These slides were used during the "Mobile Games Marketing" series of free webinars, held by Zenna Apps. To take part in the next series of free webinars, dedicated to mobile games marketing and global user acquisition, contact ksenia@zennaapps.com. http://zennaapps.com/

1. ZENNAAll copyrights reserved
TAIL WAGS
THE DOG:
ASO
HOW TO ENSURE THE MAXIMUM EFFICIENCY OF YOUR ASO?

2. ZENNAAll copyrights reserved
Webinar plan:
• ASO: a tribute to fashion or an effective tool?
• Performance evaluation is the cornerstone of
success. 2 basic KPIs.
• Various strategies: “start”, “pristine
experiment”, “advertising ASO”.
• 9 ASO tools: what should we pay primary
attention to?
• Results

3. “ASO is a complete rubbish!
It’s no use.”
ZENNAAll copyrights reservedA tribute to fashion
or an effective tool?
There are often 2 different points of view in the market
“ASO is awesome!
Now I’ll get 50K new users”

4. ZENNAAll copyrights reservedA tribute to fashion
or an effective tool?
The truth is always somewhere in between…
On the one hand, ASO
can produce a very
visible result
(in $ equivalent)
On the other hand, ASO
alone cannot guarantee
the cool result of
100.000 new users

5. ZENNAAll copyrights reservedSo, which one is it:
a tribute to fashion
or an effective tool?!
The truth is always somewhere in between…
• ASO is a highly effective
mobile game & app
marketing tool.
• However, you cannot achieve
the maximum result unless
you use it in a complex with
other activities. The synergy
effect!

6. ZENNAAll copyrights reservedPerformance evaluation.
2 basic KPIs.
1 2
Only 2 KPIs will help you evaluate the result
of your ASO.
Growth of organic
installs from search
traffic.
Decrease of CPI
in advertising
campaigns.

7. ZENNAAll copyrights reservedPerformance evaluation.
Growth of organic installs from
search traffic.
1. Organic search traffic is hard to measure if there are:
• other active sources of organics (organics from the TOP,
“viral organics”)
• other activities that can influence the overall organics
(featuring, cross-promo, advertising campaigns, PR,
updates etc.)

8. ZENNAAll copyrights reservedPerformance evaluation.
Growth of organic installs
from search traffic.
2. The analytics of stores is constantly enlarged with new
tools for organic search traffic, such as, for example,
iTunes Connect Analytics. Currently, however, this tool
has many major limitations:
• you can only track the devices that are running iOS8+
whose owners have agreed to provide the access to
• their personal data (no more than 25% of all users);
• App Store Views does calculate downloads when the
page is not fully shown.
Google is adding Search Console for indexing the content
of mobile apps.

9. ZENNAAll copyrights reservedPerformance evaluation.
Growth of organic installs from
search traffic.
57%
CR

10. ZENNAAll copyrights reservedPerformance evaluation.
Growth of organic installs from
search traffic.
Sources of
conversions

11. ZENNAAll copyrights reservedPerformance evaluation.
Content indexation

12. ZENNAAll copyrights reservedPerformance evaluation.
The analytics of stores
is sure to keep evolving
in this direction.
The “blackbox”
will be opened.

13. ZENNAAll copyrights reserved

14. ZENNAAll copyrights reservedPerformance evaluation.
Growth of organic installs
from search traffic.
3. Search results are influenced by:
• the number of installs;
• keyword matching;
• user ratings;
• CR.

15. + 900 – 4000 additional downloads
per month Global.
ZENNAAll copyrights reservedPerformance evaluation.
What search organics growth
results should we expect?
The growth will amount to a few dozens or even
a few hundreds of downloads per day by one
language (localization).

16. ZENNAAll copyrights reservedPerformance evaluation.
KPI №2: Decrease of CPI in advertising
campaigns.
We regularly deal with it in
ZENNA TRAFFIC projects:
in-house media-buying
agency

17. ZENNAAll copyrights reservedOperation strategies
for local markets
Attracting paying audiences. Minimal CPIs
for target caps. Soft-launch and aggressive
UA strategies.
Growth of organic installs from search traffic.
Achieving high CR to maximize the efficiency
of advertising campaigns.
High-quality product localization to ensure
the maximum coverage of the audience.
Deep adaptation of the game to the unique
needs of the local market. Optimization of
the art, gameplay and monetization.
USER ACQUISITION
ASO
LOCALIZATION
ADAPTATION

18. ZENNAAll copyrights reservedPerformance evaluation.
KPI №2: Decrease of CPI in advertising
campaigns.
А
CPC = $0,1
CR = 4%
СPI = $2,5
B
CPC = $0,1
CR = 7%
СPI = $1,43
The growth of СR by +3 points
decreases CPI by 43% (-$1)

19. ZENNAAll copyrights reservedPerformance evaluation.
THE RULE:
CR CPI
The growth of CR (%) is inversely proportional
to the decrease of CPI (all other factors held equal)

20. ZENNAAll copyrights reservedPerformance
evaluation.
Let’s now add the
scale effect for large
UA campaigns!

21. ZENNAAll copyrights reservedPerformance evaluation.
Examples: South Korea
(lots of 1-star ratings)
After covering all the 1-star ratings,
the CR grew by +50% (not points)

22. ZENNAAll copyrights reservedPerformance evaluation.
Examples: Russia
(bad screenshots and description)
After some complex
changes were made to
the screenshots and
description, the CR
grew by +50%
(+2 points). The CPI
rate decreased
by $0,55.

23. ZENNAAll copyrights reservedPerformance evaluation.
Examples: Russia
(bad screenshots and description)

24. ZENNAAll copyrights reservedPerformance evaluation.
?
KPI №2: Decrease of CPI in
advertising campaigns.
SPLIT-TESTING -
“What other options
do we have?”

25. ZENNAAll copyrights reservedPerformance evaluation.
KPI №2: Decrease of CPI in
advertising campaigns.
1. The good old manual techniques.
2. Re-direct to an own landing page
through a tracker.
3. Specialized services (Splitmetrics).

26. ZENNAAll copyrights reservedPerformance evaluation.
4. App Store analytics tools.

27. ZENNAAll copyrights reservedPerformance evaluation.
4. App Store analytics tools.

28. ZENNAAll copyrights reservedVarious ASO strategies
“start”
“pristine experiment (organics)”
“advertising ASO”

29. ZENNAAll copyrights reserved9 Tools of ASO:
“icon”
“screenshots”
“video”
“freeze frame video”
“name”
“keywords”
“full description”
“short description”
“rating and reviews”

30. ZENNAAll copyrights reserved9 Tools of ASO:
The following should only be
used as a complex of activities!
If used individually, they might not
bring the desired effect.

31. ZENNAAll copyrights reserved9 Tools of ASO:
Zenna Apps uses 2 work formats
for ASO graphics in its projects
• your designer works under our gentle
guidance and advise;
• our own designer works under our
24/7 keen control.

32. ZENNAAll copyrights reservedAbout us:
Zenna has
always been
striving to
achieve the
best results.
United we win,
united we stand!
Why work with us?
Founded in 2012 by internet marketers, infected with the virus of
mobile apps, Zenna started with a simple idea: to help apps reach
the TOP-lists. Now we’re grateful to have the best people, best
work and best clients.
With all the excellence, creativity and humor, we become better
day by day by making superior apps that people don’t want to
close.
• We are the first successful agency for marketing and promotion
of apps & games in Asia, North America, Western and Eastern
Europe. Zenna team consists of 25 people from three various
continents.
• We’ve developed sustained experience & expertise in
promoting games and apps over the last 2 years. At the very
moment, we have 7 apps in the TOP of local stores in the USA,
Japan, South Korea, Canada, Western and Eastern Europe.
• Our clients’ total revenue is up to $200M. Among them are
Game Insight, Linekong, Kabam, Sport.com, Plarium and
many other highly respected developers and publishers.

33. ZENNAAll copyrights reserved
ZENNA Services:
Support mobile
marketing
Community management (SMM)
App Store Optimization (ASO)
PR-pitching
Promo video production
User-car
Traffic mobile
marketing
Non-incentive installs
(CPI/CPC)
Incentive installs
Complex mobile
marketing
Complex strategic marketing
Revenue share cooperation
model
Product mobile
marketing
Monetization & gameplay audit
Analytics integration
Finance management
Playtests
Localization & adaptation

34. ZENNAAll copyrights reservedOur Clients

35. ZENNAAll copyrights reserved
+7(495)777-36-79 hello@zennaapps.com
skype: zenna.apps
Ukraine, Kharkiv,
Moscovsky ave., 199-D5
www.zennaapps.com