How to promote the apps: the strategies you have to (absolutely) know

Like it or not, the apps have become a daily standard for companies and consumers. There is an app for everything, whether it is purchases, banking, travel or games. In fact, a recent survey found that 88% of the mobile time is spent inside the apps.

According toThe statesman dataof the second quarter of 2022, there are more than six million apps onGooglePlayStore, Apple App Store and Amazon Store.That's why the correct marketing of your app has never been so important and has become an integral part of the marketing strategy of a company. But to be effective, app marketing must take into consideration the entire ecosystem that affects your app marketing performance. Whether it's the optimization of the app Store (ASO) or the combination of acquisition of organic users and payment (for example, through the Google Apps for Apps and Apple's research announcements), marketing professionals must examine the data in a holistic way and ask the right questions when they analyze the performance of an app.

Organic growth is not enough

While a few years ago ASO could have been the most important part of your app marketing strategy, to remain competitive in the frenetic app marketing panorama, you must enhance your users' acquisition strategy (UA). This does not mean that ASO is no longer important, it is certainly, but it must be combined with your strategy to acquire paid users for the sustainable growth of an app. Both the organic and the paid one have the main objective of generating quality conversions while maintaining a low cost per conversion.

To begin with, you need a solid ASO base to maintain a high quality use flow of users through channels. It is essential as the user will eventually land in your app store card. You are literally wasting your money if you have not invested time in ASO and you have not optimized your shop card.

The acquisition of paid users can lead to more organic apps installations. The ads will attract new attention to the app store card. The greater the number of installations generated by your app, the greater the positioning of your app in the App Store. As a result, visibility in search results and navigation sections increases. Due to greater visibility, more and more users will land in your organic store card and download your app. So the continuous growth cycle!

A successful strategy consists in understanding the correlation between ASO and the efforts to acquire paid users. You have to understand how your paid canalization affects organic growth and vice versa. In Gamee, we used the All-in-One Radar app platform that helped our team to work together within a single system and understand, in addition to maximizing, the impact of the acquisition of organic users and payment for the Google and Apple apps.

Analysis of app performance

After making many efforts to optimize your UA, don't just sit down and hope to see perfect results. During the campaign, you should analyze the performance of your app and ask the right questions. You would probably like to know how much growth they brought your efforts ASO. Or was it your fee for a fee that determined an increase or a drop? It can be difficult to answer all these questions, especially considering many factors that can play a significant role. For example, let's take a look at a couple of scenarios.

Scenario Uno: drop in app installations

See a drop in installations? It could be worrying at first sight. However, the good news is that most likely there is an explanation for any decrease in installations. And for every problem there is also a solution.

A crucial impact factor that you need to consider are the efforts to acquire paid users. When you notice a decrease in downloads, you should first check if you published announcements during that specific period. Ads can bring a considerable amount of traffic to your app and, once you stop or reduce them, this could have a substantial effect on your results. Check the correlation between organic conversions and payment, therefore analyzes how paid conversions affect total growth and find out if an increase in installations may be due to a reduced activity through paid channels.

What should you do now?

First of all, he tries to obtain a better picture of the situation by observing the last 30 or 90 days and understanding how significant the impact has been. If, for example, the pause of your Google App campaigns has significantly reduced your installations, you should consider reactivating ads.

Scenario Due: increase in app installations

This is the result we all aim for. Ideally, you would like this to continue during and beyond your marketing campaign. But for this, you have to know what influenced the increase. Transfer and attribute success from one place to another can be complicated if you don't know where success comes from.

The best solution would be to examine the distribution of conversions to help you find the answer.Is Google Ads, Apple Search Ads, another paid or ASO channel?If you publish a campaign through a paid channel at the same time when the installations increased, this is very likely to influence the overall growth of your app.It is also worth evaluating which advertising platform is the most efficient.Do you get a better conversion cost with a paid channel?To get an idea of ​​the best or worst of your app, we advise you to compare the data with the previous campaigns: what was the performance of impressions, conversions and costs compared to the previous period?Take all this into consideration will help you determine if you should change your attention or make changes to your campaign.

What you don't have to stop doing

There are three elements on which each Marketer app should never stop working:

ASO

It is the final point of all the activities of the app. Each dollar and every hour invested elsewhere they can be multiplied by a good strategy and ASO approach. It is here that our use of the Radar app platform has been extremely precious to maximize our campaigns.

Test

Use Custom App Store lists (where possible), various combinations of paid advertising networks and APP Store A/B tests to obtain the best results.

Priority

Choose the audience, markets, regions and/or demographic data you need to win and focus your Asse and paid channels on them.

Although analyzing the impact of the acquisition of paid and organic users is not an easy task, the only thing you don't want to do is put all the eggs in the same basket. You cannot rely only on an organic UA or only on a paid UA. For a successful app marketing strategy, both areas must work in tandem. Your campaign should also leave room for tests. This allows you to modify and rotate the strategy as you proceed and adapt it to your destination audience. Trust me, if you correctly manage your app will soon collect the fruits of your strategy.

Source Search Engine Watch