David Llewellyn (Marketing Director EMEA at AppsFlyer - MMP), Maryia Filimanchuk (Lead Marketing Manager at Apalon - App Publisher), Quoc Anh Luong (Mobile Marketing Manager at OMIO - Ground Transportation Specialist App) and Thomas Petit (Mobile Growth Expert) discuss how ASA and ASO impact each other and can be leveraged for an app.
Apple Search Ads can inform ASO on the keyword side and the conversion side. On the keyword side it opens a black box. 2 big use cases: - Monitoring the volume of search over time - Quality, the most important one (thanks to post-install data at the keyword level)
The analysis of the cohorts informs ASO choices: space is limited so your prioritize based on post-install Apple Search Ads data.
ASA gives data and ASO practitioners should check the conversion of the keywords they pay for to build hypothesis and inform what to test next in ASO.
If a keyword is important for you and you notice better conversion on screenshots through Creative Sets you can deploy it for your organic results as well.
Don't let competitors bid for high ranking keywords (even if #1): still use ASA as a defense to make sure that they get all the installs possible, even if it means it cannibalizes their organic installs.
Stopping ASA bids on #1 organic keywords does not prove to be a good strategy. It is not a zero-sum game and it's better to push competitors below the fold and always bids on these keywords.
One of the most common mistakes when creating ASA ad groups is mixing search match and broad match strategy. Only use broad and search match in your discovery campaign.
If you're bidding high on a competitive keyword without getting results, promoting it to the app title or subtitle is an option but you can also use the keyword directly on a screenshot and represent it visually.
Apple Search Ads can inform ASO on the keyword side and the conversion side. On the keyword side it opens a black box. 2 big use cases: - Monitoring the volume of search over time - Quality, the most important one (thanks to post-install data at the keyword level)
The analysis of the cohorts informs ASO choices: space is limited so your prioritize based on post-install Apple Search Ads data.
ASA gives data and ASO practitioners should check the conversion of the keywords they pay for to build hypothesis and inform what to test next in ASO.
If a keyword is important for you and you notice better conversion on screenshots through Creative Sets you can deploy it for your organic results as well.
Don't let competitors bid for high ranking keywords (even if #1): still use ASA as a defense to make sure that they get all the installs possible, even if it means it cannibalizes their organic installs.
Stopping ASA bids on #1 organic keywords does not prove to be a good strategy. It is not a zero-sum game and it's better to push competitors below the fold and always bids on these keywords.
One of the most common mistakes when creating ASA ad groups is mixing search match and broad match strategy. Only use broad and search match in your discovery campaign.
If you're bidding high on a competitive keyword without getting results, promoting it to the app title or subtitle is an option but you can also use the keyword directly on a screenshot and represent it visually.
Apple Search Ads can inform ASO on the keyword side and the conversion side. On the keyword side it opens a black box. 2 big use cases: - Monitoring the volume of search over time - Quality, the most important one (thanks to post-install data at the keyword level)
The analysis of the cohorts informs ASO choices: space is limited so your prioritize based on post-install Apple Search Ads data.
ASA gives data and ASO practitioners should check the conversion of the keywords they pay for to build hypothesis and inform what to test next in ASO.
If a keyword is important for you and you notice better conversion on screenshots through Creative Sets you can deploy it for your organic results as well.
Don't let competitors bid for high ranking keywords (even if #1): still use ASA as a defense to make sure that they get all the installs possible, even if it means it cannibalizes their organic installs.
Stopping ASA bids on #1 organic keywords does not prove to be a good strategy. It is not a zero-sum game and it's better to push competitors below the fold and always bids on these keywords.
One of the most common mistakes when creating ASA ad groups is mixing search match and broad match strategy. Only use broad and search match in your discovery campaign.
If you're bidding high on a competitive keyword without getting results, promoting it to the app title or subtitle is an option but you can also use the keyword directly on a screenshot and represent it visually.
Notes for this resource are currently being transferred and will be available soon.
[💎@06:00] Apple Search Ads can inform ASO on the keyword side and the conversion side. On the keyword side it opens a black box. 2 big use cases:
[💎@08:06] The analysis of the cohorts informs ASO choices: space is limited so your prioritize based on post-install Apple Search Ads data.
Quoc (OMIO)
Have created several keyword ad groups to see which keywords perform best and which markets are the most competitive. Less competition on the "ground transportation" keywords than "flights" keywords so that's where they push their brand. and also allows them to inform their lower competition keywords strategy.
Maryia (Apalon)
Not only about cohort and post-install data.
[💎@10:49] ASA gives data and ASO practitioners should check the conversion of the keywords they pay for to build hypothesis and inform what to test next in ASO.
Thomas
[💎@12:03] If a keyword is important for you and you notice better conversion on screenshots through Creative Sets you can deploy it for your organic results as well.
ASA is far from perfect. ASA is not delivering all the data you need for ASO but it is a great addition and something that you should use.
Quoc (OMIO)
App Store organic data not fully reliable. Data analysis team built a dashboard in Tableau so they can differentiate between organic and paid traffic.
Maryia (Apalon)
With Apple Search Ads and help from their data team they are able to track how specific keywords are performing in terms of ROI which was very eye-opening for some of the team.
Off-panel 💎 by @Thomasbcn "sometimes irrelevant kwd work well"
Thomas
Always puts disclaimers about the "interpretation" of the data. The metrics are defined very differently on ASA and ASO and it's hard to extrapolate. Keyword data is very insightful but the total data is hard to analyze (Apple combines everything in search).
From the ASO side it looks like it improved. Reconciliation when looking at organic vs. paid from App Store search is an input but should be treated carefully.
Quoc (OMIO)
[💎@19:05] Don't let competitors bid for high ranking keywords (even if #1): still use ASA as a defense to make sure that they get all the installs possible, even if it means it cannibalizes their organic installs.
Thomas
[💎@19:43] Stopping ASA bids on #1 organic keywords does not prove to be a good strategy. It is not a zero-sum game and it's better to push competitors below the fold and always bids on these keywords.
[💎@06:00] Apple Search Ads can inform ASO on the keyword side and the conversion side. On the keyword side it opens a black box. 2 big use cases:
[💎@08:06] The analysis of the cohorts informs ASO choices: space is limited so your prioritize based on post-install Apple Search Ads data.
Quoc (OMIO)
Have created several keyword ad groups to see which keywords perform best and which markets are the most competitive. Less competition on the "ground transportation" keywords than "flights" keywords so that's where they push their brand. and also allows them to inform their lower competition keywords strategy.
Maryia (Apalon)
Not only about cohort and post-install data.
[💎@10:49] ASA gives data and ASO practitioners should check the conversion of the keywords they pay for to build hypothesis and inform what to test next in ASO.
Thomas
[💎@12:03] If a keyword is important for you and you notice better conversion on screenshots through Creative Sets you can deploy it for your organic results as well.
ASA is far from perfect. ASA is not delivering all the data you need for ASO but it is a great addition and something that you should use.
Quoc (OMIO)
App Store organic data not fully reliable. Data analysis team built a dashboard in Tableau so they can differentiate between organic and paid traffic.
Maryia (Apalon)
With Apple Search Ads and help from their data team they are able to track how specific keywords are performing in terms of ROI which was very eye-opening for some of the team.
Off-panel 💎 by @Thomasbcn "sometimes irrelevant kwd work well"
Thomas
Always puts disclaimers about the "interpretation" of the data. The metrics are defined very differently on ASA and ASO and it's hard to extrapolate. Keyword data is very insightful but the total data is hard to analyze (Apple combines everything in search).
From the ASO side it looks like it improved. Reconciliation when looking at organic vs. paid from App Store search is an input but should be treated carefully.
Quoc (OMIO)
[💎@19:05] Don't let competitors bid for high ranking keywords (even if #1): still use ASA as a defense to make sure that they get all the installs possible, even if it means it cannibalizes their organic installs.
Thomas
[💎@19:43] Stopping ASA bids on #1 organic keywords does not prove to be a good strategy. It is not a zero-sum game and it's better to push competitors below the fold and always bids on these keywords.
[💎@06:00] Apple Search Ads can inform ASO on the keyword side and the conversion side. On the keyword side it opens a black box. 2 big use cases:
[💎@08:06] The analysis of the cohorts informs ASO choices: space is limited so your prioritize based on post-install Apple Search Ads data.
Quoc (OMIO)
Have created several keyword ad groups to see which keywords perform best and which markets are the most competitive. Less competition on the "ground transportation" keywords than "flights" keywords so that's where they push their brand. and also allows them to inform their lower competition keywords strategy.
Maryia (Apalon)
Not only about cohort and post-install data.
[💎@10:49] ASA gives data and ASO practitioners should check the conversion of the keywords they pay for to build hypothesis and inform what to test next in ASO.
Thomas
[💎@12:03] If a keyword is important for you and you notice better conversion on screenshots through Creative Sets you can deploy it for your organic results as well.
ASA is far from perfect. ASA is not delivering all the data you need for ASO but it is a great addition and something that you should use.
Quoc (OMIO)
App Store organic data not fully reliable. Data analysis team built a dashboard in Tableau so they can differentiate between organic and paid traffic.
Maryia (Apalon)
With Apple Search Ads and help from their data team they are able to track how specific keywords are performing in terms of ROI which was very eye-opening for some of the team.
Off-panel 💎 by @Thomasbcn "sometimes irrelevant kwd work well"
Thomas
Always puts disclaimers about the "interpretation" of the data. The metrics are defined very differently on ASA and ASO and it's hard to extrapolate. Keyword data is very insightful but the total data is hard to analyze (Apple combines everything in search).
From the ASO side it looks like it improved. Reconciliation when looking at organic vs. paid from App Store search is an input but should be treated carefully.
Quoc (OMIO)
[💎@19:05] Don't let competitors bid for high ranking keywords (even if #1): still use ASA as a defense to make sure that they get all the installs possible, even if it means it cannibalizes their organic installs.
Thomas
[💎@19:43] Stopping ASA bids on #1 organic keywords does not prove to be a good strategy. It is not a zero-sum game and it's better to push competitors below the fold and always bids on these keywords.
