Solved: Best way to advertise Android app besides Meta/Google Ads?

Hi there,

Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on how to promote your Android app with a limited budget. It's a tricky situation, but definitely not impossible. You've got to be creative and really think about where your ideal users are and how to reach them without breaking the bank.

We'll need to look at super niche targeting...

First thing's first, you absolutely HAVE to niche down. I can't stress this enough. With a limited budget, broad targeting is a recipe for disaster. You'll just waste money showing your ads to people who aren't interested. Instead, you need to think REALLY hard about who your ideal user is. What's a super specific problem your app solves? Where do those people hang out online? It's not enough to say "Android users". Think about their interests, their hobbies, their pain points. For example, if your app helps people learn a specific musical instrument, you could target forums or subreddits dedicated to that instrument. If your app helps people manage their finances, you could target personal finance blogs or podcasts. The more specific you can get, the better. This allows you to focus your limited budget on reaching the people who are most likely to download and use your app.

I'd say you should explore niche ad networks...

Don't just limit yourself to Google Ads and Meta. There are tons of smaller ad networks out there that cater to specific interests or demographics. These networks can be a great way to reach a niche audience without spending a fortune. Think about where your target audience spends their time online. Are they active on specific forums? Do they use certain apps regularly? See if those platforms offer advertising opportunities. For example, if your app is targeted at developers, you could explore advertising on developer blogs or forums. If your app is targeted at gamers, you could explore advertising on gaming websites or streaming platforms. The key is to think outside the box and find ad networks that are relevant to your target audience.

You probably should double-check why Meta/Google Ads aren't working...

Before you completely write off Meta and Google Ads, it's worth taking a closer look at why they aren't working for you. Are you sure your campaigns are set up correctly? Are you targeting the right audience? Is your ad copy compelling?

It's also possible that your tracking is off. I remember working with a client who was convinced their ads were rubbish, but it turned out their tracking wasn't working properly and they weren't seeing half the conversions.

Make sure you're tracking your conversions accurately so you can see which ads are actually driving results. If you're not tracking conversions, you're just flying blind.

Consider split testing different ad creatives and targeting options to see what performs best. Even small changes can make a big difference. You might be suprised about what copy and imagery can really resonate with your target audience, so spend some time doing your research here to make sure that you hit the nail on the head.

You'll need to get creative with partnerships and PR...

Don't underestimate the power of partnerships and PR. These can be a great way to reach a wider audience without spending a lot of money. Consider partnering with other app developers or businesses that target a similar audience. You could offer cross-promotions or discounts to each other's users. For example, if your app helps people learn a new language, you could partner with a travel company to offer discounts on language learning apps to their customers.

You should also explore PR opportunities. Can you get your app written about on relevant blogs or websites? Can you get it featured in app store roundups? A little bit of PR can go a long way in terms of driving downloads and awareness.

I'd also suggest trying to approach relevant influencers and seeing whether they might consider doing a shoutout on your app. This can be a cost effective way of raising awareness with their target audience. Maybe they might be persuaded with a free premium membership if you aren't able to pay them.

I've detailed my main recommendations for you below:

Implementing these strategies can be time-consuming and requires a good understanding of the ad landscape. While you can certainly try to implement them yourself, you might find it beneficial to work with an expert who has experience in promoting Android apps with limited budgets.

For example, I recall one campaign where we helped a software company achieve app growth, driving over 45,000 signups at under £2 cost per signup using Meta Ads, TikTok Ads, Apple Ads, and Google Ads. I also remember reducing a £100 CPA (Cost Per User Acquisition) to £7 CPA (Cost Per User Acquisition) for a Medical Job Matching SaaS using Meta Ads and Google Ads.

A fresh pair of eyes can often spot opportunities you might have missed and bring a level of expertise that can save you time and money in the long run.

If you'd be interested to chat further, we offer a free initial consultation where we review your current strategy and account to help you move forward and come up with some actionable solutions.

Regards,
Team @ Lukas Holschuh