Online privacy app PrivacyStar is using search and in-app mobile ads to promote its applications.

PrivacyStar used Google?s Admob to run three separate campaigns that were focused on getting consumers to register, subscribe and download the company?s apps. PrivacyStar has been using mobile advertising since July.

?When we got into Google?s Android Market, we found that it was difficult for users to discover our app because it is a utility app,? said Josh Smith, chief operating officer at PrivacyStar, Conway, AR.

?Our goal was to try and find an effective marketing strategy to get in front of potential consumers,? he said.

App discovery
PrivacyStar is running three mobile ad campaigns that are targeted at different types of consumers.

One group of ads target consumers who are likely to be interested in PrivacyStar?s services.

The other two campaigns are more focused with the goal of reaching consumers who want to register and sign-up for PrivacyStar services.

According to Mr. Smith, the ads were placed across Google?s AdMob network with an emphasis on news sites and apps.

The PrivacyStar app lets consumers block telemarketer numbers from their mobile devices, including text messages and calls.

In total, consumers can block 13 services using the app.

Once a consumer adds a number to be blocked, PrivacyStar then files a claim with the Federal Communications Commission.

The company claims to have processed 220,000 complaints so far.

The PrivacyStar app is available for iPhone and Android devices.

Target audience
In addition to mobile search and in-app ads, PrivacyStar has also used desktop display and television advertising.

Additionally, the company has used Pandora and Slacker mobile advertising.

However, mobile ads make the most sense for an app trying to drive app downloads.

PrivacyStar?s goal was to cut down on the cost per action of its marketing efforts.

According to the company, the company is generating an average cost per action of $2 compared to a $5 before beginning the mobile ad campaign.

Using mobile advertising, PrivacyStar was able to narrow down where the ads appeared by carrier and device to target Android and BlackBerry devices.

?PrivacyStar is a mobile app provider ? with a privacy component more than anything else ? and because of our product it is critical to navigate the mobile space and find users,? Mr. Smith said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York