020$
Rewarded Video (CPM) 0,50$ 0,50$


(starting at)
CPC 0,02$
CPM 2,00$
CPV 0,02$

Apple in rainbow colours

Effective Strategies to Promote iOS Apps

There are many criteria for developing a mobile app for Apple’s App Store. Developers need to have an idea about how to promote iOS apps to make sure that its visibility improves constantly.

We collected some basic facts about proper iOS app promotion.


1. Andoid vs iOS The App Store | Distribution
2. Basic Knowledge ASO | Own and Other Channels
3. Paid iOS App Promotion Incent vs Non-Incent | Pricing
4. Promotion via Apple Search Ads | Editorial Choice

Android vs. iOS App Market

People mostly decide between the two big giants of the mobile world: Android and iOS.

The same decision goes for app developers because they rarely upload an app to both operating systems. Here are some facts about the rivals.

Apps In The App Store

As an iOS app developer, you should first analyze the desire and behaviour of your target group to understand what your future users will expect from apps like yours. Regarding differences between iOS and Android apps, it is shown that:

  • There are less indexed iOS app downloads than for Android.
  • The aggregate app revenue is higher in the App Store than in the Google Play Store.
  • Prior to release, Apple’s review process conducts more thorough app checks in comparison to Google.

Android’s number of downloads is pushed by many different markets and their demand. Apple users are willing to pay more money in the App Store.

Furthermore, Apple sets its focus on high-quality apps for its users and monitors more strictly with regard to iOS app requirements.

Distribution of OS Versions

Both Google and Apple constantly publish updates of their operating systems to provide the best possible service. How many users are really using it?

Many different devices use Android as their operating system, meaning there is a wide range of factors that should be kept in mind to reach as many potential app users as possible. Additionally, according to the official site for Android Developers, most of these mobile devices have Android 4.4 (21.9%), 5.1 (23.1%) or 6.0 (30.7%). Only 1.2% are used with its latest version Nougat.

The Apple Developer site, in contrast, states that 79% of its users have iOS 10 and 16% of their mobile devices are used with iOS 9.

This leads to the following conclusion: iOS users have a high-quality standard and are technically up-to-date in most cases.

These quality standards also affect the concept of your App Store promotion.

A world map where you can see which mobile OS is used most in which country.

Where are iOS and Android predominant? © DeviceAtlas

Basic Knowledge on How to Promote iOS Apps

As an app developer, it may seem difficult to figure out an app store promotion concept by yourself. Don’t worry, there are some basic steps that everyone can realize to promote their iOS app and give it the best start position possible. The good things is that they can all be performed by yourself, meaning you can save money, too.

App Store Promotion: DIYs

There is no special know-how you need for taking the basic steps in iOS app promotion. The following ones only require a little time investment for improving the app’s appearance and discoverability.

Click here to find a complete guide for your free app promotion.

App Store Optimization (ASO)

Even before publishing your app, you can already optimize its features and appearance in the App Store. If you improve these factors to promote your iOS app, it will improve its rankings and consequently guarantees more organic users.

There are various elements that play an important role for your app’s ranking:

App Name

Here you need to make a good first impression since this one of the two elements users take a look at. Apple has set the limit to 50 characters so no keyword spamming, please!

Your app name should present its main idea, combined with your brand name and some creative features. In combination with the main keyword(s), this is the perfect start to promoting your iOS app.


100 characters are allowed for your app’s keywords, so they should be choose wisely.

Our tip: If you avoid spaces (and use commas instead) you create more opportunities of keywords combination. You will rank for far more keywords than if you separate them.

There are many criteria for which exact keywords app developers should use to make the best of their iOS app promotion.

  • Relevance
  • Competition / Rankings
  • Search Popularity / Volume

The right choice of keywords can have an important impact on your app’s visibility. You can find various ASO tools for the App Store that will help you create a list with the best keywords to promote your app in iOS. Learn all about how to find the right keywords for your app in our detailed article.

App Icon & Screenshots

The app icon is THE visual eye catcher in the App Store. Make sure it is coherent with your whole app design and its idea as well.

When uploading screenshots of your app, try to show the main features of the app. Users will get a feeling about how your app works and what visuals they can expect.

Of course, they should be of high-quality, so don’t hesitate to hire a graphic artist for this task: It will definitely be worth it! Great design means great results for your App Store promotion.

App Description

Here you can present all the great features of your iOS app to convince new users to download it. You need get to the heart of your app in the first 3 lines because this is what users will see first.

Before uploading your app description, make sure that there are no grammatical errors or typos. The same goes for translations: If you hire a translator, you will get the better results and promote your iOS apps more effectively.

We have set our focus on only some elements in this article. Click here to find a more detailed explanation about ASO.

Comparing App Store Revenue in 2014 and 2015 by different countries

App Store Revenue in China, Japana and the United States increased from 2014 to 2015 © ayeT-Studios

Creating Your Own Channels

Now that your app is perfectly embedded in the App Store, it is time to take the next step to promote your iOS app.

There are many ways to use online and other media channels to promote your iOS app. Nearly everybody has some kind of profile in the world of social media. But not only people are registered on these channels:

Companies use Facebook, Twitter & Co to present their services and products to their audience, always keeping them up-to-date.

You can create your profiles and start your iOS social media app promotion straightaway.

Why not create a landing page for your iOS app? On this website, you can present all the information about your app and also provide brand and company details. Make sure that the website is also suitable for mobile devices. Like this, you can be sure to reach all potential users during your iOS app promotion.

Other Channels You Can Take Advantage Of

To help your mobile app go even more viral, you should not only use your own channels but also contact other people to write an article or a review about your app. This way, you can expand the reach of your media coverage when promoting your iOS app.

There are many websites that offer app reviews and promotions for free. You can let your app get listed and let the admins write a review, giving basic information about your app and its features, too. Check out this article for more information.

You can also get in touch with editors and ask them to publish a line about your iOS app. Since they receive many requests every day, you should be well prepared and gather all the needed information in a press release – if your app is good enough, some editors might give it a try; a nice extra for your iOS app promotion.

Nowadays, there are blogs or video channels about every topic that people might be interested in – even techies find websites with gossip and news about mobile devices, equipment and apps. Share your app with these kinds of influencers and give them a good reason why they should promote your iOS app on their channel. If it suits their content, they will at least tend to take a look at it.

Most of the afore mentioned optimization tricks will directly help you improve your app ranking in the App Store. You will drive organic downloads, which is the cheapest way of generating installs.

Other channels like social media or building a website are a more passive way of driving installs. They won’t help with improving your ranking directly (at least not for the Apple App Store), but will build your brand in the long run, leading to word-of-mouth advertising and hence more downloads.
Check the table below to see what works best for iOS and for Android ASO.

Play Store App Store
Revenue (only paid apps)
App Starts (usage)
Number & Value of Reviews
Keyword Relevance
Recently Updated
Social Proof

Differences in rank-influencing factors in the app stores © ayeT-Studios

Paid iOS App Promotion

If you are not sure about how to set up and start your iOS app promotion concept, you can take experts on board, too.

Ad Networks

Contact ad networks, who offer various kinds of services to promote iPhone apps. Depending on your budget, they will create a personalized app promotion strategy, including various mobile advertising formats.

Click here if you want to know more about ad networks.

Incent vs Non-Incent

You can choose if you want to use a method of rewarding users or not.

So-called incentivized offers give users an incentive for interacting with the app. The greater the attraction, the more users are willing to use the app. Such rewards can be items or other currencies for apps.

Potential users can also be encouraged to install and use a mobile app that is displayed on their mobile device – without receiving a reward for it. This is called non-incentivized offers, based on the true interest of potential users in your iOS app.

Which type of offer you should use for your iOS app promotion mostly depends on your app promotion strategy and your marketing budget. There are big differences in pricing for both types. Take a look at this article for more information about these 2 offer types.

Ad Formats

These are the most common ad formats used in mobile advertising for iOS app promotion. You can divide them into 2 groups.

The typical incent ad formats are:

  • Offerwall: Several offers are shown. When completing one, users will receive a reward.
  • Rewarded Video: Like non-incent videos they will play and show an end card at the end. However, in this case, users receive an incentive for watching the video. The install itself is always non-rewarded. Therefore, this ad format is basically a mixture of incent and non-incent advertising.

And these are non-incent ad formats:

    • Banners: The cornerstone of mobile advertising. They are obvious ads on the mobile display.
    • Natives: The modern banner, which is integrated seamlessly into the rest of the mobile content.

  • Interstitials: A full-screen banner that needs to be closed for continuing your activities.
  • Videos: They play on the user’s display and show an end card (interstitial with an invitation to download the app).

Pricing Models

Depending on your iOS app promotion goals, it can make sense to choose different pricing models. To help you get an overview, we created a table below to match pricing models to the most common ad formats for incent and non-incent advertising.

You want to learn more about the most common pricing models? Check out our mobile media pricing article.

Pricing Models Incent – Ad Formats Non-Incent Ad Formats
CPI Offerwall Banner
CPA / CPE Offerwall
CPC Banner
CPM / CPV Rewarded Video Banner

Typical ad formats and their pricing models © ayeT-Studios

Promote Your iOS App Via Apple

Apple itself also offers some services to iOS app developers for boosting app discoverability.

Search Ads

With Search Ads, iOS app developers are able to place their app on top of search results. Since more than half of the app downloads are generated through search resluts in the App Store, this is a great opportunity to promote your iOS app more effectively.

With its self-service dashboard, creating a Search Ad campaign is very easy. There is no minimum spend for it and costs are only incurred if users tap the ad. Apple has set a bidding system for this feature, which makes it possible to set a price according to your current budget.

Earlier in this article, we talked about ASO and how important it is to provide the best possible information and graphics. You can take advantage of this metadata through “Search Match”. This feature takes metadata about the app from the App Store for your iOS app promotion.

You can also either use keyword recommendations made by Apple or select keywords on your own, just like with Google AdWords. However, it is not possible to change the ad creative, this data will only be taken from your metadata.

Furthermore, relevance is more important than bidding regarding apps being displayed via Search Ads. Here, Apple again shows that it prefers high-quality to monetization. So, when you already did a great job on your ASO, you can draw on it.

Check out Apple’s website for more detailed information.

Apple’s Editorial Choice

This is no direct promotion tool for app developers but it may attract them to create the best app possible. Apple’s editors continually choose great iOS apps that are displayed in these special sections of the App Store – so Apple will promote your iOS app.

Next to its appearance, features and quality, your app can also get the chance to be placed by lowering its price for a limited time. So, you might consider offering a discount from time to time.

Statistics about how many free and paid iOS apps are online in contrast to Android

Free and paid app distribution for iOS in comparison to Android © ayeT-Studios

Last But Not Least: Monitoring

This aspect affects every piece of your iOS app promotion, no matter if you started it on your own or with an ad agency. You should always keep an eye on your data, statistics and results for your iOS app to make sure you invest in the right place at the right time.

Basically, this means that you have to change information and elements to see which way works best for your app. Especially in ASO, keywords can be switched to measure which ones are returning the best results.

Promote Your iOS App with ayeT-Studios

ayeT-Studios is specialized in app promotion for both iOS and Android. With its mobile ad solutions, it belongs to the leading ad agencies in the mobile market.
Below, you can find information about our pricing:

(starting at)
(starting at)
CPI 0,07$ 0,15$
CPE 0,30$ 0,30$
CPA (Signup, Registrations) On request On request
Rewarded Video (CPV) 0,020$ 0,020$
Rewarded Video (CPM) 0,50$ 0,50$


(starting at)
CPC 0,02$
CPM 2,00$
CPV 0,02$