Key App Store Optimization Tips For Your Mobile Marketing Strategy

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Key App Store Optimization Tips For Your Mobile Marketing Strategy

We already know that apps are a hot commodity. How hot? According to a recent study, 49% of all mobile users open an app 11 or more times over the course of their day. More impressively, 21% of millennials open an app 50 or more times over the course of their day.

Wanting to tap into that market with your brand new app is absolutely understandable then. However, how can you be seen and heard in a marketplace that’s pretty crowded and noisy? After all, as of right now there are about 1.96 million apps available for download in the Apple App store and 2.87 million available in the Google Play Store. 

Do you want to know the ingredients for increasing visibility for a new app in the store? Mix some App Store Optimization (ASO) and paid user acquisition campaigns with a splash of ASO software and give it time to rise.

All of these ingredients work together to support overall visibility and downloads. Each piece contributes a different benefit for new apps in the store.

  • Keyword optimization (ASO)
  • Creative optimization (ASO)
  • ASO software
  • Paid user acquisition
  • Time

Keyword Optimization & ASO Software

How will Apple or Google understand what your new app is? This all starts with what you declare within your app record’s metadata.

Keyword metadata is the foundational element to building relevance for search terms in the app stores. The metadata needs to effectively explain your app to users and target the right terms for keyword optimization — a crucial piece of your overall app visibility. The best way to find the correct terms to target is with ASO Software.

Optimizing your metadata before launch will help set up a foundation for both users and the app store algorithms to understand your app. Keyword targeting will be tough for new apps because other mature apps already have relevance and traffic to monopolize the top positions. This is where paid user acquisition will help boost your app performance by driving additional traffic.

The store algorithms want to give rankings to apps that get clicks and installs. Apps can even be merchandised for additional rankings based on the metadata if they perform well. Structuring your metadata to be relevant for the correct terms can support this merchandising period, which will last for roughly 3 to 4 weeks after a build is deployed.

By targeting these keywords and phrases, the algorithms might rank you for these same search queries if your app is relevant enough. Optimizing your metadata can help your app rank for hundreds or even thousands of keywords and phrases over time, expanding your overall organic footprint. As you begin to gain impressions or installs from these terms, your app will build relevance in the eyes of the stores. This can potentially place your app at a higher rank, further expanding visibility.

Remember: to make sure you are getting the most out of your keyword optimization, seek out the help of ASO software or a professional marketing strategist with experience in this area.

Creative Optimization

A picture is worth a thousand words. This also applies to your app store creatives, but these pictures could cost you thousands of missed installs or lead to thousands of gained installs.

The creatives, which include the icon, screenshots, and preview video, need to show how the app naturally appears to have a better answer with its features. 

Screenshots need to clearly display an app’s core features and should be uncluttered. Developers and marketers need to make sure their screenshots are legible — if screenshots are too confusing, they are less likely to convert users. The preview video also needs to be considered. Developers need to remember that this preview should not be a random image but rather one that shows a key function of the app. Finally, the app icon needs to be polished and unique to stand out among competitors. If the app icon is not memorable, regardless of showing up in a Search Ad, users are less likely to convert.

All traffic will eventually lead to your app store listing. From there, a user still has to make the decision on whether or not to download the app. Because of this, it is important to optimize your app store creatives to improve your conversion rate. Not only will this affect your conversion rate, but it can also affect rankings. This is because the stores also take conversion into account when determining ranks.

With ASO, you can implement some best practices to effectively improve relevance with your audience and increase conversion. One example is to highlight key features either within the screenshot copy or in-app UI. A user who can immediately see their search queries, whether it is through keywords or in-app imagery, the user will feel more inclined to install. 

When launching an app, it is good to utilize A/B testing tools to test different creative variants. This will allow you to highlight which aspects perform the best, providing data that could prove useful for your next build. You can test various aspects such as which colors convert the best or which keywords to highlight. From there you can build upon the success of previous builds, putting your app at a good starting point.

Paid User Acquisition & Time

When a new app enters the store, there will be few impactful rankings and very little organic traffic because it has not built any relevance in the eyes of the store. Gaining extra traffic from paid marketing will help stimulate the store’s algorithm because it shows the algorithm that the app is desirable. This, in turn, can help your store listing organically index at a faster rate giving you a head start. In short, investing in paid user acquisitions will pay off on the back end once your app starts getting the attention you’re seeking.

Paid user acquisition campaigns, such as Apple Search Ads, Google Ads, and Facebook Ads, drive extra traffic because it places your app in front of users who would otherwise not see it. This can affect your store rankings because as your listing gains taps and installs, you become more relevant in the eyes of the store, potentially increasing overall rankings. 

It is also important to note that each platform has unique pros, cons, and a different level of influence on organic. For example, Apple Search Ads can have a direct impact on how your app ranks for keywords and does not require additional creative mockups because it uses the screenshots in the App Store. Facebook Ads, on the other hand, will help with the overall volume of installs with an indirect impact on rankings and will require specific creative assets made for Facebook.

Before you begin with this strategy, it’s important to know clearly who your target audience is going to be. This knowledge and familiarity will guide you in investing in areas you know your target audience will be online. For example, if your target audience is Generation Z, it could determine that Facebook Ads might not be a good use of your money as most younger generations spend more time on other social media platforms.

Make sure to start with the best channel aligning with your marketing goals, budget, and team resources to help scale your user base and shorten your organic indexation time frame. As the app and your business grow, you can look into adding another channel to capture an additional audience.

The invaluable resource of time also plays an important role in app performance. Unfortunately, you’re not going to make your app available in the app store and immediately begin seeing thousands of downloads. 

New paid acquisition campaigns have a learning period that can span up to 30 - 90 days for new apps. It will also take time for the app store algorithms to fully index the organic metadata, possibly 30 - 60 days. Patience is arguably one of the most difficult pieces of ASO and paid user acquisition, but an important element to keep in mind when planning out your long-term marketing strategy.


These core components of ASO are vital to your mobile marketing strategy and the success of your app. Once these strategies have been implemented, it’s important to continue to monitor your metrics and iterate every step of the way — target new keywords, update creatives based on testing, and adjust paid campaigns based on performance. Don’t skip this step. Knowing what’s working and not working and finding ways to tweak strategies that are low performing are going to be key to making your mobile marketing strategy successful. 

Set your app and business up for success with this recipe for ASO and paid user acquisition to make sure your app is landing in front of the audience it was made for. Take some time to find a good ASO software, mix it with some keyword optimization and creative optimization. Keep the same ingredients and continue to improve on your recipe for something users are sure to enjoy.

Guest Author: 
Gummicube The Leader in App Store Optimization

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