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App Store Marketing, Done Simply
About Me
Practical App Store Marketing Advice
• Understanding how app store marketing works
• Knowing which assets form the basis of it
• Appreciating what are the best techniques for success
• Learning where you can improve with your app
Appreciating The Funnel
The process in which users
flow through your marketing
resources and make the all
important decision:
To download!
The Main App Store Marketing Assets
Keywords and SEO

Screenshots and Icon

The User

App Store Description

User Reviews
Keywords and SEO
Why do Keywords matter?
• 63% of iOS users search to find apps (Creativeconstruction.de)
• AppCodes.com, optimising keywords equals 3,000 – 150,000
installs per month
• Really important to get it right!
What counts towards your keywords?
App Name

Developer Name

iOS Keywords

IAP Names

100 char Keywords
Get The App Name Right
• Make sure the product name is first and foremost –
searchers will only see first few characters on iPhone so
needs to be up front
• But add an ASO friendly, descriptive tagline – an important
keyword helps explain product and boost search results
• Not too long though – overly long app names that spam
keywords can get banned by Apple!
Use 100 Characters Wisely
• Can’t move your ranking up/down search results with keyword
manipulation – other factors affect movement (dls, reviews
etc)
• Looking to create phrases with keywords which are relatively
popular

• Don’t repeat any words in title! All 100 chars should be used
for different words
• Quirk – if your app is priced free, automatically adds “free” as
a keyword (AppLift blog)
An example
App Name: Snaptastic: The
Funky Photo Filter App
Developer Name: Snap Happy
Keywords:
Lomography, SLR, Lense, Camer
a, Shutter, Exposure, Fun, Film,
Picture, Portrait, Print, Shot, Imag
e (100 Characters)
Get Outside Help If Necessary
ASO specialists can be contracted to help you get it right
What about Google Play?
No Keyword field – all about the old school SEO tactics
• Main Keyword in App Name, first line of description and sprinkled
occasional throughout
• Other keywords added in description to bolster search results
• Complete the page (icon, screenshots, trailers)
• Backlinks – can add full http:// and https:// links into Google Play!
Icons and Screenshots
First Impressions Matter
iOS Search Page

Google Play Search Page
The Secret To Great Icons?
Follow design convention but add a unique, memorable twist

Great on the store, great on the homescreen
Screenshots: Your Story In Pictures
• Best foot forward – your most enticing image/character/artwork
should be up front
• Tell a short story – write down in 5 short connected sentences why
people should download your app; that’s your marketing text for
these screenshots
• Communicate with images – use real life actions like swipes to
show functionality
Best Foot Forward

Badland (iOS)

Infinity Blade 3 (iOS)
Tell A Short Story

Clash of Clans – one of highest grossing games in App Store
history so far (iOS/Android)
Communicate With Images

Bump for iPhone
Demonstrates the functionality
across two screenshots
User Reviews
Controlling the Crowd
Difficult to control reviews – even making a great quality, bug free
app isn’t enough to impress everyone.

“This app is poop! I don't
understand what u do in this
BORING game.” Swirly Heart
Take Control of What You Can
• Ask users to review – insert a pop up/review option in your app
during a natural pause when people would want to review
• Get your advocates on board – Make sure people who are really
enjoying your app are reviewing it
• Divert criticism from the review section – send people having a bad
time to user feedback or provide in game compensation.
Ask Users To Review At The Right Time
• Award winning game The
Room asks for a review after
each 20 minute long chapter
• Embeds it into the level
continue screen to make it
seem natural
• Result: 5000+ 5 Star Reviews
Get good reviews, divert bad ones
Yes

Are you enjoying the
game/app?

No

Please leave us a nice
review of our app

We’re sorry to hear that. Please
leave us some feedback to help
us improve

Head to App Store

Email developer
App Store Description
The Ultimate Backup Plan
• Not the number one asset at all – Screenshots and Icons more
important for catching attention; keywords, reviews and dls all more
important to Search Engines.
• Vital for convincing uncertain “selective” consumers – need to
appeal to people who are really unsure/analytical
• Inform and sell – give consumer all the information they need to
choose and then sell to them.
Getting the description right
• Line one matters the most – most visible part, have to really sell
your app strengths in that line.
• Be creative and understandable – let your company/apps tone of
voice come out but keep things in simple terms for mass market
• Be informative – list features in easy to read lists with clear
headlines, provide support info and any problems/IAPs
Candy Crush Saga: First Line

One line, one perfect summary of why you should download it
Candy Crush Saga: Layout/Tone

Easy on the eye, simple to read and fun creative at end
Candy Crush Saga: Info

Feature list clear and informative, extra details present
One More Thing
App Store Marketing: Not A One Off
• Think of these assets as your store front – want to keep the displays
tidy, the marketing materials relevant and awards/reviews up to
date
• Review them every three months – industry moves quickly, graphics
and art style will leave you behind if you’re not careful
• The Keywords are really important to check – competitors may have
moved on your turf or new words enter lexicon (e.g. selfie for
Snapsmatic)
Need a hand? Get in touch

Email: gosborn180@gmail.com
Twitter: @GeorgeOsborn
LinkedIn: George Osborn

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App Store Marketing, Done Simply

  • 1. App Store Marketing, Done Simply
  • 3. Practical App Store Marketing Advice • Understanding how app store marketing works • Knowing which assets form the basis of it • Appreciating what are the best techniques for success • Learning where you can improve with your app
  • 4. Appreciating The Funnel The process in which users flow through your marketing resources and make the all important decision: To download!
  • 5. The Main App Store Marketing Assets Keywords and SEO Screenshots and Icon The User App Store Description User Reviews
  • 7. Why do Keywords matter? • 63% of iOS users search to find apps (Creativeconstruction.de) • AppCodes.com, optimising keywords equals 3,000 – 150,000 installs per month • Really important to get it right!
  • 8. What counts towards your keywords? App Name Developer Name iOS Keywords IAP Names 100 char Keywords
  • 9. Get The App Name Right • Make sure the product name is first and foremost – searchers will only see first few characters on iPhone so needs to be up front • But add an ASO friendly, descriptive tagline – an important keyword helps explain product and boost search results • Not too long though – overly long app names that spam keywords can get banned by Apple!
  • 10. Use 100 Characters Wisely • Can’t move your ranking up/down search results with keyword manipulation – other factors affect movement (dls, reviews etc) • Looking to create phrases with keywords which are relatively popular • Don’t repeat any words in title! All 100 chars should be used for different words • Quirk – if your app is priced free, automatically adds “free” as a keyword (AppLift blog)
  • 11. An example App Name: Snaptastic: The Funky Photo Filter App Developer Name: Snap Happy Keywords: Lomography, SLR, Lense, Camer a, Shutter, Exposure, Fun, Film, Picture, Portrait, Print, Shot, Imag e (100 Characters)
  • 12. Get Outside Help If Necessary ASO specialists can be contracted to help you get it right
  • 13. What about Google Play? No Keyword field – all about the old school SEO tactics • Main Keyword in App Name, first line of description and sprinkled occasional throughout • Other keywords added in description to bolster search results • Complete the page (icon, screenshots, trailers) • Backlinks – can add full http:// and https:// links into Google Play!
  • 15. First Impressions Matter iOS Search Page Google Play Search Page
  • 16. The Secret To Great Icons? Follow design convention but add a unique, memorable twist Great on the store, great on the homescreen
  • 17. Screenshots: Your Story In Pictures • Best foot forward – your most enticing image/character/artwork should be up front • Tell a short story – write down in 5 short connected sentences why people should download your app; that’s your marketing text for these screenshots • Communicate with images – use real life actions like swipes to show functionality
  • 18. Best Foot Forward Badland (iOS) Infinity Blade 3 (iOS)
  • 19. Tell A Short Story Clash of Clans – one of highest grossing games in App Store history so far (iOS/Android)
  • 20. Communicate With Images Bump for iPhone Demonstrates the functionality across two screenshots
  • 22. Controlling the Crowd Difficult to control reviews – even making a great quality, bug free app isn’t enough to impress everyone. “This app is poop! I don't understand what u do in this BORING game.” Swirly Heart
  • 23. Take Control of What You Can • Ask users to review – insert a pop up/review option in your app during a natural pause when people would want to review • Get your advocates on board – Make sure people who are really enjoying your app are reviewing it • Divert criticism from the review section – send people having a bad time to user feedback or provide in game compensation.
  • 24. Ask Users To Review At The Right Time • Award winning game The Room asks for a review after each 20 minute long chapter • Embeds it into the level continue screen to make it seem natural • Result: 5000+ 5 Star Reviews
  • 25. Get good reviews, divert bad ones Yes Are you enjoying the game/app? No Please leave us a nice review of our app We’re sorry to hear that. Please leave us some feedback to help us improve Head to App Store Email developer
  • 27. The Ultimate Backup Plan • Not the number one asset at all – Screenshots and Icons more important for catching attention; keywords, reviews and dls all more important to Search Engines. • Vital for convincing uncertain “selective” consumers – need to appeal to people who are really unsure/analytical • Inform and sell – give consumer all the information they need to choose and then sell to them.
  • 28. Getting the description right • Line one matters the most – most visible part, have to really sell your app strengths in that line. • Be creative and understandable – let your company/apps tone of voice come out but keep things in simple terms for mass market • Be informative – list features in easy to read lists with clear headlines, provide support info and any problems/IAPs
  • 29. Candy Crush Saga: First Line One line, one perfect summary of why you should download it
  • 30. Candy Crush Saga: Layout/Tone Easy on the eye, simple to read and fun creative at end
  • 31. Candy Crush Saga: Info Feature list clear and informative, extra details present
  • 33. App Store Marketing: Not A One Off • Think of these assets as your store front – want to keep the displays tidy, the marketing materials relevant and awards/reviews up to date • Review them every three months – industry moves quickly, graphics and art style will leave you behind if you’re not careful • The Keywords are really important to check – competitors may have moved on your turf or new words enter lexicon (e.g. selfie for Snapsmatic)
  • 34. Need a hand? Get in touch Email: gosborn180@gmail.com Twitter: @GeorgeOsborn LinkedIn: George Osborn