Since its launch in 2008, the Google Play Store has been growing rapidly and now has over a billion users. Over eight billion apps are installed from Google Play every month. This shows how much competition there is on the platform for app developers and marketers today.
Numbers aside, consider things from a normal Google Play user’s perspective. When you look for ‘photo editing’ apps on Google Play, there are hundreds of potential results, but only the top few are going to win your attention ( or those with a star rating of four and above). Out of these, the top two slots in results are reserved for ads, which further adds to the competition.
This means that it has become imperative for every app owner to get their apps discovered quickly, by the right audience who will not only download but also use your app. This is where Google’s App Campaigns (formerly known as Universal App Campaigns) come into the picture. The idea behind these ads is to target a high-intent, high-converting user base for your app.
Although launched back in 2015, Google App Campaigns is being continuously improved for better user experience. For example, if a user searches for a specific app such as ‘Canva’, then an ad won’t appear because there’s a very high chance that the app would appear in the search result anyway. In this case, you’ll not have to pay for clicks received on organic results.
However, when a user searches for ‘image editing’ apps then your ad will likely be in that list if you’ve optimised it for search and discoverability to rank better than the competition.
As a developer, you have three clear-cut benefits to reap from Google App Campaigns:
- You have a significant possibility of showing your app ad to the right target users at the right time
- Using their Google setup page will help you save time and effort while customizing ads. Everything is just so simple to get started with.
- Keyword research is a breeze. You can use the Keyword Suggestion Tool from Google to look for the exact terms and phrases that people are typing in for their search on Play Store. It’s the same one that you use for the regular PPC ads on web and mobile.
Optimising your Google App Campaigns
Having talked about the importance of Google App Campaigns and the advantage it brings to developers, we’ll now move on to discuss how you can optimise these ads to improve results on KPIs such app installs.
Understand and choose the right type of app promotion campaign
The first step towards ad optimisation is to pick the right campaign type. Google Play allows you to run three types of app promotion campaigns – Universal app campaigns, Mobile app engagements, and mobile app installs.
If you’re not aware of the campaign types, here’s a quick explanation of each type:
- Universal app campaigns – In this type, AdWords helps you generate ads that are used across various channels – search, display and YouTube.
- Mobile app engagements – This type of campaign is targeted at reminding your existing users of your app to encourage more sessions.
- Mobile app installs – These campaigns are targeted at promoting your app on one network specifically – search, display or YouTube.
From the mentioned three campaign types, universal app campaign is extremely popular amongst developers. That’s because this campaign type promotes the app on a wider network, reaching more users.
Want to see how your ads look on different networks? Check them out here.
However, if your objective is ‘clear measurability’ on your ad campaign, Universal app campaigns shouldn’t be your campaign of choice. The reason being that your ad is being served on various channels at any given time and it can be difficult to point out which one works best for you.
In that case, you should rather stick to creating ads just for the Google Play Store, which will allow you to track performance accurately and optimise results better. The goal of your campaign should be clear.
For example, if you want complete control over your campaign by promoting your app on a single network mobile app installs should be the campaign type you should opt for.
Google Play Store optimisation is a must
The content that gets displayed on your ad, such as images, title, and text, are gathered from your app store page. Ruling the Google Play charts requires looking into a number of elements such as app icon, app title, and app descriptions.
Right from the number of words people type in to make a search and how they search (via company or brand names), understand your target user’s search patterns. Optimise your app title and description accordingly.
The majority of people search Google Play in a pattern that follows their main search with ‘app’. For example, ‘fitness’ + app, or ‘dining ‘ + app. We conducted research on this search behaviour and you can see the results here.
At the same time, it is twice as important to understand your competitor’s strategy to reach the same target users. Identify the keywords they are targeting, the app titles they have used and how they have changed their app descriptions so far to get better results. Learn, get inspired and smartly use this data to optimise your store listing for better results.
David Janner of MAKE APP Magazine experimented going local. By localising his app’s name, the keywords, and sometimes the top line in the app description, he won a massive 767% increase in downloads on his app.
Now imagine applying localisation to your Google Play Search Ads. Seems like a total winning strategy, right? Even Google advises that you should opt to target the local language so that globally every viewer gets to see your app’s ad in the appropriate, understandable language.
Track results only after a week
Once you have set up your Google Play Search Ads campaign, it’s time to monitor results – but don’t start looking for performance metrics in just a day or two. It takes at least seven days for your strategy to show positive or negative results.
After the first seven days, start testing your ad settings and targeting based on the campaign performance. Tailor your campaign based on performance data for better optimisation.
An interesting point to note here is that Google helps you to select your daily budget and your bid strategy. So, while you might not want to change your keyword strategy before a week’s time, you can keep changing your daily budget (based on what is being most searched that day) to get the maximum return on your investment.
Nordeus, for one of their games ‘Top Eleven’ chose to serve Google Play Search Ads in 17 languages across the world. As a result, the first 30 days of their campaign witnessed 892% more app installs than it would have seen organically. And, the retention rate for the app was 51% higher as compared to app installs from other campaigns.
This is an excellent example of how optimising Google Play search ads can not only help your app get discovered but can win you significantly higher installs as well as retention.
Have you joined the optimization bandwagon yet? If yes, let us know how you benefited from it.
As of 2018, Statista reports that Android users have the choice of between 2.1 million mobile apps on the Google Play Store, with Apple approximately the same amount. Consequently, it is becoming increasingly difficult for mobile apps to get discovered.
The only way to start attracting your target users is to nail your App Store Optimization and get paid search to work its magic for you. In this article, we’re going to explain both.
Using App Store Optimization (ASO) to boost your discoverability
ASO basically means preparing your app to be discovered on the app stores when someone is making a search query for something specific. For instance, ‘productivity’; if your app is optimised for that keyword, you would end up being recommended to this user on the first page of the store. Similar to how SEO works!
Finding the Right Keywords
Keywords are terms that people use to search for apps on the app stores. In the same way you Google something looking for a solution, the app stores function in a similar manner. This is why it is important for you to list the keywords that your target users could be making searches on and at the same time, keep them relevant to what your app really does.
When listing your keywords, make sure you follow the RDT keyword rule – Relevance, Difficulty and Traffic. Start with keywords that are highly relevant to your users so that they are more likely to download your app. Secondly, list keywords with a lower difficulty score, as you would have a better chance of ranking well for them. Finally, out of the two lists, choose the ones with the higher traffic scores. You can discover these through an ASO agency such as Redbox Mobile or through 3rd party data providers like Mobile Action.
It is also essential to remember that the keywords are picked up by the app store algorithms and not the user’s preference which means you must pick keywords analytically, not what you feel suits your app the best.
Here are the key elements you need to focus on in your metadata to achieve a higher ranking in the app stores:
- App Name and Title
Both Apple and Google search algorithms scan app names for relevant keywords when a user performs a search. So using your RDT keyword in the app title can actually boost your ranking by 10.3%. It is recommended that you use all the characters available to you in order to have as many relevant keywords in the title as possible. It is also important to mention that it is best practice to create two different pieces of metadata for both app stores as the algorithms are individual for each store and therefore their weightings on keywords are different.
- App Subtitle
Although only on iOS, this section appears right under the app name and is also restricted to 30 characters. Include some keywords here to communicate the unique value your app has to offer.
- App Description (Short)
While iOS doesn’t search for keywords in the short description, Google does. That’s why it is a good idea to use this space to incorporate your keywords in meaningful sentences that convey your app’s proposition. If you want the reader to ‘read more’, it’s advised you make this space as interesting as possible with the 80 characters available on mobile.
- App Description (Long)
This is the time to unleash your creativity and let your target users know all about your app. This is the place where you highlight all the key features so make sure you choose your words carefully and format the details using spaces and bullets – you want to ensure everything is easy to read. However, at the same time, also prioritise your keywords here. You don’t need to create an endless essay to fit them in, but remember to use them evenly across the length of the description. Try to be as seamless in their use as possible, the last thing you want is to come across as if you’re keyword stuffing. To achieve this, you must seed core keywords at least 4 times throughout your long description.
The top grossing apps also smartly include social proof like awards and media mentions here, along with their social links. It helps them convey how recognised and widely used their app is.
Pro tip: Keep your tone conversational and in sync with what you want your brand to be perceived as.
- App Promotional Text (iOS)
Recently introduced on the iOS 11, this is the text that appears at the top of your app description. You have 170 characters to experiment and perfect the message you want to use for reaching users and identify what brings you the most number of conversions.
It’s key to note here that if you have a promotional event running and you go to update your app, App Store Connect will automatically remove your Promotional Text. Therefore, it’s very important to ensure it gets copied across if your event keeps running.
- App Icon
Designing a good app icon is almost as important as designing an interesting app, keeping in mind that the first impression is what sticks. In fact, your app icon can boost your downloads by a whopping 560%. If your brand is already established, you can choose to keep your own logo. But if you’re just launching, a good idea is to create an icon that depicts what your app does. Keep it clean, crisp and have a consistent theme that links your app icon to your screenshots.
- App Store Keywords
For a new app, it is always a good idea to choose low difficulty but popular keywords to gain initial traction. As such you should start looking for keywords that are more popular and might be difficult to compete on. Work your way up instead of trying to get there all at once!
Using long tail keywords is a smart hack to rank higher than your competitors. For example, instead of using ‘list’ and ‘maker’ as separate short-tail keywords, use ‘list maker’ as one long-tail keyword which will be easier to rank for.
- App Screenshots
The first two screenshots of your app could make or break the deal for you. In fact, 60% of your target users won’t actually swipe past the first two screenshots and crucially these can lead to boosting your app downloads by 25%!
Ensure that each screenshot has a clear message to convey and highlights a key feature of your app with smart captions to accompany it. Other considerations should include:
- Choose the right colors – They should complement your brand colour scheme and at the same time make the screenshots stand out.
- Use the latest devices – Remember to appeal more to your target audience by using the latest phone mockups on both iOS and Android app stores.
- Update screenshots frequently – Don’t follow the ‘set it and forget it’ approach. Make sure you’re updating your screenshots regularly to reassure your users of a great app experience and to stay relevant.
- App Preview Video
You must have noticed apps using a quick video at the beginning of their screenshots lately. The idea is for them to be able to give the viewer a sneak peek into what the app looks like and what it does. Just like on a website, the first 5 seconds of this video should be able to hook the viewer’s attention and should be used only to highlight the key features. Using a video has been proven to increase conversions by more than 23%.
- App Ratings and Reviews
92% of people trust recommendations from their friends, family and others like them. That’s why app ratings and reviews have a direct impact on your ASO and downloads. It is important that you maintain an average of 4 stars on the app stores and as important to address the negative reviews that make viewers feel that they will be valued.
- App Updates
Studies suggest that updating your app frequently leads to your users feeling how you’re constantly making it better for them. This, in turn, leads to higher app downloads and positive ratings. Most importantly, it keeps your app at the top of their mind, reducing churn.
Using Paid Search To Stand Out In The Noise
While working on getting your app to the top is the first step towards acquiring your target users, the next is to boost your approach in markets and for keywords that have worked. Yes, we’re talking about using paid search to stand out from the crowd.
Apple Search Ads
Apple reported that 65% of app downloads came directly from a search on their app store. The report also suggests that search ads deliver an average user conversion rate of 50% and 30% higher average revenues from users acquired via them.
Here’s how to make your campaign as successful:
- Select The Right Campaign Type
Exact matches show your ad if, and only if, a user’s search matches your keyword exactly. The campaign does take into account the synonyms of closely relevant keywords including accidental misspellings. While search matches let Apple decide which keywords are relevant to your app, this will now depend on what your app does, the category it falls under and the description you provide.
- Choose Your Keywords Wisely
Remember to keep your keywords relevant to what your app actually does and what the campaign is all about. Also, pick out the negative keywords for which you don’t want search ads to display your app. For example, if you offer ‘online wedding registry’, select ‘online’ as your negative keyword or you might overlap with apps that don’t address your market. It’s also very important to keep your keywords aligned with your app’s metadata.
- Optimize for TTR (Tap Through Rates)
Apple is more likely to present ads that are more likely to be clicked. This maximizes your tap through rate, boosting the frequency and impressions of your search ads. That’s why you should always use content that appeals to the users and gets you a high TTR. Start with exact match campaigns to get relevant impressions, this can also help you optimize your search ads.
- Leverage Attribution
Instead of blindly believing your search ad campaign results, focus on figuring out the ‘pre’ and ‘post’ install story. You can do this through attribution platforms such as AppsFlyer which help you determine where your users are coming from and are they just downloading your app or in for the long haul by purchasing something within your app.
Google Universal App Campaign (UAC)
Just like the Apple App store, Google Play has an active user base that tends to search for apps around trends and utility often. However, to ultimately make the stores work for you, you need to understand and play by the rules.
- Choose the Right Campaign
In universal app campaigns, Google Ads help you generate ads that can be used across all the channels – search network, display network and YouTube. With mobile app install campaigns, you get to promote your app on one of these networks and to help ensure users remember your app, you can set up a smart mobile app engagement campaign.
- Perfect Your ASO
In most cases, app marketers use the same keywords they used for ASO for search ad campaigns. So make sure your app’s metadata reflects the same and you have absolutely nailed your App Store Optimizations (scroll back for our tips!).
- Estimate Your User Acquisition Cost
Instead of just setting aside a budget for user acquisition, focus on tracking the most important metrics for each of your previous campaigns. This will give you an estimation of the value of an app download across the user lifecycle and help you calculate the compound interest on your budget.
- Create a Compelling Ad
You have the right set of keywords and have chosen a campaign that best suits your end goal. Now it is time to get to the real task of creating an ad. Your focus needs to be on creating ads that speak for themselves, that instantly grab the attention and draw a viewer to the app store page and ultimately convinces them to download the app.
- Promote Your App To Users Across Google
Don’t just restrict your ad campaign to the Google Play Store. By setting up your ad to be displayed on the entire search network, you get to reach a wider audience and drive a higher number of installs from every campaign.
Monitor Your Search Ad Campaigns
Whether you’re running an ad on the Apple App Store or the Google Play Store, data should be your best friend, which is why you need to track your campaign performances continually. This will not only provide you with information on how effective a campaign is but also where it is converting the most and the audience segment that tends to take action on these ads right away.
Making decisions based on data will help you optimize campaigns for higher impressions and conversions and at the same time, predict spikes or dips in their performance due to factors like the holiday season!
Bringing It All Together To Conquer App Stores
While app marketers and developers are able to find checklists and tips on app store optimization and how to run successful paid search campaigns, there are many that overlook the one key thing that can actually help them conquer the app stores – making the two work together.
It is important that you reach out to your target users with the same USP, or you’ll lose out on being too confusing about what your app really does. This holds true for both mobile apps and games, on both the stores.
For creative solutions that really work, or to simply find out more about Redbox Mobile – get in contact with us directly here.
Recently Apple extended their screenshot limit from 5 to 10 images. Why do iOS Screenshots matter to you, and how to maximise your ASO impact with them.
Screenshots are a massive part of ASO. They convert users when they find your page. They draw the users eye and showcase what you are about. And when done right, they should pull you through to the next screenshot, and the next, and so forth until you have seen them all.
Our latest blog tells all and answers your pressing questions on the latest update launched by Apple on the 22nd February 2018.
It’s a simple fact, around 15% of users swipe through to the 5th screenshot. That figure will likely drop with each additional screenshot added. The question remains though, Is it worth investing your budget in this feature.
There are a number of things we must remember when considering Screenshots. Take for example an App with a 30 second preview video. This would be the main focal point for the App page, with the next two screenshots being a priority. If there was no Video, the First 3 would be the crucial elements.
This also relates to Apple Search Ads, for when an advert is displayed in the App Store, 3 Vertical screenshots or 1 Landscape screenshot are shown as part of the advert.
The additional screenshots will allow apps to showcase further features to users and in theory this sounds full proof, but realistically, what percent of users would really scroll through to Screenshot 10 before making up their mind? Users react quickly and need to be hooked within 10-15 seconds of landing on your preview page.
Now obviously the quality of screenshots differs massively from App to App, and the quality of them should not be underestimated. The better the quality the screenshots/video, the higher chance you have of converting to a download.
Landscape or Horizontal screenshots? Well this depends on your choice, but research shows that around 15% of users look through all 5 Landscapes Screenshots, and 11% look through all 5 Portrait Screenshots.
To optimise your screenshots, you need to consider:
• The number of screenshots
How many are needed, should I invest in more than 5?
• The order of them
Ensure your best features are in the first so that users are hooked in from the start
• How they work together
Best screenshots flow to tell a story, they work together to offer the user a journey of what they will have should they download the app
• The features shown
What are the key features of the app that you need to showcase? Don’t waste an important screenshot showing you can unlock with a thumbprint, if that isn’t a key feature to the user
• The style: Portrait or Landscape
What works for one app wont work for the next, play around and A/B test what works best. Portrait allows more messaging, whilst landscape has been shown to have a higher conversion rating.
• The call to action
One of the most important parts of the screenshot process is ensuring the correct messaging reaches the user. Make sure your call to action is clear and concise, and speaks directly to the user about your features.
In summary, it boils down to budget. If your budget is small, concentrate on getting your top 2 to 5 screenshots looking good. If you budget is slightly more flexible, then the additional slots allow you to showcase a little more. Our view is its better to have a set of 5 great screenshots, rather than 10 mediocre ones.
Our agency Redbox Mobile can help further with your creative, ASO and Paid search needs, so please feel free to reach out and discuss your needs. Also, don’t forget our Blackbox platform can get your app in front of the right people with an optimised Search Ads campaign.
Boosting organic app downloads and deposits in the gambling sector is one of the toughest nuts to crack. With over 20,000 apps competing for the keyword ‘casino’ and 15,000 for ‘bet football’ how are you possibly going to succeed?
1. ASO keyword strategy; use the obvious keywords, but also use the less obvious ones. E.g. ACCA might have low search volume, but v high relevance. Build up a conversion history on these low volume words and it’ll help you rank for the big competitive words.
2. Which keywords actually convert to a deposit or registration? Our work with Apple Search ads tells us ranking no1 for many terms is pure vanity. The Search ads data allows you to refine your organic ASO strategy and focus on keywords which actually drive performance.
3. Go early. If you’re a Sportsbook and want to rank well for e.g. Cheltenham, stick it in your subtitle or promo text now.
4. Apple search ads is your friend, even if you don’t know it yet. Search ads is the cheapest (quality) acquisition channel . It allows you to buy keywords that actually produce a result. I.e. a deposit. Spending on Search ads helps pin point the right words and at the right price.
5. ASO is getting harder. The results take longer and you wont succeed without paid spend on Search ads. App acquisition is now not just ASO but Search ads + ASO. Search ads will boost your organic keywords and downloads too.
Contact email@example.com for a free strategic plan to boost your downloads and deposits.
So, your ASO is completed and you are ranking for lots of core terms plus most importantly, your brand.
Then BAM, out of nowhere, you’re now second. How can this be? Your ASO strategy is near perfect, and surely nobody can rank better for your brand than your very own app?
But wait, it’s an advert. Somebody is buying my brand! This is not fair surely? If people search a brand, they want that specific brand. Well, it’s not that easy. It’s an open market, you can and will be attacked. Remember, the bigger the brand, the more of a target you become!
There is good news though. You can protect yourself from such threats by implementing a Paid Search Strategy to work with your ASO Foundation. A Paid Search Strategy will help protect you from the competitors benefiting from your brand and you can do this at a small cost as you will be the most relevant app. The perfect part of this strategy is that by buying your own brand, you not only have the number one spot, but also number two, which means you will dominate the iPhone screens.
The scary thing is that if you are not buying your own brand, somebody else is, or will do in the very near future. You would be amazed at the conversion rate that competitors can get from you. We have conducted a previous test for one of the top banks in the world. From the results, we saw them able to buy a competitor’s brand name at just £0.08p, with a conversion of 50%. Would you want to lose 50% of your brand traffic, for such a low cost?
Of course you don’t! That’s why you need to start protecting your brand. This is one of the reasons why we have developed Blackbox Platform and introduced a specific Brand Protection element to our campaigns.
More and more clients are connecting with us to protect their brand. Check out Blackbox Platform and get your campaign live now, with a free $100 spend. Experience the power of the platform and view the results in real time. Once you see what we can do, I’m sure you will want a long-term plan to protect your brand and expand your campaign.
The world of mobile marketing is an ever-changing beast; you need to be ahead of the curve in order to win in this sector. Redbox Mobile plc. is an award winning App Store Optimisation and Paid Search agency. We have come up with a list of our top 5 predictions that will shape app marketing strategies for agencies and brands over the next year. Read on if you’d like to hear about our predictions…
1. Instant apps will open up a new channel for app discovery
As you may know, Google began rolling out Instant Apps last year. Instant Apps allow users to ‘try out’ apps without actually downloading them onto their device. They can be accessed through clicking on a link in a search engine, on social media or within an instant message. The idea is that they will reduce barrier to entry, as users won’t need to worry about using up space on their device. We anticipate Apple will follow suit and offer Instant Apps to IOS customers this year. This is likely to spur on the already buoyant app development industry, so having an app that stands out from the rest has never been more important.
2. Internet of Things
The world we live in is becoming more and more connected, with smart homes, smart health, wearable tech and more. We are addicted to having ultimate control over our lives at the tap of a finger. For example, the ability to instantly find out how many steps we’ve walked today, to turn our heating up via an app before we get home from work or to record our favourite show remotely because we’re going to arrive back late. There are even apps to order a repeat prescription of the medication you are running out of!
Technology is making our modern lives more and more streamlined. Apple watch apps are already booming and will continue to grow, and with the increasing popularity of voice activated digital assistants like Amazon Echo, Apple HomePod or Google Alexa, the face of search is changing. Consumers no longer have to physically go into the app store and search for the latest app, they can ask their device to download it for them. For that reason, compliance with ASO and paid search best practices are more important than ever, as is keeping abreast with the latest algorithm changes. UX is still really important, but it is becoming more a more likely that you will be vying for a machine’s attention, rather than a human’s.
3. Location based services to go mainstream
Location-based services already made headlines in 2017 and their functionality is only set to grow in 2018. We predict the next big breakthrough to be real-time, location-based offers and advertisements. Companies will be able to suggest you shop from a retail store that you’re standing right in front of in real time.
We know that local search heavily impacts how major search engines like Google rank the websites in their index. Mobile device usage continues to grow and traditional desktop usage is declining. The mobile browser is effectively dead, with 90% of time on a mobile device spent in apps. As the number of apps in the app store continues to grow, local references will begin to be used as ranking factors in the app store. We already see this within Search ads, and are able to target our ads to specific cities, e.g. Manchester in the UK app store.
Of course, privacy remains a big concern, especially with upcoming changes to European data protection regulations later this year. When developing location-based apps and services, the consumer must always have a choice on whether or not they reveal their location based on the service they subscribe to.
4. M-Commerce is growing, putting pressure on cyber security to keep up the pace
Digital commerce is no longer restricted to just computers or smartphones. In-app payments across devices continue to grow, with payments from ‘other mobile devices’ expected to increase $1.75 billion this year. Consumers expect frictionless checkout experiences combined with the same level of security across all devices. With the number of cyber attacks and data breaches on the rise last year, mobile security will be a key theme for 2018. We expect to see tighter regulations around app security, which will impact app development trends.
(Image source: crysberry.com)
Cryptocurrencies like Bitcoin are other factors to be thrown into the mobile commerce mix. They have received an increased amount of media attention and as such, mass market interest in these currencies is starting to grow. The appeal of cryptocurrencies lies in increased security they offer, fast secure global transactions and lower transaction fees, when compared to all existing currencies. These benefits could be particularly useful to app owners who have a global user base.
5. In App UX becomes more sophisticated… but data is still king
With the release of the iPhone X and Samsung Galaxy S8, frameless design has become a huge trend. In 2018 we will continue to see an increase in full screen app designs and consumers will become accustomed to more sophisticated mobile experiences which, will continue to drive competition in app development and design.
Of course having a beautifully designed app will increase your likelihood of getting downloads, but as an app marketing agency, Redbox Mobile is particularly interested in a user’s behaviour and engagement in app. This can be viewed though implementation of an SDK. The data your SDK provides enables us to optimise your campaign so that we are targeting your most valuable users. For Search Ads, we have a machine-learning platform known as ‘Blackbox’, which automates the running of Apple Search Ads campaigns, making 500,000 optimisations a day. Blackbox optimises towards conversions and ensures your search ads campaigns run really efficiently.
We hope you enjoyed reading our top 5 Mobile Marketing predictions for the year ahead. To get in touch with a member of the Redbox Mobile team about your app marketing strategy, email firstname.lastname@example.org.
App Store Optimisation, or ASO, is still a grey area for a lot of app developers and owners. There are lots of people out there who simply think that if you build a great app, and then it will be hugely successful. But this could not be further than the truth. At Redbox Mobile plc, we want to help you cut through the smoke of App Marketing. ASO is crucial to an app’s success, but for every great tip there is also a myth, which could seriously damage your rankings. Below, we discuss the top 5 myths within the world of App Store Optimisation.
Myth #1 You should stuff keywords in your title
Keyword stuffing is a technique used by people with little ASO knowledge that will often end up with your app being penalised by the App Stores. Not only this, but often stuffing keywords ends up with an app title that makes little to no sense to the consumer. And if the title does not make sense, then why would they believe the app to make sense?
Myth #2 Descriptions are not important
Often people do not utilise their 4000 characters for an app description, opting to do a small, quickly written description with no thought. Whilst it is true that most consumers will not read your full description, it is very important to utilise this space to seed keywords. The description is part of the app listing that is reviewed by the operating systems, IOS and Android, to determine what your app is about and what you are trying to be found for. As an example, a casino client would look to have the words roulette or blackjack written at least 4 times in this area, to show they are relevant to the search engines.
Myth #3 “I’ve built a great app, So people will naturally download it”
It is widely believed that if you build the worlds greatest app, That it will go viral and people will download it. This is simply not the case. You could build an app that is free and offers every user £1000, but if it cannot be found, it will never be downloaded. That’s why ASO is so important. ASO allows you to be found by the right users. If your app lacks ASO, then it will be lost in the sea of over 2 million (Apple)/6 million (Android) apps. Having a great functioning App with great ratings and reviews will show a good experience and help your rankings, but it does not replace the need for App Store Optimisation.
Myth #4 Screenshots do not matter
Although your screenshots do not impact whether your app will be found, they have a massive impact on your conversion rating. ASO is not just about being found, but also converting those users to a download and loyal user. That’s where your screenshots come in. Do not under estimate the power of them. Take for example a screenshot that is too busy, with lots of information displayed. The brain quickly switches off and the user loses interest. In comparison, a phone that spans two colourful screenshots, with a simple call to action on each, is easy to read and encourages a user to download the app.
Myth #5 “I’m doing paid search so do not need organic traffic”
Paid search and organic go hand in hand, with both aiding one another. If you have good Meta data that keeps you relevant in your category, it allows you to firstly buy a keyword, but also buy it at an efficient cost. When you are relevant for a keyword, the app store will favour you at a reduced price point, as you are viewed as an app that the user is searching for. On the flip side, your paid search strategy will help you to acquire more downloads, so you gather more download history for that keyword and thus become more relevant organically.
We often advise clients, if they are having difficulties buying keywords in a particular space, that their organic strategy may need revisiting. Once this is addressed, we often see a huge boost in search ads activity, with more impressions, downloads and a more efficient advertising cost. If you are interested in automating your Apple Search Ads campaigns and would like to hear more about our machine-learning platform ‘Blackbox‘, email email@example.com. Blackbox optimises keywords every 10 minutes and makes 500,000 decisions a day so you don’t have to. We save our clients time and money by running efficient campaigns, helping them get discovered in the App Store. Alternatively, call a member of the Redbox Mobile team on 01488 682442 to discuss your ASO strategy.
Your apps live in the app store, and slowly your starting to get a few downloads. But you crave more. 1 or 2 downloads a day isn’t going to set the world alight and you need more traffic. Below are 5 point you need to consider to once your app is out there. These will guide the success of your app and help you improve your traffic and downloads.
So you have built an app, a brilliant app in fact, but nobody’s downloading it? You’re not the first and you wont be the last. With the Google Play store hosting 2.8 million apps, and Apple trailing closely behind with 2.2million apps, you can imagine how hard it is to be discovered.
Are you a CMO, start-up with a new app or private investor, looking to increase app downloads, user engagement and/or ROI but don’t quite get all the mobile jargon?