Once your mobile app is out in the wild, you begin to face limitations that make app distribution difficult.

Some of those limitations are rooted in the underlying structure of the world of mobile apps: Unlike the Web, where, inherently, content is linkable and websites are connected, mobile apps are usually gated behind the walls of their download pages in app stores and mobile content is hidden behind the apps' homepages.

Having interacted with the Internet for years, we often take for granted the discoverability of content, websites' interconnectivity, and our ability to update content on the fly. In the reality of mobile apps, those aren't out-of-the-box characteristics.

This article will give you practical advice on how to...

  • Increase your app exposure on mobile search
  • Make your app content more easily discoverable
  • Avoid app resubmission to and approval from app stores for certain marketing-related changes

For some of these tactics you will need help from developers; others are purely marketing tools.

1. Use Mobile App Install Ads to increase app exposure and downloads

(Developer involvement not needed.)

Mobile App Install Ads are served to mobile users on Google Search and Display Networks, YouTube, and Google Play. Users are directed to the download page of the app in the store, and the call to action is to download the app.

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image of Ina Toncheva

Ina Toncheva is senior product marketing manager at software development tools vendor Telerik, with a focus on mobile. She also runs The Wall Today, a curated art space helping local artists promote their art.

LinkedIn: Ina Toncheva

Twitter: @pakostina