In this blog, we will explore Search Engine Optimization (SEO) and App Store Optimization (ASO) – what they are, how they differ, and how they are similar. We’ll look at some of the top tools and resources for both SEO and ASO so you can choose the right ones for your needs. Our goal is to help you understand how to leverage both strategies effectively depending on whether you want to rank higher in search engines or app stores.

What is App Store Optimization (ASO)?

App Store Optimization (ASO), is the process of optimizing an app’s listing page for major app stores such as Google Play and the Apple App Store. The primary goal of ASO is to increase the visibility of an app and boost organic downloads.

There are two main components of ASO – keyword optimization and conversion rate optimization. The first involves targeting the right keywords that potential users are searching for in the app stores and optimizing elements like the app name, description, and screenshots to rank higher for those keywords. By ranking higher in search results, the app becomes easier for users to discover through search.

The second component focuses on increasing conversion rates once users land on an app’s listing page. This involves optimizing elements like the app title, description, screenshots, and app preview video to clearly communicate the app’s value proposition and benefits to users. The goal is to entice more users to download and install the app after visiting its listing page.

Overall, ASO aims to first get more relevant users to discover an app through improved search rankings, and then maximize the percentage of those users who decide to download and install the app on their devices. This ultimately leads to an increase in organic downloads and new users.

What is Search Engine Optimization (SEO)?

Search Engine Optimization (SEO), is the process of optimizing websites and their content to rank higher in unpaid search engine results. The overall goal of SEO is to help websites generate more qualified and organic traffic from search engines like Google, Bing, Yahoo, and others.

There are two core pillars of SEO – visibility and click-through rate. Visibility involves optimizing aspects like page titles, meta descriptions, headings, internal linking structure, and keyword research/implementation to increase the likelihood of ranking highly for relevant keywords.

The second pillar focuses on the click-through rate. This refers to optimizing elements such as compelling headline titles, descriptive URLs, user-friendly content, and speed to entice more searchers to click on the result linking to a website.

Key areas of optimization include page content, site structure, site speed, backlink profile, and off-page factors. By analyzing different components, marketers can identify areas needing improvement and implement changes to increase organic search traffic over time.

The end goal is to enhance both visibility and CTR, bringing more qualified potential customers directly to a website via unpaid search results. This is done by deeply understanding user intent and shaping content accordingly.

Similarities and Differences Between ASO and SEO

Best ASO Tools 2024

MobileAction offers ultimate ASO tools and resources that will empower your success in 2024!

ASO Intelligence

ASO Intelligence helps app marketers and developers gain a competitive edge in a sea of similar offerings. These tools provide insights into competitor strategies, allowing for unique positioning and differentiation. ASO plays a crucial role in localization, ensuring content lands with diverse audiences across the globe.

MobileAction ASO Intelligence enables app owners and marketers to grow organically with its unmatched Basic and Advanced tools.

Basic Features of MobileAction ASO Intelligence

Store Management

ASO Intelligence helps app marketers and developers gain a competitive edge in a sea of similar offerings. These tools provide insights into competitor strategies, allowing for unique positioning and differentiation. ASO plays a crucial role in localization, ensuring content lands with diverse audiences across the globe.

MobileAction ASO Intelligence enables app owners and marketers to grow organically with its unmatched Basic and Advanced tools.

Keyword Suite

This is a comprehensive and multifunctional suite made up of several keyword management tools such as Keyword Tracking, Keyword Optimization, Keyword Gap, Keyword Position Map, Keyword Suggestion, Keyword Spy, Keyword Research, Keyword Explorer, Keyword Trends, and Keyword Translator.

It empowers app developers and marketers to streamline their keyword management efforts. With Keyword Suite, users can track and optimize keywords, discover gaps, study competitors, explore trends, and translate or generate keywords for 22 languages. This all-in-one solution ensures that your keyword strategy gives your app maximum discoverability in the app stores.

Advanced Features of MobileAction ASO Intelligence

ASO Report

This tool provides a comprehensive overview of any app’s performance. It showcases how many keywords an app ranks for, the weekly changes in ranking distribution, and historical rankings by keyword. Users can compare two dates by ranking, sort reports by brand keywords or search scores, and filter through various metrics.

Visibility Report

A crucial tool for understanding the visibility trends of your apps and competitors. The Visibility Snapshot offers a breakdown of the visibility score of your app by country. Users can compare the day-by-day visibilities of two apps, understand localization performances, and view country-based visibility performances.

Additionally, the top visible apps feature allows users to view the most visible apps in each store, providing insights into their visibility scores, category rankings, and overall standings.

Keyword Intelligence

This feature shows keywords that your app ranks for and estimates the percentage of downloads you get from these keywords. It’s designed to give insights into potential keywords that might drive downloads. The Organic Download History tab showcases keywords that contribute significantly to organic downloads.

By checking weekly changes, you can refine your ASO keyword strategies.

App Update Timeline

A feature that allows users to track their app’s update history. It provides a comparative view of each update, highlighting changes. You can also analyze competitors and see their update history, which can offer insights into their update strategies.

Best ASO Resources 2024

1. ASO Handbook 2024: Navigating the Future of App Store Optimization
   
2. A comprehensive guide to App Store Optimization (ASO)
   
3. The definitive guide for Mobile User Acquisition
   
4. App Store ASO: Skyrocket your iOS app in Apple charts
   
5. Google Play ASO: Organic growth strategy guide for Android apps

Conclusion

In conclusion, while ASO and SEO both aim to increase visibility and conversions, they differ primarily in their targeting – ASO optimizes apps for discovery within app stores, whereas SEO focuses on ranking websites in search engines. Some best practices like keyword research, title/description optimization, and user experience apply to both.

Whether you have an app, website, or both, leveraging the optimal combination of ASO and SEO strategies is key to driving qualified traffic from organic search. The right tools can help streamline your optimization efforts.

Schedule a demo with one of our optimization experts to get started with an ASO or SEO assessment customized for your specific needs. We’ll review your current setup, and opportunities for improvement and provide a strategic roadmap and plan.

The post ASO vs SEO: A Comparison of Optimization Strategies for Apps and Websites appeared first on MobileAction.

There are millions upon millions of mobile apps in major app stores such as the App Store and Play Store. Competition is undoubtedly fierce. Thus, it is a must that you, as a mobile developer or marketer, find creative and effective ways to attract more users. Chief among these marketing strategies is called localization. With growing markets all over the world, you can dramatically improve your app’s success by expanding into them. However, while emerging markets come with great opportunities, there are also challenges you need to deal with.

In this post, let us go through the importance of localizing your apps for emerging markets, the opportunities it presents, and the challenges you need to overcome to be successful.

Emerging Mobile App Markets

Did you know that in 2022, the mobile application market size was valued at USD 206.85 billion? What’s more, the compound annual growth rate (CAGR) of the mobile app market from 2023 to 2030 is around 13.8%. Other estimates put the number higher, at 22.97%. This makes the mobile app industry one of the biggest markets spread throughout the world. Whatever report you read, there’s no doubt that the mobile app market is getting bigger and bigger.

What’s more interesting is that gone are the days when the United States led the world in mobile app downloads worldwide. According to Statista, China was the leading country for app downloads in 2022, reaching up to 111 billion downloads. India follows in the ranking, with its people downloading 29 billion times in the same year. Then comes the United States, which generated about 12.24 billion downloads.

Of course, you shouldn’t ignore other countries in the top 10 rankings. To give you an idea of what other countries are included in the top 10 list and how many downloads are made in each country, you need to see this:

• China: 111 billion app downloads
• India: 29 billion app downloads
• United States: 12.24 billion app downloads
• Brazil: 10.61 billion app downloads
• Indonesia: 7.7 billion app downloads
• Russia: 5.48 billion app downloads
• Mexico: 5.08 billion app downloads
• Turkey: 3.73 billion app downloads
• Vietnam: 3.52 billion app downloads
• Philippines: 3.49 billion app downloads

As you can see, there’s a huge market outside of the United States waiting for you to tap into. Just to give you an idea of what you’re missing, the combined app downloads of these countries are almost 180 billion, not including the United States. With this in mind, you should start creating your localization strategies to penetrate new global markets.

What are the New Opportunities for Localizing Apps?

When it comes to localizing apps, especially for emerging markets, there are numerous exciting opportunities to explore. Let’s take a closer look at some of these:

1. Market Expansion

Localizing apps allows businesses to expand into new and diverse markets, connecting with a global audience. This approach opens doors to untapped user bases in different regions, potentially resulting in increased downloads, heightened user engagement, and enhanced revenue.

2. Enhanced User Engagement

Adapting app content to users’ language and cultural preferences offers a unique opportunity to improve overall user experience. This, in turn, leads to increased engagement, heightened loyalty, and positive reviews. As users find the app more relatable and user-friendly, satisfaction and connection with the audience are significantly strengthened.

3. Increased Downloads and Visibility

Harnessing the power of localization provides a significant opportunity for increased downloads and enhanced visibility. Research indicates that apps with localized descriptions in the native language tend to experience higher download rates. This strategy offers a twofold benefit: not only does it contribute to improved visibility within app stores, but it also translates into a potential boost in download numbers, consequently elevating the app’s ranking.

4. Revenue Growth

Localization offers a significant opportunity for revenue growth by expanding market share and increasing sales. Businesses can capitalize on this benefit by tailoring their offerings to the specific needs and preferences of diverse markets, maximizing their revenue potential.

5. Competitive Edge

Having a localized app creates a significant opportunity to gain a competitive edge in crowded markets. By demonstrating a dedicated commitment to user satisfaction, a localized app sets itself apart from competitors. The benefit is clear: offering a more tailored and inclusive user experience compared to others in the market, ultimately securing a distinctive position and attracting a broader user base.

What are the Challenges for Localizing Apps?

With every opportunity comes challenges, and denying these challenges will only delay your app’s growth. Thus, it’s crucial to be familiar with them so you can quickly create a game plan on how to address them. Here are some of the most pressing challenges in localizing your app:

1. Linguistic and Cultural Nuances

Successfully adapting content for global audiences extends beyond literal translation, necessitating a profound comprehension of cultural nuances and idioms. The repercussions of misinterpretations in this process can range from communication breakdowns to, in more severe instances, potential harm to the brand’s reputation.

2. Technical Adaptation

Technical adaptation poses a significant challenge in the process of localizing apps, requiring accommodation of diverse technical requirements. This includes addressing issues such as text length variations and right-to-left languages. The impact of this challenge is evident in the potential for creating inconsistent or poorly adapted user interfaces, which, in turn, can hinder the overall user experience and functionality of the app.

3. Legal and Regulatory Compliance

The challenge of legal and regulatory compliance during app localization involves adhering to the legal obligations of each target market, including compliance with data protection laws. The potential impact of failing to meet these requirements is substantial and can lead to legal issues, financial penalties, or significant damage to the brand’s reputation.

4. Resource Intensiveness

App localization poses a challenge in terms of resource intensiveness, demanding significant investments of time, manpower, and financial resources. The impact of inadequate resources can result in subpar localization efforts, compromising the overall quality of the app, particularly in specific markets where thorough adaptation is crucial for success.

5. Maintaining Consistency

One of the challenges in app localization is maintaining consistency across various language versions, encompassing branding and user interface elements. The impact of this challenge is significant, as inconsistent messaging has the potential to confuse users and dilute the overall brand identity. This emphasizes the importance of meticulous attention to uniformity throughout the localization process.

6. Testing and Quality Assurance

Rigorous testing and quality assurance are critical aspects of the app localization process. Failing to address this challenge can have significant consequences, including the identification and rectification of linguistic and functional issues. Overlooking thorough testing may result in the presence of bugs, errors, and a suboptimal user experience, ultimately leading to negative reviews and diminished user satisfaction.

7. App Store Optimization (ASO)

App Store Optimization (ASO) poses a challenge in the localization process as it involves meticulously adapting app store metadata and optimizing content for each target market. The impact of ineffective ASO can be substantial, potentially leading to diminished visibility and lower download rates in specific regions. Hence, a thoughtful and strategic approach to ASO is crucial to ensure the app’s success in diverse markets.

The Value Added by MobileAction

MobileAction’s Localization tool offers an overview of an app’s localized ASO elements (title, subtitle, and description) and its performance across active countries. It allows you to uncover effective localization strategies, identify potential geographies for future localization, and gain insights into competitors’ global strategies. You can analyze localized content, understand top-ranking countries, and refine your app’s localization strategy by comparing different apps’ approaches to strengthen your market position.

 

Penetrate Emerging Markets Effectively

Localizing your apps can be a challenging yet rewarding process. While various obstacles may hinder your successful expansion into a new market, correct localization opens the floodgates to new opportunities.

This is a guest post from ShyftUp, a leading ASO Agency, sheds light on the transformative power of app localization. With the relevant knowledge, skills, and tools, they can assist you in localizing your app, ensuring a smooth process, and positioning your app for the next level of success.

 

The post Localizing Apps for Emerging Markets: Opportunities and Challenges appeared first on MobileAction.

Leading the way is MyFitnessPal, celebrated for its exceptional ASO scores in user acquisition. Following closely is Fitbod, demonstrating successful metrics derived from effective organic and paid strategies. Securing the third position isBodyFast, showcasing a diverse range of active and successful ad creatives and earning the highest Ad Intelligence score. Peloton also earned a well-deserved spot on the list as they generated a remarkable Apple Search Ads score by leveraging multiple ad placements.

Let’s explore the standout achievements and strategies that have propelled these top apps ahead of the competition.

MyFitnessPal: Calorie Counter

• With an impressive total of over 27,000 keywords achieving organic rankings, 565 of these keywords ranked #1. This success contributes to their commendable ASO Score, the highest for the Health & Fitness category. Notably, a significant portion of their organic downloads originates from a select set of 15 keywords, constituting over half of their overall organic traffic. Furthermore, their branded keywords play a pivotal role, being the primary source of more than 50% of their organic traffic.

• They are currently running search result ads for over 11,000 keywords, and more than 4,500 of these keywords exhibit a high impression of over 20%.
• In the past month, they have executed a comprehensive advertising campaign, producing a total of 88 video-format ads that were strategically distributed across four ad networks. In their US storefront, they are committed to localization by creating 25% of their ads in Spanish. This bilingual approach is aimed at fostering greater user engagement and reaching a more diverse audience.

Fitbod Gym & Workout Planner

• They’ve successfully earned organic rankings for over 4,500 keywords, and among them, 104 boast a search score exceeding 40. Their downloads primarily come from approximately 40 keywords, showcasing their knack for relevance across a variety of search intents.
• They currently run search result ads for 989 paid keywords, with 55 of them having a search score higher than 40. This indicates a solid performance in targeting keywords that carry significant search intent and relevance.
• Over the past month, they’ve actively ran 368 ads, utilizing both video and image formats across four distinct ad networks. Their advertising strategy uniquely combines the app’s UI elements with real-life footage to enhance the effectiveness of conveying the app’s core value. This approach aims to provide users with a comprehensive and engaging understanding of the app’s features and benefits.

BodyFast: Intermittent Fasting

• BodyFast ranked organically for over 4,000 keywords, with 116 of them having  a search score of 40+. A significant portion of their organic downloads originate from 35 keywords. An interesting aspect is that their primary sources of organic traffic include their competitor’s brand keywords.

• Within the last month, they’ve actively launched 316 ads in video, image, and banner media formats.

InPulse – Heart Rate Monitor

• They’ve achieved organic rankings for over 5,700 keywords, with 197 of them boasting a search score surpassing 40. The majority of their organic downloads come from 32 specific keywords, and more than 60% of these downloads are generated through their own brand keywords. This underscores the significant impact of their brand presence on the organic traffic they attract.

• They are currently running search result ads for over 1,200 keywords, and among them, 342 keywords are generating impressions exceeding 20%. In addition to their default product page, they have introduced a custom product page designed specifically to highlight and promote a particular feature that the app offers.
• In the last month, they’ve created and ran 197 ads through 5 different ad networks. These ads, presented in both video and banner formats, prominently feature real-life footage to emphasize the app’s practical applications and highlight suitable usage scenarios.

Flo Period & Pregnancy Tracker

• They’ve achieved organic rankings for over 16,000 keywords, securing the 1st spot for 268 of them. Among these, 18 keywords stand out with a remarkable search score exceeding 80. Their organic downloads primarily originate from 26 keywords, covering brand terms, generic phrases, and even competitor brand keywords. This diverse range of keywords reflects their effectiveness in attracting users across different search contexts.

• They are actively running search result ads for more than 2,800 keywords, and among them, 80 keywords stand out with a search score surpassing 40. Notably, they’ve gone above and beyond industry averages by creating 18 custom product pages alongside their default product page. This impressive number demonstrates their commitment to providing a tailored experience. Leveraging varied screenshots and keywords, they aim to connect with a wider audience in a relatable and engaging manner.

• Over the past month, they’ve developed and launched a total of 144 ads, strategically distributing them across 4 ad networks. What stands out is their preference for the image format, even in the presence of video format options within similar apps in their category. This choice of emphasizing images over videos adds an interesting dimension to their advertising strategy, showcasing a unique approach within their competitive landscape.

Peloton: Fitness & Workouts

• They’ve successfully generated organic rankings for over 12,000 keywords. The primary source of their organic downloads revolves around 12 specific keywords. Interestingly, all of these keywords are either associated with their own brand or the brands of their competitors. More than 85% of their organic traffic is derived from searches related to their own brand keywords.

• They are actively running search result ads for an extensive portfolio of over 42,000 keywords, and more than 20,000 of these keywords has an impression share exceeding 20%. Notably, they hold the position of the top advertiser in the Health & Fitness category for search result ads and rank 2nd overall. Their strategic use of Search tab ads further improves their reach.

• Adding to their strategic approach, they have developed 3 custom product pages in addition to their default product page. One of these custom product pages outperforms their default product page in terms of impressions, reflecting a noteworthy achievement in their advertising efforts.

Interested in evaluating how your app stacks up against competitors? MobileAction offers a valuable tool for thorough competitor analysis, providing insights into market trends and opportunities to refine your strategy. Schedule a demo with MobileAction today to gain additional insights and bolster your competitive position.

Methodology

The ranking of top advertisers is determined by analyzing ASO Scores, Apple Search Ads Scores, and Ad Intelligence Scores obtained from MobileAction’s extensive dataset.

This in-depth analysis has been made possible through MobileAction’s offerings, including Apple Search Ads campaign management and comprehensive app store marketing intelligence. Our platform actively tracks over 5 million keywords, providing invaluable insights, and boasts a library of 69+ million ad creatives from 50+ ad networks globally. These impactful features strengthen our analyses by tapping into a wealth of data from diverse apps and creative strategies, ensuring a comprehensive and insightful examination of the advertising landscape within the health & fitness app industry.

The post Top 10 Health & Fitness Apps on the US App Store by User Acquisition Performance appeared first on MobileAction.

Leading the list is booking.com, the top travel app for user acquisition driven by its impressive Apple Search Ads visibility score. Following closely is Expedia, outperforming competitors with exceptional ASO scores. Hotels.com claims the third spot, displaying robust metrics from both organic and paid strategies. Notably, Agoda earns its place on the list, distinguished by various active ad creatives and holding the highest Ad Intelligence score.

Now, let’s dive into the key highlights, analyzing how these top apps have consistently outperformed their competitors.

Booking.com

• They exhibit a strong organic presence with over 5,800 keywords, with an impressive 54% securing a spot in the top 30 rankings. Most of their organic downloads come from a strategic choice of 10 keywords, covering their brand, generic terms, and competitor brand keywords. This keyword strategy highlights their expertise in optimizing visibility and drawing organic traffic.

• On Apple Search Ads, they actively bid on over 10,000 keywords, with 100+ having a greater search score than 40. As expected, they are at the top spot in the search result ads Top Advertisers list and the highest ASA score holder in the market.

• To enhance visibility, they also run ads on the Today tab and Search tab, employing a multi-placement ad strategy. Going beyond the default product page, they’ve crafted 4 custom product pages, each tailored to different features. Notably, one of these custom pages outperforms their default page in impressions. 

Expedia

• They’ve got over 9,000 keywords that they rank for organically, and an impressive 58% secure a spot in the top 30, giving them the highest ASO score on the list. Interestingly, 23% of their organic downloads come from their brand keyword, with the majority originating from competitor brand keywords.

• Expedia actively places bids on over 1,700 keywords for their search result ads. They utilize the power of Search tab ads to boost visibility and drive traffic. In addition to its default product page, Expedia has 7 custom product pages that are uniquely customized and localized.
• They’ve got over 36 live ads that are getting significant impressions.  

Hotels.com 

• Hotels.com has a robust organic presence with over 5,900 keywords, an impressive 56 of them in the 1st position. The primary source of their organic downloads revolves around 11 keywords, including their own brand and competitors’ brands. Noteworthy is their ability to attract significant downloads from competitors’ brand keywords, even when not securing a top 3 ranking for those terms.

• They’re currently bidding on over 1,500 keywords for their search result ads. Additionally, they’re running Search tab ads to increase awareness and traffic. Beyond their default product page, they have three custom product pages that attract a significant number of impressions and feature customized ad creatives targeting their brand keywords, generic category-related keywords, and competitor brand keywords.

Airbnb

• They’re currently ranked organically for over  4,600 keywords, with a notable 63% securing a spot in the top 30. What stands out is that a substantial 76% of their organic downloads come from their own brand keyword, highlighting their strong brand presence in the market.

Vrbo

• They currently rank for over 4,500 keywords, and over 45% of those have a search score greater than 40. When it comes to organic downloads, they mainly generate them from 8 keywords, a combination of their own brand and competitors’ branded keywords.

• They’re actively bidding on over 300 keywords for their search result ads. In addition to their default product page, they’ve created two custom product pages. What makes these custom pages stand out is their targeted approach. They are tailored specifically for their own brand keywords and competitor brand keywords.

• They currently have 26 live ads, each strategically designed to highlight the diverse benefits users can enjoy with the app. To make a compelling connection, they’ve integrated real-life footage, adding an authentic touch to draw in users.

Agoda

• They organically rank on over 3,500 keywords. Most of their organic downloads come from 11 keywords. Notably, the highest download percentage comes from a competitor’s brand- Airbnb.

• They’ve got 14 active ad creatives that are outperforming the category average in terms of impressions. They have crafted a diverse range of ad creatives, highlighting the app’s features and showcasing real-life footage to boost engagement. With these strategies in play, they’ve secured the top spot with the highest Ad Intel Score on the list.

Anticipating What’s Next in Your Category

Special Days & Events Affected the Trends

Exploring the last 90 days through MobileAction’s unique Keyword Trends tool reveals correlations between special days, seasonal events, and ASO trends. Notably, keywords like ‘Burning Man’ and ‘Black Friday’ experience heightened popularity around their events but see a decline afterward.

Incorporating relevant keywords during those periods is a strategic move for apps tied to these occasions. On a different note, the term ‘relocate’ gained traction during the last travel season, making it a valuable addition to your app’s metadata. Keep ahead of the curve by leveraging the insights. 

Implementing New Technologies at the Right Time

Incorporating new product updates into your app keeps you on the cutting edge and may give you a competitive advantage in your category. Take, for instance, Expedia’s strategic move. By examining the product page elements of travel apps through MobileAction’s one-of-a-kind Creative Asset Hub, we observed that Expedia updated its app’s screenshot assets, resulting in an uptick in category rankings.

Further analysis using the App Update Timeline revealed that these changes occurred around the travel season, just before it peaked. Upon analyzing this shift, we discovered that Expedia introduced an AI feature to help users create the ultimate travel plan using ChatGPT,  capitalizing on the buzz around the new AI trend.

Curious about how your app compares to others in the market? MobileAction is a valuable resource for in-depth competitor analysis. It empowers you to understand market trends and enhance your strategy. Schedule a demo with MobileAction to gain additional insights and strengthen your position.

Methodology

The ranking of top advertisers is determined by analyzing ASO Scores, Apple Search Ads Scores, and Ad Intelligence Scores obtained from MobileAction’s extensive dataset.

This in-depth analysis has been made possible through MobileAction’s offerings, including Apple Search Ads campaign management and comprehensive app store marketing intelligence. Our platform actively tracks over 5 million keywords, providing invaluable insights, and boasts a library of 69+ million ad creatives from 50+ ad networks globally. These impactful features strengthen our analyses by tapping into a wealth of data from diverse apps and creative strategies, ensuring a comprehensive and insightful examination of the advertising landscape within the travel app industry.

The post Top 10 Travel Apps on the US App Store by User Acquisition Performance  appeared first on MobileAction.

App Store Optimization (ASO) and Visibility

The Leaders in Visibility

Navigating the nuances of App Store visibility is vital for finance apps, as it directly impacts their discoverability and popularity among users. Understanding and leveraging these dynamics is key, as the right visibility can mean the difference between widespread adoption and being forgotten. Let’s explore how some of the leading finance apps in Türkiye are mastering this aspect of digital presence:

• Binance: With a visibility score 94, Binance ranks for 1,014 organic keywords. It holds the first place for 196 of these keywords, which means about 19.33% of its keywords are in the top 30.
• Investing.com: Investing.com also has a visibility score of 94. It ranks for 769 keywords, with a strong presence in the top 30 for 635. This is an outstanding 82.58% of its total keywords.
• TradingView: TradingView boasts a visibility score of 92 and ranks for 812 organic keywords. Remarkably, 695 of these keywords are in the top 30, accounting for approximately 85.59% of its total keywords.
• BTCTurk: With a visibility score of 89, BTCTurk ranks for 1,977 organic keywords, and 750 of these are in the top 30, which translates to around 37.94% of its keywords.
• ForInvest: ForInvest has a visibility score of 85 and ranks for 413 organic keywords.
• Midas: Midas follows with a visibility score of 83 and 395 organic keywords.
• Paribu: Paribu has a visibility score of 81 and ranks for 377 organic keywords. 

These stats highlight the significant efforts and successes these apps have in maintaining a strong presence on the App Store, with some, like Investing.com and TradingView, showing exceptionally high percentages of keywords in the top 30.

Importance of ASO in Finance

In the world of fintech applications, App Store Optimization (ASO) is more than just a strategy; it’s the basis of success. ASO plays a pivotal role in how finance apps are organically discovered, perceived, and ultimately trusted by users. A high visibility score, achieved through effective ASO, goes beyond mere discoverability. It strengthens an app’s position as a credible and authoritative player in finance. 

Trust is paramount in finance, where users deal with sensitive information and transactions. A high-ranking app with great reviews is often perceived as more reliable and secure simply because of its position in the App Store. This perception is vital in convincing users to not only download the app but also engage with it for their financial needs.

Advertising Strategies and Market Share

When we look at the paid user acquisition activities as a part of our research on Türkiye’s finance apps, Paribu’s success in the ad space is noteworthy. Paribu achieved a significant impression share of 44.46% by focusing on SUI in its ads. Their ad was live across multiple major advertising networks, including Kayzen, Vungle, AdMob, and AdColony, for 58 days.

A key aspect of their advertising strategy was the simplicity of the ad’s design and message. The ads effectively communicated the ease of buying cryptocurrency, particularly SUI, in a manner that was straightforward and accessible. This simplicity in design and clarity in messaging resonated strongly with their target audience, cutting through the noise in a crowded market space.

User Experience Trends in Finance Apps

Phone-in-Screen App Screenshots: A Standard?

For apps in the Türkiye storefront, a trend in the presentation of finance apps is the adoption of “phone-in-screen” app screenshots. This trend goes beyond just style; it’s a strategic decision to make apps seem more user-friendly and easier for potential users to understand. By showcasing the app interface within the context of a smartphone screen, apps are effectively bridging the gap between the digital product and the physical experience of using it. This approach provides a realistic app preview, setting clear expectations for the user experience.

In-App Events: The Road Less Travelled with Great Potential

In contrast to the widespread adoption of phone-in-screen visuals, there’s a notable gap in the utilization of in-app events within the finance sector in Türkiye. This underexplored territory might hold potential for user engagement and retention. In-app events, such as special promotions, educational webinars, or interactive financial planning sessions, can significantly enrich the user experience. They offer a chance for deeper interaction, fostering a sense of community and loyalty among users. This can particularly serve in finance, where user engagement directly correlates with trust and continued usage.

The underutilization of in-app events in fintech apps suggests a significant opportunity for differentiation in the market. By integrating events, apps can enhance user engagement and provide added value, further solidifying their position in a competitive field. This approach could lead to a paradigm shift in how users perceive and interact with finance apps, transforming them from mere tools to engaging, dynamic platforms that play an active role in financial management and education.

Optimizing for the Future: A Multifaceted Approach

As finance apps continue to evolve, there’s a growing need for a nuanced approach towards optimization. This isn’t just about staying visible; it’s about deeply understanding market trends and user preferences. In this context, utilizing various analytical tools can provide invaluable insights.

Finance apps have a significant opportunity to enhance their ASO and market presence. Platforms like MobileAction are instrumental in this process, offering a suite of features that cater to various aspects of app optimization:

For instance, when refining app metadata, the Keyword Optimization tool by MobileAction can play a pivotal role. Metadata optimization isn’t just about choosing the right words; it’s about understanding user intent and market dynamics. Similarly, keeping an eye on the competitive arena through MobileAction’s Keyword Gap analysis can uncover unique opportunities for differentiation.

Understanding how your app ranks in different regions can also offer strategic insights, where MobileAction’s Keyword Position Map might come in handy. It’s not just about knowing where you stand but also about identifying where growth is possible. Monitoring keyword performance over time can also reveal trends and patterns that might otherwise go unnoticed.

Additionally, getting an understanding of the advertising side, including what works for competitors and market leaders, can let you conduct more effective ad strategies, and the Ad Intelligence suite is just the place to get insights. As the Paribu example proves, advertising is about crafting messages that reach and resonate with the target audience.

This exploration into finance app trends highlights the importance of ASO, advertising done right, and user experience enhancements. The finance and fintech app sector is very active, with constant shifts presenting both challenges and opportunities. Understanding and responding to user needs and market dynamics is just as crucial as the technology itself.

Looking forward, it’s clear that the fintech sector will continue to evolve, with more sophisticated analytics and user engagement strategies becoming key differentiators. For deeper information into the trends and strategies, book a demo with MobileAction. And for continual updates on the finance app world, don’t forget to subscribe and stay ahead in this ever-changing landscape.

The post Emerging Trends in Finance Apps for 2024 appeared first on MobileAction.

Taking the lead is JD Sports, crowned as the top shopping app for user acquisition, propelled by an impressive Apple Search Ads visibility score. Following closely is Very, securing the second spot with a variety of active ad creatives and positioning them as the holder of the highest Ad Intelligence score in the list. Farfetch claims the third position, showcasing strong metrics from both organic and paid strategies. Not to be overlooked, ASOS earns its place on the list, outshining competitors with exceptional ASO scores.

Let’s take a look at the highlights of how the top apps managed to outperform others.

JD Sports

• JD Sports has an impressive ASO score, with 61% of their organic keywords ranking in the top 30. 

• JD Sports actively bids on 180 keywords in their search result ads. Impressively, more than 25% of these keywords exceed a search score of 40. Their paid keywords cover their own brand, competitor brands, and generic terms, demonstrating their planned and comprehensive keyword strategy. Notably, their success in enhancing app visibility is attributed to leveraging the Search tab ads. These strategies have made them the highest Apple Search Ads score holder on the list.

Very

• They have a collection of 1,432 organic keywords, and a notable 56% of these keywords have found their place comfortably within the top 30 rankings. It’s important to highlight that most of their organic downloads originate from their own brand keywords, accounting for 86% of their overall organic traffic.

• Currently, they do not have any live ad creatives. However, throughout Q3 2023, they’ve introduced 24 unique ad creatives, generating significant impressions and leading them to achieve the highest Ad Intelligence score among retail apps in the UK market.

Farfetch

• Farfetch has 776 organic keywords, and 10 of them drive most downloads. Of those top 10, just 3 are branded terms. This shows Farfetch’s strength in ranking for high-value generic and competitor keywords, attracting searchers not specifically seeking their app. Their influential presence for generic and competitive terms gives Farfetch an edge over fashion app competitors.

• To boost App Store visibility, Farfetch bids on 101 keywords and utilizes 1 custom product pages that outperforms their default page. This combined paid search, and optimized product page strategy enables Farfetch to get their app in front of more motivated users and drive conversions.

Boohoo

• Boohoo has an organic presence with 1,375 keywords, over 66% of which place them in the top 30 rankings. This organic visibility includes high rankings for competitor brand keywords, enabling them to intercept searches even when users aren’t looking for their brand specifically.

• Boohoo’s Apple Search Ads strategy stands out on two key fronts: a  collection of 167 keywords for their search result ads and leveraging to create custom product pages exclusively for competitor brand keywords. 
• While they’re not currently running any ads, the 4 they created last quarter have delivered great impressions.

By Rotation

• They have a pool of 623 organically ranked keywords, and their standout achievement is generating over 95% of their organic downloads from competitor brand keywords.
• At the moment, they have 156 live ads, a standout achievement when you consider the category average. What sets them apart is their blend of diverse strategies in crafting this impressive creative portfolio.

ASOS

• ASOS currently has 1,571 organically ranked keywords and a solid 75% securing top 30 positions. Most of their organic downloads flow from 14 keywords, spanning generic, brand, and competitor terms, securing ASOS the highest ASO score in the market.

• Currently, they do not have any live ads. However, throughout Q3 2023, they’ve introduced 124 unique ad creatives.

Curious about how your app compares to others in the market? MobileAction is a useful resource for in-depth competitor analysis. It helps you understand market trends and fine-tune your strategy. Book a demo with MobileAction to gain additional insights to strengthen your position.

Methodology

The ranking of top advertisers is determined by analyzing ASO Scores, Apple Search Ads Scores, and Ad Intelligence Scores obtained from MobileAction’s extensive dataset from Q4 2022.

This in-depth analysis has been made possible through MobileAction’s offerings, including Apple Search Ads campaign management and comprehensive app store marketing intelligence. Our platform actively tracks over 5 million keywords, providing invaluable insights, and boasts a library of 69+ million ad creatives from 50+ ad networks globally. These robust features empower our analyses by harnessing a wealth of data from various apps and creative strategies, ensuring a thorough and insightful examination of the retail app advertising landscape.

The post Top 10 Retail Apps on the UK App Store by User Acquisition Performance appeared first on MobileAction.

Nike stands out as the leading shopping app with their exceptional Apple Search Ads score. This score can be attributed to their comprehensive keyword pool for search result ads, well-designed custom product pages, and effective Search tab ads. Coming second, a leading e-commerce app, OfferUp, had the most significant number of creatives deployed and high impression scores. Walmart, rounding out the top 5,  had the highest organic visibility score. They maintain an impressive organic keyword portfolio, with over 80% of their keywords securing positions within the top 30. 

It’s worth noting that Ralph Lauren, a renowned retail brand, serves as a unique case in the mobile app industry with 44 live ad creatives, ranking on over 2,000 organic keywords, and impression share from over 3,700 paid keywords.

Here are highlights that demonstrate how the top 5 managed to outperform others:

Nike

• Nike demonstrates a strong approach to their organic strategy, ranking on over  7,400 organic search keywords. Notably, they maintain top-30 rankings for over 80% of these keywords, ensuring their visibility in app stores. Nike excels in ranking for a diverse array of keywords, including brand keywords, generic terms, and even competitors’ brand keywords. 

• Transitioning to their Apple Search Ads presence, Nike’s search results placement includes over 1,800 keywords, including keywords that have a search visibility score of over 40, indicating that their ads are showing frequently.  Furthermore, they effectively utilize other Apple Search Ads by deploying custom product pages and display ads on the Search tab and product pages. Nike’s custom product pages deliver 60%+ of their Apple Search Ads & custom product page impressions. This multi-placement ad strategy, alongside their UA performance, contributes to their high Apple Search Ads score, as documented by MobileAction.

• In terms of ad creatives, Nike has an impressive portfolio of 690 live ad creatives distributed through 100+ ad publishers in the US market, consistently generating a substantial number of impressions, surpassing the shopping category average.

OfferUp

• OfferUp ranked over 3,000 keywords organically, with  75% of them in the top 30. What truly sets them apart is their ability to capture downloads from their competitors’ brand keywords, demonstrating their strategy for attracting a share of their competitors’ audience. 

• For Apple Search Ads, OfferUp actively targets competitors’ brand keywords, which helps their performance on their organic keyword strategy for competitors. 

Chewy

• Chewy acquires organic downloads from competitors’ brand keywords, showcasing its ability to tap into a broader audience. 

• In their Apple Search Ads strategy, Chewy’s paid keyword pool for search result ads includes over 2,000 keywords, with some scoring greater than 40, indicating their practical approach. They have the highest position as the top US-headquartered search result ads advertiser in the shopping category. Additionally, Chewy runs Today Tab ads to enhance its visibility further and attractdownloads.

Poshmark

• Poshmark ranks organically for over 3,000 keywords, with a large portion in the top 30.
• For their Apple Search Ads strategy, Poshmark actively bids on over 2,000  keywords for search result ads, targeting competitors’ brand keywords, further enhancing their reach. 

Walmart

• Walmart’s marketing strategies stand out in several aspects. For ASO, they maintain organic rankings for over 4,500 keywords, with over 80% residing within the top 30 rankings, making them the leader in ASO score among the US shopping apps. 

• In their Apple Search Ads strategies, Walmart maintains a keyword pool of 1,500+ for search result ads, with an impressive 33 keywords possessing a search score exceeding 40, showcasing their effective investment in this keyword strategy. 

Discover the top-performing advertisers in the Shopping Category in the USA! From Nike’s impressive Apple Search Ads to OfferUp’s Ad Intelligence scores and Walmart’s stellar ASO, these insights are just the tip of the iceberg. Dive deep into the strategies that set them apart. 

Find all the insights above and more by scheduling a demo with MobileAction today!

Methodology

The ranking of top advertisers is determined by analyzing ASO Scores, Apple Search Ads Scores, and Ad Intelligence Scores obtained from MobileAction’s extensive dataset from Q3 2023.

This in-depth analysis has been made possible through MobileAction’s offerings, including Apple Search Ads campaign management and comprehensive app store marketing intelligence. Our platform actively tracks over 5 million keywords, providing invaluable insights, and boasts a library of 69+ million ad creatives from 50+ ad networks globally. These robust features empower our analyses by harnessing a wealth of data from various apps and creative strategies, ensuring a thorough and insightful examination of the retail app advertising landscape.

The post Top 10 Shopping Apps by User Acquisition Performance appeared first on MobileAction.

What Are Custom Product Pages? 

First and foremost, custom product pages are designed as specific product pages where you craft additional versions of your existing product page. Each of these versions highlights a particular feature or specific content. These pages serve to showcase different aspects or content within your app, catering to distinct audiences. They can also be utilized to display content that aligns with seasons,cultural trends or audience considerations. Each custom product page can feature distinct screenshots, promotional text, and app previews, differing from those on your default product page. It is also important to highlight that they are needed for running Today tab ads on the App Store. 

Here are the key advantages of Custom Product Pages:

• Expanded Audience Reach: You’re allowed up to 35 custom product pages per app on the App Store simultaneously. This means you can target 35 distinct audiences concurrently, each with different targeting goals. Alternatively, you can experiment with numerous custom product pages simultaneously to identify the most effective one for your objectives.

• Targeted Keyword Integration: Custom product pages enable you to assign distinct keywords to each page, linking them to specific user groups or features with targeted messaging. This approach enhances conversions with contextual relevance. For example, consider a Health & Fitness app with various meal plans. While some users reach the original prıduct page some others may reach a “keto diet” specific custom product page.  This segmentation can significantly boost conversion and download rates. 

• Enhanced Marketing Flexibility: Each custom product page comes with its own URL. This enables you to utilize unique URLs for diverse marketing efforts, such as social media ads or promotional communications. (Except as a search results ad that you created with Apple Search Ads)

• Performance Assessment: A valuable aspect is the ability to compare the performance of your custom product pages against your default product page. This analysis helps you determine whether users who download your app from a custom product page exhibit longer engagement or make higher in-app purchases.

• Drive Relevancy: Apple Search Ads presents multiple avenues for utilizing custom product pages. You can craft search results ad variations based on your custom pages, tailoring messaging and visuals for various audiences, feature launches, or seasonal promotions. Alternatively, you can direct users to a specific custom product page when they tap on your ad within the Today tab. This streamlined experience not only boosts conversion rates but also ensures potential customers reach the most relevant page, increasing the likelihood of a successful interaction with your app or product.

• Multi Placement Strategy: Utilizing multiple app placements in Apple Search Ads enhances app visibility and scalability. It broadens your reach, capturing a diverse user base and improving cost-efficiency. This strategic approach often results in reduced CPAs and increased brand recognition, impacting various ad networks. Custom product pages enhance ad relevance, and combining search result ads with the Today tab boosts brand visibility. The Today tab is the default in the App Store, providing high visibility. Running Today tab ads increases familiarity and positively influences downloads. Adding product page ads offers further benefits, allowing you to appear on competitors’ product pages, enhancing user perception and driving downloads.

How and Why Apps from Different Categories Leverage Custom Product Pages 

Here, you will find various examples showcasing the use cases of custom product pages from different apps of various categories. They all have unique reasons to leverage custom product pages. We observed apps and their custom product pages strategies and gathered some around to present a set use cases for you. We’ve identified them using our CPP Intelligence tool on MobileAction. We’ve compiled some of the best practices and diverse usage examples to provide you with insights on how to effectively utilize custom product pages and optimize them for the best results. 

Bumble

Specific audience targeting

In this example, Bumble, a dating app, aimed to specifically target its lesbian users. Initially, Bumble’s product page didn’t offer anything distinctive for this user group. However, Bumble utilized custom product pages to target lesbian users precisely. A closer examination of the keywords employed makes this intention even more evident, with terms such as “lesbian dating,” “gay,” and “Jack’s,” a dating app made specifically for LGBTQ+.

Source: MobileAction’s dashboard – CPP Intelligence 

New Feature

This time, Bumble once again used custom product pages to introduce a new feature. Rather than altering their existing product pages, they simply generated a new one, directing all users searching for “bantr” to this dedicated page. This approach ensures that potential users seeking “bantr” will automatically land on this page, eliminating the need to search for it within the broader Bumble offerings.

Source: MobileAction’s dashboard – CPP Intelligence 

Competitor audience targeting

Once again, Bumble uses custom product pages, and this time, their focus is evidently on targeting Tinder. This becomes quite evident when we examine the keywords present, including variations of “tinder.” Another notable detail is the color scheme. While Bumble typically utilizes yellow in its other custom product pages, this time, they’ve adopted red which we usually associate with Tinder.

Source: MobileAction’s dashboard – CPP Intelligence 

Flo 

Side Feature Promotion

This time, let’s take a closer look at Flo. Initially known as a period tracker app, Flo also incorporates a pregnancy tracking feature. Typically, when users search for “period tracking,” they won’t come across this pregnancy tracking functionality on the product pages. To enhance its visibility, custom product pages prove to be the most efficient solution. When users search for keywords related to pregnancy tracking, they will be directed to this specific page instead of the original Flo product page, which solely focuses on period tracking features.

Source: MobileAction’s dashboard – CPP Intelligence 

Expedia

Feature specialization

Let’s take a closer look at Expedia’s custom product pages strategy. Expedia, a travel app, boasts a diverse array of features, including hotel booking, car rentals, and flight ticket bookings. A typical search for “Expedia” would yield a product page encompassing all these features simultaneously. To enhance specificity and avoid this broad display, Expedia has ingeniously crafted distinct product pages, each tailored to a specific feature with its corresponding set of keywords. Consequently, your search results for “flight tickets” and “hotel booking” will lead you to distinct product pages. This approach empowers Expedia to present detailed information about each feature to users who are actively searching for those specific terms.

Source: MobileAction’s dashboard – CPP Intelligence 

Specific Audience Targeting

Here we have another excellent example of custom product pages. As we’re aware, there’s a substantial Spanish-speaking population in the United States. Expedia has taken note of this and developed an entirely Spanish product page with corresponding Spanish keywords to cater to Spanish speakers. This way they can also convert Spanish-speaking audiences too. 

Source: MobileAction’s dashboard – CPP Intelligence 

Lifesum

Side Feature Promotion

Lifesum is a Health & Fitness app that provides calorie and habit tracking and offers you diet and meal plan ideas. But probably, Keto is one of the most popular diet types so Lifesum created a custom product page just to attract the ones who specifically search for Keto. While we look at the product page below, it looks like a whole Keto dedicated app which probably has a higher conversion rate for the ones who search the word “keto”.

Source: MobileAction’s dashboard – CPP Intelligence 

Gopuff

Feature Specialization

Gopuff showcases some compelling use cases as well. They’ve established distinct custom product pages for alcohol-related orders and grocery-related orders. A glance at their keywords reveals a distinct separation between the two. When you search for “beer,” you’ll encounter an entirely different product page compared to searching for “groceries.” This approach enables Gopuff to effectively cater to both audiences and drive conversions.

Source: MobileAction’s dashboard – CPP Intelligence 

Meditopia

Side Feature Promotion

Following a strategy similar to Gopuff, Meditopia has also implemented a dedicated product page for its sleeping feature. Given that Meditopia is primarily a meditation app, this approach serves as an effective means to highlight their additional offering of sleep-related assistance alongside their meditation-focused content. Looking at the colors and background images, dark purple, moon, clouds, and stars make us think of the night at sleep, which is also another tip that we can get from these examples. 

Source: MobileAction’s dashboard – CPP Intelligence 

Amazon

Competitor audience targeting

Turning our attention to Amazon, we encounter a distinct example of competitor targeting. Amazon, a comprehensive shopping app not exclusively tailored to kids, has crafted custom product pages specifically aimed at the children’s segment. An examination of their keywords reveals a clear targeting of Carter’s users, which, once again, is a store specializing in children’s merchandise.

Source: MobileAction’s dashboard – CPP Intelligence 

Gold Fish Slots

Specialization in Category 

Here we have an app from the Games category, specifically a casino app. To address this particular niche, Gold Fish Slots has employed a custom product page since there isn’t a designated “casino” category. This move allows them to precisely define their game. Also vertical designs, instead of horizontal designs, are very much preferred compared to other categories. 

Source: MobileAction’s dashboard – CPP Intelligence 

Key Takeaways

Possible Use Cases of Custom Product Pages:

• Feature Highlighting: Showcase specific features or content within your app that cater to distinct user groups.

• Targeted Campaigns: Craft tailored pages for different marketing campaigns or promotions to optimize user engagement.
• Seasonal Offerings: Create pages that align with seasonal trends, holidays, or cultural events to maximize relevance.
• Market Segmentation: Develop Custom Product Pages targeting different audience segments, languages, or regions.
• Competitor Targeting: Direct users searching for competitor apps to dedicated pages highlighting your app’s advantages.

Key Benefits of Custom Product Pages:

• Precise Targeting: Reach specific audiences with content tailored to their needs and preferences.
• Enhanced Conversion Rates: Improve the likelihood of conversions by providing relevant information upfront.
• Optimized User Experience: Offer a personalized experience that resonates with users and addresses their interests.
• Expanded Visibility: Boost app visibility for niche searches, ensuring your app appears prominently.
• Improved Analytics: Gain insights into which custom product pages perform best and resonate with certain user groups.
• Flexible Marketing: Create unique URLs for different marketing efforts, allowing for better tracking and customization.
• Today Tab Enablement: Custom product pages are needed if you want to run Today tab ads on the App Store. Running ads on the Today tab increases your brand’s visibility and familiarity among users, which can positively influence their decision to download your app when they see it in the search results. 
• Custom product pages for ad variations, in conjunction with Today tab and product page ads, boost ad relevance, brand visibility, and user decisions to download while providing deeper insights into your app’s offerings

Custom product pages are a powerful tool for mobile app advertisers to drive conversions and revenue. By showcasing a specific product or service, custom product pages can help advertisers stand out and personalize their message to their target audience. 

Remember, a clear and compelling message, paired with a visually pleasing design, and a clear call-to-action are key elements of a successful custom product page. Keep these in mind as you work to optimize your own custom product pages and drive results for your mobile app advertising campaigns.

We’ve explored some of the use cases and strategies of custom product pages. By using the custom product pages Intelligence tool through MobileAction, you can implement these strategies for your app.

As an advertiser, you can improve the performance of your custom product pages and increase conversions and revenue. All you need to do is to try Custom Product Pages Intelligence today. You can also schedule a demo with our experts let them guide you throughout the process and discover all your potential. 

The post How to Achieve the Best Results with Custom Product Pages -Use Cases- appeared first on MobileAction.

What is Google App Campaigns Intelligence?

Now, you can optimize your campaign strategy and gain data-driven insights on the Google Play Store. Google App Campaigns Intelligence allows for easier tracking of critical metrics such as impression shares and organic keyword rankings, all while providing the ability to compare your overall performance with your competitors. Let’s dive deeper into Google App Campaigns Intelligence and discover how it expands your abilities. The feature enables app marketers to explore more with four capabilities:

• Search by App: It allows you to search for any app to understand its Google Play search result paid keyword strategy.

• Search by Keyword: The tool lets you search for any keyword to learn which apps generate the most paid impressions for that Google Play search result.

• Search by Competitor: It helps compare your paid keywords to your competitors’ on a single page to uncover new keyword opportunities.

• Top Advertisers: Lets you see which apps are gaining the most visibility from their Google Play search result ads.

But the real question is: “How can you make the most of Google App Campaigns Intelligence?” Here are five potential use cases to elevate your app marketing strategy through Google App Campaigns Intelligence.

1- Conducting a Comprehensive Competitor Analysis

Let’s consider that Calm is interested in conducting a competitor analysis and establishing a list of its competitors. Calm’s app is available on both the Apple Store and Google Play Store, underscoring the need for a comprehensive competitor analysis to maintain a competitive edge on both platforms. By leveraging the “Search by Competitor” feature within Google App Campaigns Intelligence, Calm can seamlessly compare its paid keywords with its competitors on a single page, thereby uncovering valuable new keyword opportunities.

Through the Competitor Analysis tool, Calm gains a complete view of its performance on the Google Play Store, encompassing elements such as the App Campaigns Visibility Score, active countries, and unique and paid keyword comparisons. This way, Calm can get a complete overview of its app campaigns’ performance.

We can delve into the “Search by App” and “Search by Keyword” features for a more in-depth analysis. In Search by App, Calm can monitor its keywords as well as those of its competitors, keeping tabs on their paid impressions. This is invaluable for identifying fresh keyword opportunities across both paid and organic aspects. For instance, when examining the paid keywords of a competitor like Headspace, Calm may notice keywords for which Headspace garners a higher impression share than Calm. Additionally, these keywords may boast high search scores, indicating their popularity in the market.

This presents a significant opportunity for Calm to consider. Given that Headspace obtains higher impression shares from these keywords, Calm can explore the keywords included in Headspace’s metadata and consider integrating them into their own strategy. By analyzing Google App Campaigns Intelligence, Calm can get a general idea of their keyword traffic and their competitors. With these insights, they can endeavor to boost their traffic through metadata adjustments. The example provided here pertains to just two keywords, but envision the potential with hundreds more. Elevating your paid strategy to a new level while enhancing your competitive research becomes a tangible outcome.

When we turn our attention to the “Search by Keyword” feature, as is the case with Calm, Calm can proactively search for high-value keywords such as “meditation” or “anxiety.” Through this search, it can identify competitors and their respective impression shares over a specified time period. This empowers Calm to understand its performance and positioning in the competitive landscape during that time frame.

For instance, let’s consider the scenario where Calm observes fluctuations in its performance while Headspace consistently dominates the paid advertising space for a prominent keyword like “meditation” over a few months. This insight can hold valuable implications for Calm’s future strategies, possibly prompting a more concentrated focus on meditation-related offerings.

By harnessing these three tools, any app has the capability to conduct a comprehensive competitor analysis specifically tailored to the Google Play Store environment.

2- Market Analysis

Within the “Search by Competitor” feature, users can access the data of the active countries of an app’s Ad Campaigns. For instance, in the case of Calm, it becomes evident that one of its competitors, BetterSleep: Sleep Tracker, is actively targeting audiences in 13 countries, whereas Calm is currently active in only 7. This observation reveals an open opportunity for Calm, signifying room for expansion and growth.

By effortlessly switching between different storefronts on the platform and observing the paid and organic visibility score as well as keyword impression shares and ranking, app marketers and developers can readily identify storefronts to invest in and those that hold untapped potential for their app. This approach allows for a calculated expansion strategy, enabling you to explore additional countries for potential App Campaigns and extend the reach of your app without taking excessive risks.

3- Trend Analysis

Observing shifts in impression shares, keyword rankings, and competitor performances provides valuable insights into market trends. Adapting your app’s metadata strategy in line with these trends is crucial to staying relevant to your target audience, and it will also positively affect your paid user acquisition performance. After all, investing in outdated trends that won’t drive conversions is wasteful. So, tracking these trends is vital for app marketers.

Analyzing every keyword and their associated impression shares across various apps and storefronts is one of the most crucial steps of ad campaign analysis. You’ll need a performance report to come up with actionable insights. With App Campaigns Intelligence, all this data is gathered on a single platform, enabling you to accomplish the task in a short period of time. This efficiency streamlines the decision-making process and empowers app marketers to act swiftly in response to market shifts.

5- Advertiser Analysis

Within the “Top Advertisers” section, you can explore the top advertisers overall or those specifically in your category. This feature provides insights into the paid advertising landscape within your category and unveils your key competitors, granting you visibility into the dominant players in Google App Campaigns.

In the case of Calm, it holds a dominant position within its category at the time of this analysis. Let’s take a look at how the position of an app can shift by selecting a different time frame. An illustrative example is from August 2023, when another app overtook Calm. Calm can establish alerts to receive notifications of any such changes to safeguard its position and maintain its leadership in the category.

Want to see how the premier mobile UA optimization platform can help you improve your strategy on Google Play? Schedule a demo to get a walkthrough of Google App Campaigns Intelligence.

The post How to Leverage Google App Campaigns Intelligence: Use Cases appeared first on MobileAction.