Tip #5 The Holy Grail: App Store Optimization

At this point, it may be pretty obvious that as an app marketer you have quite the tool belt, taking your brand, demand generation, customer insights and data tracking abilities into your every day craftsmanship of the product marketing strategy. But there is one more tool you'll want to add to that belt: App Store Optimization. ASO is the holy grail of app marketing, and one of the most exciting aspects of it.

As a subject matter expert, you become familiar with the tune of FAQ's, or frequently asked questions. I figured, hey, why not lean into that style for some app Q&A?

Why Does Your App Store Listing Matter?

Optimizing your app store listing with relevant keywords, engaging visuals, and persuasive copy improves its visibility in search results and rankings within the app store, ultimately driving more organic downloads. It's also crucial for your apps credibility, setting clear user expectations and communicating key new features and bug fixes.

Can you Choose Which Category your App Ranks On?

App developers can choose which category their app falls within when submitting the app to the app store. Selecting a category related to shopping or lifestyle can help your app be considered for relevant charts and allow users to see how you rank against similar brands (AKA your competitors).

Can you Choose Which Cart your App Ranks On?

Unfortunately, survey says "no" on this one. The charts in the app store, such as "Top Free," "Top Paid," and "Top Grossing," are automatically generated based on various factors like download numbers, user engagement metrics, and revenue generated by the app. You can optimize this through your paid campaigns and the quality of your organic listing (see below).

How Do You Increase Your App Store Ranking?

I thought you'd never ask! Increasing your app store listing isn't a transparent process, but can be done! In the app ecosystem we experience seasons, and I do mean spring, summer, fall and winter. Throughout the year the retail calendar, cold weather or warm weather demands and travel will ride through peaks and valleys. These are crucial for organic traffic increases that help increase ranking, as well as key placements or keywords you might bid on based on your objective that can also shed some limelight on your app. (yes we are being secretive, set up a call with us and we will spill the details)!

How High Value Are Users Acquired via App Store Campaigns or ASA (Apple Search Ads)?

In the app store, your keyword sets are often categorized and optimized based on competitor, brand, discovery and more. Learning how to lean into the right keywords at the right time is crucial and can drive your RIO above 400%.

Let's talk app! Visit our website to schedule a 1:1 consultation to learn more, optimize your existing strategy or even ideate a go-to market strategy for your app!