Always Going North

Notes on customer acquisition, growth, and app marketing

Tag: app visibility (Page 2 of 2)

How to increase your app’s visibility. Part II

In Part I, I talked about the importance of having a good ASO strategy for your app. Part II presents some other options we have to gain more visibility for our app. All of them work much much better if we have a good ASO strategy in place.

See Part I  How to increase your app’s visibility

Search Ads

Apple Search Ads

Apple launched app-store Search Ads in October 2016. Right now they are only available in the US, UK, Australia and New Zealand. According to Apple, on average, Search Ads have a conversion rate greater than 50 percent, and the average user acquisition costs are $1 or less. However, the CPI vary widely by geography and app category.

The beginning of a new campaign is critical because early performance determines how often your ad will be shown in the future. If Apple decides your ad is not interesting enough, your ad will be displayed less. In order to succeed with Search Ads, you need to have a strong ASO strategy in place.

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How to increase your app’s visibility. Part I ASO

According to Google’s research “Mobile App Marketing Insights: How Consumers Really Find and Use Your App” (2015), apps are often discovered outside the app store. The main sources of awareness of smartphone apps are the following:

52% friends, family, and colleagues
40% browse the app store
27% search engines
24% company website
22% TV

Since 40% of users discover apps browsing the app store, it is important to gain visibility in the app stores. The perfect way to achieve that is with ASO (App Store Optimization). ASO consists basically of improving the visibility of your app in an app store by getting higher ranks in the app store’s search results.

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