ASO Audit with yellowHEAD - How to Rank at the Top
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This document outlines an ASO audit presentation given by yellowHEAD and MobileAction. It includes: 1. Company overviews of yellowHEAD, an ASO and mobile marketing agency, and MobileAction, an app intelligence and ASO suite provider. 2. A discussion of ASO Intelligence and how it can help app publishers and agencies optimize app store presence through keyword data and updates. 3. An in-depth audit of the Asana app, providing background, recommendations for search and conversion optimization, localization, and measuring results. 4. An audit of the Heart of Vegas app, touching on genre importance, search and conversion optimization, and localization. 5. Key takeaways around
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ASO Audit with yellowHEAD - How to Rank at the Top
- 1. May 2020 ASO Audit with yellowHEAD How to Rank at the Top
- 2. Speakers Hande Sumer Business Development Lead at MobileAction Aviva Telias Head of ASO at yellowHEAD ● 5 years experience in ASO ● Loves data ● +3.5 years experience in the position and industry ● Worked with over thousands customers Our PartnersOur Partners
- 3. Section 1 Company Overviews Section 2 ASO Intelligence Section 3 Section 4 Asana Audit Heart of Vegas Audit Section 5 Section 6 Takeaways Q&A Agenda Aysu Yildiz Sales Team Lead
- 4. Section 1 Company Overviews
- 5. MobileAction - Company Overview 2013 2015 Founded as an ASO Agency Stopped Service Business Launched App Intelligence & ASO Intelligence Suites 2018 SearchAds.com started as paid service 2020.1 Became Apple Search Ads Partner 300K+ Users 3M+ Keywords 65+ Countries Became a full stack app store insights suite with the launches of Market & Ad Intelligence 2019.2 1. ASO Intelligence (App Store Intelligence) 2. Market Intelligence (DL, Revenue, MAU, DAU) 3. Ad Intelligence (creative, ad network share) 4. SDK Intelligence (App tech stack analysis) 5. Custom alerts (advanced notifications center) 5M+ Apps’ data
- 6. yellowHEAD - Company Overview A PERFORMANCE MARKETING COMPANY Established in 2013 Recognized as a Top ASO and Mobile App Marketing Agency Specialized in ● Boosting Growth ● Optimizing Marketing Budgets Providing ● Unified Paid and Organic Solutions ● In-House Creative Studio ● Creative Analysis & Ideation Technology ● Real-Time Customizable Analytics Platform
- 7. Section 2 ASO Intelligence
- 8. Key Values Uncover the most searchable keywords with our useful metrics Keyword Search Volume See how your app ranks for any keyword and get insights to better your strategy Keyword Ranking History Get to know the most useful keywords based on your market presence Keyword Suggestions See the overall performance of your ASO strategy ASO Audit View the update types and differences within your app’s lifetime. App Update Timeline ASO Intelligence
- 9. Who can benefit? ASO Intelligence App Publishers can... ASO Agencies can.. ● Increase their store presence and downloads through keyword optimization. ● Do competitor benchmarking to understand the market better. ● Optimize and track their progress to make informed decisions about their ASO. ● Optimize various apps on a single dashboard. ● Get custom reporting solutions to report to their clients. ● Find new clients through analyzing each and every app.
- 10. Section 3 Asana Audit
- 11. ASO: The Goal 1 Get your app found 2 Convert from all traffic sources 3 Reach more markets Increase your user base
- 12. Background research ● Who are the main competitors? ● Where are they positioned within their category? ● How many downloads? ● Do users like the app? ● Where is the traffic coming from? ● What are the main markets? ● When was the last time assets were updated vs frequency of version updates? ● What are the USPs? ● Are there Apple Search Ads running?
- 13. App Store: Search Optimization Current Status Create All Combinations Asana: organize tasks & work (28) Manage projects and more (24) Explore by Search Score & Rank Position TIP Data provided by
- 14. App Store: Search Optimization What’s the value of “more” ? Current Status Character Value Contribution TIP Check relevance by exploring the results Asana: organize tasks & work (28) Manage projects and more (24) Data provided by
- 15. App Store: Search Optimization Identify what might be missing: - Competitors, ASO Report, Autocomplete, Synonyms, Word Forms, Web content... Keyword Research Opportunity Cost Make Keyword Research ongoing TIP Data provided by
- 16. TIP App Store: Search Optimization Build a Strategy Opportunity Cost ‘Manage’ / ‘Manager’ / ‘Management’ Word Groups - Analyze the power of each individual word to make significant impact Data provided by
- 17. App Store: Search Optimization Build a Keyword Strategy Considering CVR 1 Make Apple Search Ads your best friend 2 Establish the right tone
- 18. App Store: Conversion Optimization Legibility Check at Every Step
- 19. App Store: CRO Message Check What’s the USP
- 20. App Store: CRO Message Check What’s the Flow
- 21. App Store: Conversion Optimization Competition Know the Trends
- 22. TIP App Store: Localization Each Store has different Search Scores and Ranks - optimize for each country, not each language. Localize for CVR as well. Country App Name Argentina Asana: organiza tu trabajo Australia Asana: organize tasks & work Austria Asana: Aufgaben organisieren Brazil Asana: organize tarefas e mais Canada Asana: organize tasks & work Chile Asana: organiza tu trabajo Switzerland Asana: Aufgaben organisieren Dominican Republic Asana: organiza tu trabajo
- 23. App Store: Localization Country-specific targets can affect rankings for the same keywords in other countries - Be sure to monitor the results across other geos.
- 24. Measure Results
- 25. Section 4 Heart of Vegas Audit
- 26. The Importance of Genre
- 27. Google Play: Search Optimization Title Short Description First Paragraphs
- 28. Google Play: Search Optimization Data provided by
- 29. Google Play: Search Optimization Data provided by
- 30. Google Play: Search Optimization Make GPDC Search your Best Friend Current Status Find the Phrases, Break them Down & Note the Frequency + Position in the Listings TIP Data provided by
- 31. GPDC Search Insights GPDC Search Data Always View by Month - You’ll see more keywords in the list TIP
- 32. Google Play: Conversion Optimization
- 33. Google Play: CRO Data provided by
- 34. TIPGoogle Play: Localization Australia Spain Use Product Insights for AB testing
- 35. Measure Results Keyword Ranking Data
- 37. Key Takeaways And what you’re missing Know What You’ve Got Where & How can your USPs beat the others Learn From Your Competitors Every aspect of your App Listing makes an impression - Use it. Focus on Conversion Experiment, Research & Learn with Expertise - BUT Always Prioritize YOUR Data Take Advantage of Tips & Tricks Define your KPIs, Map-Out a specific strategy & Monitor everything Build the Tools You Need ASO Strategy
- 38. Thank you! Data provided by MobileAction ASO Audit with yellowHEAD How to Rank at the Top
Editor's Notes
- I’ve been working w yellowhead doing ASO for almost 5 years - Its my first webinar actually so thanks so much for joining me! I love ASO as a field, having started back when it was a treny buzzword that not everyone knew what it meant, to gaining traction as a field unto itself - i feel personally invested in that so I’m really happy to share some of that with you today
- yellowHEAD is 7 years old and has grown into a company of over 70 people - amazing story of growth into one of the leading performance marketing agencies - we offer SEO, ASO, PPC, Creative services for performance marketing, and Tech tools as well - an in-house. We work with a wide-range of industries and brands - Zynga, PRoctor & Gamble, Twitter, Intuit, Playstudios. We were one of few pioneering companies to offer ASO as a service and have grown alongside the field
- For this webinar I was asked to review 2 apps, so we chose Asana (project management - subscription based) + Heart of Vegas Casino Slots - I wanted the ideas here to be as flexible for as many of you as possible, so we chose very different apps - both of which are not current partners, and that’s so we can be fully objective and also only have access to the information that’s public - no hidden advantage here. The idea is to help you understnad some steps in a very complex and ongoing process - some of you will be familiar, im sure - but to keep it adaptable rather than an intensely deep dive.
- These are the 3 pillars - but of course there’s much more to it - the knowledge we gain can improve your UA performance, provide insights to the product team, and improve retention. But that’s for another session. These are all techniques to do one thing - The bottom line is to get more users. WIth that in mind - there’s no simple conclusiong of ‘they’re optimized’ - you can always do better, even if you’re doing great. And that’s where we come in. Let’s get started
- We always start by getting context and understand how to build the best strategy for the specific app. There’s no standardized recipe for ASO - each app is different and wont produce the same results. IF it’s a big brand or just starting out, has a high star rating or tons of negative reviews, has lots of ad campaigns running or is primarily relying on organic traffic - it can all affect the algorithms. Quality is highly important for getting great results - so dont expect ASO to work magic if your app isnt a great product. In the case of Asana, recognized brand in business - listed under the business categroy with no subcategory (most competitors are under Productivity). High rating and reviews/ratings App updates monthly or biweekly, but metadata hasnt changed since 2017 and screenshots were changed once - so we have some work to do :)
- Always evaluate the current status - the last thing you want to do is lose positions on keywords you rank well for already - take every individual word from the title and subtitle (or if it’s your own app, KW list also - which is hidden) and create all combinations - that’s how the iOS algorithm works. Once you have it all tracked, evaluate from different angles - sort by Search Score (which btw is taken from ASA popularity scores) - on the left. obviously the short tail terms have higher SS so here you see those up top - ranking #1 for the brand, #8 for manage, and in the teens for organize and projects. All other combinations are in the 5 range in SS - this needs further evaluation Also sort by ranking - a #1 for a 5 SS is still valuable - the 5 can be because there havent yet been bids on that keyword in ASA. What we’re looking for is if there are any words being targeted that are a lost cause - either bc we dont rank well enough, the traffic is relatively low - or the terms just arent relevant
- We can see in title we have 2 characters, in the subtitle 6 characters - so we have room to play with even if we dont want to remove anything. BUT every character counts! SO question - Are you getting the most value?? For example “and more” - what value do these 8 characters bring? 8 characters = 13% of your strongest assets Here’s a sample of longer-tail KW with More - the branded term stands out - can we afford to lose our position to competitors? Check if its even relevant What you might think is super relevant might actually show to be the brand name of a clothing company - so check!
- Next step once you know where you stand is to research where you stand for keywords you arent targeting Keyword research should be very extensive - there are tons of resources to recommend, within tracking tools, by looking at competitors, by reading your own content, or even using a thesaurus. Check the results of a relevant high traffic term - look at the listings of those results and you’ll get a ton of ideas. Most important - keep doing it - it’s not a one-time thing - search scores change, trends happen, new competitors come into play - and your product changes - look at keywords related to new features, user needs, and also check out user reviews to know how they talk about your app. And don’t forget to create long-tails and track everything!
- Again - every character counts! When building a targeting strategy, focus on the value of the word - one word bring muiltple long-tails with it, so make sure whatever you add has a big enough group to affect as well. What are you missing and feel is essential? Are your competitors winning visibility where you can’t be found? TEAM is a great option, PLAN too - once you have the research, you’ll get a sense of what opportunities are out there. Once you get a few seed words you want to focus on targeting, as a rule of thumb, Prioritize shorter words over longer ones since having two shorter words means you are increasing the number of combinations exponentially. Look into variations on words as well - for example, verb versus noun - is management more relevant/popular/valuable than Manage? Look for words that you are ranking in the 20-50 range - there’s a higher chance to boost those, especially if you have a strong brand. The key is to try targeting and constanstly optimize - ASO has its best practices but you wont know for sure the result until you get your hands dirty. That’s why it needs to be ongoing AND never forget the CONVERSION FACTOR - after all “and more” is a message - but is it the best way to get it across? Is it worth the 8% of your title/subtitle? What else can be won instead? We do rank #1 for vaious and/more long tails - so if we do remove it from title subtitle - we can put it in the KW LIST and/ot you can use th MEX listing to boost phrases as well - here too you can target competitors.
- For CVR as a consideration when building the listings - use ASA data to understand the power of the keyword for YOUR app. How you consturct the text is also important - have a look at Asana and Smartsheet’s texts, now look at Trello - a totally different feeling
- Now moving more into conversion - lets talk visuals and first impressions. ALWAYS look at the listing as your visitors would - from your phone LIterally - do it from your phone - it’s not the same when you look at a mockup on the desktop. Are the texts easy to read? Is the imagery clear or is there too much detail? ASO has its best practices - a major one is simply designing for smaller screens. E.g. in search results - the captions are legible, but the UI text is not. And AB test! Improvement is the name of the game - but base it on numbers rather than your gut feeling.
- ANother consideration - the message - is it clear from the screenshots? What need are you satisfying? Why your app and not the competitors? For exmaple, looking at the screenshots here - captions are all about YOU, YOUR - but the description emphasizes the team, the collaboration, the ONTHEGO advanatge + the seamless sync w the web version Improtatnt point to mention - the FREE sign up & upgrade to premium comment in the description - this is important with subscription apps especially to make sure the installers know what they are getting for free vs require payment or it can lead to uninstalls or worse - bad reviews
- Also ask - Whats your main source of traffic? Is your message consistent? Will the visitors who saw this webpage get a similar message? Ask the same about all sources of traffic - we want to convert ALL visitors, not just from organic search! Again - emphasis here on TEAMs - also a great resource for identifying new keywords!
- Also, how does your app compare to the other apps in the search results? Why would someone searching for ;project management choose your app and not any number of other results? Looks for engaging colors, trends, keywords, video/no video to learn how to stand out or adopt similar tactics, but within the best practices of the category. How do they present themselves? What are the needs they satisfy? And its another great resource for keywords. Use ASA data to identify the best keywords for CVR and apply those to your screenshots as well - we have case study doing this and had great results AND always be aware of ASA - if you’re not there, you’re not REALLY #1
- Localized for a few languages - more like translated. All Countries the same, including the EN countries. Captions have been translated also - but not the UI - investigate local trends - who are the top competitors for each market, rather than assume its consistent worldwide - for example with Tinder’s competitors in Indonesia are local apps,
- Important to be aware that your targeting can affect your rankings in other markets, especialy if you dont have localizations set-up. SO when evaluating what can be removed or added, consider your positions in other countries as well - so we set-up a tool in our dashboard, based on the MA API to monitor that easily.
- Of course the key to this whole process is to measure - follow the metrics to ensure positive impact and be able to react accordingly - we created our own dashboard - also to gain insights from ASA on keywords by geo
- Taking a 360 turn now to look at a completely different app - Heart of Vegas this time on Google Play
- Slots/Casino - much more aggressive - it’s okay to have long titles with many keywords - long developer names - value proposition in the icon, etc Versus Business or other apps - this can seem cheap, spammy and untrustworthy - so its important to know where you stand and whats acceptable Common Practices Bright, flashy colors (especially gold) Emphasis on free features & bonuses Common graphics include money, jackpots, animals characters, avatars Unlike other categories, slots apps don’t shy away from eye-catching & loud designs to stand out in a crowded landscape Aggressive Icons Slots, free, casino games, bonuses, new, spin, Vegas, casino slots, slot machines
- Currently Targeted Keywords Free, slot casino games, best slot machines, top vegas, casino games online, jackpot Look for phrases - long-tail + short-tail - long-tails include short tails so aim for those - lots of long-tails - brands Check tags on real SS
- Findings “Slots” included as first keyword in title Is there a trend since the day of the change? Check you versus competitors - is it an algorithm change not attributable to the KWs? Check long term vs short-term Check category ranking for indication of trend in installs Check frequency in reviews (use example of Armed Heist)
- All exact matches from title - note - that as we recently reviewed in a blog post - it’s not a strict rule about exact match - we found including a term in the title will allow you to rank well for other keywords that are related to it as well - to the point of bringing significant traffic to appear in Search Also important to look at weekly median so you dont judge by volitility-e.g. Free slot casino games can be seen at 40 out of context on that day
- *Note that many keywords have been rising in rank recently - Be conscious of your trends. We use our API dashboard to keep track of frequency + rank over time Analyze keywords for CVR ---> understand the best practices NOTE W SEARCH - worldwide stats - so again, make sure you know your rank in all markets + under 150 threshold visitors gets grouped to ‘other’
- Our db
- Mention success stories of using GPDC CVR KWs in images ASO Recommendations Include emojis in long description Prioritize high-CVR GPDC Search keywords Implement language of 5-star reviews REemphasize bonuses and win modes - they started the trend Test against landscape or ‘landtrait’ - mention our post on that - mimic UI Tags? Play button covers the text Best Practices Currently Used... Bright, eye-catching screenshots (emphasis on gold coloring) Video with eye-catching feature graphic Bolded/italicized text Buffalo is iconic and recognizable
- Consistency of messagning in ad flow
- Icon - a/b testing? Australia is particularly strong market for HOV - aristocrat brand; pokies… etc. Different keyword positioning in title (“slots” not first word) Nonetheless, “slots” ranks even higher in Australia than US, at a #3 rank Ab test which slots games/features work by the popularity in each country - test the in-rpoduct data insights Check conversion rates of foreign terms and use them in SS
- Our db