Before formulating an application promotion strategy, we need to conduct a series of research on the status of the application market and the marketing of your main competitors, and get a general understanding of your target users, in order to promote your application in the search market. Choose the right promotion channel and effective promotion strategy.
ASO World’s expert team analyzed the traffic data of various categories of apps and games in the Apple and Google app markets in 2020, the traffic ratio of each channel, and the download and installation data that finally reached the initial conversion. App gives some suggestions on choosing the right promotion channel.
What influences your app promotion strategy?
Before formulating a promotional strategy, in addition to the percentage of organic and unnatural traffic, it is worth considering the following parameters:
What do your competitors in your niche market care about?
For example, in the "casino" and "puzzle" categories, the percentage of search traffic is significantly lower than the percentage of paid traffic. Major publishers are investing in paid advertising. However, this does not mean that search volume in these categories is low. In this study, we only looked at the wall ni from the percentage ratio. In absolute terms, the percentage of search traffic may be higher. Therefore, it is important to evaluate the behavior of competitors in your niche market.
What is the percentage of brand traffic?
The higher the percentage of search traffic, the more ASO is required. However, it is important to highlight your market niche and look at the percentage of brand traffic.
For example, in the social media segment, the percentage of search traffic is high. But users are looking for specific brands: Facebook, TikTok, Instagram, etc. This means that non-branded search queries will be difficult to promote in this niche market. In this case, you need to invest in ASO, but you should spend more time on brand development.
How to determine the ratio of brand traffic to non-brand traffic?
1. Collect all search queries related to your niche.
To do this, find all search queries. Divide them into brand and non-brand. For example, in the field of ticket purchase, the brand query will be "American Airlines", "Delta Air Lines" and so on. Non-branded queries will be "book air tickets", "cheap air tickets", "online air tickets", etc.
To find the most popular search queries, you can use the "Most Popular Keywords" tab in ASOdesk "Keyword Analysis". For example, we found the most popular keywords related to air travel in the United States. The keywords of the tool can be added to the semantic core.
2. Estimate the percentage of branded and non-branded traffic for these queries.
See the number of users who search for apps using specific keywords each day ("Daily Impressions"). Analyze all keywords, then check the percentage and popularity of branded and non-branded keywords.
We analyzed 300 keywords in the U.S. aviation industry and found that 73,627 users are using branded queries to search for applications, while 9005 users are using non-branded queries. Brand keywords are eight times more popular than non-brand keywords.
How to choose an application promotion strategy?
Traffic analysis can help us understand in which categories App Store users find apps more frequently.
Applications with high organic traffic include: "books", "business", "catalogs", "food and beverages", "education", "finance", "news", "productivity", "reference", and "social" networks ", "Utilities" and "Weather". In games, the percentage of search traffic in the following categories is high: "Action", "Arcade", "Casual Games", "Educational Games", "Competitions", "Sports" And "Quiz".
Apps in the "Board", "Entertainment", "Navigation", "Lifestyle" and "Family" categories have a large percentage of advertising traffic. Among the following categories of games, the percentage of paid traffic is the highest: "Card", "Casino", "Puzzle" and "Text".
ASO World’s experts have given reasonable suggestions based on the above analysis results. You can use these suggestions to determine the appropriate promotion channels:
1) If the niche market is dominated by non-branded search traffic, then regular App Store optimization is very important. Therefore, you will need a staff ASO expert who will constantly monitor the location of the application through keywords, change the name and description, add queries to the semantic core, and analyze competitors' ASO strategies.
2) If the brand query traffic in the niche market exceeds 40%, it is important to set a budget for brand development: media publications, participation in exhibitions and conferences, SMM and influencers, TV and radio advertising.
3) If the search traffic percentage is low, the app will still require basic App Store Optimization. You need to add keywords to the name and description of the application, optimize icons and screens, analyze competitors, and track the rise and fall of various queries. However, in this case, you can spend less time and resources to optimize. It is sufficient to hire a few hours of staff per week or month.
4) If more than 20% of your traffic comes from selected ads, please promote your app in the suggestions. It is necessary to optimize the application, eliminate errors, perform visual optimization, improve the score and apply it to the App Store and Google Play editors.
5)Advertising traffic brings a lot of installs in most categories. Therefore, it is very important to place advertisements in applications, search engines and websites. The advertising budget depends on the percentage of organic traffic in your niche market.
Organic search traffic or inorganic traffic
Organic search traffic
Organic traffic includes: natural search traffic and direct browsing traffic. The apps that users find in the App Store will receive search traffic. This traffic is mainly due to effective app store optimization by app promoters. Their apps have also improved the ranking of the list. Visitors in the store are easily find this app in an obvious location in the store.
Non-gaming application traffic
We obtained apps from the "App Store" category and analyzed the install rate from different traffic sources.
The flow ratio of organic matter to inorganic matter in application
In the following categories, the percentage of search traffic (search) exceeds 75%: "Books", "Business", "Catalogs", "Food and Drink", "Education", "Finance", "Music", "News", "Productivity", "Reference", "Social Network", "Utilities" and "Weather". These apps have the most search volume.
These applications require App Store optimization. It is necessary to track the position through keywords, add new keywords to the semantic core, and analyze the promotion strategies of competitors.
Applications with less organic traffic need to focus on paid promotion channels. These categories include: "Entertainment", "Family", "Navigation" and "Lifestyle". It is very important to properly optimize such applications and send requests to add to categories or collections.
The percentage of ad visits to apps in the "Board", "Entertainment", "Navigation", "Lifestyle" and "Family" categories exceeded 40%. Publishers of these applications need to reconsider their advertising strategies and invest a large part of their funds in inorganic promotions.
Game application traffic
In green, you can see the game categories that account for a large proportion of search traffic: "action", "arcade", "casual game", "educational game", "competition", "sports" and "quiz". It is important to invest in App Store Optimization to promote these apps, as they get most of the installs from search.
The categories with a smaller percentage of search traffic are: "strategy", "simulation", "role playing", "puzzle", "casino", "card game" and "adventure". Users are less likely to search for such applications, but this does not mean that they did not search for them at all. Organic traffic calculated as a percentage alone will decrease. Therefore, it is very important to invest in advertising while performing basic App Store optimization.
A large portion of browsing traffic comes from the following categories: "Adventure", "Puzzle", "Role Playing", "Simulation" and "Strategy". Developers and marketers need to optimize the application and increase its rating in order to apply for the application to be included in the collection.