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Dec 23 2020
How to promote your app and acquire more App market users in a short time? How to optimize the application's ASO off-metadata related data, combined with the advertising to establish the initial traffic of your application in the application market, and promote the ranking of the application in the store list? How to improve promotion effect and increase conversion? When an application has just been released, the best choice is to choose paid traffic with free traffic, and a combination of multiple channels to attract traffic. You may be interested in these issues.
I have worked in digital marketing for more than ten years, more than six years of SEO&SEM work, and more than four years of ASO experience. My ASO career started with Yomail, a free mail client application. After joining the professional team of ASO World, it still reminds me of the entire life experience of the Yomail team and this powerful application. I have a deep understanding of the process from birth to rapid growth of an application after a long period of development. I understand the desire and pressure of developers to quickly gain visibility and natural traffic after entering the application market. Here we will discuss how to use ASO plus advertising to quickly and effectively promote the topic of app store ranking.
ASO refers to application store optimization, which optimizes the parameters and data of your application according to the algorithm of the application market to achieve the effect of improving the ranking of the application store. The optimization content involved in ASO covers a wide range, and is roughly divided into two types: On-metadata optimization and off-metadata optimization.
On-metadata optimization mainly refers to the optimization of basic parameters related to the application, including title, subtitle, description, screenshots, Icons, and App crash rate. After the application is released, this optimization is done first. It takes a long-term process for basic optimization to take effect, and sufficient patience is required.
ASO off-metadata refers to a series of factors other than basic parameters that can directly affect the ranking of apps in the store. Promoters usually cooperate with the promotion inside and outside the platform to optimize relevant data to achieve the effect of promoting ranking. ASO off-metadata optimization includes:
When the app is just released, the presence of traffic and good user access data can quickly promote the app’s ranking in the store. But for a new app, his brand recognition is low, and his ranking in the store is low, almost overwhelmed by a large number of apps. The contradiction between ranking or traffic first is just like the confusion of whether there is a chicken or an egg first. Almost every developer has gone through this process.
There are several general methods to optimize the initial data of ASO off-metadata:
Compared with other promotion channels, the Offer Wall has the advantages as quick results and low cost. You can also click the customer service button on our page to discuss the topic with ASO World experts, to find the best answer about how to safely and effectively to push the application's ranking to top in a few days by using the Offer Wall.
Through multi-channel marketing combined with social media interaction to build brand awareness, make users to familiarize themselves with your brand and products, and then go to the application market to query, provide the first batch of initial data for your application. And the ranking of the application is more stable by this way.
The advantage of this way is that it has good user trust and the data is more stable. The disadvantage is that the period is very long, and the team and promotion costs are very high. There is certain pressure on developers or companies in entrepreneurial state.
ASO promotion combined with mobile marketing advertising allows the advertisement to quickly increase the App’s exposure in a short period of time, and the application can achieve the initial traffic for the App Store List Ranking. You can also do the user demand mining in advance, and make the advertising results to help optimize keyword optimization and keywords coverage in ASO.
To better understand the optimization features in the App Store and Google Play, let’s take a look at how search works in the App Store. The user types a query, clicks "search", and then sees a list of the most relevant applications.
Application publishers insert search queries into the metadata of their applications. Before choosing keywords for metadata, it is important to check their popularity in the App Store and Google Play.
The top search results on the App Store and Google Play are apps promoted with paid advertising. The "Recommendations" section will also appear in the App Store search results. The rest of the apps you see in the search are indexed by the App Store and Google Play algorithms.
Advertising forms in mobile marketing.
To promote mobile apps, you need to take advantage of the potential of Apple Search Ads, Google Ads, in-app advertising, and targeted advertising on social media.
Before launching an advertising campaign, it is important to analyze the promotion of competitors, understands their strengths and weaknesses, and adjusts advertising ideas according to your application. Using the Facebook library, you can search for competitors by name or keyword and check ads for any brand.
To evaluate your competitors’ ad campaigns, you can also analyze the search results of the App Store and Google Play and track competitors’ in-app ads.
Apple Search Ads (ASA) is a platform used to promote apps to the first results of App Store searches. The platform helps attract users and protect the brand from competitors. For example, with the right approach, your app can be included in an ASA ad and rank first in search results. Then, the entire Apple screen will be occupied by an application, and most users will install it.
Google also allows you to promote the application in the Play Store search and other resources: in Google search engine and Youtube. Your ads may appear in the "You might also like", "Similar apps" section of Google Play search results, on the homepage of the app store, and in the "Recommended for you" section. The ad text for Google Play Store and Apple Search Ads can be based on your app’s metadata.
Due to the variety of formats, advertising in mobile applications opens up many testing opportunities. It is important to accurately select the applications used by the target audience.
There are 5 in-app ad formats:
Banner ads: A static banner on a specific part of the screen.
Interstitial ads: static banners or video banners that appear in the transition between operations in the application.
Playable ads: Users can perform basic game operations in your ad; the ad itself is a small game.
Reward ads: users will get points, bonuses or game currency for watching this type of ads.
Native ads: advertising messages disguised as the design and content of the application itself. For example, advertising posts in Facebook differ from other posts only in the inscription of "advertisement".
With targeted advertising on social media, you can target users by interest, device type, marital status, and other parameters. You can also add pixels to your website and show ads only to its visitors. For example, Facebook’s ads allow you to adjust to the user's interests, device, location, behavior, and position.
Advertising tips and creative examples:
I have analyzed the advertising of travel apps and focused on the tips that can be used to promote the app.
1) Personalize your advertising. If you do this, users belonging to a certain group will pay attention to your creativity. For example, elderly couples can spend a romantic vacation not far from home.
2) Use native format. For applications that sell flights, you can use creative designs in the airplane window.
3) Make a simple animation with a static banner. You don’t need to shoot professional videos to create lively and interesting ads; the easiest way is to add animated stickers to the ads. This creative design can be completed in a few minutes, but users will remember it better than static images.
4) Tell the story in an unusual way. You can use special effects, such as reverse video.
5) Use personalized suggestions and create the necessary atmosphere. In commercial advertising, creating a suitable atmosphere for users is very important.
Personal recommendation videos (videos where users talk about products on their mobile phones) are also effective.
You can create it without spending a lot of budget. You can use local models for advertising anywhere in the world. For example, we used model videos from different countries/regions in our advertising campaigns, because people who speak the local language can give users greater credibility.
After the model has recorded the video, it will make subtitles so that the user can watch the video without audio. Designers add logos and brand icons.
It is important to conduct A/B testing in order to be able to choose the metadata option that brings the most installs. As part of the test, you divide your audience into several groups and show users different metadata options. It is important to track the results for at least 7 days. You will be able to estimate which version of the application page has the best install conversion rate. Usually, visual elements are tested in this way.
You can test it for free on Google Play or App Search Ads (Apple advertising services), or you can use paid services such as SplitMetrics and Store Marven.
You can also use A/B testing in targeted social media ads. The essence of the test is to use different variants for one parameter, while maintaining the same for all other parameters. Then, we can make a clear conclusion on which parameter is more effective for advertising.
For example, using Facebook’s advertising settings, you can compare different creative methods, audiences, placements, and optimization strategies.
Entering foreign markets provided more opportunities for development, and increased traffic and application installations. It’s important that your application is available in other countries.
In order for the translation quality of the application and metadata pages to be high, it is important to seek help from native speakers. This is because they know the details of the country where you want to translate the application.
It is important not only to complete the text optimization, but also to complete the visual optimization. Pay attention to the perception of colors in different countries. For example, in China, red is the wedding color and white is the mourning color. Therefore, the use of white can cause negative emotions among users.
You also need to understand the mentality of the country you want to optimize. For example, Arab countries are very religious, so you should avoid exposing clothes and certain symbols in screenshots.
Optimize the app store and run ad campaigns regularly.
Optimization alone is not enough to increase installs and significantly improves your ranking. It takes 6 to 8 iterations to bring the app to the top of the App Store and Google Play. In addition, user preferences and market trends are constantly changing.
It is important to track popular queries, analyze competitors and change your ASO strategy. Only in this case will the application reach the top and the number of installs will increase. In this article, learn more about why one iteration is not enough and how to make the optimization process effective.
Advertising campaigns also need to be continuously optimized. During the two-week test period, you need to test 15-20 audiences and creative methods, and then choose the best method.
After the test period, the audience may also be exhausted: the number of ad installs and click-through rates will begin to decline. Then you need to experiment with new options for audiences and creative methods. Monitor competitors and track industry trends, so you always have ideas for new audiences and creative approaches.
Use advertising at the same time to actively attract traffic and ASO.
The increase in rankings in search and graphs depends on active traffic and advertising. Incentive traffic refers to users who perform targeted operations in the application in exchange for substantive or non-substantial incentives. App installs are growing, which encourages the growth of app location based on search results. Your app’s higher ranking in search will also increase organic search volume.
If you do optimization and paid promotion at the same time, the effect of app store optimization will be faster. Through the installation of ads, you will be able to grow through keywords. The more frequently the application is installed, the higher the position in the search results. Therefore, the effect of promotion is not only affected by ASO, but also by advertising and active traffic.
For example, you advertise on Facebook. Users install your application through advertising, App Store and Google Play algorithms. Please note that the number of installs has increased. Then, the position of the application in the search began to rise.
This can reduce installation costs (eCPI). This means that you spent the same amount of money on ads but got more to installs.
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