Android App Marketing – How Should You Promote Your App on Google Play?

Get insights on promoting your app on Google Play, crafting the best Android app marketing strategy & more.
Jordan VanderVeen
Jordan VanderVeen 20 November 2023
Android App Marketing – How Should You Promote Your App on Google Play?

Once your Android app is ready to hit the market, it’s time to ensure your target audience will have easy access to your product. With close to 3.7 million apps on the Google Play Store, cutting through the noise can be challenging. However, with a robust Android app marketing strategy, your competitors won’t stand a chance.

This article will delve into the top strategies for marketing your Android app and provide you with valuable tips to kickstart your app promotion journey today.

Promoting Your App on Google Play

App Store Optimization (ASO)

ASO serves as a crucial foundation for promoting any app. As the name suggests, App Store Optimization involves aligning your app with the app stores’ intricate algorithms. To effectively promote your app on Google Play, you must focus on organic traffic principles. Optimizing keywords in your app’s title and description lets you connect with your target audience and appear in their search results.

The visual elements of your app listing are equally significant. As they say, a picture speaks a thousand words – and the Google Play algorithm agrees. Ensuring that your Android app icon is clear and memorable is essential.

Your app screenshots should also be of high quality, showcasing your app’s unique features and installation process in great detail. By taking these steps towards app store optimization, you can enhance your Google Play ranking and drive more app installs.

Given the intricacies of ASO, which involve staying updated on app store algorithm changes and industry trends, it is highly beneficial to consult with a specialized ASO agency that offers data-driven solutions to effectively promote your app.

App Store Optimization

Android Specifications

From keywords to external links, there are plenty of differences between how you would promote your app on Google Play versus the App Store. Each store has a different algorithm and criteria for rankings, which you can learn about in our in-depth guide to App Store ranking factors and the top Google Play Store ranking factors

The Three Stages of Android App Marketing 

Effective Android app marketing isn’t a one-step process; it’s a journey that involves distinct stages, each crucial for the app’s long-term success on the Google Play Store. Let’s delve into the three main stages of Android app marketing to boost your ROI and retain customers. 

Stage 1: Awareness – Building a Solid Foundation

Establishing brand awareness is crucial for effectively positioning your app within its niche and enabling your audience to develop a deep understanding of its purpose.

This connection permeates across various touchpoints, ranging from your website and social media presence to the design of your logo.

Creating a holistic personality for your brand is as important as personifying your target customer, so don’t shy away from investing in your marketing. 

  • Conduct Market Research: Make sure you prepare your Android app marketing strategy based on a thorough understanding of your target market. Then, identify your competitors by analyzing your category’s top performers and see what they’re doing right (or wrong) so you can fill the gaps in that market niche.
  • Leverage Multiple Platforms: Utilize every available channel to boost your app’s visibility. This can include your official website, social media platforms, and even offline marketing channels if relevant.
  • Create an Engaging Content Strategy: Develop content that informs, entertains, and educates your audience about your app. Blog posts, infographics, and videos are effective ways to build interest and keep your audience engaged.
  • Build a Community Around Your App: Not only will having a community help you engage with potential users on multiple platforms, but it will also provide you with valuable insights into what your users like (and dislike) about your app.

Stage 2: Acquisition – Expanding Your User Base

Acquiring customers is a clear goal of any Android app marketing strategy. At this stage, you’re looking to get as many downloads as possible to boost your Google Play ranking. 

It’s also important to identify where your conversions are coming from so that you can focus on the most productive channels. 

  • Optimize Your App Store Presence: Use the help of an app store optimization service to optimize your app’s title, description, and keywords on the Google Play Store. This can help with improving visibility and search rankings. For your app’s title and description, make sure to implement commonly used keywords that clearly describe your app’s functionality.
  • Incentivize Downloads: Introduce promotions like early bird offers, free trials, or discount codes to encourage users to download your app.
  • Use Targeted Advertising Campaigns: Utilize Google Ads and social media advertising to target your ads based on user behavior, interests, and demographics.
  • Consider Influencer Marketing: Partnering with influencers can be extremely beneficial to promoting your app to a broader audience. 
  • Include a Preview Video: Play Store preview videos are a great way to showcase what your app is all about to potential users. Use it to pack even more information about your app’s benefits into its listing.

Stage 3: Retention – Keeping Users Engaged

Once users have downloaded your Android app, the next hurdle is retaining them. High retention rates indicate an app’s value to its users, particularly if your revenue relies on in-app purchases. 

  • Personalize the User Experience: Use data analytics to understand user behavior and personalize their experience. This could be through customized content, recommendations, push notifications, or in-app messaging.
  • Conduct Regular App Updates and Improvements: Keep your app fresh and engaging by regularly updating it with new features, improved UI/UX, and bug fixes.
  • Incentivise Users with Engagement and Retention Campaigns: Implement special deals and loyalty programs to engage users and encourage them to revisit your app.
  • Gather Feedback and Act on It: Encourage users to provide feedback and make sure to act on it. This will help you continuously improve the app and show users that their opinions are valued.

Top Android App Marketing Strategies

Like in all marketing, meeting your audience where they are is important. While interactions within Google Play are important, promoting your Android app starts outside the store. 

Consider Your Users’ Preferred Platforms

Connecting with users across various platforms is crucial. Understanding your customer base’s origins and preferred communication channels, such as Reddit, Discord, and other social media platforms, is key to developing a successful Android app marketing strategy. 

With users scattered throughout the vast expanse of the internet, leveraging tools like blog posts and Discord channels can amplify your product’s message and reach the right audience effectively.

Social Media 

As usual, social media is your friend when it comes to your Android app marketing strategy. You’d be hard-pressed to find someone who doesn’t engage in some form of social media. The key is finding out where your customers are scrolling. The brand awareness gained from showing up on prospective customer’s feeds can boost traction. People take recommendations from those they trust. In today’s digital age, those people are often met online. In fact, some Gen Z’s use TikTok as a pseudo search engine – finding information through user-generated content. 

Integrating influencers into your Android app marketing strategy can help you harness the power of social media. Content creators can introduce prospective customers to your app and advertise its benefits. This cost-effective tactic can enhance your audience’s trust and encourage more app downloads.

Mobile App Reviews


What comes first, Google Play rankings or organic traffic? This ‘chicken or the egg’ quandary has left a lot of companies stumped, but your task to promote an Android app will be much simpler if you target both goals at the same time. Email marketing is a simple and effective way to drive clicks on your app listing – simultaneously boosting your ranking on Google Play. 

Website & Landing Pages

Creating a website (or even just a landing page) for your app not only adds to the credibility of its position but is a great place to add more information about your product. Once you’re established with an information-rich website, you can utilize tools like SEO to promote your Android app. Keep it simple with a keyword-heavy landing page, or take your promotion a bit further, developing the site with blogs and other eye-catching content. 

Enable Feedback

When promoting your Android app, you want to encourage downloads, but you also want to aim for retention. Long-term customers come to those who listen. By listening to user feedback, you can make any fixes to your app that would boost its popularity and learn about your Android app marketing efforts.

If the people you’re targeting aren’t fans of the app, the reasoning could have as much to do with your strategy as the interface. In the same vein, encouraging high-impact users to write positive reviews of the app can feed your reputation. 

Key Takeaways

Mastering Android app marketing involves a strategic journey through awareness, acquisition, and retention. Navigating this landscape can be complex, but the right guidance can significantly elevate your app’s success.

If you’re aiming to boost your app’s presence on Google Play, consider partnering with an expert app marketing agency like Moburst. Our tailored strategies and in-depth market knowledge are geared to propel your app’s growth and help you become a category leader.

Jordan VanderVeen
Jordan VanderVeen
Jordan VanderVeen is a Creative Copywriter at Moburst. She spends her time creating ideas and crafting data-driven content for our clients. As a passionate wordsmith, she’s always on the lookout for interesting new ways to forge connections and conversions.
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