How We Increased Our App Store Ranking and Decreased Our CPI

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App Store Optimization
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Paul McCallum (Director of Customer Acquisition at Babylon Health - on-demand doctor) covers how they increased their app store rankings and decreased their CPI using ASO techniques.

Source:
How We Increased Our App Store Ranking and Decreased Our CPI
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(direct link to watch/listen)
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Type:
Presentation
Publication date:
June 1, 2020
Added to the Vault on:
April 5, 2020
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💎 #
1

TheASO.co identified a lot of high volume keywords for which Babylon was not ranking organically (just buying ASA for them) and they then selected the top 10 to target. 

09:30
09:30
View gem in the Notes
💎 #
2

Whether for iOS or Android, they realized they did not have to be called "Babylon Health": reduced it to "Babylon" so they could target other keywords. It required a lot of sign off before name was considered "sacred" but it helped increase visibility. 

12:00
12:00
View gem in the Notes
💎 #
3

If you are running A/B tests on copy you should share them within the business because they could be tried on the web as well for example. 

29:05
29:05
View gem in the Notes
The gems from this resource are only available to premium members.
💎 #
1

TheASO.co identified a lot of high volume keywords for which Babylon was not ranking organically (just buying ASA for them) and they then selected the top 10 to target. 

09:30
09:30
💎 #
2

Whether for iOS or Android, they realized they did not have to be called "Babylon Health": reduced it to "Babylon" so they could target other keywords. It required a lot of sign off before name was considered "sacred" but it helped increase visibility. 

12:00
12:00
💎 #
3

If you are running A/B tests on copy you should share them within the business because they could be tried on the web as well for example. 

29:05
29:05
The gems from this resource are only available to premium members.

Gems are the key bite-size insights "mined" from a specific mobile marketing resource, like a webinar, a panel or a podcast.
They allow you to save time by grasping the most important information in a couple of minutes, and also each include the timestamp from the source.
‍
💎 #
1

TheASO.co identified a lot of high volume keywords for which Babylon was not ranking organically (just buying ASA for them) and they then selected the top 10 to target. 

09:30
09:30
💎 #
2

Whether for iOS or Android, they realized they did not have to be called "Babylon Health": reduced it to "Babylon" so they could target other keywords. It required a lot of sign off before name was considered "sacred" but it helped increase visibility. 

12:00
12:00
💎 #
3

If you are running A/B tests on copy you should share them within the business because they could be tried on the web as well for example. 

29:05
29:05
NOTESGemsDiscussion

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

Why ASO is important


Why a new approach?

  • Spend on Apple Search Ads was increasing each month while organic going down
  • CPI were also increasing (ASA but also blended CPIs)
  • Still not ranked in top 3 Medical iOS


Partnered with The ASO.co

  • Highlighted areas of opportunity
  • [💎@09:30] TheASO.co identified a lot of high volume keywords for which Babylon was not ranking organically (just buying ASA for them) and they then selected the top 10 to target.
  • Key factors that drive organic rankings on each platform


1. Started with how to gain visibility

They added keywords in:

App Store

  • Title
  • Subtitle
  • Declared keywords

Google Play

  • Title
  • Short description
  • Long description


[💎@12:00] Whether for iOS or Android, they realized they did not have to be called "Babylon Health": reduced it to "Babylon" so they could target other keywords. It required a lot of sign off before name was considered "sacred" but it helped increase visibility.


Results post-ASO


2. Moved to creatives (look and feel)


  • Icon/logo tests did not change anything
  • Tested horizontal vs. vertical screenshots (initial vertical worked better).
  • Changed colors, etc.


Results

This process (keywords then creatives) was 6-8 weeks.

ASA spend decreased (we can assume this is happening with download target staying the same)

Organic installs went way back up

They also secured a top 3 spot each month in iOS Charts.


Q&A

  • Time to see the impact: 4-6 weeks to make the changes but then seeing the results within a month. You should see results within 3 months.
  • Revise keywords every 4 to 6 weeks now and always looking at if they should amend (e.g. covid-19). TheASO helps them identify what should be tested.
  • Change app titles every 4 to 6 weeks.
  • Seasonality is a factor when spending (January-February pick season). So the months shown on the charts  help make things look great, that said he later shared that spend is more efficient when looking at YoY as well.
  • [💎@29:05] If you are running A/B tests on copy you should share them within the business because they could be tried on the web as well for example.
  • Update the app every two weeks but don't always change keywords/graphics. Right now with covid frequency is higher.
  • App is a subscription model but also pay as you go.



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

Why ASO is important


Why a new approach?

  • Spend on Apple Search Ads was increasing each month while organic going down
  • CPI were also increasing (ASA but also blended CPIs)
  • Still not ranked in top 3 Medical iOS


Partnered with The ASO.co

  • Highlighted areas of opportunity
  • [💎@09:30] TheASO.co identified a lot of high volume keywords for which Babylon was not ranking organically (just buying ASA for them) and they then selected the top 10 to target.
  • Key factors that drive organic rankings on each platform


1. Started with how to gain visibility

They added keywords in:

App Store

  • Title
  • Subtitle
  • Declared keywords

Google Play

  • Title
  • Short description
  • Long description


[💎@12:00] Whether for iOS or Android, they realized they did not have to be called "Babylon Health": reduced it to "Babylon" so they could target other keywords. It required a lot of sign off before name was considered "sacred" but it helped increase visibility.


Results post-ASO


2. Moved to creatives (look and feel)


  • Icon/logo tests did not change anything
  • Tested horizontal vs. vertical screenshots (initial vertical worked better).
  • Changed colors, etc.


Results

This process (keywords then creatives) was 6-8 weeks.

ASA spend decreased (we can assume this is happening with download target staying the same)

Organic installs went way back up

They also secured a top 3 spot each month in iOS Charts.


Q&A

  • Time to see the impact: 4-6 weeks to make the changes but then seeing the results within a month. You should see results within 3 months.
  • Revise keywords every 4 to 6 weeks now and always looking at if they should amend (e.g. covid-19). TheASO helps them identify what should be tested.
  • Change app titles every 4 to 6 weeks.
  • Seasonality is a factor when spending (January-February pick season). So the months shown on the charts  help make things look great, that said he later shared that spend is more efficient when looking at YoY as well.
  • [💎@29:05] If you are running A/B tests on copy you should share them within the business because they could be tried on the web as well for example.
  • Update the app every two weeks but don't always change keywords/graphics. Right now with covid frequency is higher.
  • App is a subscription model but also pay as you go.



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

Why ASO is important


Why a new approach?

  • Spend on Apple Search Ads was increasing each month while organic going down
  • CPI were also increasing (ASA but also blended CPIs)
  • Still not ranked in top 3 Medical iOS


Partnered with The ASO.co

  • Highlighted areas of opportunity
  • [💎@09:30] TheASO.co identified a lot of high volume keywords for which Babylon was not ranking organically (just buying ASA for them) and they then selected the top 10 to target.
  • Key factors that drive organic rankings on each platform


1. Started with how to gain visibility

They added keywords in:

App Store

  • Title
  • Subtitle
  • Declared keywords

Google Play

  • Title
  • Short description
  • Long description


[💎@12:00] Whether for iOS or Android, they realized they did not have to be called "Babylon Health": reduced it to "Babylon" so they could target other keywords. It required a lot of sign off before name was considered "sacred" but it helped increase visibility.


Results post-ASO


2. Moved to creatives (look and feel)


  • Icon/logo tests did not change anything
  • Tested horizontal vs. vertical screenshots (initial vertical worked better).
  • Changed colors, etc.


Results

This process (keywords then creatives) was 6-8 weeks.

ASA spend decreased (we can assume this is happening with download target staying the same)

Organic installs went way back up

They also secured a top 3 spot each month in iOS Charts.


Q&A

  • Time to see the impact: 4-6 weeks to make the changes but then seeing the results within a month. You should see results within 3 months.
  • Revise keywords every 4 to 6 weeks now and always looking at if they should amend (e.g. covid-19). TheASO helps them identify what should be tested.
  • Change app titles every 4 to 6 weeks.
  • Seasonality is a factor when spending (January-February pick season). So the months shown on the charts  help make things look great, that said he later shared that spend is more efficient when looking at YoY as well.
  • [💎@29:05] If you are running A/B tests on copy you should share them within the business because they could be tried on the web as well for example.
  • Update the app every two weeks but don't always change keywords/graphics. Right now with covid frequency is higher.
  • App is a subscription model but also pay as you go.