This usually means that you did not define MIME types on the server. These are the MIME types you need to host the ClickOnce application:
.application -> application / x-ms-application
.manifest → application / x-ms-application
.deploy -> application / octet stream
If you install .Net 3.5 as a prerequisite, you also need:
.msp → application / microsoftpatch
.msu → application / microsoftupdate
If you have vsto applications, you need the following:
.vsto → application/x-ms-vsto
RobinDotNet