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Combining App Store Optimization and App Store Advertising: Why it matters

For today’s guest post, we’re looking at App Store Optimization and App Store Advertising - and why using them in conjunction is key to attracting users and increasing return on investment. Gabriela Gavrailova, App Marketing Expert at App Radar, an all-in-one tool for App Store Optimization, gives us the scoop.

As consumers, we are constantly surrounded by engaging online ads - but have you ever clicked on an ad that looks amazing, only to arrive at a clunky, poorly designed website? The same thing applies when promoting your mobile app. You can have a great advertising strategy, but if your app isn’t presented in the right way in the app stores, users won’t want to download it. This is why it’s essential you combine an app store optimization strategy in combination with app store advertising. Below, we’ll go through what both of these concepts are, and how you can use them in conjunction with each other.

What is ASO?

App Store Optimization (ASO) is the process of improving app visibility within app stores and increasing app conversion rates. Over 70% of store visitors use organic search to find an app, so ASO is one of the best ways to grow traffic to your app for free.

But with 2.7 million apps in the Google Play Store and 1.85 million in the Apple App Store, optimization is easier said than done.

ASO works in much the same way as search engine optimization (SEO). Like Google and Bing, both the Google Play Store and the Apple App Store have their own algorithms to decide which app should be ranking the highest.

Those algorithms take into consideration many factors including app title, subtitle, keywords, description, downloads, uninstalls and reviews - and the good news is that any optimization you do on your app store presentation will result in higher credibility, more downloads, and thus more revenue for you.

What is ASA?

If you’ve ever searched for anything in the app stores, you’ve definitely seen an Apple Search Ad or Google Ad. These are the small advertisements you see in the search results. App Store Advertising (ASA) is a great way to address a broad public and find users that you wouldn’t reach organically.

And while using paid advertising is efficient for impressions, have you thought about what happens once a potential new user is in your app store listing? This is something that ASA can’t control, and where ASO comes into the mix. You may have created amazing designs and copy for your paid advertisements, but it’s essential you make sure the presentation of your listing is as attractive as the ad itself.

Why should you combine ASA with ASO?

With more than 4.4 million apps available in the Apple App Store and Google Play Store, you need to think about not only how to bring customers to your application, but also how to convert them. Combining ASA and ASO can help you succeed, by allowing you to:

Reach different people

While ASA helps you to reach a broad public, it can be hard to tell if these people are actually interested in downloading your app. Even if you’ve set up everything correctly, there will always be people who just scroll over your ad. While ASO reaches fewer people, they are the ones that are actually looking for an app like yours - searching with keywords that relate to your brand.
Make potential users convert

ASO can have a big effect on the perception of your app, especially for users who are already in the store and looking to download an app. But there are still plenty of brands that neglect the impact of ASO. Here’s where you can get ahead of your competition, as users will naturally gravitate towards the option with better ratings or that is attractively presented.
Increase your ROI

Ads allow you to reach potentially millions of people. But what if your conversion isn’t changing, and you’re spending money on ads that show little return? With ASO, however, you can create a stable revenue stream without adding extra user acquisition costs to it.

How can you combine ASO and ASA?

First off, start by optimizing your app store listing on Google Play Store and Apple App Store by using the right title, keywords, descriptions, images. You can then go on to focus on creating engaging ads to complement your app store listing and target the right audience.

Once set up, you can start working on iteration - monitoring your app and ads performance, and making regular updates and adjustments as needed. Don’t forget to answer reviews and take into account your customers’ feedback, either: after all, their insights will be key to improving your app.

If you want to learn more about ASO and ASA, make sure to check out App Radar’s Academy to make the most of your app store marketing efforts.