How do you use mobile advertising to boost your app store optimization (ASO) and organic traffic?

1 Choose the right ad format

The first step is to choose the right ad format for your app and your goals. There are different types of mobile ads, such as banner, interstitial, native, video, rewarded, and playable ads. Each one has its own advantages and disadvantages, depending on the app genre, user experience, engagement, and monetization potential. For example, banner ads are easy to implement and unobtrusive, but they have low click-through rates and revenue. On the other hand, video ads are more engaging and lucrative, but they can interrupt the user flow and increase the app size. You should test different ad formats and measure their performance and impact on your ASO and organic traffic.

2 Optimize your ad creatives

The second step is to optimize your ad creatives, which are the visual and textual elements of your ads. Your ad creatives should be attractive, relevant, and clear, to capture the attention and interest of your target audience. They should also match your app's icon, screenshots, and description, to create a consistent and trustworthy brand image. Moreover, your ad creatives should highlight your app's unique value proposition, features, and benefits, to persuade users to download your app. You should also use a strong call to action, such as "Download Now" or "Play Free", to encourage users to take action. You should also A/B test different ad creatives and optimize them based on the results.

3 Target the right audience

The third step is to target the right audience for your ads. You should define your ideal user persona, based on their demographics, interests, behaviors, and preferences. You should also use the data and insights from your app analytics, such as user retention, engagement, and lifetime value, to segment and target your most valuable users. Furthermore, you should use the features and tools provided by the ad networks and platforms, such as Google Ads, Facebook Ads, or AppLovin, to refine your targeting options and reach the most relevant and qualified users for your app. You should also monitor and adjust your targeting strategy based on the feedback and performance of your ads.

4 Set the right budget and bid

The fourth step is to set the right budget and bid for your ads. Your budget is the amount of money you are willing to spend on your ads, while your bid is the amount of money you are willing to pay for each impression, click, or install of your ads. You should set your budget and bid based on your goals, resources, and expected return on investment (ROI). You should also consider the competition, seasonality, and market conditions of your app niche and category. Moreover, you should use the different bidding strategies and models offered by the ad networks and platforms, such as cost per mille (CPM), cost per click (CPC), or cost per install (CPI), to optimize your ad spend and performance. You should also track and analyze your ad metrics, such as impressions, clicks, installs, conversions, and revenue, to measure your ROI and optimize your budget and bid.

5 Leverage cross-promotion and retargeting

The fifth step is to leverage cross-promotion and retargeting for your ads. Cross-promotion is the practice of promoting your app within your other apps or partnering with other app developers to promote each other's apps. This can help you increase your app exposure, reach new users, and generate more organic traffic. Retargeting is the practice of showing your ads to users who have already interacted with your app or website, but have not installed or converted yet. This can help you re-engage users, remind them of your app's value, and increase your conversion rate. You should use the tools and services provided by the ad networks and platforms, such as Google Ads, Facebook Ads, or AppLovin, to implement cross-promotion and retargeting campaigns for your app.

6 Optimize your app store page

The sixth and final step is to optimize your app store page, which is the landing page of your app in the app stores. Your app store page should be optimized for both search and conversion, meaning that it should help users find your app and convince them to download it. You should optimize your app's title, subtitle, keywords, icon, screenshots, video preview, description, ratings, and reviews, to improve your app's ranking, relevance, and appeal in the app stores. You should also use the best practices and guidelines provided by the app stores, such as Apple App Store and Google Play Store, to comply with their rules and standards. Moreover, you should test and update your app store page regularly, based on the feedback and performance of your app.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?