App Install Ads in Microsoft Advertising
App Install Ads in Microsoft Advertising help you promote your mobile app and drive more installs across Microsoft’s search and partner networks.
These ads are designed to send users directly to your app page on:
- Google Play Store (Android)
- Apple App Store (iOS)
What Are App Install Ads in Microsoft Advertising?
App Install Ads are ad formats created to:
- Promote mobile applications
- Drive app downloads
- Increase app awareness among relevant users
In simple words:
These ads encourage users to download your app directly from the app store.
Where Do Microsoft App Install Ads Appear?
App Install Ads can appear on:
- Bing Search results
- Microsoft partner search networks
- Mobile devices (Android & iOS)
Ads typically include:
- App name
- App icon
- Short ad text
- “Install” or “Download” CTA
Who Should Use App Install Ads?
App Install Ads are best for:
- Startups launching a new app
- E-commerce apps
- Fintech & banking apps
- Food delivery & booking apps
- Utility & service apps
If your business growth depends on app downloads, these ads are ideal.
How App Install Ads Work (Simple Flow)
- User searches on Bing (example: budget expense tracker app)
- Microsoft Ads shows an app install ad
- User clicks Install
- User is redirected to the app store
- App gets installed
The goal is installs, not website visits.
Requirements to Run App Install Ads
Before setting up, ensure:
- Your app is live on Google Play or App Store
- You have the App ID / App URL
- A Microsoft Advertising account
- Mobile-optimized targeting enabled
How to Set Up App Install Ads in Microsoft Advertising
Step 1: Create a New Campaign
- Log in to Microsoft Advertising
- Click Create Campaign
- Choose goal: App installs
Step 2: Select Campaign Type
- Choose Search Ads (supports app install promotion)
Select App promotion
when prompted
Step 3: Add Your App Details
- Select app platform (Android or iOS)
- Enter app name or paste store URL
- Microsoft automatically fetches app info
Step 4: Set Location, Language & Devices
- Target countries or cities where app is available
- Choose language
- Focus on
mobile devices only
(recommended)
Step 5: Set Budget & Bidding
- Daily budget (start small)
- Bidding options:
- Maximize Clicks (beginner-friendly)
- Maximize Conversions (after data is available)
- Maximize Clicks (beginner-friendly)
Start with click-based bidding, optimize later.
Step 6: Create App Install Ad Copy
Example Headlines:
- Download Our Free Finance App
- Manage Expenses on the Go
- Smart App for Daily Tracking
Example Description:
- Install our app to track spending easily. Simple, fast, and secure.
Keep copy short, clear, and benefit-focused.
Step 7: Launch & Monitor
- Review all settings
- Launch campaign
Monitor installs, clicks, and cost per install
Real-Life Example
Example: Food Delivery App
Setup:
- Platform: Android
- Target: City-level mobile users
- Keywords: food delivery app, order food app
- Budget: ₹1,000/day
Result:
- Steady app installs
- Lower cost per install than Google Ads
- Strong engagement from mobile users
Key Metrics to Track for App Install Ads
Track these for success:
- App installs
- Cost per install (CPI)
- Click-through rate (CTR)
- Install-to-click ratio
- Device & location performance
Best Practices for App Install Ads
- Use mobile-only targeting
- Highlight main app benefit in ad copy
- Avoid long descriptions
- Track installs using app analytics tools
Common Mistakes to Avoid ❌
- Sending users to website instead of app store
- Targeting desktop devices
- No install tracking
- Using generic ad copy
Microsoft App Install Ads vs Google App Campaigns
- Microsoft Ads = lower competition
- Lower CPC in many regions
- Strong desktop-to-mobile search users
Best used as a complement to Google App campaigns.