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Introduction to ASO for iTunes!
This Evening… • My background • About Grin
• The need for ASO
• ASO fundamentals
• Tools & tactics
• Questions
Name?
Do you have an app(s)?
Why are you here?
Who is this guy?
Not an expert
• Brand vs. performance mktg – challenging transition • Cut our teeth w/ non-paid UA • Amazing team of life-long learners • Here to share our experience, invite discussion
Product company focused on mobile in Sacramento, CA
• Companion Apps for Social Networks • Interesting Social Apps
Launched in July 2014..
• Launched 7 apps in 2014
• Raised an investment round in Q1 2015
• 11 people on existing team, full-time & contractors
• 17 apps in distribution on iOS & Google Play
• 2,000,000+ total downloads
• ~8,000 DLs a day & 350,000+ monthly active users
$0.00 Invested into Paid User Acquisition
All through organic growth
(less some small test budgets)
Before how… why?
• LOTS of users, with low $ LTV
• Nature of our space & user-base • Social / entertainment vertical • (14-22 YO Tier-1 countries)
• Profitable paid user acquisition is a challenge
• We must rely on non-paid UA to grow
Understanding this… what did we do?
• Obsessive Research
• Found Experts
• Private Group(s)
App Store Discovery
“63% of apps are discovered through app store searches” – Forrester Research, “Mobile App Discovery: Best Practices to Promote Your App”
“For the average app, search actually makes up the vast majority of installs” – Ankit Jain, Head of Search at Google
What is App Store Optimization? App Store Optimization (ASO) is the process of improving the visibility of a mobile app in the
app store.
“SEO for App Stores”
ASO is a fundamental & critical tactic for acquiring users.
Necessary understanding for this discussion
App Record in iTunes
iTunes / App Store
Tools: Sensor Tower
Tools: Sensor Tower
• Keyword research • Competitor activity • Keyword rankings • Keyword optimization
Tools: Sensor Tower
• Difficulty: 1-10, how hard it is to compete for a word • Traffic: 1-10, how much search volume the word gets
scale = logarithmic
Tools: Microsoft Excel
• Workbook for selecting words • Keep track of version updates • Auto-sort by certain criteria
Data on results
Using the process we will share…
Results • 250 à 750 new users a day
• 200% increase
• Simple tactics to start ranking for keywords
Results • 400 à 800 new users a day
• 100% increase
• Slow start but as we climbed keyword rankings DLs doubled
ASO Fundamentals
Tactics to improve visibility DIRECT
– Title – Keywords – Edge Cases – Localization
INDIRECT – Download Velocity – Conversions – Reviews/Ratings
CATEGORICAL – “3d strategy” – “best rpg” – “pvp game”
NAVIGATIONAL – “Game of War” – “Supercell” – “Crossy road”
Types of app store search
ASO Fundamentals
Search on Apple’s App Store
Title
• 255 characters
• All terms in title
get factored into
search
• Add 4-5 of your
most important
keywords to the
title.
Keywords
• 100 characters
• Don’t repeat terms
from the title,
publisher name or
category.
• Select relevant,
high traffic terms
that you can rank
well for.
Edge cases
• Will rank for:
• Publisher name
• IAP terms
• Category name
• Will rank for
singular/plural
forms
Comprised of 3 areas
Keywords & Title
Notes on Keywords & Title
• Low difficulty is more important than high traffic
• Research relevant words which you can compete for
• Track your keyword ranking & research via tools
Process for Choosing Keywords & Title
1. Build your excel sheet
2. Use Sensor Tower to research relevant words 3. Log keywords into excel
4. Sort the keywords by difficulty, lowest to highest
5. Optimize word choice in both title & keyword section
Step 1: Build your excel sheet
Build your excel sheet • Keyword • Traffic • Difficulty
• Add a section for keywords at the bottom so you can test
• Add a section for App Name at bottom so you can work different scenarios
Step 2: Research relevant words Use Sensor Tower to research relevant words
Step 3: Log keywords into excel
Log keywords into Excel
• Log as many words as you can find
• Don’t discriminate
• The more the better at this stage
Step 4: Sort using excel
Sort by lowest difficulty
• Low difficulty always most important
• Shoot for words with a difficulty of 0.0
• Especially important with new apps w/ no tenure
Step 5: Choose & optimize word selection
Optimize word choice • Use ST to “optimize” words
• Add long tail title
• Avoid duplicates
Choosing Keywords & Title, Process
1. Build your excel sheet
2. User Sensor Tower to research relevant words 3. Log keywords into excel
4. Sort the keywords by difficulty, lowest to highest
5. Optimize word choice in both title & keyword section
Edge Cases
Edge Cases Overview
• Something to consider
• Publisher name / iAPs
• Crossy Road as example • “Fortune Chicken” iAP • Ranks #1
Ongoing Tracking
Keyword Tracking & Ongoing Management • Keep track of keyword ranking position
• Get rid of words which you cannot break the top 10 for
• Think of it like a ladder: • As you rank for lower difficulty / traffic words, you gain downloads • As you grow, you can periodically “rung up” to harder words • It is a process, like climbing a ladder
Key Points • ASO is fundamental to organic growth
• We covered only one portion of ASO: keywords & title
• Simple process, repeated, will increase organic growth
• Start small, slowly climb to harder words
• Use simple tools to track progress
• Sensor Tower: 2-weeks free + 30 day discount
Questions?