Did you know that ASO and Apple Search Ads campaigns work better as a team? Both ASO and Apple Search ads are all about relevancy so it’s important to understand how to play to your keywords’ strengths in both arenas.
In today’s article let’s discuss the various ways that ASO and Apple Search Ads can inform one another and vastly improve your paid and organic strategies:
Like I just previously stated, both ASO and Apple Search Ads are all about relevancy.
The App Store algorithm wants to see an association between your target keywords and phrases and the context of what they know your app is about.
It’s important to start your ASO and Apple Search Ads journey by optimizing your app’s product page first. This means including target keywords in your title, subtitle and description as well as optimizing your graphics (icon, preview video and screenshots) for the best user experience).
A well-optimized page with lots of contextual evidence, like LSI (latent semantic indexing) keywords (words or phrases that are semantically related to each other), and targeted keywords in your users’ reviews will perform better in Search Ads campaigns in the long run.
The Apple Search Ads provide a near-seamless experience for the user. Contrary to something like a banner ad, when displayed in Search Results, the Search Ads blend with the other organic results. For that reason, they can definitely be looked at as part of the organic strategy for an app and leveraged to improve ASO efforts. The Search Ads platform provides a lot of insight in specific keyword performance, and when campaigns are structured properly there is a wealth of knowledge to obtain.
Let’s talk about what we consider the “ideal” campaign structure for Search Ads, and how we can apply our ASO strategy to Search Ads and vice versa.
Branded
Competitor
Generic
Discovery
The important part with Search Ads is that we cannot “set and forget” the campaigns. The key is to constantly adjust bids, filter out low-performing and not-relevant keywords and learn! Understand the keywords that are performing and driving high downloads and transfer that knowledge over to your ASO optimizations.
Last week we talked about Keyword Misspellings. Because people often times type in a word incorrectly in search, misspelled keywords and terms can actually have a large volume. This space is full of untapped potential for many app niches.
Here’s how to use ASO and Apple Search Ads with keyword misspellings:
The increased volume of installs driven from Search Ads can help organic growth due to “heating up” velocity and increased social proof on and outside of the App Stores.
However, Apple Search ads won’t help organic growth for specific keywords being targeted. This is an important distinction to understand before you start pouring your marketing budget into paid acquisition strategies.
Google Ads is stepping up its game with a new beta feature: Promotions assets. Designed…
Apple has unveiled a suite of new features on the App Store, aimed at empowering…
Apple has announced the expansion of Apple Search Ads to 21 new countries, opening up…
Apple has just announced a significant update for Apple Search Ads campaigns. Starting in Spring…
Since their introduction 3 years ago, Search Tab Ads in the App Store have been…
Apple has again improved its Search Ads reporting by introducing “Tap-Through” and “View-Through” metrics, along…