MMSS 2015 - Mobile App Strategy and App Store Optimization (ASO)

Mobile App Marketing Strategies
and App Store Optimization
Dave Lloyd – Sr. Manager, Global Search Marketing
Mark Simon – SEO Analyst

Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved
About Dave
14 years in Search & Digital Marketing
Global team of 7 delivering Organic, Site
Search, & App Store Optimization strategies
for all Adobe products
http://www.slideshare.net/dalloyd
@davelloyd1
Deliver industry best practices1
3 Showcase Adobe solutions
2 Drive KPI-focused results

Adobe’s app universe
6 iOS categories, 25 iPhone apps, 41 iPad apps
22 Google Play apps

“Business has only two
basic functions: marketing
and innovation.”
Peter Drucker

The next phase of your mobile app strategy requires…
Strategic
Alignment
Best
Practices
Better
Collaboration
Focus on big trends and top
business objectives
Align ASO best practices with
mobile strategy goals
Work effectively with key
stakeholders
Key message

App Trends
Worldwide 2014 Revenue
$8.3 billion (iTunes) and $1.8 billion (Google Play)
Apps currently available
1.2M+ (iTunes) and 1.2M+ (Google Play)
New apps added monthly
60k+ (iTunes) and 50k+ (Google Play)
23% of iOS apps used only once
80%+ are “zombie apps” with few downloads in past 6
months

Global trends and global app store revenue
Most marketers don’t realize that J/APAC is already mobile-first
Phone OS trends

ASO is…
“Everything that helps your
app be visible in app stores.”
- Johannes Borchadt,
inventor of the term ASO in
2009

ASO is not…
• Separate from an overall brand
strategy
• A miracle cure
• One and done – best if done with
each update
• Easy to game
• Entirely within your control (e.g.
hundreds of poor ratings
immediately after an update will
tank your visibility)

Common issues
•App strategy not considered as part of brand
strategy
•Just launch it, worry about optimization
later
•Not focused on consistently across apps
•No consistent KPIs to measure success
•Not acting on customer experience in
Reviews feedback

Chronology of a Mobile App Strategy
1. Be clear about what your brand stands for
2. How does mobile strategy align to current business
challenges and how does the org pivot to new skills or ways
of marketing
3. Align the organization to deliver on the tactics effectively
4. Ongoing focus on customer experience (hint: Ratings &
Reviews)
Ideal: mobile app strategy fully integrated with
marketing & brand strategy

Mobile Marketing Strategies Summit 2015© Adobe 2015 All Rights Reserved 12
Strategy &
Roadmap
Optimization
&
Governance
Training &
Best
Practices
Results &
Reporting
1. Strategy
• Best-in-class marketing practices
• Guide overall app & launch
strategy across portfolio
2. Optimization & Governance
• Influence app marketing
performance
• Consistent practices & process
improvements
4. Results & Reporting
• Create & deliver KPI scorecard
• Resolve analytics issues
3. Training and Best Practices
• Educate on app best practices
• Communicate learnings widely
Mobile App Council – Charter & Structure

Meet and greet
2 minutes
End
• Meet someone new
• 1 minute each
What kind of apps does
your company market?
How many apps?
1
2 Top App or Optimization
challenges?

Strategic
Alignment
Best
Practices
Better
Collaboration
Focus on big trends and top
business objectives
Align ASO best practices with
mobile strategy goals
Work effectively with key
stakeholders

About Mark
Owns Adobe.com Site Search and App
Store Optimization (ASO)
Expertise at CNET, eBay and Yahoo in
product management, project
management, agile development, faceted
search, SOLR search, structured data
feature development, technology
platform, process scaling and content
automation
M.S. in Computer Science
@msimon3256

Common Errors
1. Poor quality apps - building good apps is building good
software
2. Not using keywords at all
3. Focusing too much on high volume keywords, rather than
based on relevance AND opportunity
4. Low quality images that don’t highlight app features
5. Non-engaging Descriptions that don’t address features or
potential app issues
6. Not incorporating Reviews feedback into app updates

Search Factors
1. Category (KW)
2. Publisher (KW)
3. Title
4. Ratings (quantity)
5. Ratings (score)
6. Keywords (visible only
in iTunes CMS)
7. Download quantity
8. Download velocity
9. App uninstalls
10. External links *
Conversion Factors
1. Description
2. Reviews
3. Images
4. Preview video *
1 2
3
4
5
Search Ranking Factors

Apple iTunes vs. Google Play
Keyword Field
Description has no rank
impact
Up to 5 images
No Keyword Field
Description impacts
rank
Up to 8 images
Social and +1 signals
External linking

App Portfolio Management
App portfolio strategies are dynamic and iterative
Best Practices

Keyword research
• Talk to Product & Marketing teams
• Review competitors
• Generate KW ideas
• Evaluate volume, opportunity, and relevance
• Review & reduce
• Select keywords
Keyword Research Tools
• Google Keyword Planner
• Ubersuggest.org
• Keywordtool.io
• App-specific tools

Anatomy of iTunes Keyword property
1.100 character keyword limit
2.Ordered in priority to support localization
3.Keywords aligned with Product & Marketing
4.Brand Terms
5.Phrases have stronger match for search

Description
• Compelling first
sentence
• UVP – Unique Value
Proposition
• Authoritative 3rd party
reviews (if you have
them)
• Features
• Benefits

Images
What’s most unique to your app?
Highlight compelling features

Video

Ratings & Reviews
Check your lowest-rated Reviews
Share feedback with stakeholders
Update product with feedback

Stages of app marketing collaboration
App development
or update initiated
by business
Pre-launch
Immediately
following launch
Results
Ongoing execution
http://developer.android.com/distribute/tools/launch-checklist.html
http://www.dummies.com/how-to/content/app-store-submission-checklist.html

Localization and Translation
Translation vs. Localization (context &
culture)
Keyword localization should be per geo
Language Translation Localization
English Extract
Japanese 抽出エクストラクト
Norwegian Trekk ut Extract
Polish Wydziel Wydzielanie
Finnish Erota poimi
Russian Извлечение Извлечь

Immediately following launch
• Aim for as many downloads as possible in first few
days
• Monitor ratings & reviews very closely
• Use promo codes and social media marketing for
more traction
Download velocity & quantity1
3 Keyword ranking
2 Ratings & Reviews

Results - possible KPIs
• Rank
• Reach and maintain a target app store rank, either overall or in category
• Downloads
• Generate download quantity over a certain time period
• Loyal user acquisition
• Downloads from users than make a purchase or use app repeatedly
• Revenue
• Hit targets for revenue generated directly through the app
• Competition
• Achieve higher app store rank or more downloads than competitors
• New customer acquisition
• Acquire a target number of new customers
• Velocity
• Meet defined metrics within specific timeframes
• Ratings
• % of 4 or 5 star Ratings vs. 1 or 2 star Ratings

Value of Tools
• Global visibility
• Keywords
• Competition
• Trends
• KPI Analysis
• Integration with
iTunes Store data
Easy data extraction
Comprehensive data
Strong visual reporting
Reviews aggregation &
analysis
Enterprise tools we use

Search Visibility
Total keyword search volume times keyword rank

Category Ranking

Keyword Overview

Keyword Analysis

Ratings Performance

Download Velocity

Ongoing execution
• Begin testing new strategies
• Update keywords from competitor research
• Review in-app user experience
• After each update, send summary of lowest
starred ratings to product developers and
stakeholders
• Improve feedback loop with app developers

Improve discoverability
Apps found beyond app store
• Main domain landing page
• YouTube videos
Paid Search boost
• Google Search for local app
• Mobile advertising
Higher total
download volume
influences higher
rankings

App Indexing from Google
Click from listings in
Google’s mobile search
results into apps on
Android and now iOS
App Indexing’s been
available 2 years on
Android and now on
iOS as of May 27
http://googledevelopers.blogspot.com/2015/05/surfacing-content-from-ios-apps-in.html

Summary Checklist
Align to brand strategy
Goals and KPIs and reporting
Control: App Name, Keywords, Title, Category,
Description, Images, Video
Influence: Ratings, Reviews, Download Velocity
Platforms
Geographies, Translation, Localization
Media plan and budget
Use of outside vendors or in-house
Focus on the customer experience

The near-future of apps
• Google’s Now on Tap makes app content more easily searchable
• Apps for Wearable Technology
• Anonymous app usage (Whisper and Kik)
• Personalized push notifications
• Retail-driven by Beacon
• Geo-targeted
• Mobile Commerce
• China

Predictions for the future of the internet
• In 2008, there were already more Internet connected objects than people. By
2020, expected to grow to more than 50 billion objects. Projected that Internet
of Things market will sell more than the PC, tablet, and phone markets combined.
• Apple Car Play and Google Android Auto are both in development.
• 10% of cars connected to the Internet in 2012. By 2020, 90% estimated.
• By 2020, 20% of U.S. consumers will own a smart watch or smart refrigerator.
• “The shift from desktop to mobile caught so many off guard and so dramatically
impacted the competitive landscape, every tech and media company is going to
have to be prepared for just the possibility that Virtual Reality & Augmented
Reality will become the next platform.” Industry Analyst
• Apple just acquired Metaio (Augmented Reality)
• Google’s I/O conference highlighted Cardboard (Virtual Reality)
https://www.linkedin.com/pulse/12-amazing-facts-everyone-should-know-internet-things-bernard-marr

MMSS 2015 - Mobile App Strategy and App Store Optimization (ASO)

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