Comparison Overview
Microsoft Advertising offers three ways to promote apps. Each has different placement, targeting, and optimization capabilities.
Feature Comparison
| Feature | App Install Ads | Microsoft Store Ads | App Extensions |
|---|---|---|---|
| Placement | Search network | Microsoft Store | Below search ad |
| Objective | App downloads | Store visibility | Drive app + web traffic |
| Platform | iOS & Android | Windows apps | iOS & Android |
| Campaign Type | Standalone campaign | Standalone campaign | Ad extension |
| Tracking | App install tracking | Store analytics | App install + web conv. |
App Install Ads
Dedicated campaign type for driving app downloads. Ads appear on the Microsoft Search Network with direct links to app stores.
- Best for: Pure app install campaigns
- Targeting: Device, OS, location, demographics
- Bidding: CPC or target CPA
Microsoft Store Ads
Promote Windows apps within the Microsoft Store. Ads appear when users browse or search the Store.
- Best for: Windows desktop/tablet apps
- Targeting: Device type, market
- Bidding: CPC
App Extensions
Add app download links as extensions to existing search ads. Users see both your website link and app download link.
- Best for: Dual-purpose campaigns (web + app)
- Targeting: Inherits from parent campaign
- Bidding: No additional bid — extension clicks charged at normal CPC
Recommendation
For cross-border advertisers promoting mobile apps:
- Use App Install Ads for dedicated app campaigns with clear CPA targets
- Use App Extensions to supplement existing search campaigns
- Use Microsoft Store Ads only if you have Windows-specific apps
Related: For Google's app promotion solution, see our UAC Campaign Strategy Guide and App Promotion overview. For Bing Ads account setup, check Bing Ads Registration Guide.