What is ASO in digital marketing?
A kind of new generality in the world of digital marketing, ASO stands for App Store optimisation and, put really simply, describes The process of upgrading the overall visibility of a mobile app in an App Store. Principally, ASO is like SEO – hunt Machinery to get web presence by ranking your apps at search engine level.As someone who had worked on both, I would say that ASO is not different from what we are seeing right now with Google’s work — it is based on the fact that Google’s algorithms make this determination easy than it seems. So, let us jump into talking about how ASO works. Let me first start by giving you an overview of all things involved in App Store Optimization.
What Is App Store Optimization?
In the case of ASO, it serves as a link between the application developers and the customer. That is because when there is demand for a particular application on the App Store, the developer uses those tools available to them to create their own optimized version of that application. This helps developers earn better revenue on their applications; hence increasing their popularity. And, without the need of creating the complete application from scratch or making changes to existing applications, they can create content optimized versions of these existing applications.
Why Should You Be Following Such Tools?
As mentioned above, ASO provides its creators with a way to market themselves through paid promotion and advertising methods. But, the downside to this method is that they have to spend a lot of money to ensure consistent growth in sales. They don’t have any way of preventing people who aren’t buying their apps from bypassing them and opting to buy other products they can use.
- ASODESK
- SEARCHMAN
- MEATTI
- SENSORTOWER
- MOBILEACTION
A key feature of ASO is that you do not need to install third-party app stores or plugins such as AdMob, Banner Ads, etc. One major problem many companies face while doing so is finding a good monetization tool that can bring in consistent profit. Even if you know that such tools exist, the problem is still the same — you cannot monetize ASO because it has to be done through promoting in the Search Engine Results Page (SERP). If you want to know more about ASO and find one that is profitable for your business, check out my post here: How To Get Better Return On Investment With A Mobile App.
How Does ASO Work?
App Store Optimization starts with selecting a mobile platform that offers apps of high quality— something I talked about earlier. This will also determine the placement of the app within the searches engines. An important feature of ASO lies in the placement of the app on Google Play. This allows for exposure to millions of potential customers for each release.If you look at this chart, you will see that at present, Apple dominates App Store Optimization to a certain extent. After that comes Google, then Facebook, which brings in the next 5% followed by Microsoft, Amazon, Facebook, Yahoo!, WhatsApp, Viber, Spotify, and Instagram.
For most companies, it isn’t possible to rank a single app higher than others. This is where ASO steps in. As explained before, ASO doesn’t need anything special, so all you require here is a basic understanding of Search Engine Optimization (SEO) and how ASO works. Then let’s move onto the main topic! 😊
First, it is very important to understand that ASO is a pay-for-performance model. Meaning that ASO is only offered to pay developers once a user clicks on the “Buy now” button. Of course, you can never reach 100% conversion rate if the users never click on those buttons. However, you can take into consideration this advantage by offering additional incentives, such as referral rewards. Also, you should always think carefully about the target audience you are targeting. It makes sense to target specific communities within the industry, but you should aim to attract a much wider range of audiences. Doing so will help you capture a larger share of the entire pie as compared to building a huge fan base.
How To Create Your First Free ASO Project
The first thing to note before setting up ASO is that you do not need to learn how to code. Just understand how ASO works and how you can manage your project using this free guide. This is pretty straight forward, but keep in mind that for every successful ASO project, there may be multiple challenges that might crop up. These problems are discussed below:First, it is very important to understand that ASO is a pay-for-performance model. Meaning that ASO is only offered to pay developers once a user clicks on the “Buy now” button. Of course, you can never reach 100% conversion rate if the users never click on those buttons. However, you can take into consideration this advantage by offering additional incentives, such as referral rewards. Also, you should always think carefully about the target audience you are targeting. It makes sense to target specific communities within the industry, but you should aim to attract a much wider range of audiences. Doing so will help you capture a larger share of the entire pie as compared to building a huge fan base.
Make sure to go deeper into learning the art of building successful ASOs. Don’t just focus on attracting a bigger number of users, though! Try to make better use of the vast resources available to you. There is nothing more rewarding than collecting data that shows exactly who your loyal readers are. Another way to drive engagement is to offer great support to ASOs. Many businesses have built their brand around social platforms. Social media marketing is definitely worth knowing! If you are new to social platforms, read Why You Need Twitter Advertising if Your Business Exists on the Platform. Also, consider taking time off from your usual job for a moment to build some form of rapport with followers. Take a break from everything else, especially as you get accustomed to being a professional. Focus on your work and grow!
Second, developing solid relationships with brands and publishers is critical to success. If you don’t have these connections yet, it is always best to set up partnerships. Connections are really hard to develop because all the online brands out there take months to fully establish relationships with their fans. Hence, it is best to invest in early stages of establishing these relationships and working with them to come up with strategic plans which maximize profits. By partnering with them, you can also avoid spending a ton of cash on marketing yourself. Also, take into account the fact that no brand and publication today wants to compromise the idea of having a relationship with them. You shouldn’t just partner with them all at once.
Second, developing solid relationships with brands and publishers is critical to success. If you don’t have these connections yet, it is always best to set up partnerships. Connections are really hard to develop because all the online brands out there take months to fully establish relationships with their fans. Hence, it is best to invest in early stages of establishing these relationships and working with them to come up with strategic plans which maximize profits. By partnering with them, you can also avoid spending a ton of cash on marketing yourself. Also, take into account the fact that no brand and publication today wants to compromise the idea of having a relationship with them. You shouldn’t just partner with them all at once.
Learn to be selective about your partnership programs. Consider whether they can deliver optimal value on your investment or not. Always remember who you are partners with and what you expect them to do. Remember they just wanted to stay in touch with you!
Third, there is plenty of competition all over the App Store. Users come from all corners of the globe. Some of them may prefer Android devices, others iOS, some Windows, and some select others, and it is important to try and position yourself to remain competitive from anywhere. We often hear about “the Indian smartphone industry” and similar headlines are everywhere. But, as far as user search is concerned, Google controls 75% of search traffic for nearly all smartphones. Not only that, when it comes to the United States, the situation gets even worse for developers. People from the USA search billions of times a year and spend thousands of dollars. Therefore it becomes crucial to be able to stand out among the crowd.
Fourth, for a long time, app makers have been striving to increase the visibility of their titles on the SERPs and other search engines, just like Google has been busy optimizing the SERPs for mobile users. Today Apple has recently introduced Apple HealthKit and Apple CarPlay. Both enable developers to track and optimize usage, thus allowing them to offer more targeted advertisements. While Google has allowed advertisers to send ads based on location, health information, other types of personal preferences, etc., the trend is moving towards tracking individual clicks! It’s not difficult to see why mobile professionals are excited about the new technology.
Third, there is plenty of competition all over the App Store. Users come from all corners of the globe. Some of them may prefer Android devices, others iOS, some Windows, and some select others, and it is important to try and position yourself to remain competitive from anywhere. We often hear about “the Indian smartphone industry” and similar headlines are everywhere. But, as far as user search is concerned, Google controls 75% of search traffic for nearly all smartphones. Not only that, when it comes to the United States, the situation gets even worse for developers. People from the USA search billions of times a year and spend thousands of dollars. Therefore it becomes crucial to be able to stand out among the crowd.
Fourth, for a long time, app makers have been striving to increase the visibility of their titles on the SERPs and other search engines, just like Google has been busy optimizing the SERPs for mobile users. Today Apple has recently introduced Apple HealthKit and Apple CarPlay. Both enable developers to track and optimize usage, thus allowing them to offer more targeted advertisements. While Google has allowed advertisers to send ads based on location, health information, other types of personal preferences, etc., the trend is moving towards tracking individual clicks! It’s not difficult to see why mobile professionals are excited about the new technology.
With all the competition of organic vs paid campaigns, it is impossible to deny the importance of building strong, well connected relationships with publishers and brands. If you don’t build trusting and positive relationships with established brands, the chances is that you will experience negative consequences. At a minimum, it is always prudent to look back to the beginning and ask yourself, “did I ever ask for permission? Did I ever seek their opinion before making a decision? Have I made myself aware of their opinion on important issues? Have I considered not wanting to communicate?” If yes, you should never forget to follow these 9 simple rules:
First and foremost, make sure to maintain confidentiality. Do not share sensitive information and do not disclose details related to your client’s finances, strategy, etc. Keep confidentiality high! Ask your clients for recommendations on services and products! Secondly, don’t be afraid to tell your story. Tell his story to him / her. Share them with friends and family members who have experienced similar situations. Thirdly, always think twice, and sometimes think again. Don’t force the answers. Don’t always blindly accept recommendations, especially from outside sources. Finally, don’t be afraid to change your policies, procedures, and processes. Things change all the time. Understand the reasons why you need to adjust them. Sometimes the best thing you can do is to push the limits of what you are willing to go to. Know that there may be circumstances when the industry changes and adapt to it. Adapting to the current environment is important, too. Never forget to think strategically. All of the aforementioned points summarize how ASO works well and its advantages.
First and foremost, make sure to maintain confidentiality. Do not share sensitive information and do not disclose details related to your client’s finances, strategy, etc. Keep confidentiality high! Ask your clients for recommendations on services and products! Secondly, don’t be afraid to tell your story. Tell his story to him / her. Share them with friends and family members who have experienced similar situations. Thirdly, always think twice, and sometimes think again. Don’t force the answers. Don’t always blindly accept recommendations, especially from outside sources. Finally, don’t be afraid to change your policies, procedures, and processes. Things change all the time. Understand the reasons why you need to adjust them. Sometimes the best thing you can do is to push the limits of what you are willing to go to. Know that there may be circumstances when the industry changes and adapt to it. Adapting to the current environment is important, too. Never forget to think strategically. All of the aforementioned points summarize how ASO works well and its advantages.
Conclusion
this article, we learned how ASO works and how we can utilize it in our daily lives within the app development community. There are myriad possibilities of ways to leverage the power of ASO in our business, and it seems like a great opportunity to reach across industries
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