How to Reduce Channel Cost of Installation (CPI) through ASO
In today’s “post-flow era”, with the industry growth slowing down and the user dividend peaking, traffic competition has become more and more feverish. The top quality traffic is getting more and more expensive, and the precision and intelligence of traffic is developing faster and faster, so we seem to be looking for a “new blue ocean of traffic” worth exploring. At present, domestic and overseas companies have been refining and diversifying their traffic acquisition, including channel placement (GG, TT, FB and other major media), user operation (social media), event operation, KOL, SEO, ASO and so on. In the field of channel placement, major companies have long shifted from rough placement to refined placement, from CPC to CPA and even to ROAS (Return of ads spending advertising revenue), and the level of attention to the marketing funnel has been moving down to focus on return on investment.
By 2022, global app install ad spending is expected to reach a record $118 billion, with high traffic spending also associated with “infighting. As a result, everyone is always looking for ways to control consumption while boosting paid downloads. However, the almighty ASO has to be mentioned here. We know that ASO can boost natural traffic to a certain extent, but we don’t consider that ASO can also help improve the overall quality of app store pages and help minimize channel buy costs (CPI).
App Store Optimization (ASO) is the process of increasing the visibility and user appeal of an app in the app store and improving app conversion rates to get more downloads. In addition to ranking high in app store search results, ASO focuses on click-through rates (CTR). To optimize for a high click-through rate, users must be convinced to click on your app after finding the app store listing. Typical CTR optimization includes your app name, app title, app icon, app screenshots, and app ratings.
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ASO (App Store Optimization) is more than just keywords
Some people still think ASO is only keyword optimization, first of all it is important to address the misunderstanding. It’s important to remember that all app store traffic is directed to the product page of the app store, whether it’s from Facebook ads, TikTok ads, Google ads, etc., or from searching directly in the store or browsing directly.
Having a great product page (text metadata and image creative) becomes critical as it can reduce churn and increase ad conversions if the ad material is well integrated with the store page content and matches the local user’s perception of the current product. Finally, please don’t forget that app reviews and ratings also play an important role in the conversion segment, and if they are negative, they may have a negative impact on ad effectiveness.
App screenshots
Screenshots are one of the most important elements on the app store page and can help users decide whether to download the app or not. If you wish to improve the conversion rate of your app, you need to start by reviewing and redesigning the screenshots first. Keep in mind that many users prefer to naturally choose to view screenshots rather than read lengthy descriptions to learn about the app. So the first thing to do is understand and follow ASO screenshot best practices and align their message with the value proposition highlighted through other acquisition channels.
Screenshots tell the story of product features and functionality, be sure to A/B test screenshots in Google Play and A/B test screenshots in the App Store using the Product Page Optimization feature.
A. Make sure the best features are shown on the first 2 screenshots. (Add up to 8)
B. Use text to explain image information to the user
C. Try to create a storyline in accordance with the general style and theme of the application
D. Provide eye-catching information to encourage users to install your application
E. Show special offers or discounts to give them more visibility
F、Localize screenshots
G、Continuous A/b Test
Customized product pages
Creative optimization has become more important because application developers can optimize custom product pages from which they can differ from the promotional text, screenshots and application previews on the default product pages. Combining different ad formats and mixing them with different countries can increase their conversion rates and reduce CPI (cost per install).
On the App Store, up to 35 custom product pages with unique URLs can be created and integrated into Apple Search Ads (ASA) and other traffic sources (social media, email, etc.). CPPs can then be used to direct traffic from a specific keyword group or a specific social media campaign to a specific custom product page.
On Google Play, you can have up to 50 custom product details that can be used for both external traffic and natural traffic (i.e., if you want to create custom custom product details for a specific market/region). Proper use of landing pages will help ads convert better.
Tips: Custom product pages can be customized for specific semantic campaigns or ad groups. Greater relevance to visitors’ needs and expectations maximizes alignment between audience, creative and product.
The importance of app reviews and ratings
Getting high ratings in the App Store and Google Play is one of the most important factors for app success, as ratings and reviews are key metrics for judging the health of an app, one of the rare metrics that affect CAC (CPI) and LTV, and play a crucial role in the user download conversion segment. If an app has a high rating, not only are users more likely to download it and share it with people they know, but the app store is also more likely to favor it.
Positive ratings and reviews mean that downloads are boosted because users are never keen to install apps with ratings below 4.0, even apps with ratings below 4.5 are at a disadvantage to higher rated competition given the fierce competition in the app store, and increasing from 4.4 to 4.6 can drive a 30% increase in CVR.
Reviews maximize developers’ chances of collecting positive feedback and ratings, which is important. Replying to reviews has also been shown to help increase the average user download conversion rate. In addition, reviews are a way to get closer to users: they give you insight into their dislikes and favorite product features and slots. These insights can provide developers with inspiration for advertising materials and feature iterations, making the product more likely to succeed.
ASO improves the performance of Apple Search Ads
Apple Search Ads have played an important role in user acquisition for years. Most recently, Apple has shaken the duopoly of Google and Facebook, increasing its share of total ad spend to 15 percent (compared to 34 percent for Google and 28 percent for Facebook).
Making the most of Apple Search Ads requires an understanding of how ASO can help drive ASA campaigns. Two factors come into play here: keywords: search volume, organic ranking, relevance and competitiveness, and custom product pages
The synergy between ASA and ASO, with the help of ASO tools, enables the identification of keywords with high search volume that are worth investing in. In fact, high search keywords related to the app can drive app downloads with the help of ASA. In addition to search volume, it is also important to consider how competitors are improving their natural rankings or if they are setting bids for these keywords.
Remember, the higher the natural ranking, the higher exposure Apple will assign to the app, which may result in a lower CPI. meaning more downloads for the same price, the importance of ASO will come into play as well optimized text metadata can help improve the natural ranking for the targeted keywords. By incorporating CPP, customizing the product pages based on semantic campaigns will also help improve conversion rates.
Improve Google Universal App Campaigns with ASO
Google App Campaigns are a great way to promote your app because they subtly place ads anywhere in the Play Store and other acquisition channels (including Search, Google Play, YouTube, Discover on Google Search, and the Google Display Ad Network), getting your app in front of the right audience.
Somewhat similar to ASA, Google relies on your app metadata to understand where and how to promote your app. Therefore, ASO is the same for Google UAC as it is for other acquisition channels. Both text metadata and creative come into play, as the keywords and features shown in the screenshots will table
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