How to Build an ASO Strategy for Your Business: 6 Key Drivers

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Peter Fodor (CEO of AppAgent - Integrated Mobile Marketing Agency) joins Anna Kochetkova (Head of ASO Consulting at AppFollow - ASO agency) to talk about how to define your ASO strategy specifically for your business: 1. Positioning and competition 2. Brand power and traffic source 3. User Acquisition and ad creatives.

Source:
How to Build an ASO Strategy for Your Business: 6 Key Drivers
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Webinar
Publication date:
April 29, 2020
Added to the Vault on:
May 12, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

If you are starting up, you should target longer-tail keywords. When you are more established you can go after the most relevant and high-volume/competitive keywords. 

08:29
💎 #
2

The more niche the less traffic you can get from keywords, and keywords might be expensive. You might want to look outside of the App Store with content marketing and SEO for example. 

13:40
💎 #
3

If you have an app going after a big market like learning languages you should focus on conversion rate optimization to rank best for high competitive keywords. 

14:29
💎 #
4

Define your ASO meta framework to know where your app is getting downloads from. Having different sizes for different sources (organic search, paid web, etc.) helps you quickly grasp where there are opportunities. 

27:00
💎 #
5

If iOS search is important and mostly on brand terms, then add brand terms to store assets. 

27:27
💎 #
6

On Android if Google Ads are an important source of traffic, look at your best-performing ad creatives and make sure your store assets match. 

28:10
💎 #
7

Think of your store as one step of a larger funnel. This means the user intent and the exposure to your product is different depending on the channel, so you need to adapt to your channel mix. 

38:44
💎 #
8

You have to connect Apple Search Ads with your MMP to understand LTV per keyword and reflect it in your store listing and keyword strategy.  

42:20
💎 #
9

You can use Google Experiments to A/B test conversion hypothesis lower down the funnel before leveraging it for your UA campaigns. 

45:05
The "gems" from this resource are only available to premium members.
  • Unlock access to gems from over 130 mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Upgrade Your Plan
💎 #
1

If you are starting up, you should target longer-tail keywords. When you are more established you can go after the most relevant and high-volume/competitive keywords. 

08:29
💎 #
2

The more niche the less traffic you can get from keywords, and keywords might be expensive. You might want to look outside of the App Store with content marketing and SEO for example. 

13:40
💎 #
3

If you have an app going after a big market like learning languages you should focus on conversion rate optimization to rank best for high competitive keywords. 

14:29
💎 #
4

Define your ASO meta framework to know where your app is getting downloads from. Having different sizes for different sources (organic search, paid web, etc.) helps you quickly grasp where there are opportunities. 

27:00
💎 #
5

If iOS search is important and mostly on brand terms, then add brand terms to store assets. 

27:27
💎 #
6

On Android if Google Ads are an important source of traffic, look at your best-performing ad creatives and make sure your store assets match. 

28:10
💎 #
7

Think of your store as one step of a larger funnel. This means the user intent and the exposure to your product is different depending on the channel, so you need to adapt to your channel mix. 

38:44
💎 #
8

You have to connect Apple Search Ads with your MMP to understand LTV per keyword and reflect it in your store listing and keyword strategy.  

42:20
💎 #
9

You can use Google Experiments to A/B test conversion hypothesis lower down the funnel before leveraging it for your UA campaigns. 

45:05
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💎 #
1

If you are starting up, you should target longer-tail keywords. When you are more established you can go after the most relevant and high-volume/competitive keywords. 

08:29
💎 #
2

The more niche the less traffic you can get from keywords, and keywords might be expensive. You might want to look outside of the App Store with content marketing and SEO for example. 

13:40
💎 #
3

If you have an app going after a big market like learning languages you should focus on conversion rate optimization to rank best for high competitive keywords. 

14:29
💎 #
4

Define your ASO meta framework to know where your app is getting downloads from. Having different sizes for different sources (organic search, paid web, etc.) helps you quickly grasp where there are opportunities. 

27:00
💎 #
5

If iOS search is important and mostly on brand terms, then add brand terms to store assets. 

27:27
💎 #
6

On Android if Google Ads are an important source of traffic, look at your best-performing ad creatives and make sure your store assets match. 

28:10
💎 #
7

Think of your store as one step of a larger funnel. This means the user intent and the exposure to your product is different depending on the channel, so you need to adapt to your channel mix. 

38:44
💎 #
8

You have to connect Apple Search Ads with your MMP to understand LTV per keyword and reflect it in your store listing and keyword strategy.  

42:20
💎 #
9

You can use Google Experiments to A/B test conversion hypothesis lower down the funnel before leveraging it for your UA campaigns. 

45:05
The access to discussions on each resource is only available to premium members.

Growth Gems members discuss resources and their key insights (as well as other mobile growth topics) in the community. It's the perfect way to dig deeper, ask questions and get additional perspectives.
Upgrade to premium to:
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  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
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Growth Gems members discuss resources and their key insights (as well as other mobile growth topics) in the community. It's the perfect way to dig deeper, ask questions and get additional perspectives.
Become a member to:
  • Unlock access to gems from over 130 mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Request Access

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

1. Positioning & Competition

Your starting position (app/startup stage) defines what should be your priorities and your ASO strategy.

Examples of how where you are affects your ASO Strategy

[💎@08:29] If you are starting up, you should target longer-tail keywords. When you are more established you can go after the most relevant and high-volume/competitive keywords.


Another factor that defines your ASO strategy is how strong the user intent is when looking for your app.


The size of your potential audience and your app's appeal also defines your challenges and opportunities when it comes to ASO.

[💎@13:40] The more niche the less traffic you can get from keywords, and keywords might be expensive. You might want to look outside of the App Store with content marketing and SEO for example.

[💎@14:29] If you have an app going after a big market like learning languages you should focus on conversion rate optimization to rank best for high competitive keywords.


When looking at localization to touch new markets, look at volume of users, ARPU and if your competitors are active or not in that market.


Examples of how this can all come together:


Localization doesn't mean only translation, it's also adapting the content. Go the extra mile to be relevant for the audience, especially in Asian markets.


Q&A

  • Best tactics to find competitors' keywords?
  • Look into tools allowing to monitor how apps are updating and how their rankings evolve over time. But it's not just about going after competitors, especially if you are not strong: think about where else you can find opportunities.


2. Brand Power & Traffic Source

Well-known brands have a big advantage over other apps: history, brand recognition, audience trust, etc.


[💎@27:00] Define your ASO meta framework to know where your app is getting downloads from. Having different sizes for different sources (organic search, paid web, etc.) helps you quickly grasp where there are opportunities.


[💎@27:27] If iOS search is important and mostly on brand terms, then add brand terms to store assets.


[💎@28:10] On Android if Google Ads are an important source of traffic, look at your best-performing ad creatives and make sure your store assets match.


Increasing search traffic even when there is competition:

  • Focus on generic, less popular long-tail keywords rather than competitor names
  • Expand in new markets (Tier 2/3) and fully localized


Increasing browse traffic:

  • Improve conversion rate via graphic assets
  • Get featured
  • Increase rank in top charts
  • Implement correct categories & tags
  • Similar apps


How big brands use client trust in their visual assets

How smaller brands can do it

Adding testimonials increased the conversion rate by 13%

And a refresh using Trustpilot


You need to analyze all traffic sources (browse, search, referrers) separately.


3. User Acquisition and Ad creatives

To make UA and ASO work together you can either start from the ads (established business) or from ASO (new apps).


STARTING FROM ADS

[💎@38:44] Think of your store as one step of a larger funnel. This means the user intent and the exposure to your product is different depending on the channel, so you need to adapt to your channel mix.


You want to connect and have consistency video ad → store listing → onboarding.


[💎@42:20] You have to connect Apple Search Ads with your MMP to understand LTV per keyword and reflect it in your store listing and keyword strategy.


STARTING FROM ASO

Successful CRO experiments bring you additional organic installs but also lower the CPI of ad campaigns.


[💎@45:05]  You can use Google Experiments to A/B test conversion hypothesis lower down the funnel before leveraging it for your UA campaigns.




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

1. Positioning & Competition

Your starting position (app/startup stage) defines what should be your priorities and your ASO strategy.

Examples of how where you are affects your ASO Strategy

[💎@08:29] If you are starting up, you should target longer-tail keywords. When you are more established you can go after the most relevant and high-volume/competitive keywords.


Another factor that defines your ASO strategy is how strong the user intent is when looking for your app.


The size of your potential audience and your app's appeal also defines your challenges and opportunities when it comes to ASO.

[💎@13:40] The more niche the less traffic you can get from keywords, and keywords might be expensive. You might want to look outside of the App Store with content marketing and SEO for example.

[💎@14:29] If you have an app going after a big market like learning languages you should focus on conversion rate optimization to rank best for high competitive keywords.


When looking at localization to touch new markets, look at volume of users, ARPU and if your competitors are active or not in that market.


Examples of how this can all come together:


Localization doesn't mean only translation, it's also adapting the content. Go the extra mile to be relevant for the audience, especially in Asian markets.


Q&A

  • Best tactics to find competitors' keywords?
  • Look into tools allowing to monitor how apps are updating and how their rankings evolve over time. But it's not just about going after competitors, especially if you are not strong: think about where else you can find opportunities.


2. Brand Power & Traffic Source

Well-known brands have a big advantage over other apps: history, brand recognition, audience trust, etc.


[💎@27:00] Define your ASO meta framework to know where your app is getting downloads from. Having different sizes for different sources (organic search, paid web, etc.) helps you quickly grasp where there are opportunities.


[💎@27:27] If iOS search is important and mostly on brand terms, then add brand terms to store assets.


[💎@28:10] On Android if Google Ads are an important source of traffic, look at your best-performing ad creatives and make sure your store assets match.


Increasing search traffic even when there is competition:

  • Focus on generic, less popular long-tail keywords rather than competitor names
  • Expand in new markets (Tier 2/3) and fully localized


Increasing browse traffic:

  • Improve conversion rate via graphic assets
  • Get featured
  • Increase rank in top charts
  • Implement correct categories & tags
  • Similar apps


How big brands use client trust in their visual assets

How smaller brands can do it

Adding testimonials increased the conversion rate by 13%

And a refresh using Trustpilot


You need to analyze all traffic sources (browse, search, referrers) separately.


3. User Acquisition and Ad creatives

To make UA and ASO work together you can either start from the ads (established business) or from ASO (new apps).


STARTING FROM ADS

[💎@38:44] Think of your store as one step of a larger funnel. This means the user intent and the exposure to your product is different depending on the channel, so you need to adapt to your channel mix.


You want to connect and have consistency video ad → store listing → onboarding.


[💎@42:20] You have to connect Apple Search Ads with your MMP to understand LTV per keyword and reflect it in your store listing and keyword strategy.


STARTING FROM ASO

Successful CRO experiments bring you additional organic installs but also lower the CPI of ad campaigns.


[💎@45:05]  You can use Google Experiments to A/B test conversion hypothesis lower down the funnel before leveraging it for your UA campaigns.




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 ↙
Request Access

1. Positioning & Competition

Your starting position (app/startup stage) defines what should be your priorities and your ASO strategy.

Examples of how where you are affects your ASO Strategy

[💎@08:29] If you are starting up, you should target longer-tail keywords. When you are more established you can go after the most relevant and high-volume/competitive keywords.


Another factor that defines your ASO strategy is how strong the user intent is when looking for your app.


The size of your potential audience and your app's appeal also defines your challenges and opportunities when it comes to ASO.

[💎@13:40] The more niche the less traffic you can get from keywords, and keywords might be expensive. You might want to look outside of the App Store with content marketing and SEO for example.

[💎@14:29] If you have an app going after a big market like learning languages you should focus on conversion rate optimization to rank best for high competitive keywords.


When looking at localization to touch new markets, look at volume of users, ARPU and if your competitors are active or not in that market.


Examples of how this can all come together:


Localization doesn't mean only translation, it's also adapting the content. Go the extra mile to be relevant for the audience, especially in Asian markets.


Q&A

  • Best tactics to find competitors' keywords?
  • Look into tools allowing to monitor how apps are updating and how their rankings evolve over time. But it's not just about going after competitors, especially if you are not strong: think about where else you can find opportunities.


2. Brand Power & Traffic Source

Well-known brands have a big advantage over other apps: history, brand recognition, audience trust, etc.


[💎@27:00] Define your ASO meta framework to know where your app is getting downloads from. Having different sizes for different sources (organic search, paid web, etc.) helps you quickly grasp where there are opportunities.


[💎@27:27] If iOS search is important and mostly on brand terms, then add brand terms to store assets.


[💎@28:10] On Android if Google Ads are an important source of traffic, look at your best-performing ad creatives and make sure your store assets match.


Increasing search traffic even when there is competition:

  • Focus on generic, less popular long-tail keywords rather than competitor names
  • Expand in new markets (Tier 2/3) and fully localized


Increasing browse traffic:

  • Improve conversion rate via graphic assets
  • Get featured
  • Increase rank in top charts
  • Implement correct categories & tags
  • Similar apps


How big brands use client trust in their visual assets

How smaller brands can do it

Adding testimonials increased the conversion rate by 13%

And a refresh using Trustpilot


You need to analyze all traffic sources (browse, search, referrers) separately.


3. User Acquisition and Ad creatives

To make UA and ASO work together you can either start from the ads (established business) or from ASO (new apps).


STARTING FROM ADS

[💎@38:44] Think of your store as one step of a larger funnel. This means the user intent and the exposure to your product is different depending on the channel, so you need to adapt to your channel mix.


You want to connect and have consistency video ad → store listing → onboarding.


[💎@42:20] You have to connect Apple Search Ads with your MMP to understand LTV per keyword and reflect it in your store listing and keyword strategy.


STARTING FROM ASO

Successful CRO experiments bring you additional organic installs but also lower the CPI of ad campaigns.


[💎@45:05]  You can use Google Experiments to A/B test conversion hypothesis lower down the funnel before leveraging it for your UA campaigns.