You write the review on the app listing on the Windows Store app available on Windows 8. I don't know if it is possible to write reviews outside of the Windows Store app.
I can generate installs via Facebook Ads if you are interested. I have two threads on BHW offering Facebook Ad Optimisation service. They will not be traditional App ads but still can be targeted at Windows user.
If the users are Mobile and Tablet users, they can be targeted, 101%. If you are referring to PC, they cannot be pinpointed exactly but their are ways of reaching closest to them.
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