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Mar 25 2022
Earlier we discussed the story of how we helped a user’s strategy game to optimize and improve app user retention, user acquisition, and app download conversion rate. Here, we will continue to share some other promotion goals of this case, how we use ASO to help this strategy game quickly increase the app's discoverability and its downloads drive 3X more growth.
Mobile games generated around $6.6 billion in player spending across the App Store and Google Play according to the latest report. And the strategy game was the top-grossing mobile game for February 2022 with around $225 million in player spending.
The game name remains anonymous here to protect the privacy of our customers. To give you a better idea of the casual game's story we're sharing, we still show one of its competitors' game on the Google Play Store again.
It's a mid-level battles game belong to one of our users, strategy game on app markets, with the basic ASO optimization, have a certain player base and with a certain amount of app download, rating and reviews(some negative reviews with low star ratings, and most of positive reviews with 3+ ratings), the daily natural traffic is less than 300.
About this strategy game:
The strategy game be launched in March 2021, available for Android and iOS. It is a new RTS RPG multiplayer war game that puts the army in town and city battles against friends from all over the world to experience the thrill of confrontation. Become the Clash of Kings by building your army, battling enemies and managing your city's resources!
Game Features:
Art of War Strategy Competition
Planning and building cities
Multiplayer PVP Wars Online Battles
Build strong alliances with others
Real-time strategy and resource management
Since the game with a basic ASO and monthes of promotion works, Ads and ASO together, we found that some covered keywords, such as "the king" "dragon hunter", low search volume, ranked very well with ASOWorld smart analytics tool. The organic traffic looked very poor on our data reports.
We found about 11 keywords inserted in title and description on its product pages as you can see above.
A good beginning: The game of our user already has a certain promotion basis, Ads + aso campaign, and some results can be found.
A certain amount of downloads, reviews and ratings on the app product page.
The app product page has done preliminary ASO optimization.
Creative Icons and screenshots design which attracts visitors.
"Social features", "Interactive features", and "Challenge & Flow" design may boost its game stickness.
1. Our user want to improve the organic acquisition. This means focusing on app store optimization solutions to acquire as many users as possible.
2. A rapidly traffic growth, and take care of app security, stable ranking. This means that the search traffic is diversified, and after the main keyword ranking reaches the top on google play store, continuous promotion to maintain the stability of the ranking.
Our app optimization plan starts with optimizing the app store product page of user's casino game, with the goal of increasing their app store visibility and game rankings, and increasing monthly app installs.
To do this, we have taken the following steps:
1. Analyze the competitive casino market condition, product and brand strategy. This helps us better understand an application's strengths compared to competitors, its strengths in app categories, identify threats and opportunities, and develop an ASO strategy going forward.
2. Conduct extensive keyword research to identify keywords that are currently bringing visibility to the app, based on previous long-tail keyword rankings and incoming traffic base, find relevant and high-intent keywords to optimize metadata to increase flow and installation. The keywords that first entered our line of sight were casino games, slots games, and casino.
3. Choose ASOWorld's keyword ranking service to focus on improving the ranking of the main keyword. At the same time, superimpose the Keyword Ranking Acquisition Service, and through our smart growth solution, you can simultaneously improve a number of related but ranked outside the 250 keywords in App store ranking.
4. About 2~3 days later, when the ranking of these keywords(which chosen keyword ranking acquistion service) enters the top 250, choose our keyword installs service for them, so that the ranking of these keywords will enter the rapid upward channel. Let the traffic from high-volum casino game keywords and long-tail keywords grow rapidly and keep the traffic more diverse.
5. Provide creative feedback on how to adjust visual elements to stand out from the competition and increase click-through and conversion rates.
6. Choose ASOWorld's 4-5 app ratings and high-quality app reviews service to improve visitor's experience and increase download conversion rate.
7. Create frequent metadata updates to improve app store rankings and revise ASO strategies to stay relevant and meet user needs.
1. Top 1 to 5 rankings for popular target keywords with this strategy game on Google play store, and this keywords' top ranking has been fixed for more than 3 months.
2. App visibility on Google Play store is significantly improved. With the keywords ranked to Top during 1 month promotion works, and stick at the TOP for several weeks.
As a result of our efforts, we have seen continued improvement in our App Viewability Score. Overall, the game saw a 200% more increase in visibility.
3. Organic downloads increased 300%.
Typically you can see the game's organic user acquisition and growth trends from your Google Play Console reports. Over a 3-month period, our analysis and reassignment of keywords with our user's strategy game showed a significant organic lift.
Mobile Growth,
App Store Optimization,
Creative Optimization & Creative strategy,
App Growth Case Study,
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