New ASO Strategies for the NEW App Store

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11

David Bell (CEO at Gummicube) talks at the App Promotion Summit USA 2021 about the recent (and important) changes announced by both Apple and Google and how to approach them.

Source:
New ASO Strategies for the NEW App Store
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Webinar
Publication date:
June 22, 2021
Added to the Vault on:
June 27, 2021
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💎 #
1

The App Store and Google Play Store are digital eCommerce platforms and in eCommerce search, the long tail is much more important. The introduction of search suggestions in the App Store is going to drive new behaviors, making long tail more important.

03:08
💎 #
2

You may get different results when you’re doing a direct search vs. using a search suggestion, most likely based on what Apple’s algo thinks is the best result. Example: “jobs online” vs. “job” then tap the “online” suggestion. FYI in language learning it looks very much the same.

03:28
💎 #
3

The Search Ads placements are not going to always be valuable. A few times where you can consider it: when Apple is featuring similar themes in “discover” keywords, when your app is seasonally relevant (and only in this window) and if brand initiatives (e.g. offline marketing) drive your search terms into discover.

04:44
💎 #
4

With In-App Events, new metadata is going to be included in the stores. An assumption is that the event names will qualify as keywords (i.e. indexable) and the descriptions will only be used to understand relevance to keywords and for the ASA relevance score (like the standard description).

05:44
💎 #
5

The introduction of in-app events and the re-engagement analytics (re-downloads in App Analytics) are an indication that in the longer term Apple wants to provide more methods of re-engagement inside the stores and even more customized experiences for existing users.

07:56
💎 #
6

App Analytics will now provide a pre-order dashboard, making pre-order marketing more measurable.

08:52
💎 #
7

The Primary Store Listing Page can be A/B tested, but custom product pages do not appear to have A/B testing available. You might need to get learnings on your organic listing and then adapt your custom product pages.

12:40
💎 #
8

A/B tests variants on your organic listing and observe the conversion rates separately per source (search, app referrer, web referrer), then use the winners for each source (or at least the learnings) in the campaign specific pages (custom product pages). Details below.

13:25
💎 #
9

There is a relationship between singular and plural for a specific keyword. You will most likely rank for both if you only use one version (i.e. either singular or plural) but you’ll most likely rank lower for the other. If both singular and plural are really important to you, you should target both.

23:46
💎 #
10

When you look at long tail keywords, you want to measure before and after: growth in impressions coming from search (subtracting ASA or Google Ads data) and conversion rate.

25:45
💎 #
11

Long tail is not a game of targeting one keyword over another. It’s a game of having a cadence where you’re updating your app and shifting your metadata regularly to allow Apple/Google to experiment with your app on different terms. Over time, you will rank for more keywords if they’re relevant and if you have a good conversion rate.

27:17
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💎 #
1

The App Store and Google Play Store are digital eCommerce platforms and in eCommerce search, the long tail is much more important. The introduction of search suggestions in the App Store is going to drive new behaviors, making long tail more important.

03:08
💎 #
2

You may get different results when you’re doing a direct search vs. using a search suggestion, most likely based on what Apple’s algo thinks is the best result. Example: “jobs online” vs. “job” then tap the “online” suggestion. FYI in language learning it looks very much the same.

03:28
💎 #
3

The Search Ads placements are not going to always be valuable. A few times where you can consider it: when Apple is featuring similar themes in “discover” keywords, when your app is seasonally relevant (and only in this window) and if brand initiatives (e.g. offline marketing) drive your search terms into discover.

04:44
💎 #
4

With In-App Events, new metadata is going to be included in the stores. An assumption is that the event names will qualify as keywords (i.e. indexable) and the descriptions will only be used to understand relevance to keywords and for the ASA relevance score (like the standard description).

05:44
💎 #
5

The introduction of in-app events and the re-engagement analytics (re-downloads in App Analytics) are an indication that in the longer term Apple wants to provide more methods of re-engagement inside the stores and even more customized experiences for existing users.

07:56
💎 #
6

App Analytics will now provide a pre-order dashboard, making pre-order marketing more measurable.

08:52
💎 #
7

The Primary Store Listing Page can be A/B tested, but custom product pages do not appear to have A/B testing available. You might need to get learnings on your organic listing and then adapt your custom product pages.

12:40
💎 #
8

A/B tests variants on your organic listing and observe the conversion rates separately per source (search, app referrer, web referrer), then use the winners for each source (or at least the learnings) in the campaign specific pages (custom product pages). Details below.

13:25
💎 #
9

There is a relationship between singular and plural for a specific keyword. You will most likely rank for both if you only use one version (i.e. either singular or plural) but you’ll most likely rank lower for the other. If both singular and plural are really important to you, you should target both.

23:46
💎 #
10

When you look at long tail keywords, you want to measure before and after: growth in impressions coming from search (subtracting ASA or Google Ads data) and conversion rate.

25:45
💎 #
11

Long tail is not a game of targeting one keyword over another. It’s a game of having a cadence where you’re updating your app and shifting your metadata regularly to allow Apple/Google to experiment with your app on different terms. Over time, you will rank for more keywords if they’re relevant and if you have a good conversion rate.

27:17
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💎 #
1

The App Store and Google Play Store are digital eCommerce platforms and in eCommerce search, the long tail is much more important. The introduction of search suggestions in the App Store is going to drive new behaviors, making long tail more important.

03:08
💎 #
2

You may get different results when you’re doing a direct search vs. using a search suggestion, most likely based on what Apple’s algo thinks is the best result. Example: “jobs online” vs. “job” then tap the “online” suggestion. FYI in language learning it looks very much the same.

03:28
💎 #
3

The Search Ads placements are not going to always be valuable. A few times where you can consider it: when Apple is featuring similar themes in “discover” keywords, when your app is seasonally relevant (and only in this window) and if brand initiatives (e.g. offline marketing) drive your search terms into discover.

04:44
💎 #
4

With In-App Events, new metadata is going to be included in the stores. An assumption is that the event names will qualify as keywords (i.e. indexable) and the descriptions will only be used to understand relevance to keywords and for the ASA relevance score (like the standard description).

05:44
💎 #
5

The introduction of in-app events and the re-engagement analytics (re-downloads in App Analytics) are an indication that in the longer term Apple wants to provide more methods of re-engagement inside the stores and even more customized experiences for existing users.

07:56
💎 #
6

App Analytics will now provide a pre-order dashboard, making pre-order marketing more measurable.

08:52
💎 #
7

The Primary Store Listing Page can be A/B tested, but custom product pages do not appear to have A/B testing available. You might need to get learnings on your organic listing and then adapt your custom product pages.

12:40
💎 #
8

A/B tests variants on your organic listing and observe the conversion rates separately per source (search, app referrer, web referrer), then use the winners for each source (or at least the learnings) in the campaign specific pages (custom product pages). Details below.

13:25
💎 #
9

There is a relationship between singular and plural for a specific keyword. You will most likely rank for both if you only use one version (i.e. either singular or plural) but you’ll most likely rank lower for the other. If both singular and plural are really important to you, you should target both.

23:46
💎 #
10

When you look at long tail keywords, you want to measure before and after: growth in impressions coming from search (subtracting ASA or Google Ads data) and conversion rate.

25:45
💎 #
11

Long tail is not a game of targeting one keyword over another. It’s a game of having a cadence where you’re updating your app and shifting your metadata regularly to allow Apple/Google to experiment with your app on different terms. Over time, you will rank for more keywords if they’re relevant and if you have a good conversion rate.

27:17
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Notes for this resource are currently being transferred and will be available soon.

Search suggestions

[💎@03:08] The App Store and Google Play Store are digital eCommerce platforms and in eCommerce search, the long tail is much more important. The introduction of search suggestions in the App Store is going to drive new behaviors, making long tail more important.

[💎@03:28] You may get different results when you’re doing a direct search vs. using a search suggestion, most likely based on what Apple’s algo thinks is the best result. Example: “jobs online” vs. “job” then tap the “online” suggestion. FYI in language learning it looks very much the same.

Search Ads Placements

[💎@04:44] The Search Ads placements are not going to always be valuable. A few times where you can consider it: when Apple is featuring similar themes in “discover” keywords, when your app is seasonally relevant (and only in this window) and if brand initiatives (e.g. offline marketing) drive your search terms into discover.

In-App Events

[💎@05:44] With In-App Events, new metadata is going to be included in the stores. An assumption is that the event names will qualify as keywords (i.e. indexable) and the descriptions will only be used to understand relevance to keywords and for the ASA relevance score (like the standard description).

Apple is leveraging in-app events as a re-engagement mechanic.

[💎@07:56] The introduction of in-app events and the re-engagement analytics (re-downloads in App Analytics) are an indication that in the longer term Apple wants to provide more methods of re-engagement inside the stores and even more customized experiences for existing users.

Other App Analytics insights

[💎@08:52] App Analytics will now provide a pre-order dashboard, making pre-order marketing more measurable.

A/B Testing

Paid and organic traffic are not the same: user behaviours are different.

  


[💎@12:40] The Primary Store Listing Page can be A/B tested, but custom product pages do not appear to have A/B testing available. You might need to get learnings on your organic listing and then adapt your custom product pages.

[💎@13:25] A/B tests variants on your organic listing and observe the conversion rates separately per source (search, app referrer, web referrer), then use the winners for each source (or at least the learnings) in the campaign specific pages (custom product pages). Details below.

Additional takeaways

Note: I was not able to find where in the guidelines Apple mentions marketing assets outside of the store.

Google Play Store changes


“It looks like the changes are headed in a direction that will help Apple keep the data in its own ecosystem”

Q&A

How to find out the volume of downloads per keyword?

Tools give you only estimates, based on “spreading” (using search volume) your overall downloads over the keywords you added to your list. This assumes that you have listed ALL the keywords you rank for, which is a flawed assumption.

It’s more accurate to look at the impact in aggregate of the changes you make.


Singular vs. plural keywords (e.g. sport, sports)?

[💎@23:46] There is a relationship between singular and plural for a specific keyword. You will most likely rank for both if you only use one version (i.e. either singular or plural) but you’ll most likely rank lower for the other. If both singular and plural are really important to you, you should target both.


How to measure effectiveness of long tail keywords?

[💎@25:45] When you look at long tail keywords, you want to measure before and after: growth in impressions coming from search (subtracting ASA or Google Ads data) and conversion rate.


[💎@27:17] Long tail is not a game of targeting one keyword over another. It’s a game of having a cadence where you’re updating your app and shifting your metadata regularly to allow Apple/Google to experiment with your app on different terms. Over time, you will rank for more keywords if they’re relevant and if you have a good conversion rate.


App Clips

David doesn’t believe App Clips help with optimization. Doesn’t have enough data to say yes or no.


Is Apple offering beta testing already for custom product pages?

They might have worked with a few developers but through Datacube they haven’t seen apps updating very often (and they work with big clients).


Deprioritizing the brand name and moving it out of the title

If you’re a startup, you might want to prioritize keywords in the title instead of your brand name and put the brand in the screenshots.

Avoid “Facebook disease” where you end up with an icon and title that only means something to you. It’s more important for users to understand what your app is about.


Videos vs. screenshots for the app

Video works better for apps where you need to portray interactions, or for entertainment. Experiment with your screenshots first.


Will the metadata of in-app events affect ASO?

That’s how they’re approaching it.


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

Search suggestions

[💎@03:08] The App Store and Google Play Store are digital eCommerce platforms and in eCommerce search, the long tail is much more important. The introduction of search suggestions in the App Store is going to drive new behaviors, making long tail more important.

[💎@03:28] You may get different results when you’re doing a direct search vs. using a search suggestion, most likely based on what Apple’s algo thinks is the best result. Example: “jobs online” vs. “job” then tap the “online” suggestion. FYI in language learning it looks very much the same.

Search Ads Placements

[💎@04:44] The Search Ads placements are not going to always be valuable. A few times where you can consider it: when Apple is featuring similar themes in “discover” keywords, when your app is seasonally relevant (and only in this window) and if brand initiatives (e.g. offline marketing) drive your search terms into discover.

In-App Events

[💎@05:44] With In-App Events, new metadata is going to be included in the stores. An assumption is that the event names will qualify as keywords (i.e. indexable) and the descriptions will only be used to understand relevance to keywords and for the ASA relevance score (like the standard description).

Apple is leveraging in-app events as a re-engagement mechanic.

[💎@07:56] The introduction of in-app events and the re-engagement analytics (re-downloads in App Analytics) are an indication that in the longer term Apple wants to provide more methods of re-engagement inside the stores and even more customized experiences for existing users.

Other App Analytics insights

[💎@08:52] App Analytics will now provide a pre-order dashboard, making pre-order marketing more measurable.

A/B Testing

Paid and organic traffic are not the same: user behaviours are different.

  


[💎@12:40] The Primary Store Listing Page can be A/B tested, but custom product pages do not appear to have A/B testing available. You might need to get learnings on your organic listing and then adapt your custom product pages.

[💎@13:25] A/B tests variants on your organic listing and observe the conversion rates separately per source (search, app referrer, web referrer), then use the winners for each source (or at least the learnings) in the campaign specific pages (custom product pages). Details below.

Additional takeaways

Note: I was not able to find where in the guidelines Apple mentions marketing assets outside of the store.

Google Play Store changes


“It looks like the changes are headed in a direction that will help Apple keep the data in its own ecosystem”

Q&A

How to find out the volume of downloads per keyword?

Tools give you only estimates, based on “spreading” (using search volume) your overall downloads over the keywords you added to your list. This assumes that you have listed ALL the keywords you rank for, which is a flawed assumption.

It’s more accurate to look at the impact in aggregate of the changes you make.


Singular vs. plural keywords (e.g. sport, sports)?

[💎@23:46] There is a relationship between singular and plural for a specific keyword. You will most likely rank for both if you only use one version (i.e. either singular or plural) but you’ll most likely rank lower for the other. If both singular and plural are really important to you, you should target both.


How to measure effectiveness of long tail keywords?

[💎@25:45] When you look at long tail keywords, you want to measure before and after: growth in impressions coming from search (subtracting ASA or Google Ads data) and conversion rate.


[💎@27:17] Long tail is not a game of targeting one keyword over another. It’s a game of having a cadence where you’re updating your app and shifting your metadata regularly to allow Apple/Google to experiment with your app on different terms. Over time, you will rank for more keywords if they’re relevant and if you have a good conversion rate.


App Clips

David doesn’t believe App Clips help with optimization. Doesn’t have enough data to say yes or no.


Is Apple offering beta testing already for custom product pages?

They might have worked with a few developers but through Datacube they haven’t seen apps updating very often (and they work with big clients).


Deprioritizing the brand name and moving it out of the title

If you’re a startup, you might want to prioritize keywords in the title instead of your brand name and put the brand in the screenshots.

Avoid “Facebook disease” where you end up with an icon and title that only means something to you. It’s more important for users to understand what your app is about.


Videos vs. screenshots for the app

Video works better for apps where you need to portray interactions, or for entertainment. Experiment with your screenshots first.


Will the metadata of in-app events affect ASO?

That’s how they’re approaching it.


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

Search suggestions

[💎@03:08] The App Store and Google Play Store are digital eCommerce platforms and in eCommerce search, the long tail is much more important. The introduction of search suggestions in the App Store is going to drive new behaviors, making long tail more important.

[💎@03:28] You may get different results when you’re doing a direct search vs. using a search suggestion, most likely based on what Apple’s algo thinks is the best result. Example: “jobs online” vs. “job” then tap the “online” suggestion. FYI in language learning it looks very much the same.

Search Ads Placements

[💎@04:44] The Search Ads placements are not going to always be valuable. A few times where you can consider it: when Apple is featuring similar themes in “discover” keywords, when your app is seasonally relevant (and only in this window) and if brand initiatives (e.g. offline marketing) drive your search terms into discover.

In-App Events

[💎@05:44] With In-App Events, new metadata is going to be included in the stores. An assumption is that the event names will qualify as keywords (i.e. indexable) and the descriptions will only be used to understand relevance to keywords and for the ASA relevance score (like the standard description).

Apple is leveraging in-app events as a re-engagement mechanic.

[💎@07:56] The introduction of in-app events and the re-engagement analytics (re-downloads in App Analytics) are an indication that in the longer term Apple wants to provide more methods of re-engagement inside the stores and even more customized experiences for existing users.

Other App Analytics insights

[💎@08:52] App Analytics will now provide a pre-order dashboard, making pre-order marketing more measurable.

A/B Testing

Paid and organic traffic are not the same: user behaviours are different.

  


[💎@12:40] The Primary Store Listing Page can be A/B tested, but custom product pages do not appear to have A/B testing available. You might need to get learnings on your organic listing and then adapt your custom product pages.

[💎@13:25] A/B tests variants on your organic listing and observe the conversion rates separately per source (search, app referrer, web referrer), then use the winners for each source (or at least the learnings) in the campaign specific pages (custom product pages). Details below.

Additional takeaways

Note: I was not able to find where in the guidelines Apple mentions marketing assets outside of the store.

Google Play Store changes


“It looks like the changes are headed in a direction that will help Apple keep the data in its own ecosystem”

Q&A

How to find out the volume of downloads per keyword?

Tools give you only estimates, based on “spreading” (using search volume) your overall downloads over the keywords you added to your list. This assumes that you have listed ALL the keywords you rank for, which is a flawed assumption.

It’s more accurate to look at the impact in aggregate of the changes you make.


Singular vs. plural keywords (e.g. sport, sports)?

[💎@23:46] There is a relationship between singular and plural for a specific keyword. You will most likely rank for both if you only use one version (i.e. either singular or plural) but you’ll most likely rank lower for the other. If both singular and plural are really important to you, you should target both.


How to measure effectiveness of long tail keywords?

[💎@25:45] When you look at long tail keywords, you want to measure before and after: growth in impressions coming from search (subtracting ASA or Google Ads data) and conversion rate.


[💎@27:17] Long tail is not a game of targeting one keyword over another. It’s a game of having a cadence where you’re updating your app and shifting your metadata regularly to allow Apple/Google to experiment with your app on different terms. Over time, you will rank for more keywords if they’re relevant and if you have a good conversion rate.


App Clips

David doesn’t believe App Clips help with optimization. Doesn’t have enough data to say yes or no.


Is Apple offering beta testing already for custom product pages?

They might have worked with a few developers but through Datacube they haven’t seen apps updating very often (and they work with big clients).


Deprioritizing the brand name and moving it out of the title

If you’re a startup, you might want to prioritize keywords in the title instead of your brand name and put the brand in the screenshots.

Avoid “Facebook disease” where you end up with an icon and title that only means something to you. It’s more important for users to understand what your app is about.


Videos vs. screenshots for the app

Video works better for apps where you need to portray interactions, or for entertainment. Experiment with your screenshots first.


Will the metadata of in-app events affect ASO?

That’s how they’re approaching it.