1. The document discusses the importance of app store optimization (ASO) for mobile app marketing and provides examples from Deezer's experience with ASO. 2. Key aspects of ASO include keyword optimization to make apps discoverable, creative optimization of store listings, and addressing factors like user reviews which can't be directly controlled. 3. Conducting effective ASO requires continuous effort over time, selecting appropriate key performance indicators, balancing keywords, messaging, and branding in store copy, and managing expectations for gradual impact on key metrics like installs and conversion rates.

1. EXTENDING YOUR MARKETING
EFFORTS THROUGH ASO
November 14 & 15th, 2018

2. www.apptweak.com
WHO WE ARE
Marie-Laure
Head of Product
at AppTweak
Simon
Growth Marketing Manager
at Deezer
www.deezer.com

3. WHAT WE DO
PP
TORE
PTIMIZATION
= SEO for
Mobile Apps

4. WHY ASO?
of downloads come from a search in the
App Store
65%
+2M apps in each Store (Apple and Google)
+6K new mobile apps launched daily on the
Play Store
90 apps per device on average
Make your app discoverable
Statista - (3rd quarter 2018)
Statista - (2016 - 2018)
TechCrunch - (2017)
Apple App Store - (2017)

5. WHAT IMPACT?
Optimize your metadata to boost impressions and conversions
Impressions Conversion
App Icon
Title
Subtitle
KW Field
App Preview
Screenshots
Description

6. WHAT WE DO
Keyword Research and Rank Monitoring Tool Keyword suggestions
Keyword
indicators

7. WHAT WE DO
Competitor Benchmark Features

8. AND MORE...
Reviews &
Ratings
Search Ads
Market
Intelligence

9. TIME FOR REAL CASE
Extending your marketing
efforts through ASO
How ASO matters when you are a streaming service

10. #
1. What is ASO?
2. Does it make sense to conduct ASO
3. Using ASO to assert your brand positioning: Deezer’s local hero
approach
4. Speaking your users’ language: conducting keyword research
5. Collect feedback and build trust: the importance of ratings
6. Common ASO pitfalls:
a. Choosing the right KPI(s)
b. The copy dilemma
c. Managing expectations
Summary

11. App Store Optimization

12. #
App Store Optimization is a process
designed to bring more users to your app by:
• Increasing its visibility in the stores
• Improving its appeal to store users
 ASO is part of your acquisition strategy
The specificity of ASO in your acquisition
strategy also relies in the traffic quality it
brings.
12
What is ASO?
How to optimize your store page ?
The two main processes in ASO consist in:
1. Keyword Optimization
Making your app discoverable
2. Creative Optimization
Building a window to your app
Don’t forget to address what you cannot
control
• User reviews play a sizeable role in store
ecosystems
• Store featuring

13. ASO at Deezer

14. #
“Shouldn’t we focus on the product?"
“People on the store search for brands”
“ASO is nice to have but we can’t
measure its Return On Investment”
14
Does it make sense to conduct ASO
efforts?
Deezer in 2018
"ASO does not only consist
in uploading a well-crafted
store listing, but is especially
a continuous process that
gets more valuable with
time"
Deezer in 2016
App Impressions for Deezer

15. #
ASO should not only describe your app features, but also highlight what
makes you unique. For Deezer: be a musical local hero.
Asserting your brand positioning with
ASO
FR – Rap & French Variety UK – Pop & Grime BR – Sertanejo & Gospel

16. #
1. What you say should be what your
users search for:
exploring "longtail" keywords in your keyword
research
2. Confront your selling points to users
expectations:
Speak your users’ language

17. #
1. Why you should care to improve your
app rating:
- Ratings are crucial for visibility, whether in
search OR browse
- A bad rating can have a huge impact on your
conversion
2. What you can do:
- Sometimes it’s as simple as answering
- Ask for reviews … at the right time
Collect feedback and build trust

18. ASO Pitfalls

19. #
Measuring your performance revolves around: your
product, your goals, and what data you can get.
However in ASO it’s not your actual product but the
store page, and you don’t have control of all of it.
 This means you should select KPIs that make sense
for the store, and that match your way of doing ASO
19
Know your KPIs
• Organic installs
• Download rate
• Top keywords ranks and visibility score
• App stores rankings

20. #
In ASO, the optimal
copy should use as
many keywords as
possible while
keeping a clear
message that is
understandable and
engages the user,
and also complies
with branding
requirements.
Depending on the
copy field, you might
want to give priority to
one of the three over
the others.
20
The copy dilemma
Clear Meaning
Keyword
Optimization
Brand
Compliance
UX
optimal
Wording
optimal
Marketing
optimal
Copy
Optimal

21. #
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
01/10/201802/10/201803/10/201804/10/201805/10/201806/10/201807/10/201808/10/201809/10/201810/10/201811/10/201812/10/201813/10/201814/10/201815/10/201816/10/201817/10/201818/10/201819/10/201820/10/201821/10/2018
Egypt CVR
iOS Page CVR AndroidCVR
1. Store localization is key to
maintain a good install rate
Being able to have an Arabic
store listing on Android helped
us limit our store CVR drop.
2. ASO alone won’t deliver a
peak in installs in just 4 days,
but it will increase the
durability of your media
efforts.
Managing expectations: ASO launch
impact
0
1000
2000
3000
4000
5000
6000
7000
8000
01/10/201802/10/201803/10/201804/10/201805/10/201806/10/201807/10/201808/10/201809/10/201810/10/201811/10/201812/10/201813/10/201814/10/201815/10/201816/10/201817/10/201818/10/201819/10/201820/10/201821/10/2018
Organic Traffic - iOS Search vs AndroidOrganic
iOS impressions Androidvisitors iOS App Units Android1st installers

22. NEVER TOO LATE TO GET STARTED!
Get ready for Christmas
Why you should get your ASO straight before the holidays

23. GET READY FOR CHRISTMAS
App Store is closing

24. GET READY FOR CHRISTMAS
Huge download spikes expected

25. GET READY FOR CHRISTMAS
Gaming apps are particularly popular

26. GET READY FOR CHRISTMAS
Shopping apps benefit from Black Friday
*November 23rd in
France 2018

27. GET READY FOR CHRISTMAS
Health & Fitness apps peak with New Year’s Resolutions

28. LET’S TALK!
Get a free ASO Audit of your app at our booth
Marie-Laure Lara Carmen Gwen
www.apptweak.com

29. THEY TRUST US
800+ customers in 70+ countries
www.apptweak.com