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Thomas Petit
8fit
ASO & paid search data
@thomasbcn
App store Search Marketing
=
ASO
+
Paid Search
@thomasbcn 2017
I have little budget
I’m focusing on ASO
Why pay?!
@thomasbcn 2017
Leveraging paid search for ASO
1. Real estate
@thomasbcn 2017
Occupy more store real estate
@thomasbcn 2017
• Reach new placements
• Steal from your competitors
• Defend your brand terms
@thomasbcn 2017
Leveraging query level data
to improve your ASO
=
Opening the black box
@thomasbcn 2017
Leveraging paid search for ASO
2. Top funnel
@thomasbcn 2017
• Variants details
• Keywords research
• Brand/competition monitoring
Deep dive at query level
@thomasbcn 2017
Usual ASO criteria … paid search data
Relevance Quality score, impressions, CPT, TTR, CVR
Traffic Search popularity 2, imp...
Volume, Competition, Relevance in practice
@thomasbcn 2017
The ASA tool you never heard about
@thomasbcn 2017
Leveraging paid search for ASO
2. Down funnel
@thomasbcn 2017
My secret ASO sauce
Analyze ARPU/query from paid search
to aim ASO for profitability
@thomasbcn 2017
• Ponderate volume with intent
• Move the bottom line
• Avoid low converting concepts
Beware match types! BM/SM as discove...
1. Occupy real estate
2. Open the black box
3. Aim ASO at ARPU/retention
Leveraging paid search for ASO
Take away:
@thomas...
Thomas Petit
8fit
ASO & paid search data
@thomasbcn
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ASO & Paid Search - BrightonSEO 2017 @Thomasbcn

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Leveraging Paid Search to aim App Store Optimization for profitability - BrightonSEO & MAMABerlin 2017 @Thomasbcn

Publié dans : Internet

ASO & Paid Search - BrightonSEO 2017 @Thomasbcn

  1. 1. Thomas Petit 8fit ASO & paid search data @thomasbcn
  2. 2. App store Search Marketing = ASO + Paid Search @thomasbcn 2017
  3. 3. I have little budget I’m focusing on ASO Why pay?! @thomasbcn 2017
  4. 4. Leveraging paid search for ASO 1. Real estate @thomasbcn 2017
  5. 5. Occupy more store real estate @thomasbcn 2017
  6. 6. • Reach new placements • Steal from your competitors • Defend your brand terms @thomasbcn 2017
  7. 7. Leveraging query level data to improve your ASO = Opening the black box @thomasbcn 2017
  8. 8. Leveraging paid search for ASO 2. Top funnel @thomasbcn 2017
  9. 9. • Variants details • Keywords research • Brand/competition monitoring Deep dive at query level @thomasbcn 2017
  10. 10. Usual ASO criteria … paid search data Relevance Quality score, impressions, CPT, TTR, CVR Traffic Search popularity 2, impressions, IS1 Competition CPT, CPI, Impressions, IS 1, average position 1 1 Adwords only 2 Search Ads only @thomasbcn 2017
  11. 11. Volume, Competition, Relevance in practice @thomasbcn 2017
  12. 12. The ASA tool you never heard about @thomasbcn 2017
  13. 13. Leveraging paid search for ASO 2. Down funnel @thomasbcn 2017
  14. 14. My secret ASO sauce Analyze ARPU/query from paid search to aim ASO for profitability @thomasbcn 2017
  15. 15. • Ponderate volume with intent • Move the bottom line • Avoid low converting concepts Beware match types! BM/SM as discovery Unveil retention & LTV at query level @thomasbcn 2017
  16. 16. 1. Occupy real estate 2. Open the black box 3. Aim ASO at ARPU/retention Leveraging paid search for ASO Take away: @thomasbcn 2017
  17. 17. Thomas Petit 8fit ASO & paid search data @thomasbcn

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