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With Apple\u2019s ATT framework and Google\u2019s privacy updates changing the core of how UA functions, mobile marketers everywhere are taking a hard look at their budgets. The industry has seen a <\/span>222% increase in user acquisition<\/span> costs over the past 8 years, and companies like Meta are feeling the effects, as the higher costs cause <\/span>advertisers to spend less<\/span>.\u00a0<\/span><\/p>\n As a result, marketers are on the lookout for any channel that can offer affordable installs on an evergreen basis, and app store optimization (ASO) fits the bill. Like many other facets of marketing, ASO is easy to learn and difficult to master. However, the true value of ASO lies in the fact that a well executed strategy will benefit not just your app store rankings, but can help fuel success across marketing, allowing marketers to yield compounding returns. <\/span><\/p>\n Here\u2019s how:<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/section>\n No matter where a user\u2019s first touchpoint with your app is, they\u2019ll need to be funneled through your app\u2019s store page to convert. Therefore, it\u2019s essential that you master your app\u2019s written and visual store presence, which just so happens to be two defining aspects of a successful ASO strategy.<\/span><\/p>\n Ranking high on search results is great, but placement means nothing if potential users aren\u2019t clicking on your app\u2019s page listing. Adjusting your app icon, preview images, and descriptions to be more appealing will draw people in, which creates a virtuous cycle of people clicking on your app and helping it rise through the ranks, where more people can see it.<\/span><\/p>\n Further, a well-designed visual presentation will be attractive regardless of the channel that users are viewing it. If your new app icon and demo video look sharper on a store page, it\u2019s more appealing in a video ad too. With those elements refined to your audience\u2019s taste, you\u2019ll see lower CPIs across each channel.<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/section>\n Organic users tend to be more engaged and easier to retain than users acquired through paid promotion. They\u2019re the ones who will most likely leave reviews, earn daily login rewards, and purchase time-savers when they\u2019ve got a lengthy objective to try and beat. If you leverage these ASO-acquired superfans correctly, you can also make a significantly larger splash in organic communities and on social media websites without a large investment.<\/span><\/p>\n The key is incentivizing organically acquired users with rewards for sharing your app on social media accounts. Granting time savers and premium currencies when a user shares your app to their feed can help generate impressions without raising your CPM, while your app\u2019s store page creative persuades those that see it to convert. You can put these incentives on a cooldown timer so they can\u2019t be abused, while also keeping social media users from experiencing creative fatigue. <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/section>\n Paid promotion is an effective way to give your app a shot in the arm, but its impact will only go as far as your dollar. Conversely, you\u2019ll have to keep an eye on your ASO best practices to keep your spot at the top of the search chart, but the effects will last much longer. It\u2019s never going to \u201crun out\u201d because your budget shrank.\u00a0<\/span><\/p>\n In so few words, ASO makes your advertising budget go further. You can still invest in paid app store promotion, but you\u2019ll be able to scale your user base without investing the massive sums of money required in a market still reeling from ATT challenges. All it takes is some trial and error, with a healthy dollop of market research to get things going. <\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/section>\n ASO is a powerful tool for growth, but it takes careful planning to implement it successfully. You have the advantage of users already being interested, but you need to demonstrate your app\u2019s value within the first few seconds of them seeing it to convert. For your messaging to resonate, you must start with comprehensive audience research.<\/span> As the old adage goes, seek first to understand. You need to know who your ideal user is and what problem they hope to solve with your app. Audit your competitors to see how they\u2019re speaking to those needs. What tone are they using in their descriptions, which keywords are they targeting, and what do their users say in reviews? Once you\u2019ve got answers to all of these questions, you can speak to the heart of your users\u2019 needs authentically \u2014 and there\u2019s power in that. <\/span><\/p>\n After that, focus on nailing these three points:<\/strong><\/p>\n \u00a0<\/p>\n Use A\/B testing to determine the best creative for your app\u2019s store page. Both Apple\u2019s App Store and the Google Play Store support A\/B tests, so you can tweak each element to find what works best for your app. Want to learn more? Our ebook, \u201c<\/span>The Ultimate ASO Checklist for Google Play<\/span>,\u201d has more information on the nuances of ASO.<\/span><\/p>\n If you aren\u2019t sure where to start with ASO, AdAction can help you. We have years of experience running user acquisition campaigns, helping publishers like you attract users across iOS, Android, and the web. We custom-tailor each campaign to fit your needs while our customer support specialists ensure your brand makes the most of every opportunity. If you want to know more, <\/span>contact us<\/span> today for a demo.<\/span><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/section><\/div>\n The post How ASO Acts as a Force Multiplier for Multi-Channel App Marketers appeared first on AdAction.com.<\/p>\nASO\u2019s Effects are Felt Across All Channels
\n<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/section>\nSupercharging Your Organic Presence
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