This document discusses using search ads to enhance app store optimization. It provides data on search popularity of keywords in different languages and countries. Strategies are presented for using search ads defensively to secure rankings on top keywords, and offensively to target competitors' keywords. The document also demonstrates how to analyze competitors' search ads usage and search popularity over time to discover new keywords to target through app store optimization techniques like the app name, description, and keywords. The key lessons are using search ads data to improve ASO, focusing on keywords with search popularity over 30, and leveraging offensive and defensive search ads strategies.

1. Enhance your App Store Optimization
with Search Ads
All you need to know about
ASA Keywords
Laurie Galazzo – Inbound Marketing Manager at AppTweak
Olivier Verdin – CEO & Co-founder at AppTweak
All Things Apple Search Ads – April 2018

2. Understanding Search Popularity

3. Already 1 year with Search Ads

4. Search Popularity in 5 languages
English
Italian
French
Spanish
German

5. Misspelled keywords Search Popularity

6. Which keywords would a cat search for?
Search Popularity of 5 equals to random typing

7. Search Popularity Distribution

8. Search Popularity Distribution
Average Search Popularity: 27.5
Median: 27
Percentage of keywords with
o Search Popularity <= 10 : 15%
o Search Popularity <= 20 : 37%
o Search Popularity <= 30 : 61%
o Search Popularity <= 40 : 80%
o Search Popularity <= 50 : 91%
o Search Popularity <= 60 : 97%

9. English UK – English US – English AU

10. Top 20 keywords in the US
Rank Keyword Search Pop. Rank Keyword Search Pop.
1 snapchat 100 11 uber 86
2 instagram 97 12 spotify 85
3 facebook 94 13 pandora 85
4 youtube 90 14 musical.ly 84
5 tinder 88 15 bitmoji 83
6 kik 88 16 minecraft 83
7 netflix 87 17 google 83
8 messenger 87 18 games 83
9 twitter 87 19 roblox 82
10 whatsapp 86 20 grindr 82

11. Top 20 keywords in UK
Rank Keyword Search Pop. Rank Keyword Search Pop.
1 snapchat 99 11 games 83
2 instagram 96 12 uber 81
3 facebook 93 13 skype 80
4 tinder 89 14 google 79
5 whatsapp 88 15 minecraft 78
6 youtube 88 16 ebay 78
7 messenger 85 17 grindr 77
8 kik 85 18 free games 77
9 twitter 84 19 tumblr 77
10 spotify 84 20 amazon 77

12. Top 20 keywords in Australia
Rank Keyword Search Pop. Rank Keyword Search Pop.
1 instagram 97 11 free games 78
2 facebook 96 12 music 77
3 youtube 88 13 gmail 76
4 messenger 88 14 viber 75
5 spotify 88 15 chrome 73
6 whatsapp 85 16 wechat 71
7 minecraft 84 17 vpn 71
8 kik 84 18 soundcloud 71
9 games 84 19 outlook 71
10 skype 80 20 paypal 70

13. Track seasonal search popularity
changes

14. Best Search Popularity Growth in the US

15. Worst Search Popularity Growth in the US

16. Understanding Search Ads
Share of Voice History

17. Search Ads Strategies
Defensive
– Discover which keywords
bring most of your
downloads
– Secure your rankings on
these keywords
– Monitor keywords
rankings and search
popularity to detect new
potential keywords
Offensive
– Discover which keywords
bring most of competitors
downloads
– Position your app on top
of these keywords
– Monitor keywords
rankings and search
popularity to detect new
potential keywords

18. Business Case: Booking

19. Understanding Share of Voice

21. OrbitzSearch Ads Analysis

22. Kayak Search Ads Analysis

23. Share of Voice for all paid keywords

24. SOV History on keyword “booking”

25. SOV History on keyword “booking”

26. SOV History on keyword “hotel”

27. SOV History on keyword “hotel”

28. Use Search Ads Data to Improve
your ASO

29. Use Search Ads recommended keywords to
discover new interesting keywords

30. On which keywords your competitors
bid on?

31. On which keywords your competitors
bid on?

32. Search Ads to improve ASO
Detect which keywords has the higher conversion rate
1. Target these keywords in your ASO Strategy
1. App Name / Subtitle
2. Keywords Field
3. Description

33. 3things to take away
• Search Popularity – 3 different English – Volume > 30
• Use ASO to leverage Search Ads
– Find which keywords bring most downloads
– Use offensive and defensive strategies to increase your downloads
• Analyze Search Ads performance to discover potential
keywords to target through ASO techniques