‘Tis the season for ASO
9 November, 2018
An insight from our Strategy Manager APAC, Kenneth Wong.
With the end of the year just around the corner, many advertisers are preparing for the upcoming sales period – Singles day 11/11, Black Friday, Cyber Monday and the legendary Christmas Sale. Competition is going to be fierce, with the landscape flooded with ads, causing an extremely cluttered marketplace. Brands will all be competing against each other to be the first to appear in front of a potential consumer.
Whilst everyone is competing for the highest bid, it is also important to update storefronts, making sure brands are displaying the appropriate decoration in the respective season. When you are preparing to celebrate Christmas, the decorations you use should give a Christmassy feel to the environment. Similarly, when your business is preparing for the upcoming Singles Day sale, it’s also important to ensure your storefront is reflecting the sale message, along with your paid advertising messages and images. Storefront here refers to your App Store Front in the Apple App Store and Google Play Store.
With more than 75% of app downloads coming via organic searches, it stresses the importance of optimizing your storefront and keywords in app stores and ensuring that your marketing message is coherent across all channels.
Here are 3 simple steps to get you started:
Subtitle: Updating the words in Subtitle to reflect the latest promotion will give your potential customer a good first impression on your business because it’s amongst the first thing they see when they search for an app organically.
Indexed Keywords: Using seasonal keywords helps the discoverability of an app when people are searching on generic terms in the app store. For instance, keywords such as “singles day sale” can be included during 11/11 but should be replaced with “Christmas presents” around the Christmas period.
Screen Capture Image: The content of the images can remain, but the look and feel should change to reflect the promotion, enabling your storefront to resonate with customers.
It is important to update your own media, as well as paid media collaterals so that the communication to customers is consistent across all channels.
Get in touch today to learn more on how we can help you with your App Store Optimisation needs.