ASO Audit with Yellowhead

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6

Aviva Telias, Head of ASO at yellowHEAD does an ASO audit of Asana and Heart of Vegas where she shares her best ASO tips and tricks and talks about how to discover and target the keywords that actually bring downloads.

Source:
ASO Audit with Yellowhead
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Webinar
Publication date:
May 20, 2020
Added to the Vault on:
July 6, 2020
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💎 #
1

When choosing keywords, look at your Apple Search Ads CVR before taking your decision. 

30:40
💎 #
2

You can use ! or other punctuation to establish a different tone and differentiate yourself from competitors. 

31:37
💎 #
3

Add Apple Search Ads search terms with high conversion to your screenshots. 

39:24
💎 #
4

You can look at weekly ranks instead of a specific date to get a better sense of the overall trend and not account too much for sudden/short drops in data. Do not be too quick to react. 

53:35
💎 #
6

Use product insights to optimize your listing for specific country by highlighting/prioritizing popular feature in your visual assets. 

01:01:23
💎 #
5

When you're looking at the Google Play Developer Console, there is a minimum threshold in order to include a search term's data. The threshold remains the same whether you're looking at a day view, a week view or a month view so always view by month: you'll see more keywords in the list 

57:35
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💎 #
1

When choosing keywords, look at your Apple Search Ads CVR before taking your decision. 

30:40
💎 #
2

You can use ! or other punctuation to establish a different tone and differentiate yourself from competitors. 

31:37
💎 #
3

Add Apple Search Ads search terms with high conversion to your screenshots. 

39:24
💎 #
4

You can look at weekly ranks instead of a specific date to get a better sense of the overall trend and not account too much for sudden/short drops in data. Do not be too quick to react. 

53:35
💎 #
6

Use product insights to optimize your listing for specific country by highlighting/prioritizing popular feature in your visual assets. 

01:01:23
💎 #
5

When you're looking at the Google Play Developer Console, there is a minimum threshold in order to include a search term's data. The threshold remains the same whether you're looking at a day view, a week view or a month view so always view by month: you'll see more keywords in the list 

57:35
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💎 #
1

When choosing keywords, look at your Apple Search Ads CVR before taking your decision. 

30:40
💎 #
2

You can use ! or other punctuation to establish a different tone and differentiate yourself from competitors. 

31:37
💎 #
3

Add Apple Search Ads search terms with high conversion to your screenshots. 

39:24
💎 #
4

You can look at weekly ranks instead of a specific date to get a better sense of the overall trend and not account too much for sudden/short drops in data. Do not be too quick to react. 

53:35
💎 #
6

Use product insights to optimize your listing for specific country by highlighting/prioritizing popular feature in your visual assets. 

01:01:23
💎 #
5

When you're looking at the Google Play Developer Console, there is a minimum threshold in order to include a search term's data. The threshold remains the same whether you're looking at a day view, a week view or a month view so always view by month: you'll see more keywords in the list 

57:35
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Notes for this resource are currently being transferred and will be available soon.

Asana Audit

https://apps.apple.com/us/app/asana-organize-tasks-work/id489969512


  • Asana is listed in the business category whether most of competitors are listed in the productivity category. Lost opportunity?
  • Metadata not changed since 2017, screenshots a bit more recently


Make sure you check what you rank for so that you don't remove important keywords.

Search Score of 5 on Mobile Action: "useless term".


You're very limited in the number of keywords so rather than thinking about keywords, think about character value. Use shorter words to multiply your keyword combinations exponentially.

Search Score is only 5 but if you are ranked well be careful of taking it out.


It's not just about the rank of your keyword/search term: if the apps ranked above you are not competitors then that keyword might be less important.


Make sure your "keyword bank" is ongoing: it's not something you should do only once. Make sure you describe your features the most popular way.


One character can sometimes go a long way. Example: "manage" → "manager".


[💎 @30:40] When choosing keywords, look at your Apple Search Ads CVR before taking your decision.

[💎 @31:37] You can use ! or other punctuation to establish a different tone and differentiate yourself from competitors.


Make sure you check your app at each step of the user journey, on your phone.


Compare your USPs in screenshots vs. USPs in your description.


Make sure that what you communicate in your description/assets is actually what happens in the app (free trial, etc.).


If you have a website, make sure that messaging is consistent across websites and apps.


[💎 @39:24] Add Apple Search Ads search terms with high conversion to your screenshots.


Each store has different Search Scores and Ranks - Optimize for each country, not each language.


Country-specific keywords can affect rankings for the same keywords in other countries so monitor the results across different geos other time.



Heart of Vegas Audit

https://play.google.com/store/apps/details?id=com.productmadness.hovmobile&hl=en_US


Using all characters in app title, very agressive and "crammed" graphics

They put "Slots" in front of their own name".

Go for long tail keywords in your Google Play Store description to cover both the short tail and the long tail.


When analyzing your own app or competitors, play around with date ranges to get a good sense of the trends. Also compare with other competitors' trends.


[💎 @53:35] You can look at weekly ranks instead of a specific date to get a better sense of the overall trend and not account too much for sudden/short drops in data. Do not be too quick to react.



Make GPDC Search your best friend and use the search terms per country.

[💎 @57:35] When you're looking at the Google Play Developer Console, there is a minimum threshold in order to include a search term's data. The threshold remains the same whether you're looking at a day view, a week view or a month view so always view by month: you'll see more keywords in the list


For Google Play as well, make sure you know how your app looks during the user journey and at every step (brand search, generic keywords, etc.).


Generally speaking a landscape app should have landscape screenshots.


Understand and keep in mind where your users are coming from by using Ad Intelligence: repetition of messaging, consistency in UA & ASO, etc.


Always run tests on Google Play Experiment.


[💎 @01:01:23] Use product insights to optimize your listing for specific country by highlighting/prioritizing popular feature in your visual assets.


Look at your ranking distribution over time.




The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Asana Audit

https://apps.apple.com/us/app/asana-organize-tasks-work/id489969512


  • Asana is listed in the business category whether most of competitors are listed in the productivity category. Lost opportunity?
  • Metadata not changed since 2017, screenshots a bit more recently


Make sure you check what you rank for so that you don't remove important keywords.

Search Score of 5 on Mobile Action: "useless term".


You're very limited in the number of keywords so rather than thinking about keywords, think about character value. Use shorter words to multiply your keyword combinations exponentially.

Search Score is only 5 but if you are ranked well be careful of taking it out.


It's not just about the rank of your keyword/search term: if the apps ranked above you are not competitors then that keyword might be less important.


Make sure your "keyword bank" is ongoing: it's not something you should do only once. Make sure you describe your features the most popular way.


One character can sometimes go a long way. Example: "manage" → "manager".


[💎 @30:40] When choosing keywords, look at your Apple Search Ads CVR before taking your decision.

[💎 @31:37] You can use ! or other punctuation to establish a different tone and differentiate yourself from competitors.


Make sure you check your app at each step of the user journey, on your phone.


Compare your USPs in screenshots vs. USPs in your description.


Make sure that what you communicate in your description/assets is actually what happens in the app (free trial, etc.).


If you have a website, make sure that messaging is consistent across websites and apps.


[💎 @39:24] Add Apple Search Ads search terms with high conversion to your screenshots.


Each store has different Search Scores and Ranks - Optimize for each country, not each language.


Country-specific keywords can affect rankings for the same keywords in other countries so monitor the results across different geos other time.



Heart of Vegas Audit

https://play.google.com/store/apps/details?id=com.productmadness.hovmobile&hl=en_US


Using all characters in app title, very agressive and "crammed" graphics

They put "Slots" in front of their own name".

Go for long tail keywords in your Google Play Store description to cover both the short tail and the long tail.


When analyzing your own app or competitors, play around with date ranges to get a good sense of the trends. Also compare with other competitors' trends.


[💎 @53:35] You can look at weekly ranks instead of a specific date to get a better sense of the overall trend and not account too much for sudden/short drops in data. Do not be too quick to react.



Make GPDC Search your best friend and use the search terms per country.

[💎 @57:35] When you're looking at the Google Play Developer Console, there is a minimum threshold in order to include a search term's data. The threshold remains the same whether you're looking at a day view, a week view or a month view so always view by month: you'll see more keywords in the list


For Google Play as well, make sure you know how your app looks during the user journey and at every step (brand search, generic keywords, etc.).


Generally speaking a landscape app should have landscape screenshots.


Understand and keep in mind where your users are coming from by using Ad Intelligence: repetition of messaging, consistency in UA & ASO, etc.


Always run tests on Google Play Experiment.


[💎 @01:01:23] Use product insights to optimize your listing for specific country by highlighting/prioritizing popular feature in your visual assets.


Look at your ranking distribution over time.




The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
GET Access

Asana Audit

https://apps.apple.com/us/app/asana-organize-tasks-work/id489969512


  • Asana is listed in the business category whether most of competitors are listed in the productivity category. Lost opportunity?
  • Metadata not changed since 2017, screenshots a bit more recently


Make sure you check what you rank for so that you don't remove important keywords.

Search Score of 5 on Mobile Action: "useless term".


You're very limited in the number of keywords so rather than thinking about keywords, think about character value. Use shorter words to multiply your keyword combinations exponentially.

Search Score is only 5 but if you are ranked well be careful of taking it out.


It's not just about the rank of your keyword/search term: if the apps ranked above you are not competitors then that keyword might be less important.


Make sure your "keyword bank" is ongoing: it's not something you should do only once. Make sure you describe your features the most popular way.


One character can sometimes go a long way. Example: "manage" → "manager".


[💎 @30:40] When choosing keywords, look at your Apple Search Ads CVR before taking your decision.

[💎 @31:37] You can use ! or other punctuation to establish a different tone and differentiate yourself from competitors.


Make sure you check your app at each step of the user journey, on your phone.


Compare your USPs in screenshots vs. USPs in your description.


Make sure that what you communicate in your description/assets is actually what happens in the app (free trial, etc.).


If you have a website, make sure that messaging is consistent across websites and apps.


[💎 @39:24] Add Apple Search Ads search terms with high conversion to your screenshots.


Each store has different Search Scores and Ranks - Optimize for each country, not each language.


Country-specific keywords can affect rankings for the same keywords in other countries so monitor the results across different geos other time.



Heart of Vegas Audit

https://play.google.com/store/apps/details?id=com.productmadness.hovmobile&hl=en_US


Using all characters in app title, very agressive and "crammed" graphics

They put "Slots" in front of their own name".

Go for long tail keywords in your Google Play Store description to cover both the short tail and the long tail.


When analyzing your own app or competitors, play around with date ranges to get a good sense of the trends. Also compare with other competitors' trends.


[💎 @53:35] You can look at weekly ranks instead of a specific date to get a better sense of the overall trend and not account too much for sudden/short drops in data. Do not be too quick to react.



Make GPDC Search your best friend and use the search terms per country.

[💎 @57:35] When you're looking at the Google Play Developer Console, there is a minimum threshold in order to include a search term's data. The threshold remains the same whether you're looking at a day view, a week view or a month view so always view by month: you'll see more keywords in the list


For Google Play as well, make sure you know how your app looks during the user journey and at every step (brand search, generic keywords, etc.).


Generally speaking a landscape app should have landscape screenshots.


Understand and keep in mind where your users are coming from by using Ad Intelligence: repetition of messaging, consistency in UA & ASO, etc.


Always run tests on Google Play Experiment.


[💎 @01:01:23] Use product insights to optimize your listing for specific country by highlighting/prioritizing popular feature in your visual assets.


Look at your ranking distribution over time.