As you prepare to launch your app, you’ll want to consider how you’re going to market it. One of the best ways to begin your marketing is with App Store Optimization - the process of optimizing an app’s presence through metadata, creative sets, descriptions, paid marketing and more. ASO can help improve an app’s rankings in keyword search, the channel where the majority of app discovery happens. Pairing ASO with paid campaigns like Apple Search Ads and Google Ads can bolster your app’s reach and visibility by placing it at the top of search results. By optimizing an app before launch, developers can help their app start off strong and hit the ground running.
What Makes ASO Key for App Store Success
App Store Optimization is the process of optimizing an app’s page and metadata with the intent of increasing its visibility and conversions on the app stores. About 70% of all app discovery happens in search, so increasing your search ranking on a keyword by keyword level can improve your discoverability.
For those looking to invest in organic marketing, ASO provides the foundation and structure that can help your app get discovered in stores. By carefully selecting your targeted metadata, designing creative sets that engage with users, writing descriptions that help convert users and increasing the app’s outreach through paid channels, ASO can help an app excel. Even before an app launches, readying an ASO strategy for it can help it take the first steps towards success.
Optimised Pages & Meta data
An app needs to include keywords in its metadata in order to rank for them. Metadata fields includes the Title, Subtitle and Keyword Bank on iOS apps, and the Title, Short Description and Long Description on Google Play.
By applying the best practices for metadata, such as adding title tags and avoiding keyword redundancies, an app can go on to rank for keywords much faster than if it launched without optimizing. This is because it will begin by following best practices and knowing what keywords it wants to focus on, which you can then improve on over time, rather than starting off blind.
If an app does not convert well when users find it in searches, its keyword rankings will fall due to lack of perceived relevancy. Optimized creatives can help convince users to install the app by highlighting its strengths and connecting with their search queries. Preparing thought out creatives, including the icon, screenshots and preview video, ahead of time can help your app start off strong.
Through use of best practices for metadata and creatives, a newly-launched app can be sure it’s targeting the keywords it wants and using engaging creative sets from the moment it launches.
Apple Search Ads & Google Ads
When you begin paid marketing, it is highly recommended to use the native ad platforms offered by the app stores. Apple offers Search Ads, while Google Ads can advertise both Android and iOS apps. Both have a direct connection between their native platforms and organic rankings.
The extra traffic from paid campaigns help the store algorithms index apps more quickly, which can help them gain better rankings. Search Ads and Google Ads help developers capitalize on user queries by bidding for temporary placement at the top of individual search results for targeted keywords.
It’s important to note that Apple bases ASA keyword relevance on an app’s description. While running paid marketing can supplement organic rankings, it needs an organic foundation first; otherwise you may miss out on the benefits of Search Ads.
Search Ads and Google Ads are two great platforms to use as part of an app’s marketing efforts. However, like any marketing campaign, they must be executed effectively. When used properly, they can help improve an app’s organic rankings, as well as visibility and conversions. While you won’t be able to run the ads until after an app’s launch, it’s important to start researching them ahead of time so you know what keywords to target for your marketing campaigns and incorporate them into your app’s keywords and description.
Marketing is an important factor to consider when launching an app, and App Store Optimization can be an extremely beneficial strategy for organic marketing. Optimizing an app’s metadata and creatives can help establish a strong marketing foundation it can grow on by targeting relevant, in-demand keywords and providing engaging visual content to help conversions. Likewise, exploring paid platforms such as Apple Search Ads and Google Ads is also strongly recommended, as they can provide a supplement to organic rankings that social media posts and pop up ads can’t.
ASO provides one of the most effective avenues to get your app in front of users. When considering your app’s marketing strategy, both at launch and throughout its lifespan, ASO is a must.
Dave Bell is an entrepreneur and recognized pioneer in the fields of mobile entertainment and digital content distribution. He has been featured in and is a frequent contributor to Inc. Magazine, Newsweek, VentureBeat, Website Magazine, Mobile Marketer, Mobile Retailer, and numerous other publications. Dave is currently the Co-Founder & CEO of Gummicube — the leading global provider of data, technology, and services for App Store Optimisation.