Which type of campaign is designed to encourage users to install a mobile app?

The type of campaign specifically designed to encourage users to install a mobile app is an app promotion campaign. These campaigns are focused on driving the installation of apps by showcasing the app's features and benefits, often using targeted advertising strategies to reach potential users most likely to be interested in the app.

App promotion campaigns typically utilize various ad formats optimized for mobile devices and often direct users to app stores for download. They leverage audience targeting based on demographics, interests, or behaviors to effectively reach individuals who may find the app relevant. By providing clear calls to action, such campaigns help increase visibility and downloads.

Although conversion campaigns might aim for specific desired actions, including app installs, they are broader in scope and not exclusively focused on apps. Traffic campaigns are designed to direct visitors to a website, which is not the same as prompting app downloads. Brand awareness campaigns focus on increasing recognition of a brand rather than driving app installations. Thus, the app promotion campaign is the most suitable choice for the goal of encouraging mobile app installations.