Buying keyword installs for the app would be the most solid promotion. everything depends on this specific keyword's traffic so check before running a cempaign. the keyword should be competitive, popular.
The best way is to choose a reliable company that has real client results and can give you good advices regarding your campaign so everything goes smoothly. I guess the everage prices you should look for would be 0.10$ - 0.15$ per install.
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