How to Boost App Installs with TikTok Ads

Did you know that TikTok has over 1.95 billion active users worldwide, with 90% of them using the app multiple times daily? More importantly, TikTok ads can boost app install rates by up to 300% compared to traditional ad platforms.

If you’re an app developer looking for a cost-effective way to skyrocket your app installs, TikTok Ads might just be your secret weapon. In this guide, you’ll discover why TikTok Ads are so effective, how to set up app install campaigns, and the best strategies to maximize results. 

By the end of this post, you’ll have the knowledge and tools to successfully promote your app on TikTok and reach millions of potential users.

Why TikTok Ads are effective for app installs

TikTok is not just a platform for entertainment—it is a powerful marketing channel that helps app developers reach millions of potential users. Here’s why TikTok Ads are highly effective for driving app installs.

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1. Get Discovered

TikTok’s algorithm is designed to prioritize content discovery, allowing even smaller brands to gain significant visibility. Unlike other platforms where reach depends heavily on followers, TikTok enables ads to be seen by a highly engaged audience that is more likely to install your app.

2. Lower Cost Per Install (CPI)

TikTok Ads provide some of the most cost-effective app install rates in the industry. According to data from an MMP:

• TikTok-driven cost per install (SKAN) is 95 percent lower than on other platforms (May 2022 – August 2023, US only).

This means you can acquire users at a significantly lower cost compared to other advertising channels.

3. Higher Engagement

Users acquired through TikTok are not only more likely to install your app, but they also engage with it more frequently. Data shows that:

• TikTok-driven app installs result in 59 percent more in-app engagement during the first week compared to other platforms (Adjust, May 2022 – August 2023, US only).

This level of engagement means that users are more likely to explore your app’s features, make purchases, and stay active for longer.

4. Stronger Retention

Retention is a key factor in app success, and TikTok Ads help ensure that users do not uninstall your app soon after downloading. According to Adjust:

• TikTok-driven app installs experience a 39 percent lower uninstall rate compared to other platforms (May 2022 – August 2023, US only).

By improving retention rates, your app stands a better chance of increasing user lifetime value (LTV) and generating a higher return on ad spend (ROAS).

5. Active and Engaged Community

TikTok’s audience is not only large but also highly engaged. The average user spends 95 minutes per day on the platform, making it one of the best places to capture attention and drive meaningful actions.

With TikTok’s advanced discovery algorithm, lower CPIs, and strong engagement metrics, app developers have a unique opportunity to scale their user base efficiently. By leveraging TikTok Ads, you can maximize installs, improve retention, and ultimately grow your app’s success.

What Are TikTok Ads?

TikTok Ads are paid advertisements that appear within the TikTok app to help brands and app developers reach a massive and highly engaged audience. These ads blend seamlessly into the platform’s content, making them more appealing and less intrusive compared to traditional digital ads.

For app developers looking to increase downloads, TikTok offers the App Promotion objective, which is specifically designed to drive users directly to an app’s download page in the Google Play Store or Apple App Store.

Types of TikTok Ads

TikTok offers several ad formats, but for boosting app installs, the most effective options include:

• In-Feed Ads – These appear in users’ For You feeds and look like regular TikTok videos, encouraging natural engagement.
• TopView Ads – Full-screen ads that appear when users first open the app, offering maximum visibility.
• Spark Ads – Allow brands to boost organic content, making ads feel more authentic and engaging.
• Playable Ads – Interactive ads that let users experience a demo of a game before installing it.

How to create TikTok Ads for app promotion

Creating a TikTok ad campaign is straightforward. Here are the key steps:

1. Create your TikTok Ads Manager account – Sign up for an account on TikTok Ads Manager to access the advertising tools.
2. Define the objective of your campaign – Since the goal is to boost app installs, choose the App Promotion objective to drive users directly to your app store page.
3. Select your target audience – Use TikTok’s audience targeting features to define your ideal users based on demographics, interests, and behaviors.
4. Set your budget – Choose between a daily or lifetime budget to control your ad spend and maximize results.
5. Choose the video for your campaign – Select a compelling, high-quality video that highlights the app’s features and encourages users to download it.

By following these steps and leveraging TikTok’s engaging ad formats, you can create a campaign that effectively drives high-quality installs while keeping costs low.

What Is the App Install Objective?

The App Installs Objective in TikTok Ads Manager is designed to drive app downloads by directing users to your app store page with a single tap.

The App Installs Objective enables advertisers to connect with potential users and streamline the download process. By optimizing ad delivery based on key performance metrics, this objective ensures your app reaches the right audience.

Features of the App Installs Objective

• Optimizes ad delivery based on clicks, installs, or in-app events.
• Supports third-party tracking integration to monitor app install performance.
• Provides performance insights through TikTok’s Event Manager.

To launch a campaign, you need to add your app to TikTok’s Event Manager and set up tracking before going live.

What Is the App Promotion Objective?

The App Promotion Objective is a comprehensive solution for app marketers, helping them acquire new users and re-engage existing ones.

This objective supports two key campaign types:

• App install campaigns – Attract new users to download your app.
• App retargeting campaigns – Re-engage existing users and encourage them to take action within the app.

Features of App Promotion Ads

TikTok Ads Manager uses various optimization methods to help advertisers reach the right audience and maximize app engagement.

TikTok Ads Manager optimizes ad delivery based on your goals using the following methods:

• Click-Based Optimization – Targets users likely to click on the call-to-action (CTA) button.
• Install-Based Optimization – Focuses on users most likely to install the app.
• In-App Event Optimization (AEO) – Finds users who are likely to complete specific in-app actions, such as making a purchase.
• Value-Based Optimization – Targets users who generate the highest return on ad spend (ROAS).

Benefits of App Promotion Ads

Using the App Promotion Objective allows advertisers to increase installs, improve engagement, and leverage data-driven insights for better performance.

With the App Promotion Objective, you can:

• Increase app installs and reach an engaged audience.
• Drive specific in-app actions, such as sign-ups or purchases.
• Run dedicated iOS 14 campaigns to comply with Apple’s privacy policies.
• Leverage in-app conversion data to improve ad performance.

How to use TikTok’s App Promotion Objective

Before you start

Setting up an effective campaign requires a few key steps to ensure tracking, targeting, and budgeting are in place. To run an App Promotion campaign, you will need:

• A TikTok Ads Manager account.
• Your app was added to TikTok’s Event Manager for tracking.
• A budget for your campaign.

A step-by-step guide to setting up an App Promotion Campaign

Set up event tracking: Tracking is essential for measuring performance and optimizing campaigns.

• • Add your app to TikTok’s Event Manager.
  • Integrate a third-party tracking system (e.g., Adjust, AppsFlyer, or Branch) to measure installs.

Create a campaign in TikTok Ads Manager: Choosing the right campaign type ensures that your ads align with your goals.

• • Select “App Promotion” as your campaign objective.
  • Choose between App Installs and App Retargeting.

Select your app: TikTok Ads Manager will automatically pull your app’s details from the app store to streamline setup.

Define your target audience: Using advanced targeting ensures that your ads reach the most relevant users.

• • Use TikTok’s interest-based and behavioral targeting to reach users who are most likely to download your app.

Set up your budget and bidding strategy: Choosing the right budget and bidding strategy maximizes efficiency and return on investment.

• • Decide on a daily or total campaign budget.
  • Choose between cost-per-click (CPC) or cost-per-install (CPI) bidding.

Create and publish your ads: High-quality, engaging content increases the chances of conversions.

• • Use high-quality, engaging videos that feel natural on TikTok.
  • Include a clear CTA like “Download Now” or “Try for Free.”

Best Practices for App Install Campaigns

Implementing these best practices can improve ad performance and drive better results.

• Leverage influencers: Partner with TikTok creators to promote your app.
• Use trendy audio: TikTok’s algorithm prioritizes content with popular sounds.
• A/B test Your ads: Experiment with multiple ad variations to identify the best-performing creatives.
• Optimize for different goals: Start with install-based optimization, then test value-based campaigns for better ROI.

Boost your app installs today

TikTok Ads offer app marketers a powerful tool to increase downloads and engage users effectively. By utilizing the App Promotion Objective, advanced targeting options, and engaging video formats, you can maximize visibility and drive downloads.

However, running a high-performing TikTok ad campaign requires expertise. That’s where ShyftUp can help.

ShyftUp is a leading user acquisition agency specializing in TikTok ad campaigns. With proven strategies, advanced tools, and industry experience, ShyftUp helps app marketers acquire new users and re-engage existing ones for sustained growth.

Ready to scale your app with TikTok Ads? Contact ShyftUp today and start driving real results.