Leveraging Paid Search to aim App Store Optimization for profitability - BrightonSEO & MAMABerlin 2017 @Thomasbcn

1. Thomas Petit
8fit
ASO & paid search data
@thomasbcn

2. App store Search Marketing
=
ASO
+
Paid Search
@thomasbcn 2017

3. I have little budget
I’m focusing on ASO
Why pay?!
@thomasbcn 2017

4. Leveraging paid search for ASO
1. Real estate
@thomasbcn 2017

5. Occupy more store real estate
@thomasbcn 2017

6. • Reach new placements
• Steal from your competitors
• Defend your brand terms
@thomasbcn 2017

7. Leveraging query level data
to improve your ASO
=
Opening the black box
@thomasbcn 2017

8. Leveraging paid search for ASO
2. Top funnel
@thomasbcn 2017

9. • Variants details
• Keywords research
• Brand/competition monitoring
Deep dive at query level
@thomasbcn 2017

10. Usual ASO criteria … paid search data
Relevance Quality score, impressions, CPT, TTR, CVR
Traffic Search popularity 2, impressions, IS1
Competition CPT, CPI, Impressions, IS 1, average position 1
1 Adwords only 2 Search Ads only
@thomasbcn 2017

11. Volume, Competition, Relevance in practice
@thomasbcn 2017

12. The ASA tool you never heard about
@thomasbcn 2017

13. Leveraging paid search for ASO
2. Down funnel
@thomasbcn 2017

14. My secret ASO sauce
Analyze ARPU/query from paid search
to aim ASO for profitability
@thomasbcn 2017

15. • Ponderate volume with intent
• Move the bottom line
• Avoid low converting concepts
Beware match types! BM/SM as discovery
Unveil retention & LTV at query level
@thomasbcn 2017

16. 1. Occupy real estate
2. Open the black box
3. Aim ASO at ARPU/retention
Leveraging paid search for ASO
Take away:
@thomasbcn 2017

17. Thomas Petit
8fit
ASO & paid search data
@thomasbcn