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"Keep your finger on the pulse of the industry and lead future trends - your daily information energy station!"
"Keep your finger on the pulse of the industry and lead future trends - your daily information energy station!"
2024-11-07 13:44:00
Recently, a friend complained to me that the overseas traffic is getting more and more expensive, before the company's overseas promotion all rely on FB and Google and other money to buy volume, but with the overseas products become more and more overseas traffic is getting more and more expensive, it is time to need to look for some of the volume of traffic with a depression in the buying channel to seek growth.
After understanding his product, I recommended him to do ASA and ASO, but what I didn't expect was that they had been doing ASA placement but had no idea about ASO.
This made me realize that executives of companies exploring overseas markets have a relatively single-minded view of what it takes to get traffic to an app after it's been uploaded to the app market, which often overlooks a low-priced traffic area that can capture precise users.
So, today we're going to talk briefly about what ASO really is and why it has to be done!
What is ASO and why does it have to be done?
After the advertiser uploads the App to the App Store, the advertiser must understand ASA and ASO.
ASA (Apple Search Ads), short for Apple Search Ads, is Apple's official bidding for paid advertising in the App Store, and you can advertise on your own.The advantages of ASA, one is the high traffic, high conversion, and the other is brand protection, so I won't go into too much detail here.
(If you don't have experience in this area, it is recommended that you find a professional partner organization to place the ads on your behalf, so you can avoid a lot of detours).
Ranking boost for high exposure
Currently, the App Store has 650 million weekly users, and the high number of visits has brought together more than 36 million developers and more than 2 million apps, making the competition very fierce.
Data shows that 65% of users download apps by searching for keywords, and 10%-20% download apps through the list. And the App Store contains more than 310,000 hot words, while the iPad contains nearly 500,000 hot words.
The top three search results for each keyword share 70% of the traffic for that keyword. So it's important to rank for your product under the terms that are relevant to you.
For example, if you make a “travel” product, when users search, they may search for “travel”, “hotel”, “air ticket”, “B&B”, etc., and your product is ranked in the top three under the keyword “travel”, but you can't find your related apps under the other related keywords, which will lose a lot of traffic and users.
How can you make sure that under all these keywords, you can make sure that your App is ranked first, or in the top three? I would recommend you to do ASO.
Doing ASO can help your App maintain a stable ranking and exposure, find more accurate users, and ASO can also help you hit the list.
“Protecting” Your Users
ASO also protects your results from being diverted by torrents.
I don't know if you still have an impression of “Traveling Frog”? A Japanese game, “Traveling Frog”, was very hot in the circle of friends at that time, and this small game broke through 10 million downloads on the App Store, of which 9.5 million came from Chinese users.
As the popularity of the game increased, some copycat games began to emerge, and one of them, called “Traveling Frog,” was released on the App Store at a price of 30 yuan.
The original game is difficult to be searched by players because it uses a Japanese name.
Soon after it hit the shelves, “Traveling Frog” quickly gained the number one position in the keyword ranking. In just 30 hours, “Traveling Frog” has already gained about 30,000 downloads and sales of 900,000 RMB.
There are so many such cottage apps rubbing off on people that developers just need to develop a random cottage product and then through ASO, they are able to gain profit. Although this behavior is disgraceful, it also fully illustrates the importance of ASO.
In order to prevent other products to rub the amount, developers can use different Apple accounts, and then packaged to submit a few products, respectively, ASO optimization, and then search for their own product keywords, ranking the first few are their own products, which not only prevents rubbing the amount of maximum access to accurate traffic!
Increase conversion and retention rates and reduce costs
There are various promotion methods in the market, such as: soft text promotion, information flow promotion, advertising alliance promotion and so on. However, the customers who come through the advertisement, compared with the precise search, the quality of the users is not high, and the maintenance cost becomes high in the later stage.
Some users who come through advertisements will not necessarily download the product after seeing the details, and the low conversion rate will greatly affect the weight of their products being recommended.
Through ASO, optimizing the title, description, enhancing the visual appeal, comment scoring, etc., can effectively improve the conversion rate. We helped a large domestic “social” app optimize the subtitle and related screenshots, the conversion rate directly increased by 5%, the effect is very significant.
If combined with some effective operation methods, the conversion rate can be improved and users can be retained at the same time.
A high user retention rate indicates that users like your App and your App is worth more. Retained users are more likely to become loyal paying users, thus contributing to a stable user base and a steady revenue stream.
According to common industry knowledge, as well as our experience, Apps with high conversion rates and good retention rates become weighted higher in the App Store. Under each relevant hot word, the ranking will be improved, bringing more natural traffic and entering a virtuous cycle.
Nowadays, the market competition is getting more and more intense, the domestic market is becoming saturated, many enterprises and products choose to go to sea, and the overseas market is also very “volatile”. Many big companies have realized the value and significance of ASO, and have listed ASO as a fixed expense in their advertising cost.
If you also want to stand out among many Apps, or be pulled far away from the big companies; and want to find and get accurate users in the competitive market, ASO is definitely one of the essential tools for you.
Of course, the effect of ASO is long-term, as mentioned above, ASO can improve the weight of the App, constantly create value, and constantly get accurate users.