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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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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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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Product Page Requirements: Google Play Store

Google Play product page

To discover apps up to their needs, Android owners turn to the Google Play Store. It may come as a surprise, but this is the first largest app store, which outperforms its Apple rival in terms of the number of available apps – 2.1 million against almost 2 million (as of Q3 2018).

The numbers are impressive, aren’t they? While users have a wide choice, the overcrowded stores are challenging environments for an app to be discovered. One of the things a mobile marketer can do is to build a proper product page. Below is our go-to guide with all the Google Play Store requirements.
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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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Case: Lab Cave Achieves 45.8% Conversion Boost by A/B Testing App Store Screenshots

lab cave app store screenshots

It goes without saying, the two major app stores have different layouts, although the product page elements are quite the same. The differences were evident to the ASO experts at Lab Cave, a mobile growth company providing ASO and Ad Mediation services. After having tested their Play Store visuals, the company made a sensible decision to optimize their App Store screenshots.

Discovering what works better for different app stores was a strong reason, but the main one, however, was to identify what boosts the conversion rate from page visits to installs.
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Guide to Mobile A/B Testing: Proven Strategies, Professional Tips, and App Store Optimization Best Practices

mobile A/B testing guide by SplitMetrics

Mobile A/B testing has been around for quite a while and for a good reason. It can be widely used for marketing purposes: from getting data on the behavior of the target audience to user acquisition on major app stores.

If you understand the value of data-driven decisions, mobile A/B testing might become your go-to solution as it lets you get beyond the guesswork. Splitmetrics teamed up with Apptimize and created a comprehensive guide to App Store and in-app A/B testing which will help you grow your mobile business.

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How to Write the Perfect Google Play App Description

SplitMetrics Google Play description tips

Are you looking to create a description for your new Android app that will help you to achieve maximum conversions? Searching for the best practices of Google Play app description is a good idea.

The truth is even the best app in the world won’t be successful if it’s not marketed properly. Besides, with 3.8 million apps in Google Play Store, competition is fierce in every category, so standing out from the crowd is simply essential.

Since the description of your Google Play app is one of the most important aspects of app store optimization (ASO), we’re going to take a smart approach and give you all the tips you need to capture a potential user’s attention.
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Google Play Store Redesign: What’s New

Google Play store redesign

After months of testing different iterations, Google finally launches new design of their Play Store. In general, Android users are accustomed to constant minor changes of the store, but the latest redesign seems to be one of the most substantial ones over the last few years.

Let’s study out all of the changes in the updated Google Store and explain how you can adjust your app store optimization efforts to the changing tides of Google Play.
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All You Need to Know about A/A Testing – from Goal Setting to Results Interpretation

A/A testing is the tactic of using a testing tool to test two identical variations against each other. Whether it is worth to conduct A/A testing and, if so, for what purposes are the questions that invite conflicting opinions.

In this post, we explore why some users of testing tools like SplitMetrics practice A/A tests and dwell on the things they need to keep in mind while performing this sort of tests.
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