Most app marketing starts in the store listing, because that is where people decide. Get the basics right (a clear name and subtitle, screenshots that show the value in the first few seconds, an honest description), localise for the markets you serve, ask for ratings at the right moment, and send your own audience to the listing through your website, email and campaigns. Then measure installs that stick, not just downloads. You can do all of this on a small budget.
Key takeaways
- Apple's name and subtitle each allow up to 30 characters, and Apple advises avoiding generic claims such as "world's best app".
- Apple says the first one to three screenshots appear in search results when there is no app preview, and "the first sentence of your description is the most important".
- Apple's keyword field is limited to 100 characters, and Apple notes that promotional text does not affect search ranking.
- You can ask for an App Store rating at most three times in a 365-day period.
- Google Play lets you create up to 50 custom store listings for different audiences and for users who arrive by a unique URL.
Where do people decide to install?
On the store listing. Whatever brought someone there, whether a search, an advert, a link on your website or a friend, they see your name, icon, screenshots, rating and description. So improving the listing lifts every other channel at once. This is often called app store optimisation.
What should a store listing include?
According to Apple's product page guidance:
| Element | Limit | What Apple advises |
|---|---|---|
| App name | 30 characters | Simple, memorable, easy to spell, hints at what the app does |
| Subtitle | 30 characters | Summarise the app; avoid generic claims |
| App previews | Up to 3, up to 30 seconds | Autoplay muted, so make the first seconds compelling |
| Screenshots | Up to 10 | The first one to three show in search when there is no preview |
| Promotional text | 170 characters | Can be changed at any time without a new app version |
| Description | No stated limit | Lead with the most important sentence; a short paragraph then a list of main features |
| Keywords | 100 characters | Comma separated with no spaces; no repeated words, category names or "app" |
Use the right category, because Apple warns that an irrelevant category may cause rejection. Keep the icon simple and recognisable. Write "What's New" notes in order of importance. On Google Play the same ideas apply, and the Play Console Help guidance on tags says an app can have a maximum of five tags that should be clearly relevant to it.
How do you test and tailor the listing?
- Apple: product page optimization lets you test alternative icons, screenshots and previews on randomly selected eligible users, with results in App Analytics. Custom product pages have their own URLs, can differ in screenshots, previews and promotional text, and can be localised.
- Google Play: custom store listings let you show tailored versions to specific user segments or to people who arrive by a unique URL. You can create up to 50, and the app name, icon, descriptions and graphics can differ, while the privacy policy and category are shared. Targeting options include country or region, search keywords, ads traffic and pre-registration.
Use a different listing for each campaign so the page matches the message that brought the visitor.
Why localise?
Apple recommends localising the description, keywords, previews and screenshots for each market and tailoring keywords to the values of each market. On Google Play, if screenshots contain text, provide separate screenshots for each language you support.
How do you get ratings without annoying people?
Ask after a moment of success, not at launch. Apple lets you prompt for a rating up to three times in a 365-day period, so spend those prompts when users have just completed something valuable. Reply to reviews, fix the problems they raise and mention the fix in "What's New".
What can you do on a small budget?
- Use what you own. Link to the listing from your website, email signature, newsletter and social profiles, ideally with campaign-specific links.
- Make the first week count. Ask existing customers and your team's contacts to try the app and give honest feedback.
- Publish helpful content. An article or short video that solves the problem your app solves, with a link, brings people who already want it. See Content strategy in 2026.
- Run small paid tests. Send a small budget to one audience and one listing, and stop what does not convert.
- Improve the app itself. Retention is marketing; people recommend apps that work. See Mobile app technologies in 2026.
What should you measure?
Measure the whole path: listing views, installs, first-run completion, the key action you built the app for, and whether users return after a week and a month. A cheap install that never opens the app is not a result. Use the store's analytics and your own product analytics, and compare listing versions on the action that matters.
How do we help?
Our app development team builds iOS and Android apps, and our SEO services and digital marketing pages cover the website and campaign side. To choose a partner, read How to hire an app development company in 2026.
FAQ
What is app store optimisation?
It is improving your store listing, including name, subtitle, screenshots, description and keywords, so more of the people who see it install the app.
How many screenshots should I use?
Apple allows up to 10 and shows the first one to three in search results when there is no preview, so put the strongest message first.
How often can I ask for a rating?
On the App Store you can prompt up to three times in a 365-day period.
Can I have different listings for different campaigns?
Yes. Apple offers custom product pages with their own URLs, and Google Play offers up to 50 custom store listings.
Do I need a big budget?
No. Start with the listing, your own channels and honest asks for feedback, then pay for traffic only where you can see it converting.
Sources (3 links)
- Apple Developer, "Product page": https://developer.apple.com/app-store/product-page/
- Google Play Console Help, "Create custom store listings": https://support.google.com/googleplay/android-developer/answer/9867158
- Google Play Console Help, "Choose a category and tags for your app or game": https://support.google.com/googleplay/android-developer/answer/9859673
