Apple Store and Google Play offer more than 6 million mobile apps, so capturing users' attention is becoming increasingly complex as new mobile apps are launched. App growth is never the result of a single activity, but rather a coordinated collaboration between key actions and departments to drive long-term growth.

When launching a new app in the app store, the main purpose of the app developer is to increase the visibility of the app in the app store to drive more downloads, then increase the final revenue. Many app developers mistakenly believe that investing only in paying user acquisition or in app optimization alone is enough to drive the right number of users for long-term growth.

We recommend that you develop both ASO and paid User Acquisition buying campaigns to implement an comprehensive app marketing strategy. App growth is a coordinated effort that starts with first impressions and goes all the way to the last in-app activity that drives revenue.

Every stage of the combination of ASO and paid User Acquisition of users is closely related. The 3 main phases to consider are:

• Awareness – Driven by a combination of paid performance marketing and app store optimization
• Considerations – Driven primarily by store listing design and relevance of user research and first-time in-app interaction
• Conversion – A combination of paid user acquisition activities optimized over retention strategies

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What to do to launch an app in a new market ？

Launching a new mobile app requires following specific steps to maximize the impact of our marketing campaigns. The first steps to consider are:

• Market Research – Does our app meet the needs of the local market?
• Create user portrait – who are our ideal customers?
• Conduct competitive analysis – who are our competitors and how do they position themselves?

The answers to these questions are critical to determining the success of your launch strategy. Most of the time, mobile marketers overlook the fact that apps that perform well in a particular market aren't always available in the same way in another. It may be because of different cultural differences, the scope of channel coverage, or different competitors. Therefore, we need to pay attention to the role of application localization.

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How to combine ASO and paid UA to achieve app growth？

Combining organic strategies and payment strategies is the key to building a long-term loyal customer base. With ASO strategy, you can improve the visibility of your app in the app store, bring more organic downloads, optimize your app's pages, and increase conversion rates through clear visuals and text communication. At the same time, paid user acquisition attracts more users to enter the app page through ad clicks.

Step One: Have a comprehensive ASO strategy

Review your app's product pages and optimize them to maximize the visibility of long-tail keywords and the low-hanging fruit that competitors haven't yet grabbed. Choose keywords that are relatively less competitive and valuable, and you can try our keyword install service. You can also choose from our ASO service, which includes icons, screenshots, videos, titles, descriptions optimized, is a comprehensive ASO strategy.

When users enter your app page, they will also pay attention to the reviews and ratings part. It definitely affects the process of user's decision whether to download your app. Try our rating and reviews service to have a large number of positive reviews and high-quality ratings.

For a newly released app, after having a perfect and effective ASO strategy, the next is a long process, you need to constantly adjust your ASO strategy according to the specific running effect, you can consult our ASO experts for continuous help.

Step 2: Support organic efforts with paid user acquisition

Paid campaigns can bring you a large number of users at the right time, as you can pinpoint your target users and draw them to your app page. Depending on the platform where your app wants to go live, the advertising strategy you serve also needs to be adjusted. For example, if it is for Android users, more budget should be allocated to Google. Seasonal factors need to be taken into account at the same time. If your ad isn't performing as well as you expect, you should test it in time to adjust your delivery strategy.

Step 3: Analyze the impact

The next step is to understand the impact of the consolidation activity, not only in the short term, but also in the long term. By understanding the impact of each activity, we can also better assess the future activities we hope to implement in our growth strategy.

The combination of ASO and paid UA increases the organic visibility of several key search terms, thereby increasing organic install. On top of that, we're seeing improvements in category rankings continue for longer, resulting in positive revenue growth.

Sometimes looking at the effect through the perspective of organic install, it is not clear whether the user is from app store optimization or the paid user acquisition, but we believe that it is not necessary to distinguish the source of the user. But more importantly, realize that it is necessary to combine ASO and paid user acquisition strategies to keep the content presented to the user by the advertising and app store pages consistent and coherent. If there is a bad promotion effect, test in time and adjust the strategy.

Conclusion

Combining ASO and paid user acquisition is an important step toward providing lasting value to any app developer and company trying to master app growth games.

It is important to remember that ASO and paid UA are not separate activities and should always be considered in combination. On the one hand, executing a good app store optimization strategy can help us increase conversion rates, reduce acquisition costs, and ultimately have a long-term impact on the revenue generated by our apps. On the other hand, with paid user acquisition campaigns, we can support our organic optimizations to facilitate discovery and conversion.