Mobile Marketing Trends for late 2020, early 2021

Lina Danilchik, September 2nd
ASO, Search Ads, News, App Marketing
Mobile App Trends 2020-2021

The pandemic of COVID-19 has had a tremendous effect not only on millions of people across the globe, but also on the world economy, online and offline businesses. Mobile app industry has also been affected: the balance of power in this highly-competitive market has shifted, and the industry continues its transformation.

While the coronavirus has led apps from some categories to stagnation, other apps, on the contrary, are experiencing a phenomenal growth. At the same time, innovations and new trends are emerging allowing the latter ones to push the envelope and the former ones – beat the odds in the fight.

We have carried out research, talked to mobile industry experts and brought together the most noticeable mobile app trends that publishers should bear in mind in order to adjust to a new reality.
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ASO Starter Pack

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

NEW: Creative Sets Duplication & Campaign Automation in SearchAdsHQ, Multivariate Tests in SplitMetrics

Anastasia Sidoryk, August 18th
Search Ads, A/B Testing, News
SplitMetrics and SearchAdsHQ features august 2020

Our team keeps improving your experience with the two products that we make – SearchAdsHQ, a platform for Apple Search Ads automation and optimization, and SplitMetrics, the A/B testing platform. 

This is a wrap-up of features introduced in both products from May to August 2020. Jump to the platform you’re interested in using the navigation above and browse our new functionality.
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NEW: Multiple Conversions & Charts 2.0 in SearchAdsHQ. 2x Faster SplitMetrics

Search Ads, A/B Testing, News
SearchAdsHQ and SplitMetrics features April 2020

This is a three-month wrap-up of updates in the two products that we make – SearchAdsHQ, platform to automate and optimize Apple Search Ads, and the SplitMetrics A/B testing platform. 

From February to April, we rolled out a lot of handy features that improve user experience. Use the navigation above to jump to the platform and functionality that interests you.  
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SearchAdsHQ Updates: Rules for Search Terms & Custom Columns Improvements

Anastasia Sidoryk, February 19th
Search Ads, News
Apple Search Ads December features

Our team keeps upgrading automation inside SearchAdsHQ, our platform for Apple Search Ads optimization and management. 

In December, we got beyond keywords to build the first two automated rules for search terms (STs), and another rule for STs was rolled out in January.  
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New in SearchAdsHQ: Custom Columns for Flexible Apple Search Ads Optimization

Anastasia Sidoryk, December 19th, 2019
Search Ads, News
custom columns for apple search ads optimization

The SearchAdsHQ team is excited to announce that our platform for Apple Search Ads optimization and management has been supercharged with custom columns. 

We’ve seen multiple cases where Apple Search Ads managers needed metrics beyond those already included in the SearchAdsHQ platform. Or they needed to calculate vital metrics in a manner that differs from ours. Custom columns have been designed to fix all those issues.    
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How Sequential A/B Testing Works in SplitMetrics

Anastasia Sidoryk, October 15th, 2019
frequently-asked, A/B Testing, News
sequential A/B testing in SplitMetrics

SplitMetrics is excited to announce that our A/B testing platform has switched from the classic approach to the sequential one. From now on, you can test and discover the winning variations of your assets while having an opportunity to:  

  • Spend less time on an experiment;
  • Reduce traffic expenses;
  • Bring down the number of required conversions;
  • Cut the minimal required conversion difference between variations;
  • Decrease false results. 

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SearchAdsHQ Column Presets: Boosting Apple Search Ads Management with New Feature

Anastasia Sidoryk, June 13th, 2019
Search Ads, News
Apple Search Ads management using column presets

The SearchAdsHQ team is very excited to announce the release of column presets. This feature helps sort out the list of required columns and save the created selection. Next time you need this column combination, you’ll just have to make a few clicks to find the preset saved upfront.
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SearchAdsHQ Update: How to Manage Apple Search Ads Storefronts

Liza Knotko, May 22nd, 2019
Search Ads, News
Apple Search Ads Storefronts management

The App Store ads support 59 Apple Search Ads storefronts after the latest update. The enhancement of available countries and regions doesn’t only mean wider coverage and more options. It also calls for smarter Apple Search Ads management approaches.

SearchAdsHQ streamlines work with various Apple Search Ads storefronts thanks to the latest update. Now you can create campaigns with multiple countries and regions, make storefront edits to the existing campaigns, duplicate campaigns to different regions, create rules and filter data based on storefront parameter.
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Adding Transparency to Apple Search Ads – New Discrepancy Metrics in SearchAdsHQ

Liza Knotko, January 31st, 2019
Search Ads, News
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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SearchAdsHQ Update: Graphic Visualization of Your Apple Search Ads Performance

Liza Knotko, December 27th, 2018
Search Ads, News
Apple Search Ads Charts

The SearchAdsHQ team is happy and proud to announce the introduction of charts within our platform for management and optimization of Apple Search Ads. The charts are all about dynamics in metrics over time and data analysis. They favor the discovery of trends, patterns, spikes, drop-offs and metrics correlations.

In general, charts is a powerful way of information representation which makes it easier to compare different data and numbers. A survey by Aberdeen Group found that managers that rely on visualized data along with dashboards and reporting are 28% more likely to gain relevant insights.

In the context of Apple Search Ads, metrics visualization assists in more efficient assessment of App Store ads performance fluctuations which in its turn streamlines your decision-making process.
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