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ASO : the game has changed

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ASO: Once upon a time in the (wild, wild) west.
ASOConference, Berlin 2019

Published in: Mobile
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ASO : the game has changed

  1. 1. © Thomasbcn 2019
  2. 2. © Thomasbcn 2019 @thomasbcn, ASOconf 2019 Hello world. I’m @thomasbcn
  3. 3. © Thomasbcn 2019 @thomasbcn, ASOconf 2019
  4. 4. © Thomasbcn 2019 A few pioneers... @thomasbcn, ASOconf 2019 Featuring Brook Lenox, Gabriel Machuret, Stefan Bielau, Daniel Peris, Ian Sefferman
  5. 5. © Thomasbcn 2019 First resources & tools! @thomasbcn, ASOconf 2019 Featuring Gabriel Machuret, Stefan Bielau, MobileJazz, Appcodes, MobileDevHQ, Distimo, Daniel Peris
  6. 6. © Thomasbcn 2019 The AppStore 10 years ago… @thomasbcn, ASOconf 2019
  7. 7. © Thomasbcn 2019 ASO 1.0 = mostly keywords @thomasbcn, ASOconf 2019 • Add keywords to your title • Fill your kwd field (smartly) • Done!
  8. 8. © Thomasbcn 2019 @thomasbcn, ASOconf 2019 Credit @KristianRabe Big brand fails = Startup opportunity Low competition
  9. 9. © Thomasbcn 2019 255 char. in title: stuffing galore! @thomasbcn, ASOconf 2019
  10. 10. © Thomasbcn 2019 @thomasbcn, ASOconf 2019 ASO fails Credit @gymster, @stefanbielau, @kristianrabe @ilyakuh
  11. 11. © Thomasbcn 2019 @thomasbcn, ASOconf 2019 ASO fails More examples: “ASO design nightmares” by ASOstack.com
  12. 12. © Thomasbcn 2019 Black hat… @thomasbcn, ASOconf 2019
  13. 13. © Thomasbcn 2019 “Browse” ASO back in the days : @thomasbcn, ASOconf 2019 2013: 700k downloads 1 week featuring: 2,8m! "It's a magic button that they hit, and you get drowned in cash“, Ken Soto 2015: 3m in 5 days Massive featurings!
  14. 14. © Thomasbcn 2019 “Browse” ASO back in the days : @thomasbcn, ASOconf 2019 Massive organic uplift + cheap incent traffic = high ROI burst
  15. 15. © Thomasbcn 2019 #FAAD was a thriving strategy @thomasbcn, ASOconf 2019
  16. 16. © Thomasbcn 2019 Not only fairy tales… @thomasbcn, ASOconf 2019 “Name that song” indie dev was threatened by a trademark infringement notice by „Name that tune“ developer; changed into “Who sing it Game“: Downloads dropped by x10, sales by x2
  17. 17. © Thomasbcn 2019 Fast forward a few years…. @thomasbcn, ASOconf 2019
  18. 18. © Thomasbcn 2019 Interest for ASO has exploded @thomasbcn, ASOconf 2019
  19. 19. © Thomasbcn 2019 @thomasbcn, ASOconf 2019 A booming ecosystem!
  20. 20. © Thomasbcn 2019 It’s still the far west… @thomasbcn, ASOconf 2019
  21. 21. © Thomasbcn 2019 ASO game changers : metadata updates @thomasbcn, ASOconf 2019 2016: Apple restricts titles to 50 characters 2017: Apple reduces titles to 30 characters with iOS11 but adds a 30 char. subtitle
  22. 22. © Thomasbcn 2019 ASO game changers : RIP burst @thomasbcn, ASOconf 2019 Organic uplift decreases, incent fades out: charting is no longer a sustainable tactic “For every paid install, apps get an average of 1.5 additional organic installs.” TUNE, “The multiplier” 2014 “Remember the good old days? Those are gone The organic multiplier has decreased significantly” Danielle Blumenstyk Peterman 2017
  23. 23. © Thomasbcn 2019 ASO game changers : iOS11+ Featuring @thomasbcn, ASOconf 2019
  24. 24. © Thomasbcn 2019 ASO game changers : Keywords data @thomasbcn, ASOconf 2019 2015 (Google.com) organic keywords 2016 ASA “Search Popularity” index 2018 Play Store organic keywords* 201x ASO tools provide guesstimates 2019 Still no reliable source…
  25. 25. © Thomasbcn 2019 ASO game changers : Pay to play! @thomasbcn, ASOconf 2019 2015 Play Store search ads 2016 2nd ad placement in search… 2017 Display ads (without data report) 2017† RIP keywords UAC
  26. 26. © Thomasbcn 2019 ASO game changers : Pay to play! @thomasbcn, ASOconf 2019 2016 Apple Search Ads (US) 2017 6 new geos (CA, AU, UK..) 2018 6 new geos (Europe & APAC) + Creative Sets 2019 46 new geos (=59)
  27. 27. © Thomasbcn 2019 No ASA? @thomasbcn, ASOconf 2019 Cannibalization is proven. So is organic loss… Paid placement : - 37% of the whole screen - 47% of available real estate #1 organic might come below the fold… + no data, no party!
  28. 28. © Thomasbcn 2019 ASO keeps changing… do you? @thomasbcn, ASOconf 2019 Keyword ranking dances Localized keyword (ES>MX, AU..) Indexed experiments Vitals as a penalization factor Play Store multiple redesigns… Personalized featurings Appstore API Pre-registrations Try now / Instant apps Promoted IAP Ratings reset (iOS), recent ratings (Play Store) Countless UI & data bugs in the consoles… …
  29. 29. © Thomasbcn 2019 ASO in 2019 : a holistic discipline @thomasbcn, ASOconf 2019 Organic search is just one part of the ASO puzzle • Search “ASO meets ASA” • Browse Charts, App of the day, story, collection, related apps • CRO! Conversion is the name of the game
  30. 30. © Thomasbcn 2019 ASO in 2019 : title, subtitle, keyword field Icon, screenshot, header, app preview(s) App weight Vitals Engagement, uninstalls… [Black hat] Ratings & Reviews Localization Localized kwd fields! Promo text, description what’s new Promo IAP, icon, description Featurings (inc. Search) Category Charts Search Ranking App Bundle ASA! Creative Sets A/B test @thomasbcn, ASOconf 2019
  31. 31. © Thomasbcn 2019 @thomasbcn, ASOconf 2019
  32. 32. © Thomasbcn 2019 What’s next? @thomasbcn, ASOconf 2019 The future of ASO is happening in front of you

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