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App Store Optimization (ASO) Basic Overview - Presented at Google Tel Aviv


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App Store Optimization (ASO) - Best Practices, KPIs, tools & challenges. Presented in front of Google TLV staff at Google Offices.
A basic overview to understand ASO challenges at the Google Play Store and iTunes App Store.

Published in: Marketing
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App Store Optimization (ASO) Basic Overview - Presented at Google Tel Aviv

  1. 1. • 55 person marketing agency located in Udim • Global market only • Zynga, Playtika, Scientific Games, Tinder, Miniclip, Gett and others • Inbound – ASO & SEO • Performance marketing – Google and Facebook teams
  2. 2. • Buzz word – voodoo • App page management • Texts: o Titles, Descriptions, short descriptions, keyword lists (hidden) o Graphics: Icons, feature graphics, screenshots What is ASO
  3. 3. Search Optimization Conversion Optimization
  4. 4. Increased paid traffic • Branded searches: no difference • Non-branded searches: Keyword visibility – page views – installs Reduced CPI • Better conversion rates • Acts as a landing page for keyword purposes Gateway to other marketing efforts
  5. 5. • Anyone who owns an app • Not necessarily with an agency though… • Going from 65 to 80 to 95 • Expensive tools • As a rule of thumb – any app that has over 1-2K daily installs should consider getting professional ASO assistance • Can not replace a holistic marketing strategy, but is a crucial marketing channel
  6. 6. It’s all in the DNA • Google Play – Search Understand what users might search for • iTunes – Music Needs to be told what users might search for
  7. 7. iTunes • Titles • 100 characters keyword list • Combinations • Title: Wow Vegas Casino Slots • Keyword list: las,video,bonus • Targeted Queries: Las Vegas, Video Slots, Casino Bonus, Las Bonus Google Play • Titles • Short Description • Description • Google “reads” the app description • Keyword density • Synonyms • Not as sophisticated as the web algorithm
  8. 8. iTunes Two first screenshots 30 seconds video Large clear fonts Offers/advantages No native experiments tool Google Play • Icons • Any YouTube video • Large fonts • Offers/advantages • Native experiments tool
  9. 9. Metric Taken from Issues Keyword rankings Sensor Tower/ AppAnnie/ Mobile Action External tools, traffic is an estimation (excluding than iOS US) Impressions iTunes’ systems iOS only, sampled data Page views iTunes & GP’s systems Sampled data in iOS. Not easily accessed in GP Organic installs GP’s systems, attribution platform Calculated as a subtraction – not fully accurate Conversion rates Calculated Can only look in terms of trends. GP provides bench marks
  10. 10. • SensorTower/AppAnnie/Mobile Action • Store Intelligence – estimations of installs by country • App Intelligence – Keyword rankings, category rankings, reviews, competitors, app update timeline
  11. 11. Google Play Developer Console Upload apps See statistics User Acquisition – Page views, installs, broken down by country Experiments Comment to Reviews iTunes Connect Upload apps See statistics User analytics – impressions, page views, installation – sampled No native experiments console
  12. 12. StoreMaven/SplitMetrics Duplicate the app store page Actually a web page Provide a link to send traffic to Plenty of insights Costly – non-converting traffic Tests only a part of the funnel Tests one type of traffic
  13. 13. Lack of data • No attribution of keyword to install • Higher rankings in some keywords, lower rankings in other 𝑂𝑟𝑔𝑎𝑛𝑖𝑐𝐼𝑛𝑠𝑡𝑎𝑙𝑙𝑠 = 𝐴𝑆𝑂 + 𝐸𝑥𝑡𝑒𝑟𝑛𝑎𝑙𝐹𝑎𝑐𝑡𝑜𝑟𝑠(𝑃𝑎𝑖𝑑𝐼𝑛𝑠𝑡𝑎𝑙𝑙𝑠, 𝑅𝑒𝑣𝑖𝑤𝑒𝑠, 𝐶𝑟𝑎𝑠ℎ𝑒𝑠, 𝑆𝑜𝑐𝑖𝑎𝑙𝐶𝑎𝑚𝑝𝑎𝑖𝑔𝑛𝑠, 𝐹𝑒𝑎𝑡𝑢𝑟𝑖𝑛𝑔, 𝑆𝑒𝑎𝑠𝑜𝑛𝑎𝑙𝑖𝑡𝑦) 𝑅𝑎𝑛𝑘 = 𝐾𝑒𝑦𝑤𝑜𝑟𝑑𝑇𝑎𝑟𝑔𝑒𝑡𝑖𝑛𝑔 ∗ 𝐹𝑎𝑐𝑡𝑜𝑟𝑠(𝐼𝑛𝑠𝑡𝑎𝑙𝑙𝑠, 𝐼𝑛𝑠𝑡𝑎𝑙𝑙𝑠𝑉𝑒𝑙𝑜𝑐𝑖𝑡𝑦, 𝑅𝑒𝑣𝑖𝑒𝑤𝑠, 𝑅𝑒𝑡𝑒𝑛𝑡𝑖𝑜𝑛, 𝐶𝑣𝑅, 𝐸𝑟𝑟𝑜𝑟, ? )
  14. 14. • Directing positive only reviews • Buying reviews • Incentivized reviews • Negative ASO • Burst campaigns • Bot Installs • Brand names as keywords • Keyword incentivized traffic • Top Grossing Refund
  15. 15. KPIs – important keywords Ad hoc solutions • Comparing before/after changes (Tinder) Breaking data/changes between countries • Comparing Android to iOS (Gett’s Offline campaigns) • Comparing trends to competitors (Slotomania)
  16. 16. Similar trends in keyword rankings for developers
  17. 17. • ASO as a long term process • Modifications based on results • iOS – check and replace keyword by keyword o Look at phrases, not at individual words • Android – Look for low hanging fruits (high traffic queries that rank at #10-60) o Allow at least 3 weeks between iterations
  18. 18. Slot Machines Slots Vegas Slots Slots
  19. 19. • ASO is somewhat of a black box • General funnel is search – impression – page view – organic install • Tracking difficulties in every stage • Anyone who claims to have it figured out is being dishonest • ASO is a crucial part of any marketing plan, but is not a holistic strategy • Basic ASO is fairly simple – any app developer can (and should) practice it