How ASO Complements Your UA Strategy

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Simon Thillay (Head of ASO at AppTweak) talks about what is ASO, how to maximize your mobile efforts with ASO, which KPIs and Metrics to monitor and shares a case study on how user retention impacts ASO.

Source:
How ASO Complements Your UA Strategy
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Webinar
Publication date:
July 12, 2020
Added to the Vault on:
July 11, 2020
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1

Even if the language spoken is the same, consider having different keywords in your app title for different countries because people might have different ways of speaking and search volume will vary. Example: "money transfer" in US (41) vs. India (12). 

09:17
💎 #
2

Synchronize messaging between UA and App Store assets to favor ad recall and limit losses in the different steps leading to the app download. 

12:30
💎 #
3

Google measures the retention at a keyword level and apps with the highest retention on a keyword will rank better for that word. So go beyond volume and make sure to keep keywords that have a high retention. ! differences between web search and app store search 

20:24
💎 #
4

Any installs that are attributed to Google Organic search can be tracked on Adjust at the keyword level (in Adjust this would be at the "creative" level). It can also be collected in the form of a callback, as soon as the event take place. This also allows you to get retention data at the keyword level. ! this is for web search 

26:19
💎 #
5

Using the console integration in AppTweak you can have a direct look at your own conversion rate per channel (browse, search, etc.).  

27:43
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💎 #
1

Even if the language spoken is the same, consider having different keywords in your app title for different countries because people might have different ways of speaking and search volume will vary. Example: "money transfer" in US (41) vs. India (12). 

09:17
💎 #
2

Synchronize messaging between UA and App Store assets to favor ad recall and limit losses in the different steps leading to the app download. 

12:30
💎 #
3

Google measures the retention at a keyword level and apps with the highest retention on a keyword will rank better for that word. So go beyond volume and make sure to keep keywords that have a high retention. ! differences between web search and app store search 

20:24
💎 #
4

Any installs that are attributed to Google Organic search can be tracked on Adjust at the keyword level (in Adjust this would be at the "creative" level). It can also be collected in the form of a callback, as soon as the event take place. This also allows you to get retention data at the keyword level. ! this is for web search 

26:19
💎 #
5

Using the console integration in AppTweak you can have a direct look at your own conversion rate per channel (browse, search, etc.).  

27:43
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💎 #
1

Even if the language spoken is the same, consider having different keywords in your app title for different countries because people might have different ways of speaking and search volume will vary. Example: "money transfer" in US (41) vs. India (12). 

09:17
💎 #
2

Synchronize messaging between UA and App Store assets to favor ad recall and limit losses in the different steps leading to the app download. 

12:30
💎 #
3

Google measures the retention at a keyword level and apps with the highest retention on a keyword will rank better for that word. So go beyond volume and make sure to keep keywords that have a high retention. ! differences between web search and app store search 

20:24
💎 #
4

Any installs that are attributed to Google Organic search can be tracked on Adjust at the keyword level (in Adjust this would be at the "creative" level). It can also be collected in the form of a callback, as soon as the event take place. This also allows you to get retention data at the keyword level. ! this is for web search 

26:19
💎 #
5

Using the console integration in AppTweak you can have a direct look at your own conversion rate per channel (browse, search, etc.).  

27:43
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Basics of ASO

A multistep process to maximize both the visibility and the appeal/conversion of an app in the store.


Localization

[💎 @09:17] Even if the language spoken is the same, consider having different keywords in your app title because people might have different ways of speaking and search volume will vary. Example: "money transfer" in US vs. India.

It also affects conversion


Show your best value proposition in each country (find it through A/B testing)


[💎 @12:30] Synchronize messaging between UA and App Store assets to favor ad recall and limit losses in the different steps leading to the app download.


Which KPI for ASO

Traffic x Conversion rate = Downloads.


Visibility score is based on a list of keywords you use

AppTweak also has conversion benchmarks


Leveraging you user data for ASO

Download velocity is important in Google Play but app quality metrics & retention is even more importance.

Case study:

[💎 @20:24] Google measures the retention at a keyword level and apps with the highest retention on a keyword will rank better for that word. So make sure to keep keywords that have a high retention.

Q&A

Retention rate per keyword?

  • Cf. below (via Adjust)

How do you know if it comes from ASO or branding/UA?

  • AppTweak estimates downloads for each keyword so you can filter for brand or generic keywords.

Does Adjust provide keyword-level data for organic installs?

  • [💎 @26:19] Any installs that are attributed to Google Organic search can be tracked on Adjust at the keyword level (in Adjust this would be at the "creative" level). It can also be collected in the form of a callback, as soon as the event takes place.
  • Adjust can also therefore give you the retention per keyword

How can you monitor creatives and how they perform?

  • [💎 @27:43] Using the console integration in AppTweak you can have a direct look at your own conversion rate per channel.
  • You can also monitor what your competitors A/B test and what they decide to apply.

How can Adjust help marketers retarget/re-engage?

  • By default Adjust tracks re-attribution and re-installs
  • Also built an Audience Builder as an additional feature that allows you to create a dynamic set of advertising IDs to upload them to Facebook or a tool like Criteo.

Adjust has a tool to give the info on why an install was rejected.


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

Basics of ASO

A multistep process to maximize both the visibility and the appeal/conversion of an app in the store.


Localization

[💎 @09:17] Even if the language spoken is the same, consider having different keywords in your app title because people might have different ways of speaking and search volume will vary. Example: "money transfer" in US vs. India.

It also affects conversion


Show your best value proposition in each country (find it through A/B testing)


[💎 @12:30] Synchronize messaging between UA and App Store assets to favor ad recall and limit losses in the different steps leading to the app download.


Which KPI for ASO

Traffic x Conversion rate = Downloads.


Visibility score is based on a list of keywords you use

AppTweak also has conversion benchmarks


Leveraging you user data for ASO

Download velocity is important in Google Play but app quality metrics & retention is even more importance.

Case study:

[💎 @20:24] Google measures the retention at a keyword level and apps with the highest retention on a keyword will rank better for that word. So make sure to keep keywords that have a high retention.

Q&A

Retention rate per keyword?

  • Cf. below (via Adjust)

How do you know if it comes from ASO or branding/UA?

  • AppTweak estimates downloads for each keyword so you can filter for brand or generic keywords.

Does Adjust provide keyword-level data for organic installs?

  • [💎 @26:19] Any installs that are attributed to Google Organic search can be tracked on Adjust at the keyword level (in Adjust this would be at the "creative" level). It can also be collected in the form of a callback, as soon as the event takes place.
  • Adjust can also therefore give you the retention per keyword

How can you monitor creatives and how they perform?

  • [💎 @27:43] Using the console integration in AppTweak you can have a direct look at your own conversion rate per channel.
  • You can also monitor what your competitors A/B test and what they decide to apply.

How can Adjust help marketers retarget/re-engage?

  • By default Adjust tracks re-attribution and re-installs
  • Also built an Audience Builder as an additional feature that allows you to create a dynamic set of advertising IDs to upload them to Facebook or a tool like Criteo.

Adjust has a tool to give the info on why an install was rejected.


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

Basics of ASO

A multistep process to maximize both the visibility and the appeal/conversion of an app in the store.


Localization

[💎 @09:17] Even if the language spoken is the same, consider having different keywords in your app title because people might have different ways of speaking and search volume will vary. Example: "money transfer" in US vs. India.

It also affects conversion


Show your best value proposition in each country (find it through A/B testing)


[💎 @12:30] Synchronize messaging between UA and App Store assets to favor ad recall and limit losses in the different steps leading to the app download.


Which KPI for ASO

Traffic x Conversion rate = Downloads.


Visibility score is based on a list of keywords you use

AppTweak also has conversion benchmarks


Leveraging you user data for ASO

Download velocity is important in Google Play but app quality metrics & retention is even more importance.

Case study:

[💎 @20:24] Google measures the retention at a keyword level and apps with the highest retention on a keyword will rank better for that word. So make sure to keep keywords that have a high retention.

Q&A

Retention rate per keyword?

  • Cf. below (via Adjust)

How do you know if it comes from ASO or branding/UA?

  • AppTweak estimates downloads for each keyword so you can filter for brand or generic keywords.

Does Adjust provide keyword-level data for organic installs?

  • [💎 @26:19] Any installs that are attributed to Google Organic search can be tracked on Adjust at the keyword level (in Adjust this would be at the "creative" level). It can also be collected in the form of a callback, as soon as the event takes place.
  • Adjust can also therefore give you the retention per keyword

How can you monitor creatives and how they perform?

  • [💎 @27:43] Using the console integration in AppTweak you can have a direct look at your own conversion rate per channel.
  • You can also monitor what your competitors A/B test and what they decide to apply.

How can Adjust help marketers retarget/re-engage?

  • By default Adjust tracks re-attribution and re-installs
  • Also built an Audience Builder as an additional feature that allows you to create a dynamic set of advertising IDs to upload them to Facebook or a tool like Criteo.

Adjust has a tool to give the info on why an install was rejected.