Eshopping App Case Study: Achieve Continuous Organic App Growth With Combination Of ASO + ASA

ASO (App Store Optimization) is at the heart of what we do. Every month, we thoroughly optimize our clients' app store performance to boost their rankings and organic downloads. To offer strategic improvements in the future, we analyze data from trends, keyword performance, and click-through rates. Our ultimate goal is to see continuous organic app growth.

Apple Search Ads, in our opinion, are essential not only for building your keyword database but also for understanding which keywords lead to a higher conversion rate. Because of this additional keyword knowledge, ASA campaigns can boost an app's organic ranking.

We've been able to observe the relationship between various aspects of mobile marketing that is frequently overlooked by creating monthly ASO reports for our clients. This is how we discovered the extent of the connection between ASO and ASA. In this case, we will show you how we achieve continuous organic growth for an E-shopping app with the combination of ASO & ASA.

App story

Our customer was an E-shopping app, users can order on the app for deliveries to more than 200 countries worldwide. The app‘s name remains anonymous here to protect the privacy of our customers. To give you a better idea of ​​the app's story we're sharing, we show one of its competitors on the Google Play Store.

App store optimization challenge

Amid global economic uncertainty caused by COVID-19, we saw online shopping take over the App Store. In that context, one of our e-commerce clients wanted to quickly get their name at the top of the store and entrusted us with a massive ASA campaign.

App store optimization solution

When it comes to promoting iOS apps, Apple Search Ads is without a doubt the most effective platform for increasing app exposure and reaching new prospective customers. Other factors must be considered when attempting to improve ad rank for valuable keywords in the App Store. A large campaign budget is insufficient to improve the position and relevance of advertising. To optimize the performance of both Search Ads and App Store Optimization, you must develop an effective strategy and synchronize your efforts.

ASO part

App store keywords matter a lot for ASO. We select one competitor by Appranking to view its keyword list to determine our list. The team also considers the conversion potential of each phrase: if the app ranks highly for a term but only receives a small number of installs, that keyword is deemed insignificant.

This app can assess how well its keyword strategy is performing in comparison to that of its competitors by using ASO World's keyword research tools. This is critical for our customers for them to compete with other apps that target the same keywords and provide comparable services.



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ASA part

To supplement our keyword database, we used AppAds' ASA and Ad Intelligence tools. The process of selecting the best ASA keywords is similar to that of ASO.

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You want to look for words that aren't so popular that you won't stand a chance but are popular enough to drive impressions and lead to conversions.

The Keyword Protection feature of AppAds allows you to see the top 50 keywords that drive the most organic downloads to competitors, as well as the number of apps that run ads on those keywords. Choose keywords for which there are few or no bids. These are frequently extremely valuable.

We noticed a decrease in CVR when analyzing the app's trends for our monthly report. This was in contrast to the significant progress we'd made in keyword rankings. So, naturally, we dug deeper and discovered that the decline was linked to Browse Traffic, specifically 'Similar Apps' and category ranking, rather than Search Traffic. CVR reduction impacted organic behavior, resulting in less traffic from similar apps, which resulted in category ranking loss. 

The low CVR affected the app's organic behavior, resulting in less incoming traffic from similar apps, which may have resulted in a lower category ranking. As a result, we closed all of the low CVR keywords sooner, so that they did not continue to negatively impact the app's organic performance. This is how the ASA and ASO teams collaborated to fully comprehend the app and make progress in both areas.



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Important Takeaways

When ASA campaigns and ASO efforts are launched concurrently, the conversion rate must be monitored. You must understand the effects ASA campaigns can have on your organic app marketing efforts. For example, it's important to understand that a low CVR can harm the app's overall ranking and that ASA campaigns can cause such low CVRs. Knowledge is power, and in this case, it means that you can fine-tune your ASA campaign to ensure that all elements of the app marketing funnel are moving in the right direction.

A comprehensive approach is essential for successful mobile marketing. For optimal app performance, each team must collaborate. Collaboration between ASA and ASO teams is no exception: it can either help or hurt an app's visibility and can aid in the development of a deeper understanding of app performance.

But keep in mind that in the fast-paced world of apps, no mobile marketing agency can work alone. We rely heavily on third-party tools such as ASO World & AppAds to provide us with the data that we expertly analyze for our clients!

App store optimization result

After this combination of ASA & ASO, our customer's Shopping apps increased by 900% from app downloads.