app store optimization 2016

ASOTribal Worldwide |

App Store Optimization 2016

|

2

Index

1. Introduction and situation of the mobile apps market 04

202. Definition, Goals and Importance of ASO (App Store Optimization)

263. Factors ASO: On-Metadata and Off-Metadata

464. Process to work correctly with ASO

505. Main ASO tools

526. Principles of Good Practices ASO

637. Channels to promote an app

658. App Indexing

679. AVO - App Visibility Optimization

6910. Conclusions – Infographics

01Introduction

Introduction and situation of the mobile apps market

This guide offers information and ASO techniques (App Store Optimization) to take into account in order to improve the visibility of a mobile application and to achieve more installations.

The level of visibility is one of the key factors in the success of an app. Therefore it is important to design an App Marketing strategy where ASO plays a main role.

If you have an app or you are thinking about developing one, take a look at this document, because it may be useful for you as a reference to optimize your app’s index card in the app store so as to raise the organic volume of installations.

This guide is an update of the first one that PickASO, Tribal Worldwide Spain and IAB Spain published in September 2014.

44Tribal Worldwide | |

Global app market.

Market share

6

Globally, both Google (Android) and Apple (iOS) are on top the list fighting closely for the market share in operative systems. In 2015, Apple has caught up with Google but the market is still led by Google: 40% Google Play vs 38% App Store.

However, these percentages change when we talk about Spain: the market share is led by Google: 88% Google Play vs 9% App Store.

Google Play

Apple App Store

Windows Phone Store

Blackberry World

Others (Amazon App Store…)

88%

9%

3%

—

—

PERCENTAGE

Market Share in Spain by App Stores - June 2015

Fuente: Kantar Media - Adaptación PickASO

Google Play

Apple App Store

Windows Phone Store

Blackberry World

Others (Amazon App Store…)

40%

38%

9%

3%

10%

PERCENTAGE

Worldwide Market Share by App Stores - July 2015

Fuente: Statista - Adaptación PickASO

Tribal Worldwide | |

Number of apps in the market

7

Everyday thousands of new apps are uploaded in app stores. The main stores have more than 3.1 million apps: 1. 5 millions in App Store and 1.6 in Google Play. However, many of them are ‘zombies’, meaning that they were once uploaded but never installed or even opened. That is why it is so important to develop a good product with a correct positioning strategy to achieve the maximum visibility in stores.

7

1,6m

1,5m

NUMBER OF APPS IN THE MARKET


Number of downloads

8

Apple gets around 10 billion of downloads per year in App Store, a download level that remains stable compared to last year. Nevertheless, Google registered a significant raise as well, around 190.000.000.000 downloads per year. In this sense, Google Play almost double its volume in App Store.

Worldwide Apps downloads by stores Q3 2014

100.000m 160.000m

Worldwide Apps downloads by stores Q3 2015

100.000m 190.000m

Fuente: AppAnnie

Fuente: AppAnnie


Income volume

9

iOS users are better buyers than Android’s. App Store is still generating more revenue volume than Google Play, almost double. iOS’s apps produce about 100 billion dollars per trimester while Android apps are close to 55 billion.

Worldwide income by stores Q3 2014

100m

Worldwide income by stores Q3 2015

Fuente: AppAnnie

Fuente: AppAnnie

100 billion 55 billion

100m100 billion 55 billion


App market in Spain.

App market in Spain

The average of apps installed in smartphones is 13.2 and 9 in tablets. 54% of users claim they have between 1-20 apps downloaded in their smartphone while 75% say they have between 1-30 apps in their tablet.

Numbers of apps installed

11“The average of apps installed in smartphones is 13.2 and 9 in tablets.#ManualASO16

SHARE

Average 13,2 In 2014 16,2

Average 9,0 In 2014 14,6

54% 27% 8% 11%

75% 16% 5% 4%

1-10 11-20 21-30 31+

1-10 11-20 21-30 31+

Base Mobile: 1,134 | Base Tablet: 712 Fuente: Estudio Mobile 2015 IAB Spain


http://bit.ly/293IGo6

How users discover apps

Google Play and App Store’s search engines become the main channel to discover apps (76%) followed by recommendations from family members (51%), social media (30%), advertisements (8%) and others (5%).

How to discover apps

12

Google Play/App Store

Family Friends

Social Networks

Ads

App Banner

Others

Fuente: Estudio Mobile 2015 IAB Spain

76%

51%

30%

8%

6%

5%


Most implemented Apps

Both smartphones and tablets have email apps as the most installed ones (76%) followed by instant messaging and chat (73%). Social networks are massively used and get the third place of the list of most downloaded apps with a 71% of total downloads.

Different types of implemented applications

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Email

Chat messaging

Social Network

Utilities (flashlight QR…)

Maps, GPS

Games

Music

Banks

Online Video

News

Dictionary, translator

Image Processing

Purchase

Transport

Sports

Health and well-being

Fashion

To pay parking

Related to your car

Others


76%

73%

71%

64%

61%

60%

50%

42%

33%

31%

25%

24%

22%

18%

18%

11%

10%

4%

4%

4%


Apps with higher implementation in Smartphones

Apps with higher implementation in Smartphones

14


75%

48%

25%

23%

22%

20%

19%

16%

16%

16%

16%

14%

12%

11%

10%

10%

WhatsApp

Facebook

App weather (genérico)

Games

Twitter

Email (genérico)

Banking (genérico)

Google Maps/GPS

Gmail

Instagram

YouTube

Others messaging apps

Candy Crush Saga

Chrome

Flashlight

Photography/Photo Editor

2014

72%

50%

8%

18%

26%

14%

7%

6%

18%

14%

10%

-

7%

9%

-

-


Apps with higher implementation Tablets

Apps with higher implementation Tablets

15


44%

37%

19%

19%

19%

18%

18%

15%

14%

13%

13%

12%

12%

11%

10%

10%

Facebook

Games

Twitter

App del tiempo (genérico)

YouTube

Gmail

WhatsApp

Email

Banking (genérico)/Finance

Candy Crush

Browser (genérico)

Chrome

Film and TV

Others messaging apps

Instagram

Google

News

2014

42%

26%

18%

5%

15%

12%

12%

16%

6%

9%

6%

8%

-

-

7%

7%

10% -


Payment through apps

46% of users have paid at some point with an app. 30% from them claim they have paid through WhatsApp and the rest (16%) with others.

Preference in the payment method:

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Complete access to the app in exchange to advertisement

Paying for the app

Basic access to the app and payment for more advanced options

52%

34%

14%


What do you need for your app to succeed?

What you need for your app to succeed

18

Never before has been more difficult to stand out in App Store or Google Play. The raising amount of mobile apps forces brands and developers to design a good App Marketing strategy to get the maximum amount of users.

Develop a good product with a defined aim:

Branding Building loyalty Entertaining / Games Solving problems Satisfying a need Sales channel

Define a good business from the very beginning:

Advertising Paying for downloading Buying in apps (freemium model) Subscription Sales from the app Generating user databases

Strengthen organic: ASO

Design a communication strategy

Design user acquisition and retention strategies


02DEFINITION, GOALS AND IMPORTANCE OF ASO

ASO (App Store Optimization) definition ASO stands for App Store Optimization; in other words, the process of optimizing a mobile app’s card to achieve the maximum visibility and raise the amount of installations.

The aim of ASO is to improve the positioning of our app in app stores in terms of Search, Top Charts and outstanding apps.


Importance of ASO

ASO has three main goals that can be summarized in these three points:

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1. Increase

3. Maximize Revenue

Increase the volume of installations, reducing the cost per acquired user.

2. Improve Visibility Raising the possibilities to rank higher through the main keywords of our project trying to improve our position in Top Charts and looking for a chance for Apple or Google to outstand our app in “featured”.


ASO importance

22

Search, the main discovering channel for apps

Users discover 7 out of 10 apps in app store’s search engines (Google Play or App Store) according to IAB Spain. This means that search engines are the first discovering and downloading channel for apps.

This is why it is important to work hard on our app’s ASO and to improve visibility in app stores.

This is why it is important to work hard on our app’s ASO and to improve visibility in app stores.

Apps which lead Top Chart’s categories and/or general Top Chart and which appear as outstanding ones in Apple’s and Google’s “Featured” get more attention from users. Therefore it is mandatory to design a good ASO strategy focused on getting the maximum visibility.

The more organic installations, the lower the cost

ASO helps getting more organic installations. This enables an acquisition strategy sustainable in time and, above all, it reduces costs of attracting users.

“7 users discover apps in 10 stores searches my own. #ASOManual16 SHARE


http://bit.ly/293KvB6

Kinds of installations

When talking about the kinds of installations of an app, we distinguish between organic and non-organic depending on their traffic source and how we attribute the installation.

Tribal Worldwide | | 23

Organic installations Organic Installations are those that are completed in the app stores: through keyword searches of the user, appearing in “Featured” of the market and through category and general/overall rankings (Top charts) of apps.

Non-organic installations The main difference between organic and non-organic installations is that non-organic must always been measured. Non-organic must ALWAYS come from tracked link sources. We distinguish two sorts of non-organic installations: own channels and paid channels.

Own channels

They are all the channels we have available, like blogs, social networks, mailing, apps’ landing pages and even the app itself (sponsorship).

We include as well installations coming from own channels in non-organic installs instead of organic Installs, because we have the possibility to attribute the download to a specific source thanks to the tracked links that the app card include.

Paid channels

Paid channels are those we use to acquire new users. The most common contracting model in user’s acquisition is CPI (Cost Per Installation).

We distinguish between Stimulated and Non Stimulated. Stimulated Installations are those in which users have an incitement to download a specific app and Non Stimulated are the paid installations we get through social ads, display and Google Adwords. Apparently, the users have no incitement in exchange of downloading the app.

The importance of strengthening organic installations

24

Let’s use an example to put in numbers the impact of organic installations in non-organic installations. In this case, if organic downloads fourfold, investment in paid halves. Therefore, a 1.36€ CPI becomes a 0.50€ one.

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Organic Installs

Paid Installs

Total Installs

CPI Paid

eCPI*

Coste Total / Mes

eCPI: Installation cost effective taking into account organic installations and those paid eCPI= Total Investment/ Total Installs

Fuente: PickASO

4.545 16.667 25.000 33.333

45.454 33.333 25.000 16.667

50.000 50.000 50.000 50.000

1.50€ 1.50€ 1.50€ 1.50€

1,36€ 1€ 0,75€ 0,50€

68,181€ 50,000€ 37,500€ 25,000€

Case 1Multiplier 0,1X

Case 2Multiplier 0,5X

Case 3 Multiplier 1X

Case 4 Multiplier 2X

Objective 50.000 installs/m CPI Paid 1,50€ / install


03ASO Factors: On-Metadata and Off-Metadata

On-metadata ASOfactors

On-Metadata contains those ASO elements we control and in which we can influence in a direct way. These elements are usually visible (though not all of them) in the app’s card in App Store or Google Play.

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ON-METADATA FACTORS:

App Name (iOS)

Title (Android)

Short Description (Google Play)

Category (multiplier)

Name / Historic Developer

Icon

Screenshots

Vídeo Preview

Size of the app


Keyword Field (App Store)

Description (App Store and Google Play)

Keywords selection process

Every on-metadata optimization process starts with keywords selection. These words determine the creation of fundamental texts for a good ASO positioning.

As in every optimization process in search engines, the clue is using terms the same way they will be searched by our users, adapting our language to them. This way, we can profit those searches to show our app.

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Initial selection of keyword groups

Selection of the main word (top term)

Creation of key texts

Title (adapted to the top keyword )

Short Description

Description

What’s the process?


Study of keywords

28

There are some tools we can use to choose the keywords: These tools, with our original ideas, will

give us a frame of: What are the trends in searches? (Therefore,

the terms we should use)

What terms have less competition?

Ideas about terms that we didn´t value before

but we should include.

Summing up, it seems interesting to look for those words with a good opportunity ratio, that is to say, those which have an interesting volume but not excessively competed.

Generic keyword research tools

for search engines

Specific keyword research tools for ASO

Sensortower

Appnique

Keywordtool.io

Google Keyword Tool

Semrush

Google Suggest


Off-metadata ASO factors

Off-Metadata contains those ASO elements that we can NOT control in a direct way but we can make more powerful indirectly, just like SEO off-page factors.

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OFF-METADATA FACTORS:

Installations volume

Speed of installations

Users Engagement

Rating: Average and total valuations

Comments (Reviews)

Mentions in website


How ASO factors affect Google Play

Title

BÚSQUEDA TOP CHARTS DESTACADOS CONVERSION

Description

Short Description

Category

Name of Developer

History of Developer

Screenshots

Video Preview

App Size

On-Metadata

Title


Title

Title

Title

Title

Title

On Metadata

Volume Installations


Speed Installations

Users Engagement

Rating: Average and Valorations

Reviews

Mentions in websites

Off-Metadata

Icon


App Name


Description

Keywords Field

Category

Name of Developer

History of Developer

Screenshots

Video Preview

App Size

On-Metadata

Title


Title

Title

Title

Title

Title

On Metadata

Volum Installations


Speed Installations

Users Engagement

Rating: Nota Average and valuations

Reviews

Mentions website

Off-Metadata

Icon

How ASO factors affect App Store


ASO factors: Search, Top Charts, Featured and Conversion

There are two kinds of influence in ASO: direct influence –given at a first stage or level– and the following influence –given at a second level–.

The ASO Factors On and Off-Metadata affect in a direct way on the first stage of Search ASO, Top Charts, Featured and Conversion. On the other hand, in a second phase, these four big groups give feedback and reinforce to each other.

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FeaturedTop Charts

Search

Conversion

4 ASO PILLARS


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Display in Google Play

Video

Screenshots

Short Description

Value

Average

Developer Name

Downloaded

Icon

App Title


34

App Name

Description

Rating

Icon

Screenshots/Vídeo Preview

Display in App Store

Developer Name

Comments ( Reviews )


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On-Metadata ASO factors are those that can be modified in the app card in Google Play with the aim of optimizing them and improving the positioning of the app. This way, they encourage the user to download the app.

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Title

The title of an app in Google Play is one of the most important ASO On-metadata factors for Search. This is the reason why it should contain some of the main keywords that we want our users to find us with, beside the name of the app or brand. It is possible to include 30 characters.

Description

In Google Play the description plays a main role, as it is an On-Metadata key factor for Search and Conversion. It is the field (with the Title and the Brief Description) where the main keywords of the project should be included to try to get the best position with Google’s algorithm. We should include reasons to convince the user to download the app. We can include 4.000 characters.

Google allows 80 characters to describe the app. It affects Search and Conversion ASO.

Category

The apps’ category does not affect directly the positioning. However, it influences in the direct way the users browse through category rankings to discover new apps. It also affects, thanks to the multiplier effect of each category.

Short Description


ASO Factors On-Metadata Android (1)

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Name of developer

The name of the developer provides positioning at a Search level. In addition, his antiquity or historic is an important factor that Google keeps in mind: it favours the visibility of those apps whose developers have a positive historic.

Icon

The icon of an app does not directly affect ASO searches, but it does when it is about ASO conversion. If the icon is attractive, the app has more chances to attract users’ attention because it is the first graphic element they see.

Screenshots, just like the icon, do not affect Search ASO but Conversion ASO. They constitute the second visual element that the users come up against. The more remarkable they are, the more possibilities will be to get more downloads.

Video

The video is also a user Conversion ASO factor. It is another reason to convince users to download the app.

Screenshots

On-Metadata ASO factors are those that can be modified in the app card in Google Play with the aim of optimizing them and improving the positioning of the app. This way, they encourage the user to download the app.


ASO Factors On-Metadata Android (2)

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Volume of Installations

The more installations an app gets, the more possibilities there will be to escalate in the ranking. There is an estimation about installations In Google Play, therefore this factor directly influences conversion.


The more installations an app gets in the minimum period, the more will escalate in Top Charts. Getting a high number of downloads is not the only goal, but to get them as fast as possible.

One of the most important Off-Metadata factors is users’ engagement. If users access the app in a recurrent manner, Google will take this fact into account to outstand it over others.

Rating

The average rating of an app is an Off-Metadata factor, which influences mainly Conversion. Rating is the result of the average of all the received evaluations.

Users engagement

Off-Metadata factors are the external elements, which are not under control of the developer. They depend heavily on the response of the market and the volume of the app’s investment in marketing. We can slightly influence them.


ASO Factors Off-Metadata Android (1)

ASO Factors Off-Metadata Android (2)

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Users comments

Users’ feedback affects, just like evaluations do, Conversion in apps. In addition, comments influence Search because Google takes into account the keywords, which appear in reviews when positioning an app.


This is a Conversion ASO factor. References from third parties (bloggers and mass media) help the app be well known and give reasons to download it.

Off-Metadata factors are the external elements, which are not under control of the developer. They depend heavily on the response of the market and the volume of the app’s investment in marketing. We can slightly influence them.


39

This is a Conversion ASO factor. References from third parties (bloggers and mass media) help the app be well known and give reasons to download it.

39

App Name

The name of the app is one of the most important positioning ASO factors to keep in mind.

This is the reason why it should contain some of the main keywords that we want our users to find us with. They have to be very attractive. It is possible to include 255 characters, but we recommend not overpassing 50-75.

Description

The description does not affect at a Search level, but it does at Conversion. Therefore, it is necessary to take it as a very powerful marketing tool to attract users and convince them to install the app. It enables 4.000 characters.

Keywords are the terms that we want users to discover our app with. In App Store we must include these words in this specific field with a maximum of 100 characters. We should not use keywords we have already been included in the app name.

Category

The apps’ category does not affect directly the positioning of an app. However, it influences the users browse the category rankings to discover new apps. It affects, as well, thanks to the multiplier effect that each category has.

Keyword field


ASO Factors On-Metadata iOS (1)

4040

Name of the developer

The name of the developer provides positioning at a Search level. In addition, his antiquity or historic is an important factor that Apple keeps in mind. It favours the visibility of those apps whose developers have a positive historic.

Icon

The icon of an app does not affect directly ASO searches, but it does when it is about ASO Conversion. If the icon is attractive, the app has more chances to attract users’ attention because it is the first graphic element they see.

Screenshots, just like the icon, do not affect Search ASO but Conversion ASO. They constitute the second visual element that the users come up against. The information they provide must be clear and specific. The more remarkable they are, the more possibilities will be to get more downloads.

Video

The video is also a user Conversion ASO factor. It is another reason to convince users to download the app.

Screenshots

ASO Factors On-Metadata iOS (2)

The On-metadata factors are those elements that can be modified within the App Store tab in order to optimize and improve the positioning of the app and thus encourage the user to download the application.


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The Off-metadata factors are external factors that are not under the developers control but depend largely on market response and the volume of investment in App Marketing. We can exercise some influence over them.

Installations volume

The more installations an app gets, the more possibilities there will be to escalate in the ranking.


The more installations an app gets in the minimum period, the more it will escalate in Top Charts. Getting a high number of downloads is not the only goal, but to get them as fast as possible.

One of the most important Off-Metadata factors is users’ engagement. If users access the app in a recurrent manner, Apple will take this fact into account to outstand it over others.

Rating

The average rating of an app is an Off-Metadata factor, which has mainly an influence in Conversion. Rating is the result of the average of all the received evaluations.

Users engagement


ASO Factors Off-Metadata iOS (1)

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Commets

Users’ feedback at a level of comments affects, just like evaluations do, Conversion in apps.


This is a Conversion ASO factor. The references from third parties (bloggers and mass media) help the app be well known and offer reasons to download it.

ASO Factors Off-Metadata iOS (2)

The Off-metadata factors are external factors that are not under the developers control but depend largely on market response and the volume of investment in App Marketing. We can exercise some influence over them.


Diferencias ASO entre App Store y Google Play

43

App Name

Description

Short description

Keyword field App Store

Category of the App

Name of the developer

Icon

Screenshots

Video

Volume of mentions

Speed installations

Rating

Reviews

255 characters (100 recommended) 30 characters

Max 4.000 (No bolds, italics or emojis allowed) Max 4.000 (including bolds, italics or emojis…)

It doesn´t exist It exist and allows 80 characters

It allows 100 characters max It doesn´t exist

2 categories 1 category

It exists It exists

1 1

5 captures by device 8 captures by device

Uploaded directly to App Store Uploaded directly from YouTube

Non-public data Public range installations

Non-public data Non-public data

Average mark from 0 to 5 of all the versions Average mark from 0 to 5 of the accumulated in all the versions

Can not be answered in the index card Card be answered in the index card

On-Metadata ASO factors

Off-Metadata ASO factors


4Process to work correctly with ASO

ASO Process ASO is not an isolated and punctual marketing action. It is a continuous process in time to monitor the position of our app regarding the competence in app stores in order to maximize visibility.

ASO is l i ke SEO: i t i s not over w i th implementation. The process is about studying the keywords, optimizing the landing (our app card) and constantly monitoring the app and our competence at a level of keywords and Top Charts.

The ASO process involves 3 phases:

4545

3 PHASES of the ASO PROCESS

Monitoring Optimizing

Research

1. Research

3. Monitoring

2. Optimizing


ASO Process: PHASE 1 (Análisis - Research)

46

The first step is to define the keywords that we will work with to position the app. Then we must analyse the possibilities to get a good positioning with these keywords taking into account the competition level.

To do it so, it is advisable to follow these points:

Define our app’s keywords and which apps are ranking through those keywords.

Find out which words are less used and, among these, which we could use for a higher positioning using ASO tools.

Locate keywords to position the app in other countries.

Analyse the category where apps of the competence are classified and study the positions where they are ranking in time with ASO tools.

Look over the icon, screenshots and videos that our competition is using and improve ours. They are key factors to conversion and installation.

Inspect the ratings and comments on the competition to detect weak and strong points.


ASO Process: PHASE 2 (Optimization)

47

Once the analysis of keywords and the study of the competition are finished, we must optimize the index card of the app to position it by the keywords defined in phase 1 for each of the stores (App Store and Google Play). At the same time, we have to convince the user to install the app.

We recommend following these points:

Define the name of the app and title according to the rules of each store

Use the keywords chosen for our project (phase 1), in the field App Name (iOS) or Title (Android), in the field keywords (only for iOS) and in the long and short description (only for Android).

Choose the category that best fits with our kind of app.

Design a simple, attractive logo related to our project.

Design attractive screenshots to convince users to download. We can apply storytelling to describe some story about the advantages of downloading the app.

Upload an amazing video that convinces the users to install the app.


ASO Process: PHASE 3 (Monitoring)

48

We need to monitor our ranking of keywords and Top Charts as well as the ones of the competition in order to get useful information to optimize the positioning of our app.

These are our recommendations:

Monitor our own rankings with ASO tools.

Monitor the ranking of the competition with ASO tools.

Compare the situation of our app with the ones of the competition in the rankings of search keywords of our project.

Analyse the situation and redefine the strategy to optimize our app in the stores.

Assess the users comments and compare them with the competition to obtain inputs and know the users feelings about the wrongs and rights of our app.


Compare the situation of our app with the one of the competition in the Top Charts.

5Main ASO tools

50

ASO Tools

ASO Tools Attribution User Feedback


6ASO Best Practices

52

Inform yourself well about what ASO means and how it is

applied. If you have any doubt you can always contact

specialized professionals.

01GOOD PRACTICE

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http://bit.ly/28VGpxb

53

Get the most of the number of available characters in the App Name / Title in order to include

relevant keywords.

02GOOD PRACTICE

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http://bit.ly/28TCxz9

54

Make a previous market research to select the best

keywords to work with. Keywords must be taken

seriously.

03GOOD PRACTICE

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ds

http://bit.ly/28RNuvD

55

Always keep an eye on your competition.

04GOOD PRACTICE

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http://bit.ly/28RCkLs

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Do not succumb to the temptation of using third parties registered brands to position your app: it is punishable practice. It could throw the app out

of App Store and Google Play.

05GOOD PRACTICE

SHARE


http://bit.ly/28RQuI5

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Optimize your app´s card for Apple and Google to convince the users. It has to be very attractive. Taken

an A/B test to see what words best for the app.

06GOOD PRACTICE

SHARE


http://bit.ly/28Q6SKP

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Consider the characteristics of each app store when designing your

ASO strategy: App Store and Google Play work very differently.

07GOOD PRACTICE

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http://bit.ly/28RMl9N

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Think globally. The mobile app sector allows to reach global

audiences with millions of users all around the world.

08GOOD PRACTICE

SHARE


http://bit.ly/291e20m

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Be aware of the fact, even though your ASO strategy may be very good, if the app is not a good

product or does not fulfill a specific need in the market, your business

will not succeed.

09GOOD PRACTICE

SHARE


http://bit.ly/23agwNs

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Use ASO techniques to reduce total costs of investment for user

acquisition.

10GOOD PRACTICE

SHARE


http://bit.ly/291fhN8

Channels to promote an app 7

How do I make my app known by the public?

63

Although we can work our app’s ASO to improve the visibility in the app stores, there are more channels to help us making the app known by the public and give reasons for inviting users to download it.

2 KINDS OF CHANNELS:

1. Branding. Communication Plan.

2. Performance. Acquiring Plan

Send press releases to special media (content)

Foster our own channels

Use offline channels: TV, Radio, OOH

Count on celebrities, influencers and early adopters

Mobile Display Ads (stimulated and non-stimulated)

Designa and optimize a Social Ads strategy

Search Ads (Google Search)


App Indexing 8

ASO 2.0: App Indexing

App indexing is a process that makes indexing our app’s content easier in the results of search engines (both iOS and Android).

App Indexing can help get more installations and reach our app’s traffic thanks to the re-engagement of users who previously installed it. It becomes an emerging and fundamental strategy for 2016.

Nowadays the most common way to index apps is Google App Indexing, available for iOS and Android. We can obtain highly visible results from it both in app discovery and re-engagement.

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By now it is only possible to use it if the app counts on a website with the same contents.

Google has announced that it will be possible to do App Indexing with 100% native apps. Until confirmed, though, those who are interested can ask Google to evaluate the App Indexing service of the app by filling a form.

Nevertheless, Google App Indexing is not the only way to index our app and improving its visibility. iOS App Indexing is also available, based on the search engine of Apple (Spotlight). Bing App Indexing is another option as well, for Microsoft search engine.

“App indexing helps get new downloads as well as improve the application’s traffic. #ASOManual16

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9AVO: App visibility optimization

What is AVO?

AVO (App Visibility Optimization) is a term coined by PickASO that involves the techniques which, correctly applied, can improve the visibility of a mobile app in iOS/Android. Both in-store ecosystem and mobile web ecosystem. This is the way to generate more organic installations. AVO clearly aims to reduce acquiring costs.

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AVO focuses on attracting new users (App Discovery) and re-engage users who have installed the app but do not use it.

AVO clearly aims to reduce acquiring costs.

AVO App Visibility Optimization ASO + APP

Indexing

WHAT IS AVO?


3,1m 190 billions1.6m1.5m

Apps in the main stores

Average mobile apps dowloaded

Total number of apps downloaded from Google Play Store in 2015

100 billions

13,2Average tablets apps downloaded

9,0

Total number of apps downloaded from App Store in 2015

of users discover apps on Google Play Store and App Store

$155 billionsGoogle and Apple Store total income in Q3 2015

$55 billions$100 billions

Most downloadedMobile App in Spain

Most downloadedApp Tablet in Spain



ASO objectives

ASOProcess

Increase dowload volume

App Name (iOS)

Title (Android)

Short Description (Google Play)

Keywords Field (App Store)

Description(App Store / Google Play)

App Category (multiplier)

Developer Name and History

Icon, Screenshots and Vídeo Preview

App size

Iterative Process

Research

Improve our visibility

Maximize income

ASO factors

On-MetaDataASO factors

Off-MetaDataVolume of Downloads

Downloads Velocity

Users Engagement

Rating: Average and Total

Score

Coments (Reviews)

Web sites mentions

Optimization Monitorization

ASO Cheatsheet#ASO16Manual

69Tribal Worldwide | | 69

70

Sources.

Sources Consulted

PickASO: http://pickaso.com/

IAB Spain: http://www.iabspain.net/

Kantar Media: http://www.kantarmedia.com/

Statistic: http://www.statistics.com/

App Annie: https://www.appannie.com/

Sensor Tower: https://sensortower.com/

TUNE: https://www.tune.com/

Sources Icons

The Noun Project: https://thenounproject.com/

iPhone by GediminasTurbo Baltaduonis iPad by Ralf Schmitzer Megaphone by lastspark Unlock by LeftHandedGraphic Tag by artworkbean Check by Lara Star by Jardson Almeida Download by BenPixels List by Rafael Martins Code by Alexandr Cherkinsky Image by Montu Yadav Video by artworkbean Download by Oliviu Stoian Engagement by Danil Polshin Comment by by Austin Andrews Touch by João Proença Browser by designify.me X by Marat Magomedov Robot by lastspark Money by Yu luck Cycle by artworkbean Microscope by Digital innovation Cycle by Thomas Helbig Television by Creative Stall Newspaper by artworkbean Paid campaign by Creative Stall Strategy by Milky - Digital innovation Shopping cart by joe pictos Grid by user

http://pickaso.com/

http://www.iabspain.net/

http://www.kantarmedia.com/

http://www.statistics.com/

https://www.appannie.com/

https://sensortower.com/

https://www.tune.com/

https://thenounproject.com/

https://thenounproject.com/Gediminas.Turbo.Baltaduonis/

http://designify.me

app store optimization 2016

Documents