ASO Starter Pack: App Store Optimization, Mobile A/B Testing and Apple Search Ads

App Store optimization with SplitMetrics

If you’re new to the SplitMetrics blog, check out this post to equip yourself with insights into App Store Optimization (ASO), deep understanding of mobile A/B testing and the most efficient hacks to empowering your Apple Search Ads.
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ASO checklist

Improve your ASO with the World's Most Ultimatest App Store Optimization Guide!

Comparing the Most Popular Mobile App Advertising Channels: Apple Search Ads, Google Ads and Facebook Ads

mobile app advertising channels comparison

Mobile apps represent one of the best-selling product groups of our time. It’s not a surprise given the fact that the number of smartphone users has breached three billion globally. Users downloaded more than 200 million apps in 2018 alone, thus making mobile products a highly profitable industry.

With six million mobile apps currently available on Google Play, iOS, and Amazon App Store, it’s not all that easy to sell a mobile app. In such circumstances, hoping for a major sales boost organically may not be the best tactic possible. On the contrary, promoting your product through paid mobile app advertising becomes a critical precondition of business success.

But do you know which advertising platform to choose? Would you rather pick Google Ads, Apple Search Ads, or Facebook Ads? In this post, we will compare these mobile advertising app channels, show their features and explain how they function.
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Branded Keywords in Apple Search Ads: Cannibalization or Brand Protection?

Branded Keywords in Apple Search Ads

Marketers voice many cons to running Apple Search Ads for branded keywords. Well-known companies usually say, “We have a recognizable brand and already rank #1 in the organic listing on the App Store. If we bid on the branded keywords, we simply buy the traffic we would get for free”.

Indeed, why should you bother paying for the brand keywords if they are already triggered by your organic listing? Especially if you have a well-known brand that people think of right away. You think about taxi – you search for Uber, you want to watch a new season of a show – you search for Netflix.

However, it’s not that straightforward as it might seem. Let’s figure out whether branded keywords in Apple Search Ads are budget wasters or brand protection guards.
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Case Study: Verv Reinforces Apple Search Ads Statistics with Post-Install Events

Apple Search Ads case study

Apple Search Ads can still be considered a relatively new ad platform but it has already established itself as one of the best user acquisition solutions for iOS app publishers. However, taming a new ad channel is never easy.

Laura Burankova, Senior ASO Manager at Verv, shares their experience of mastering the App Store ads with help of SearchAdsHQ.
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5 Most Important Apple Search Ads Metrics and How to Optimize Them

Metrics in Apple Search Ads

Cost-per-tap is an Apple Search Ads advertising model where you pay for every tap on your banner. The trick about CPT is that you don’t earn from the tap itself. You earn from what happens after.

After users tap on your ad, they find themselves on an app store product page, then (if things shape up well) they download, install and open your app. Only upon these actions users may make an in-app purchase, buy a subscription or view native ads.
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Guide to Mobile User Engagement across Apps Life Сycle

mobile user engagement guide

80% app users churn within 3 days after a download, this sad statistics is true for most mobile apps. That’s why it’s so important to have a decent mobile user engagement plan in place. It will help you get users that keep coming back to your app.

In this guide, we’ll review 4 phases of a user life cycle and relevant activities that can improve mobile user engagement.
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How to Run Apple Search Ads Discovery Campaigns?

apple search ads discovery campaigns

There’s an enormous ocean of keywords out there, and chances are that you miss some valuable fish. But what is the reason to catch it?

If you are not in the habit of revising your list of keywords from time to time, you bring your Apple Search Ads account to a standstill. And that means you definitely generate less revenue than you could. Because you know how it all works: more relevant keywords added result in more relevant traffic; more relevant traffic means more potential conversions, and conversions eventually bring in revenue.   

This is the rationale behind keyword expansion. There are different approaches that user acquisitions managers adopt to search and add extra relevant keywords. Here, we’ll dwell on the most straightforward one – building discovery campaigns.
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Adding Transparency to Apple Search Ads – New Discrepancy Metrics in SearchAdsHQ

Apple Search Ads discrepancy metrics

As we all know, Apple Search Ads gives app publishers a chance to get the prime spot in the App Store search results. This premium ad network is famous for its fraud-free environment, pre-qualified users and high conversion rate.

That’s all well and good, but it’s not always that easy to measure the return on the App Store ads spend. The thing is the difference between Apple Search Ads self-reports and data provided by Mobile Measurement Partners (MMPs) might reach from 30% to 70%.

The latest SearchAdsHQ update helps to shed light on such substantial discrepancy. 8 new metrics were introduced to add transparency to Apple Search Ads and assist in identifying the reasons behind data discrepancy
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5 Mobile Audience Engagement Hacks to Win Over Your Users

Mobile Audience Engagement Hacks

This guest post was created by Georges Petrequin, a mobile marketing and app expert at MobiLoud who helps brands engage their audience on mobile using native mobile apps.

The world is going mobile, and we’re consuming twice as much content on phones and tablets compared to desktop. Brands and marketers need to adapt to ensure their mobile strategies are optimized to achieve the results they want in 2019 and beyond.

If you want to make the most of the mobile opportunity, it can be hard to know where to start. Here are 5 key tactics for mobile audience engagement. Use them to ensure your mobile presence is strong, and that you’re engaging your users as much as possible.
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Apple App Store Guidelines: Requirements for All Product Page Elements

apple app store guidelines

Before the app finds itself on the App Store, it has to get through a review. For the process to be completed quickly and successfully, Apple provides requirements for each product page element. In this guideline, we’ve gathered all the information you need to consider before submitting your app to the App Store.
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3 Mobile App Monetization Strategies to Increase Your Revenue in 2019

Mobile App Monetization Trends

This guest post was created by Nina Bohush, a digital marketing expert at Epom Apps the company which provides a platform for mobile app monetization.

January is the perfect time to rethink your monetization strategy and map out new milestones for the year. Here are three mobile app monetization strategies which definitely have the potential to boost your revenue in 2019.
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