{"id":829,"date":"2022-12-16T17:28:27","date_gmt":"2022-12-16T17:28:27","guid":{"rendered":"https:\/\/www.searchadsmaven.com\/?p=829"},"modified":"2024-04-01T22:26:49","modified_gmt":"2024-04-01T22:26:49","slug":"app-store-optimization-make-the-most-of-your-metadata","status":"publish","type":"post","link":"https:\/\/www.searchadsmaven.com\/es\/blog\/app-store-optimization-make-the-most-of-your-metadata\/","title":{"rendered":"App Store Optimization: Make the Most of Your Metadata"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1671211493016{padding-top: 20px !important;padding-bottom: 20px !important;}”]\n

Make waves with your metadata and fuel more installs for less<\/h2>\n[\/vc_column_text][vc_column_text]You won the bid! Congrats! You spent your budget on a campaign and drove traffic to your product page but is every single one of them going to download? What causes someone to get to the install page and then stop? These are just some of the questions that frame the App Store Optimization (ASO) discussion.<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1671211562407{padding-top: 20px !important;padding-bottom: 0px !important;}”]\n

What is ASO?<\/h3>\n[\/vc_column_text][vc_column_text]\n

\u201c<\/span>App Store Optimization is the process of improving an app\u2019s visibility in an app store and maximizing its appeal to users throughout the app\u2019s lifecycle, with the objective of increasing the amount of downloads it will receive.\u201d <\/span><\/em><\/p>\n

– <\/span><\/i>Advanced App Store Optimization by Moritz Daan & Gabe Kwakyi<\/span><\/p>\n[\/vc_column_text][vc_column_text]ASO serves two purposes: <\/span>exposure <\/b>and <\/span>conversion<\/b>. How is ASO different from keyword strategy? Keyword strategy is a very direct and targeted effort in the App Store. Each keyword we bid on is a direct proactive audience, while ASO is a more holistic approach to performance in the App Store. Bidding success in Search Ads relies on thousands of keywords, but ASO limits you to your product page metadata which is a smaller character count. With advertising being added in more and more places for the App Store it\u2019s easy to think that ASO is becoming less and less important. This couldn\u2019t be further from the truth. While advertising incorporates a \u201cpay to play\u201d aspect, good ASO optimizes the spend no matter the size.<\/span><\/p>\n

If you come from a search engine optimization (SEO) background, some techniques are similar. Be sure to research the top search keywords for your vertical and incorporate them into your app metadata if they fit. It\u2019s important to note that the algorithms used in the App Store treat your organic rank in the system differently than what you might be used to. Also, Apple keeps a tight leash on what exists in the App Store, so beware of any attempts to \u201cgame\u201d the system.\u00a0<\/span><\/p>\n

Good ASO combines the basic branding elements of appealing to a broad audience with the ability to target specific audiences with special promotional assets. No matter the vertical, it\u2019s important to conceptualize your app’s appeal for different markets, whether it\u2019s a different localization or demographic. Once you get these mapped out, notice the similarities between them as well as the differences. These are the basic points for the branding you will want to use for your app. Proper ASO is built around tailoring yourself to be the most transparent on what your app offers to specific demographics of users. What is good for the gander isn\u2019t ALWAYS what\u2019s best for the goose.<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1671211568106{padding-top: 20px !important;padding-bottom: 0px !important;}”]\n

Conversion rate<\/h3>\n[\/vc_column_text][vc_column_text]The conversion rate, or the percentage of your product page visitors that install your app, is the main variable you want to concentrate on with ASO. You can track conversion rates for Custom Product Pages outside of Apple Search Ads in the App Store Connect portal. An increase in conversion rate by just a simple .01% could add up to thousands of more installs over the year. Every choice you make should be done to make your app as attractive and useful to a user as possible. You want to be clear about the experience and features of your app, plus what makes it better than any of your competitors. As the conversion rate focuses on your product page and could be a full article in itself, we will save going over optimization tips for that later on. Instead, we should focus on increasing exposure and traffic to your product page with metadata.<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1671211573788{padding-top: 20px !important;padding-bottom: 0px !important;}”]\n

Increase exposure through metadata & keywords<\/h3>\n[\/vc_column_text][vc_column_text]Metadata is broken down into:<\/span><\/p>\n