App Growth Talks: Thomas Petit

Thomas Petit_App Growth Talks

This is the first episode of App Growth Talks, a series of interviews with ASO, User Acquisition, Mobile Analytics and App Growth experts. We’re starting with an interview with Thomas Petit, a world-renowned Mobile Marketing Expert and independent App Growth Consultant.

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ASO Starter Pack

New to the SplitMetrics blog? Check out this post to equip yourself with insights into mobile marketing.

How to Use Apple Search Ads Creative Sets to Improve Your Ads Performance

Apple Search Ads Creative Sets

To customize ads from the visual perspective and improve their performance, Apple Search Ads suggests app marketers leveraging Creative Sets, which is available within Advanced campaigns. 

When you make a set, you basically create a custom pack of assets out of the screenshots and app previews from your App Store product page. 

Creative Sets is set up at the ad group level, where you also add keywords and refine your audience. By using Apple Search Ads Creative Sets, you play around with various asset combinations and align them to a specific ad group keyword theme and audience refinements by age, gender and location. 
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Apple Search Ads: All You Need to Know for Successful Start

Apple Search Ads channel

There are about 2 million apps published on the App Store and the number is growing, and it’s getting harder to become visible there. Still, if you promote your iOS app via Apple Search Ads, your chances of being discovered by users are so much higher as your ads are placed above the organic search results. 

However, we know that fewer than 20% of app marketers run ads on the App Store. As of today, Apple Search Ads is less competitive than Facebook and Google Ads, but more and more publishers are adopting it as they see it pay off.   

If you are also thinking of adding Apple Search Ads to your user acquisition mix (before your competitors did), we’ve gathered everything you need to know before setting up your first successful ad campaign.
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5 Indicators That You Should Move on from Google Play Experiments

google play experiments vs. splitmetrics

Google Play Store Listing Experiments is a prominent tool for mobile A/B testing. It has a number of advantages: it is free, it supports simultaneous testing of app description in five languages and allows you to run tests with the help of both paid & organic traffic or with just organic traffic.

However, at some point mobile publishers that have successfully been growing their apps or mobile games with the help of app store A/B testing, face a challenge: Google Play Store Listing Experiments become insufficient for the conversion rate optimization. They need to test more, need more insights for data-driven decisions, but they hit a wall since Google Play has a number of limitations when it comes to A/B testing experiments.

To help you stay alert, we share a number of bottlenecks that indicate that it is time for you to move on and opt for another app store A/B testing platform that would fit your business needs.

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How to Create Value-Based Apple Search Ads Account Structure

Apple Search Ads Value-Based Account Structure

By structuring your Apple Search Ads account you can improve ad relevance, assess performance more accurately and lay the foundation for scaling. 

We’ve already explained high-level ideas of how to build your Apple Search Ads account structure. In this article, we’re going to cover one of the two specific approaches that we offer – value-based structuring. The other one, the semantics-based Apple Search Ads account structure, is covered in Lesson 6 of The Complete Apple Search Ads Course.
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7 Reasons for Drops in Conversion on the App Stores

reasons for drops in conversion

You might have already read dozens of articles on 101 ways to improve your app conversion rate. We at SplitMetrics also work on such publications to support you in your endeavors to grow a mobile game or app. But what about a decline in conversion rate? Even big brands face unexpected drops in conversion rates once in a while. You may wonder why it happens and what you can do about that. To help you be prepared for a situation where you suddenly experience a sharp decline in conversions and respond quickly if possible, we share the 7 reasons for conversion drops on the app stores.
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How to Optimize Apple Search Ads Based on User Acquisition Funnels

user acquisition funnel best practices

What is happening across your user acquisition funnel

Some keywords can be very good at moving App Store users from ad impressions right to in-app purchases, subscriptions, etc., depending on your app monetization model. 

Other keywords can be poor performers that never result in desirable paid conversions. 

When you understand your funnel and keywords converting potential, you can optimize Apple Search Ads where necessary and maximize ROAS. In this article, we’ve covered three best practices that may help you make the most of your user acquisition funnel.   
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Keyword Bid History on Graphs: Make Data-Driven Decisions with SearchAdsHQ

bid history

SearchAdsHQ rolls out a new feature to make it possible for users to track keyword bid history over time.

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Visual Salience: Evidence-Based Tips to Developing App Store Creatives

visual salience

While the number of various apps and mobile games on both the App Store and Google Play continues to grow, the competition is getting tougher and users are spending less and less time on the app store product pages. This means they decide whether to download an app faster than ever before.

Against this backdrop, mobile publishers and ASO agencies are struggling to capture users’ attention in the app stores by running A/B testing experiments, comparing various visuals and figuring out what works best. This is often a trial and error process when hypotheses are formulated based on observations. But there is an easy fix for that: you can develop creatives for your app store product page building on stimuli that historically grab the attention of users.

Today we are going to talk about one of such stimuli that will help your mobile app or game stand out in the app stores and see uplift in conversions – it is visual salience.

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Multiple Conversions Tracking in SearchAdsHQ: Comprehensive View of User Acquisition Funnel

multiple conversions in apple search ads

Today we are proud to announce a great update in SearchAdsHQ: Multiple Conversions Tracking will enable users to not only set up custom conversions, but also track each of them individually on the dashboard.
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