
App Store News - Gambling Ads Nixed, New NFT & Crypto App Regulation
Posted on October 28th, 2022
Welcome to this week’s ASO Weekly - The App Store halts gambling ads amidst outcry and the Apple takes a bite out of NFT app sales.
Chartboost, a leading Mobile Advertising Network, reports Cost Per Install (CPI) has increased from $1.66 to $2.69 over the last 12 months - a rise of 62%. The cost per install is often lower than competing traffic channels, and advertisers often wonder how much they should expect to pay per mobile app install. There are six primary factors that influence an advertiser's CPI.
We know download volume and velocity is highly correlated to rankings for top keywords. So publishers with high user LTVs can and do buy their way to the top of the charts.
Blockbuster studios have optimized lifetime value (LTV) for their gameplays, and are happy to compete with each other for relevant downloads.
Consider - 4 publishers account for 70% of app installs.
Now we add brands to the mix - who have started to invest in mobile app advertising in earnest. Moving advertising budget allocations away from TV and Print to Digital, increasingly Mobile. Mobile app advertising spend accounted for 7% of global ad spend in 2014. By 2018, several sources predict 22%.
This is great for the monetization of ad-supported apps. For these apps - the LTV of a mobile app user increases, because of the increased app advertising revenues. But apps need users while broad mobile app discovery has become “pay-to-play”.
For the 99% of apps that don't monetize installs (aka: User LTV) at $2.50+, app discovery takes on increased significance.
Optimizing your App Name and Keywords fields for a wide variety of relevant phrases is an essential exercise. Getting your description nailed is key.
Most top publishers have apps that don't have an LTV of $2.50+, and for those apps - ASO is an extremely attractive, if not primary, marketing investment.
If not - then having access to the best tools and app store data, and allocating time each month or each app update to a formal ASO process can be your least expensive CPI campaign.
We'll talk more about "ASO CPI" in this blog. But - let’s start here:
Let's say $1k is allocated to ASO per month, per app. That’s assuming a cost for the tools, data and your time.
To match the performance of paid acquisition - a $1k/month App Store Optimization effort would need to generate only 13 new downloads per day.
Mobile App Publishers need a strong grasp of how ASO works, access to accurate data and tools, and a routine focus on keyword (or target phrase) optimization.
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Welcome to this week’s ASO Weekly - The App Store halts gambling ads amidst outcry and the Apple takes a bite out of NFT app sales.
Welcome to Gummicube’s ASO Top Trends Vol 3 – a quick, one-stop-shop for the latest developments in ASO.
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