How to effectively implement mobile app promotion: specifics
The total number of applications listed on the Google Play and App Store marketplaces is around 5.4 million. With so much competition, it is extremely difficult for a new product to get noticed by users. ASO optimisation that focuses on mobile app promotion will help improve the situation.
Benefits of mobile promotion
ASO is a set of efforts to increase a product’s visibility in the marketplace. The tool helps to get the mobile app into the list of recommended apps and topic selections. This increases the chances that users will see and download the app. In addition, this approach has some benefits for the development company, including:
- An influx of organic downloads. A relevant audience will ensure a regular flow of app installs.
- Advertising cost optimisation. Organic traffic allows you to reject expensive advertising and save your budget.
- Increased profitability. It is one of the ways to increase conversions, which helps to monetise the product.
To achieve such results, the promotion work should be comprehensive. It is not enough to simply set up an ASO. The product must also meet the target audience’s needs and be easy to use. Only if these points are in place will the strategy be effective.
Optimisation methods
ASO optimisation approaches have a lot in common with SEO. Like Google, marketplaces allow users to search for the application they want. At the same time, the platform’s algorithms make recommendations for the most downloaded products. Standard ASO strategies are:
- keyword management;
- search and paid advertising services;
- improving rankings by taking categories into account.
The efforts mentioned above make it possible to improve the application’s ranking and thus make it visible to users. Specialists most often resort to implementing several strategies simultaneously. This approach helps accelerate the achievement of goals and increase work efficiency in general.
However, it is essential to start with the basics of advertising on marketplaces. One of the most significant of these is a comprehensive analysis. The specialist should know the characteristics of the product’s target audience and the competitors. Analysing the latter will help you see how they advertise, which will be useful in developing your strategy.
The next step is to select keywords and collect the semantic core. To do this, specialists have several options at their disposal:
- specialised services;
- recommendations from marketplaces when creating an advertising campaign;
- SearchMatch’s paid discovery campaigns, which help to build semantics;
- suggests – special tooltips will appear during the search.
Then, you create the metadata that indexes your mobile apps. This is similar to the metadata used in SEO. At the heart of this process are the keywords that users need to find the product through search.