Panel: Synergies between ASO & Apple Search Ads

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8

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.

Source:
Panel: Synergies between ASO & Apple Search Ads
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Panel
Publication date:
May 12, 2020
Added to the Vault on:
May 13, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

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) 

06:00
💎 #
2

The analysis of the cohorts informs ASO choices: space is limited so your prioritize based on post-install Apple Search Ads data. 

08:06
💎 #
3

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. 

10:49
💎 #
4

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. 

12:03
💎 #
5

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. 

19:05
💎 #
6

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. 

19:43
💎 #
7

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. 

26:35
💎 #
8

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. 

29:20
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Upgrade Your Plan
💎 #
1

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) 

06:00
💎 #
2

The analysis of the cohorts informs ASO choices: space is limited so your prioritize based on post-install Apple Search Ads data. 

08:06
💎 #
3

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. 

10:49
💎 #
4

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. 

12:03
💎 #
5

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. 

19:05
💎 #
6

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. 

19:43
💎 #
7

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. 

26:35
💎 #
8

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. 

29:20
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💎 #
1

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) 

06:00
💎 #
2

The analysis of the cohorts informs ASO choices: space is limited so your prioritize based on post-install Apple Search Ads data. 

08:06
💎 #
3

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. 

10:49
💎 #
4

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. 

12:03
💎 #
5

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. 

19:05
💎 #
6

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. 

19:43
💎 #
7

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. 

26:35
💎 #
8

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. 

29:20
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ASA & ASO

[💎@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:

  • Monitor the volume of search over time
  • Quality, the most important one to get post-install data at the keyword level (not provided by Apple otherwise)
  • Example: 8fit when they were bidding on "fitness" and "nutrition" and ASA uncovered that "workout" and "meal planner" performed better


[💎@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.


Reconciling data

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"

8fit-keywords.jpeg

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.


How do you adjust ASA bidding based on ASO rankings

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.


Using ASA insights to inform Google Play

  • Maryia: it's an insight but should not be systematic.
  • Thomas: same opinion. Same thing with transposing from one language to the other.
  • Quoc: can use the data as inspiration to test things.


Do we know for sure that those apps who invest more in ASA get favored by Apple's organic algorithms?

  • Thomas: calls for bullshit. Looked at organic rankings after increasing ASA budget greatly. The effect might be indirect from better keyword conversion or from spending and going up the ranks. It can happen or not.
  • Quoc: colleagues did case study with Apple. It showed that it helped downloads on certain keywords or get a heads up in new markets.


What are some common mistakes people make in doing ASA ad groups?

  • Thomas: [💎@26:35] 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.
  • Maryia: very high bids leading to blaming agency or ASO team. If you want to promote your app for a certain keyword it should be clear that this app is connected to that keyword (instant).
  • Thomas:[💎@29:20] If you're bidding high on a competitive keyword might 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.


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

ASA & ASO

[💎@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:

  • Monitor the volume of search over time
  • Quality, the most important one to get post-install data at the keyword level (not provided by Apple otherwise)
  • Example: 8fit when they were bidding on "fitness" and "nutrition" and ASA uncovered that "workout" and "meal planner" performed better


[💎@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.


Reconciling data

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"

8fit-keywords.jpeg

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.


How do you adjust ASA bidding based on ASO rankings

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.


Using ASA insights to inform Google Play

  • Maryia: it's an insight but should not be systematic.
  • Thomas: same opinion. Same thing with transposing from one language to the other.
  • Quoc: can use the data as inspiration to test things.


Do we know for sure that those apps who invest more in ASA get favored by Apple's organic algorithms?

  • Thomas: calls for bullshit. Looked at organic rankings after increasing ASA budget greatly. The effect might be indirect from better keyword conversion or from spending and going up the ranks. It can happen or not.
  • Quoc: colleagues did case study with Apple. It showed that it helped downloads on certain keywords or get a heads up in new markets.


What are some common mistakes people make in doing ASA ad groups?

  • Thomas: [💎@26:35] 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.
  • Maryia: very high bids leading to blaming agency or ASO team. If you want to promote your app for a certain keyword it should be clear that this app is connected to that keyword (instant).
  • Thomas:[💎@29:20] If you're bidding high on a competitive keyword might 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.


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

ASA & ASO

[💎@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:

  • Monitor the volume of search over time
  • Quality, the most important one to get post-install data at the keyword level (not provided by Apple otherwise)
  • Example: 8fit when they were bidding on "fitness" and "nutrition" and ASA uncovered that "workout" and "meal planner" performed better


[💎@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.


Reconciling data

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"

8fit-keywords.jpeg

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.


How do you adjust ASA bidding based on ASO rankings

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.


Using ASA insights to inform Google Play

  • Maryia: it's an insight but should not be systematic.
  • Thomas: same opinion. Same thing with transposing from one language to the other.
  • Quoc: can use the data as inspiration to test things.


Do we know for sure that those apps who invest more in ASA get favored by Apple's organic algorithms?

  • Thomas: calls for bullshit. Looked at organic rankings after increasing ASA budget greatly. The effect might be indirect from better keyword conversion or from spending and going up the ranks. It can happen or not.
  • Quoc: colleagues did case study with Apple. It showed that it helped downloads on certain keywords or get a heads up in new markets.


What are some common mistakes people make in doing ASA ad groups?

  • Thomas: [💎@26:35] 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.
  • Maryia: very high bids leading to blaming agency or ASO team. If you want to promote your app for a certain keyword it should be clear that this app is connected to that keyword (instant).
  • Thomas:[💎@29:20] If you're bidding high on a competitive keyword might 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.