App Promotion Guide: Best Practice to Lower Cost Per Install (CPI) with ASO

Developers are spending more than ever to obtain downloads in the realm of app marketing, with worldwide ad spend on app installs predicted to hit a record $118 billion by 2022. As a result, app marketers are looking for innovative strategies to drive sponsored downloads while keeping prices low.

While some people believe that App Store Optimization (ASO) will just enhance organic downloads, it is crucial to note that ASO can also improve the overall quality of app store pages, hence maximizing the impact of later paid marketing initiatives.

We will look at certain ASO tactics that have a direct impact on the success of paid marketing efforts in this article.

Key takeaways:

• To enhance audience alignment to your app creatives, use bespoke product pages (iOS) and custom store listings (Android).
• To keep a good relationship with your users, set up an app ratings prompt to maximize your average ratings and respond to reviews.
• Align your app screenshots with the key value proposition presented through other channels of acquisition.
• Before launching Apple Search Ads, consider your app's organic rankings.

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Increase custom product page creativity

Many people still believe that ASO is just about keyword optimization, but it is important to remember that all app store traffic leads to your product pages, whether it comes from Facebook ads, TikTok, influencer marketing, or directly from the store.

Therefore, having a consistent and seamless customer journey across acquisition channels is critical to reducing churn and increasing ad conversion rates. This means that it is important to have a well-optimized product page, aligning store assets (text metadata and creative) with ads that redirect to your store listing.

Creative optimization becomes even more important when developers benefit from custom product pages or custom store listings, which allow marketers to create unique landing pages designed to acquire users.

⚡ App Marketing Strategy: How to Leverage Custom Product Pages to Increase Conversion Rates in Paid Acquisition Campaigns?

These can contain promotional text, screenshots, and app previews that differ from those on the default product page. Custom product pages can be tailored to specific campaigns or ad groups, maximizing alignment between audience, creative, and product.

Value App Store Ratings and Reviews

Furthermore, app reviews and ratings play a significant part in conversions, and unfavorable reviews might have a detrimental impact on ad performance.

Ratings and reviews are important public indicators of the health of an app and play an important influence in conversions. Users are hesitant to install apps with ratings less than 4.0 stars, and apps with ratings less than 4.5 stars are at a competitive disadvantage compared to higher-rated competitors.

Setting up a rating prompt is critical for increasing the likelihood of receiving favorable comments and ratings. Responding to reviews has also been demonstrated to boost the average rating, and reviews can provide insight into user complaints and favorite app features, inspiring future ad campaigns and increasing their chances of success.

Optimize app screenshots

To increase paid traffic, it is important to optimize app screenshots, which are one of the most important elements on your app page, helping users decide whether to download your app. Users may naturally prefer to view screenshots rather than read a lengthy description, so it is important to follow ASO's screenshot best practices and align the message with the value proposition highlighted through other acquisition channels.


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Co-development of ASO and ASA

For many years, Apple Search Ads has been essential in user acquisition, and its proportion of online ad expenditure by app developers has climbed to 15%, compared to 34% for Google and 28% for Facebook. To get the most out of Apple Search Ads, it's crucial to understand how ASO, such as keywords and tailored product pages, may help drive ASA campaigns.

⚡ Why ASA and ASO Should Complement Each Other?

In-app events aid with retention

In-app events on the App Store generate excitement about impending app/game releases, which may avoid churn or encourage users who have churned to re-download your product. For example, if a user is about to unsubscribe from a streaming service because it no longer appeals to them, seeing an in-app event indicating that Season 2 of their favorite TV show is coming to the app may persuade them to reconsider.