How to Start Your UK App Promotion Campaign

Navigating app promotion can feel daunting for new developers and experienced marketers alike. Whether your aim is to get your new app indexed, improve existing keyword rankings, or drive organic user acquisition, ASOWorld provides a comprehensive suite of tools and services to help you succeed. Here is your practical, step-by-step guide to setting up your first successful campaign.

Step 1

Assess & Choose Your Growth Strategy

Before launching a campaign, you need a clear picture of your app's current performance baseline.

For New Apps

(Not yet indexed)

If your app doesn't yet have keyword coverage, optimise your ASO metadata first. Build initial visibility by starting with Direct Installs or our Keyword Ranking Acquisition service to get your app indexed and generate your first organic traffic.

For Indexed Apps

(Already ranking for keywords)

Now it's time to push into the top 3. Your core strategy should be Keyword Installs. Concentrate on elevating the keywords you already rank for to capture high-intent organic search traffic.

Top Tip: Don't guess your keywords. Use our free Advanced ASO Tools in the dashboard to review your current rankings, search volumes, and competitor keywords before finalising your budget.

Step 2

Align Your Strategy with the Algorithm

The App Store and Google Play each operate distinct ranking algorithms. Your campaign delivery approach should be tailored accordingly.

iOS App Store Strategy

The Apple algorithm responds well to install velocity. Whilst ranking improvements can appear within around 3 days, we strongly recommend running continuous orders (a minimum of 3 days) rather than single-day bursts, in order to consolidate your newly gained rankings and avoid fluctuations.
Android Google Play Strategy

The Google algorithm updates more gradually and rewards consistency. Plan for longer campaigns (a minimum of 7 days, typically 7–9 days). Where your app is eligible, running CPI campaigns alongside your core strategy has been shown to deliver stronger keyword ranking uplift in the current market.

Need a tailored plan? Get in touch with your dedicated account manager about our Customised User Acquisition Solution. We use data-driven insights to develop bespoke growth strategies suited to your specific app and market.

Step 3

Launch Your Campaign

All set? Here's how to navigate the ASOWorld Dashboard:

Add Your App: Go to "My Apps", enter your Store URL, and select your target region and country.

Select a Service: Head to "Add Campaign" and choose the service that best fits your goals (e.g., Keyword Installs, Guaranteed Reviews).

Target & Allocate: Enter your carefully researched keywords. Make the most of our keyword management features:

Select keywords from our recommended list or your own customised keyword library.
Use one-click allocation to fill daily install volumes across keywords quickly.
For multi-day orders, use the one-click trend planning tool to map out volume curves with ease.
Edit multi-day volumes for individual keywords directly from the Preview screen.

Set Your Delivery Pace: Spread your required installs across your chosen timeframe — burst delivery for iOS, gradual and consistent for Android.

Go Live: Review your campaign delivery settings and click "Start".

Step 4

Track, Analyse, and Optimise

Effective ASO is an ongoing process. Once your campaign ends, allow a few days for the store algorithms to fully update and reflect your new rankings.

Effortless Tracking: Monitor your keyword rankings without the hassle. There's no need to constantly open and close orders — simply switch between orders and keywords to review your results.
Visual Performance Analysis: Our bar charts clearly show the daily install volumes for your orders, making it straightforward to cross-reference and see how traffic volume directly influences your ranking changes.
Focus on Organic Growth: Keep an eye on the uplift in organic traffic as your keyword rankings improve. This helps you identify which keywords are genuinely driving downloads.
Iterate & Scale: Use our services to push your highest-converting, proven keywords to the top positions — maximising your organic install base and overall revenue.