How to distribute Standalone for Win 7

Wich is the best way to distribute a Unity game as a downloadable file for Win 7.

With a drag and drop - installation (Unity - Standalone => Appllication folder) everything works fine. But this seems to be a unusual way for windows user.
I tried around with InnoSetup and always get the problem that after installing with the setup installer you have to start the game as administrator. This seems to be a result of the new security concept of Win 7. I assume that the solution would be code signing.
According to Microsofts help pages, a certificate would cost 399$ wich is to expensive. (Apple: $ 99)

How do you distribute your games?

Distribution does NOT equal installation. For distribution, you can just hand out the needed files (via web, CD, etc.). Since you ask about distributing as a downloadable, that would be over the internet.

Unity games don’t need to be installed. They can just be run as is. Many people do like their programs to be in the Windows Program Files folder. This can be either done manually, or through an installer program (which can also add a Start Menu shortcut and a desktop shortcut, among other options). There are many installer programs out there, including many free options. As to Windows requiring that the installed program be run as admin, that shouldn’t really happen unless you have security settings cranked all the way up.

Again, you asked for distribution not installation. If you have a good enough game, you can try to get it on Steam and make some money. Otherwise, a simple web server with the game files in a .zip would do.