This is Ayush, CEO & Co-founder of Mindbowser, a Mobile Development Studio based out of Amherst, MA. We have developed more than 200 apps till date.
Coming to your question about how to promote your paid iPad app. Today the most successful App monetization strategy is "Freemium App Model". Freemium apps generate over 92% of the total app revenue where as paid apps have experienced 29% decline in app revenue in 2013. Some my advice will be to convert your paid app into Freemium app.
Freemium Apps are the apps/games which are free to download and use. But there is a catch. Some of the functionalities are locked down which can be accessed only after a user pays for them. Functionality lock down can be of various types. Apps like WhatsApp and Solid Explorer are free to use for a limited amount of time only. It’s not only about functionality lockdown though. Certain apps like SoundHound have in-game advertisements which can be slightly irritating at times to the users reducing the overall user experience.
Freemium monetization model became so popular that a lot of paid apps/games pivoted to the freemium model in the past couple of years. WhatsApp, which was a paid app when it was released for the iPhone, turned to freemium model when it was released for Android devices. WhatsApp grew by leaps and bounds after adopting the freemium monetization strategy, so much so that WhatsApp messages sent everyday surpassed the total number of SMS sent and received throughout the world everyday.