- The document discusses app store optimization (ASO) for a 55-person marketing agency located in Udim that works with clients like Zynga, Playtika, and Tinder.
- It provides information on ASO techniques for Google Play and iTunes/iOS stores, including optimizing app page text, graphics, videos and keyword targeting to increase organic traffic and conversions.
- It also addresses challenges in accurately measuring the impact of ASO due to limitations of data and attribution from app stores and other external factors influencing installs.
App Store Optimization (ASO) Basic Overview - Presented at Google Tel Aviv
2. • 55 person marketing agency located
in Udim
• Global market only
• Zynga, Playtika, Scientific Games,
Tinder, Miniclip, Gett and others
• Inbound – ASO & SEO
• Performance marketing – Google
and Facebook teams
3. • Buzz word – voodoo
• App page management
• Texts:
o Titles, Descriptions, short
descriptions, keyword lists
(hidden)
o Graphics: Icons, feature
graphics, screenshots
What is ASO
5. Increased paid traffic
• Branded searches: no difference
• Non-branded searches: Keyword visibility – page views – installs
Reduced CPI
• Better conversion rates
• Acts as a landing page for keyword purposes
Gateway to other marketing efforts
6. • Anyone who owns an app
• Not necessarily with an agency though…
• Going from 65 to 80 to 95
• Expensive tools
• As a rule of thumb – any app that has over 1-2K daily installs
should consider getting professional ASO assistance
• Can not replace a holistic marketing strategy, but is a crucial
marketing channel
7. It’s all in the DNA
• Google Play – Search
Understand what users might search for
• iTunes – Music
Needs to be told what users might search for
8. iTunes
• Titles
• 100 characters keyword list
• Combinations
• Title: Wow Vegas Casino Slots
• Keyword list: las,video,bonus
• Targeted Queries: Las Vegas,
Video Slots, Casino Bonus, Las
Bonus
Google Play
• Titles
• Short Description
• Description
• Google “reads” the app description
• Keyword density
• Synonyms
• Not as sophisticated as the web
algorithm
10. iTunes
Two first screenshots
30 seconds video
Large clear fonts
Offers/advantages
No native experiments tool
Google Play
• Icons
• Any YouTube video
• Large fonts
• Offers/advantages
• Native experiments tool
12. Metric Taken from Issues
Keyword rankings Sensor Tower/ AppAnnie/ Mobile Action
External tools, traffic is an estimation
(excluding than iOS US)
Impressions iTunes’ systems
iOS only, sampled data
Page views iTunes & GP’s systems
Sampled data in iOS. Not easily
accessed in GP
Organic installs GP’s systems, attribution platform
Calculated as a subtraction – not fully
accurate
Conversion rates Calculated
Can only look in terms of trends. GP
provides bench marks
13. • SensorTower/AppAnnie/Mobile Action
• Store Intelligence – estimations of installs by country
• App Intelligence – Keyword rankings, category
rankings, reviews, competitors, app update timeline
15. Google Play Developer Console
Upload apps
See statistics
User Acquisition – Page views, installs, broken down by country
Experiments
Comment to Reviews
iTunes Connect
Upload apps
See statistics
User analytics – impressions, page views, installation – sampled
No native experiments console
17. StoreMaven/SplitMetrics
Duplicate the app store page
Actually a web page
Provide a link to send traffic to
Plenty of insights
Costly – non-converting traffic
Tests only a part of the funnel
Tests one type of traffic
18. Lack of data
• No attribution of keyword to install
• Higher rankings in some keywords, lower rankings in other
𝑂𝑟𝑔𝑎𝑛𝑖𝑐𝐼𝑛𝑠𝑡𝑎𝑙𝑙𝑠
= 𝐴𝑆𝑂 + 𝐸𝑥𝑡𝑒𝑟𝑛𝑎𝑙𝐹𝑎𝑐𝑡𝑜𝑟𝑠(𝑃𝑎𝑖𝑑𝐼𝑛𝑠𝑡𝑎𝑙𝑙𝑠, 𝑅𝑒𝑣𝑖𝑤𝑒𝑠, 𝐶𝑟𝑎𝑠ℎ𝑒𝑠, 𝑆𝑜𝑐𝑖𝑎𝑙𝐶𝑎𝑚𝑝𝑎𝑖𝑔𝑛𝑠, 𝐹𝑒𝑎𝑡𝑢𝑟𝑖𝑛𝑔, 𝑆𝑒𝑎𝑠𝑜𝑛𝑎𝑙𝑖𝑡𝑦)
𝑅𝑎𝑛𝑘 = 𝐾𝑒𝑦𝑤𝑜𝑟𝑑𝑇𝑎𝑟𝑔𝑒𝑡𝑖𝑛𝑔 ∗ 𝐹𝑎𝑐𝑡𝑜𝑟𝑠(𝐼𝑛𝑠𝑡𝑎𝑙𝑙𝑠, 𝐼𝑛𝑠𝑡𝑎𝑙𝑙𝑠𝑉𝑒𝑙𝑜𝑐𝑖𝑡𝑦, 𝑅𝑒𝑣𝑖𝑒𝑤𝑠, 𝑅𝑒𝑡𝑒𝑛𝑡𝑖𝑜𝑛, 𝐶𝑣𝑅, 𝐸𝑟𝑟𝑜𝑟, ? )
20. KPIs – important keywords
Ad hoc solutions
• Comparing before/after changes (Tinder)
Breaking data/changes between
countries
• Comparing Android to iOS (Gett’s Offline
campaigns)
• Comparing trends to competitors
(Slotomania)
22. • ASO as a long term process
• Modifications based on results
• iOS – check and replace keyword by keyword
o Look at phrases, not at individual words
• Android – Look for low hanging fruits (high traffic queries that
rank at #10-60)
o Allow at least 3 weeks between iterations
26. • ASO is somewhat of a black box
• General funnel is search – impression – page view – organic install
• Tracking difficulties in every stage
• Anyone who claims to have it figured out is being dishonest
• ASO is a crucial part of any marketing plan, but is not a holistic
strategy
• Basic ASO is fairly simple – any app developer can (and should)
practice it
Editor's Notes
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