Why you should be using paid acquisition strategies

Don’t let your hard work go to waste. After building an awesome app, paid acquisition strategies can quickly lead to more downloads.

Why use paid acquisition

Acquiring new users with paid methods is known as paid acquisition. It can be applied to various channels such as banner ads, search ads, and social media.

Naturally, you might be wondering if it’s worth paying for ads when there are plenty of great, free marketing strategies available.

Although you should put some organic acquisition strategies in place, investing in paid ads will yield the quickest results.

With paid advertising, you have the ability to target a specific niche, allowing you to create a message that best appeals to your target market.

You even get to choose when and where your ads are shown, which can greatly increase downloads if you know when users are most likely to install new apps.

So if you are struggling to increase app user acquisition, it might be time to change your marketing strategy and consider paid ads.

Effective user acquisition strategy for apps

Here are the specific actions required to implement a paid user acquisition strategy.

Market research

First, you must know what makes the users in your target market tick.

It’s helpful to determine their:

  • Pain points;
  • Desires;
  • Most used channels;
  • Gender;
  • Age;
  • Location,
  • And anything else that would help you better understand them.

Channel selection

There are many possibilities but here are a few:

  • Display Advertising – Which includes banners, landing pages, and pop-ups;
  • Search Ads – Specific search terms bring your ad to the top of the search results page,
  • Social Media Advertising – The platform you choose largely depends on where your target market hangs out.

acquisition-paidCreate the ads

The most important part of this step is to customize your ads based on your target market. Use the information you gained during market research to create a message that appeals to your targeted users and keep that message consistent throughout the entire customer journey.

Get their attention by:

  • Highlighting app features that will most benefit and excite them;
  • Speaking to their pain points and showing them how your app can help solve those problems,
  • Using geolocation to customize the ads based on each user’s location.

Keep testing and tweaking your message as needed. Make sure your call to action is obvious.

Use deep linking

Clicking on your ad should provide users with what the ad promised. That is where deep linking comes in.

Once someone clicks on your ad, the link should take that person to the download page, rather than your website. If you make users find the app themselves, they will likely lose interest and leave without installing your app.

Run your campaigns

Here are some tips:

  • Schedule your campaigns for peak times of user activity;
  • The duration of each campaign should be short while still delivering a captivating message, giving your brand a quick boost to jumpstart your app’s success,
  • Show your ads during the times of day that users are most likely to download new apps.


In order to make a profit, you must do more than convince users to download your app. This is only the first goal.

Retarget current users to increase user retention and generate in-app purchases. Turning your current users into paying customers is far more cost-effective than putting all of your advertising efforts towards gaining more new users.

If you were to compare free tactics, like ASO, to paid acquisition methods, it becomes clear that the latter assists the former with increasing user acquisition and revenue. That is why paid acquisition strategies are worth the investment.

Get even more help making your app successful by visiting AppRankCorner, where you will find all kinds of informative blog posts.