brightedge share15 - mobile marketing and app store optimization - dave lloyd, adobe
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App Store OptimizationDave Lloyd
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@brightedge #share15
15 years in Search & Digital Marketing
Global team delivering Organic, Site Search, & App Store Optimization strategies for all Adobe products
@davelloyd1
Deliver industry best practices1
3 Showcase Adobe solutions
2 Drive KPI-focused results
About the Speaker
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@brightedge #share15
Global app trends
Global Smartphone OS
App Usage by Store (US)
App Usage by Store (Global)
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@brightedge #share15
App Indexing and Google Now on Tap
Android – 2 years in market iTunes – May 2015
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@brightedge #share15
Adobe’s universe of 90 apps6 iOS categories, 25 iPhone apps, 41 iPad apps, 2 Apple Watch apps, 22 Google Play apps
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@brightedge #share15
Strategy
App Quality
Optimize
Results
Challenges & SolutionsChallenges
Strategy• App strategy not consistent
with brand strategy & plans
App Quality• Poor app quality• Incorporate Ratings &
Reviews feedback
Optimization & Governance• Just launch & optimize later• Poor keywords, images, and
descriptions
Results• Inconsistent data• KPIs not agreed upon
SolutionsStrategy• Clear mobile brand story• Best-in-class marketing practices• Guide app launch & EOL strategy• Media investment for Paid installs
App Quality• Educate on app best practices• Provide app developers Ratings
& Reviews feedback
Optimization & Governance• ASO & marketing performance• Process improvements
Data & Results• Agree on success metrics• Create & deliver KPI scorecard
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@brightedge #share15
Best Practices• Clean, visually unique
icons
• Clear value differentiation for apps that compete in category
• Consistent Category definition for app placement
App Portfolio Management
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@brightedge #share15 8
Search Factors1.App Category (keyword)2.App Publisher (keyword)3.App Title4.Ratings (quantity)5.Ratings (score)6.Keywords (visible only in
iTunes CMS)7.Download quantity8.Download velocity9.App uninstalls10. External links *
1 2
3
45
Conversion Factors1. Description2. Reviews3. Images 4. Preview video *
App Ranking Factors
* = Google Play only
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@brightedge #share15
• 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 engagement
Apple iTunes vs. Google Play
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@brightedge #share15
• Product & Marketing teams• Review competitorsGather
• Generate KW ideas• Evaluate volume, opportunity,
and relevanceIdeate
• Review & reduce• Select keywordsDecide
Keyword Research Tools• BrightEdge Data Cube• Google Keyword Planner• Ubersuggest.org• Keywordtool.io• App-specific tools
Keyword Research
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@brightedge #share15
image,art,graphic,convert,pattern,photoshop,illustrator,design,inspire,creative cloud,layer,contour
• Brand Terms & Phrases for highest search relevance• Keywords aligned with Product & Marketing teams• 100 character keyword limit• Ordered in priority to support localization
iTunes keyword property
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@brightedge #share15
• Compelling first sentence• UVP – Unique Value
Proposition• Authoritative 3rd party
reviews (if you have them)• Features & Benefits
Description
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@brightedge #share15
Highlight compelling features and those unique to your app
Image improvement
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@brightedge #share15
1. Check your lowest Ratings2. Identify patterns in Reviews comments3. Share feedback with product dev team
Ratings & Reviews
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@brightedge #share15
• 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 ExtractPolish Wydziel Wydzielanie
Finnish Erota poimi
Russian Извлечение Извлечь
App content optimized
Content localization
Geo team reviews
ASO team validates
App Launch
Localization process
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@brightedge #share15
Value of Tools• Global visibility• Keywords• Competition• Trends• KPI Analysis• Integration with iTunes
Store data
Comprehensive data
Strong visual reporting
Reviews aggregation & analysis
Enterprise tools to use
Easy data extraction
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@brightedge #share15
Ranking & Competitor Quantity
Keyword ranking and competitor quantity
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@brightedge #share15
Ratings & Reviews
Quantity of 1-5 Ratings and verbatim Review comments
By Country, Rating #, and App Version
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Estimates keyword volume multiplied by keyword rank for overall discoverability metric
Visibility Score
App Optimization update
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@brightedge #share15
75% increase in daily downloads
App update, including ASO
Download Volume & Velocity
Download trends by country
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@brightedge #share15
Near Future (6 months)• Mobile App usage will soon overtake Mobile Web usage• Google’s Now on Tap indexes app content frequently• Wearable Technology• Anonymous app usage (Whisper and Kik)• Personalized & geo-targeted push notifications (e.g. Beacon)
Far Future• Internet of Things market will sell more than PC, tablet, and phone markets combined• Apple Car Play and Google Android Auto are both in development• Apple acquired Metaio, an Augmented Reality startup• Google's I/O conference included Cardboard, a mobile Virtual Reality platform• Google led a $500 million investment in Magic Leap, an AR company• Facebook's Oculus Rift debuted the VR film Henry• Microsoft HoloLens is now a fully untethered holographic computer
The Near & Far Future
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@brightedge #share15
Strategy• Align to brand strategy• User experience across platforms• More resources put toward apps• Agree on media plan and budget
App Quality• Educate on app best practices• Review in-app user experience• Improve Ratings & Reviews feedback
loop with app developers
Optimization• Update keywords• Control: App Name, Keywords, Title,
Category, Description, Images, Video• Influence: Ratings, Reviews,
Download Velocity
Data & Results• Align on success metrics• Create & deliver KPI scorecard• Focus on in-app customer engagement
Practical Takeaways