Google Play ASO and Android app promotion

In any case, the promotion process begins with an audit. Before determining a promotion strategy, it is necessary to analyze the application. It is necessary to identify shortcomings and eliminate them in the future, as well as find advantages in order to use them most effectively. In addition, this initial stage includes competitor analysis.

ASO starts with the needs of potential users and the words they use to describe an app. We research relevant keywords for the selected countries and languages, review competing listings and map search intent to the product’s actual features. Web search volumes cannot automatically be treated as Google Play search volumes: third-party estimates are directional, not exact measurements. This research informs the app name, short description and full description. We check that wording is natural and that the listing accurately represents what the app does. Popular but unrelated terms are excluded. Materials and the sequence of changes are agreed before publication so that later comparisons have a clear baseline. For each language, we consider local terminology and audience needs instead of relying on literal translation. After an update, page visits and conversion to installs help assess the result alongside other changes in the product and acquisition activity.

However, if we talk for example about a regular site, in addition to the Title and Description meta tags, a big emphasis is placed on text content. In the case of an application, the description of the application plays the same role. Next, you will get acquainted with the elements of internal optimization and their elaboration:

• The first thing to pay attention to is the name. It must be, firstly, unique, and secondly, tenacious. Another important point is the length of the name, it is advisable to make it short so that it looks adequate on the devices of any size.
• The description should be succinct and as meaningful as possible. It should be unique and express key benefits. In addition, it must include functional features.
• The visual component plays a special role in the app promotion. In this case, we are talking about such elements as: an icon, screenshots and a promo video. Particular attention should be paid to the icon, this is the first thing the user pays attention to, so it should be attractive and memorable. Screenshots must be in high resolution.
  If a promotional video is needed, its production requirements and cost are agreed separately.
• It is necessary to adapt the application for the country of promotion. This is mainly about translation. If you want to promote the application as much as possible, a competent translation is imperative.

Strategy depends on the product’s stage. A new app needs a clear listing, working analytics and initial evidence about the right audience. An established product needs analysis of installation sources, conversion and retention. We select priority countries and languages, agree the advertising budget and plan listing changes. ASO and paid campaigns are assessed separately: more installs during an advertising campaign do not prove improved organic rankings. Reports describe completed work, changes in the selected metrics and the next hypotheses to examine. Decisions follow project data and business goals, rather than a chart position alone. This also helps identify whether the next priority is better acquisition, a clearer store page or improvements to the app itself.

Paid acquisition is planned separately from ASO. We agree countries, audiences, measurable actions and budget, then prepare materials and check event tracking. Cost per install is considered alongside subsequent user activity, because inexpensive downloads may not produce registrations or purchases. Campaign work and advertising spend are agreed before launch. Results are compared by source and reporting period, and a particular ad placement cannot be guaranteed. This keeps acquisition decisions tied to the app’s commercial objectives.

Relevant publications and the app’s website can explain the product and direct interested visitors to Google Play. Sources are selected for their audience and content, with results assessed through visits and user actions. An external link is not presented as a guaranteed way to raise the app’s store ranking.

Measurement helps assess the selected promotion activities; it does not predict future results with certainty. Depending on the available data and project goals, we review:

• Number of downloads;
• Sources of traffic;
• The cost of attracting 1 client;
• The ratio between the commercial video showings and the number of downloads.