A US-based FinTech developer offering a personal budgeting and expense-tracking app aimed at simplifying daily money management. The product had strong retention in its home market and sought to expand into the UK to reach users facing rising living costs, aiming to build sustainable search visibility and long-term organic acquisition.
Keyword Installs & ASO Service
The approach combined three pillars: a granular keyword tiering system, a controlled 21-day install rhythm, and concurrent metadata localization and optimization. Execution emphasized measurement and rapid iteration to protect long-term metrics while driving visibility.
Conducted UK-specific queries and competitor term extraction to map genuine user language and intent. Findings showed higher CTR and conversion for planner-style keywords and scenario phrases (e.g., “groceries budgeting”, “weekly bills”).
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Related reading 👉 How to Conduct Competitive ASO Keyword Optimization Analysis
Keywords were categorized by volume and intent to guide investment:
Each keyword received target ranking windows, daily install ranges, and expected conversion/retention benchmarks to enable precise campaign control.
The keyword install campaign was split into three consecutive weeks with distinct goals and guardrails to drive rankings while monitoring quality signals.
💡 Expert tips:
Why is it recommended to extend the optimization cycle to 21 days? A longer optimization pace allows the algorithm to more clearly identify stable growth signals, prevents ranking fluctuations caused by short-term traffic spikes, and provides sufficient testing space across different keyword tiers — ultimately building more sustainable search weight.
Related reading 👉 How To Make Your Keyword Installs Campaigns Win The Best Performance?
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While installs drove ranking signals, the metadata and visuals were optimized in parallel to improve conversion from impressions to installs and to ensure retained users.
App title, subtitle, and descriptions were rewritten to include UK phrasing and scenarios (e.g., “planner”, “weekly bills”), and screenshots used GBP formatting where relevant.
A/B tests compared functional benefit-led visuals versus everyday-scenario creatives (e.g., household budgeting use cases); the winning set improved CTR by double-digit percentage points.
👉 Comprehensive ASO Solutions for User Acquisition
Early user metrics (session duration, D1/D7 retention, rating trends) were used to refine which keywords remained primary targets; terms that attracted low-quality users were swapped for higher-intent long-tails.
A tightly coordinated ASO program — blending data-driven keyword tiering, controlled phased installs, and deep localization of metadata and creative assets — enabled the client to achieve rapid, sustainable entry into the UK market. The campaign translated ranking improvements into measurable business outcomes: a 185% uplift in keyword visibility, 162% more organic impressions, and a 78% increase in organic downloads. Importantly, the strategy prioritized signal stability and user quality, allowing organic performance to take over as paid support was scaled back.
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