Stam and all --
After looking at a couple of script-based tools for authoring Windows installers, I decided to try instead the application
Advanced Installer
https://www.advancedinstaller.com/
on account of its very friendly graphical interface. It is available in four versions -- each of which includes increasingly advanced features (and correspondingly higher licensing fees). Because most of my apps are freeware, I chose to try building an installer using their free ("Simple Project") option. (No license is required to deploy a "Simple" installer, either for commericial or noncommercial use.)
Once I worked through the documentation, it took less than 10 minutes to create an installer/uninstaller for one of my apps -- just import the project folder, set a few options, then build. I signed the installer with my certificate, uploaded it to my website, then downloaded it back to my computer (Windows 10 running in Parallels on my Mac.) The installer was recognized as from a known developer (although with the expected "uncommonly downloaded" SmartScreen warning). When I ran the installer, it put the folder with my .exe and supporting files into the Windows Application Files (x86) folder, and even created a shortcut on the desktop that displayed my program icon. The "uninstall" option also seemed to work fine.
The only advanced feature not available in the freeware version that I noticed was the inability to customize the graphics in the install/uninstall windows, which display their own logo. But I don't begrudge them this at all, given the features that they've made freely available.
I can't speak to Stam's particular needs -- a search of the extensive documentation might answer this -- but for me the freeware version of
Advanced Installer could not have been simpler. (It was a breeze compared to signing/notarizing/stampling a Mac DMG -- although, in fairness, Apple does not employ the annoying "reputation" system that Windows SmartScreen uses to evaluate and approve downloaded files.)
Hope this helps.
jeff k