APP STORE OPTIMIZATION BLOG

Gummicube Blog

Want more ASO Tips?

Contact Us
Gummicube Blog
5 Reasons Why Your Search Ads Campaign is Failing

5 Reasons Why Your Search Ads Campaign is Failing

Posted on November 25th, 2017

It has been just over one year since Apple has rolled out its Search Ads platform, something that piqued the interested of developers interested in quality install channels world-wide. Search Ads is Apple's tool that helps developers bid on certain keywords at varying costs, allowing them to compete against other competitors in their market for their relative “hot keywords.” To this date, developers, agencies and marketers have spent upwards of $580 billion, according to a recent report by eMarketers. From a marketing perspective, it would only make sense to start spending it where millions of mobile users are browsing for the next big app. If you've got your campaigns all set up, how are they looking? Are you seeing the ROI you were hoping to see straight off the bat with your new investment in Search Ads? Hopefully your answer isn’t "no." If it is, then you may want to consider these five reasons why your Search Ads campaign may be failing: 1. Your Metadata is Irrelevant Make sure you fine tune your app’s metadata (title, subtitle, keywords, description) to make your app relevant for your most important terms in Search Ads. One of Apple’s first announcements was that your app would need to be as relevant as possible for all of the keywords you bid on. One of the largest pillars of App Store Optimization, relevancy can be built the following ways: a) Including the Search Ads keywords in your app's title b) Including the Search Ads keywords in your app's subtitle c) Including the Search Ads keywords in your app's promotional text d) Including the Search Ads keywords in your app's description Your ability to incorporate these keywords into your app description helps Apple determine how relevant you are for these keywords. This is not to say that you should keyword stuff- building contextual relevance for your targeted terms will help. The more relevant you are, the more likely you’ll appear and the more likely you’ll convert.

ASO Tips – How to Localize for the Holidays

ASO Tips – How to Localize for the Holidays

Posted on November 23rd, 2017

The holidays are just around the corner and app developers all around the world are updating their app’s metadata to let users know they are ready for the holidays. One thing developers have to consider when preparing their app’s metadata is how different territories celebrate the holidays. App developers that have their app deployed in multiple territories already know the importance of localization. What they might not know is how users in different territories take part in the holiday season. Some territories celebrate their version of Thanksgiving at different times, while some don’t celebrate it at all. As we move into December, many developers are looking to target Christmas, a holiday that some territories don’t celebrate or celebrate differently. Developers need to pay attention to the differences among territories. For instance, Japan celebrates Christmas Eve more than Christmas Day, and part of India celebrates Christmas by decorating banana and mango trees. It’s differences like these that developers need to pay attention to when localizing their apps for the holidays. If any developer is worried or unsure about where to start in the localization process, they can follow our tips to aid them this holiday season.

Best Practices for Search Ads Management

Best Practices for Search Ads Management

Posted on October 10th, 2017

Apple Search Ads is growing rapidly, especially since Apple launched their new App Store redesign. Since Apple announced back in April 2017 that they were expanding their Search Ads to the UK, Australia and New Zealand, developers around the world have been reaping the benefits of Apple Search Ads. If any developer has been considering getting into Search Ads but hasn’t taken the plunge, now is the time, but there are some things you should know before getting started. Similar to ASO, Search Ads isn’t a one-time thing. Running Search Ads requires constant monitoring to make sure the campaign is working within the set budget and converting users. Many developers fail to realize having bad Search Ads management can actually hurt their apps more than not having a Search Ads campaign at all. Focusing on their budget, audience, and metadata, developers will ensure their Search Ads are optimized to attract and convert users. The key to making successful Search Ad campaigns is achieved by following ASO best practices.

Why Dating Apps Need ASO

Why Dating Apps Need ASO

Posted on August 30th, 2017

With more and more dating apps in the app store market today, it's essential for developers to implement ASO best practices into their app marketing strategy to compete in an increasingly congested market.

Uninstall Rates – Why do Users Uninstall?

Uninstall Rates – Why do Users Uninstall?

Posted on August 22nd, 2017

If you are an app developer, you have probably seen your fair share of user reviews. Many can attest that while they enjoy seeing praise for having a great app, the scorn of negative reviews leaves a lasting impression. Clean up those wounds and turn a negative into a positive. Look at all reviews as information and an opportunity to use that information to improve your app and communicate with users. User reviews can serve many purposes for developers and give insight on how to improve their app and allow them to mine valuable information about their users such as: do user’s like the app, are there bugs that need fixing, or are there features active users consistently ask for? By paying attention and interacting with users, developers will see better results in user retention, lessen uninstalls, and possibly turn a negative one star rating into a positive star rating. While a negative review is not the end of the world, sometimes it is a premonition that a user is ready to uninstall. As the combined total of apps on the app stores crossed the threshold of 4 million, developers are pressured more than ever to prevent users from uninstalling their app and downloading a competitor. It is imperative that developers take the necessary steps to avoid the common reasons users uninstall apps to guarantee continued success.

ASO Best Practices: Tips for Screenshots

ASO Best Practices: Tips for Screenshots

Posted on August 18th, 2017

Since a picture is worth a thousand words, using visual aids to capture users’ attention within the App Stores has become a vital part in the acquisition funnel. As competition in the App Stores continues to grow, developers need to find ways to differentiate themselves from their competition. Utilizing ASO best practices to optimize an app’s metadata (app name, keywords, description, etc.) is the most efficient way to target an app’s audience. While focusing on the metadata is crucial, developers need to pay close attention to creating visually appealing screenshots to convince users to download and/or buy the app, thus increasing conversion rate.

Avoid These Common ASO Mistakes

Avoid These Common ASO Mistakes

Posted on August 12th, 2017

Developers that have an app on the App Store or Google Play Store need to use App Store Optimization (ASO) as a tool to market their apps. As developers create their ASO strategy, it’s imperative that ASO best practices are utilized to maximize visibility. Before developers start utilizing ASO, they need to avoid some common ASO mistakes to boost their success.

Why Popular Brands Need ASO

Why Popular Brands Need ASO

Posted on August 5th, 2017

Popular comics, TV shows, movies, and celebrities have recently made the shift to mobile by recreating their content into mobile apps. While developers are struggling to get recognized on the App Store and Google Play Store, well-known names such as Gordon Ramsay, Marvel Comics and more, have found an instant groove, reaching a new audience, and increasing daily downloads. Transitioning into the app world with a recognizable and popular brand is great, but to remain relevant, you need an ASO strategy. Games like Pokémon GO have proven that they need an ASO strategy to continue success in the app stores and retaining users. While Pokémon GO proved that it could attract loyal fans without having a great ASO strategy, many of those fans ended up abandoning the game within six months due to monotonous gameplay and no new updates other than one-time bug fixes. With an ASO strategy, Pokémon GO could have gained new users that were unaware of its brand or popularity. Having a built-in fan base is great and automatically guarantees a number of downloads, but understanding ASO and why a strategy is important, can do wonders for continuing an app’s success.

How to Target Different Generations with ASO

How to Target Different Generations with ASO

Posted on July 27th, 2017

Mobile apps – a growing market that affects nearly every person in the world. On top of creating an app, developers must market their apps to a specific audience. For an app to advance, keeping their audience in mind throughout every step of the optimization process is crucial. As technology continues to grow and the app market progresses, developers need to continually market their app to their target audience. Recently, as more and more developers crowd the marketplace, some have started adjusting their app’s metadata toward millennials. Smart phone users around the world run into the billions and within the US alone 85 percent of smart phone users are millennials. For the most part, once an app goes live on the App Store or Google Play Store, roughly 25 percent of the world’s population can access the app. Even though 25 percent seems like a small number, it still adds to an app’s overall visibility. Should developers really focus their efforts on targeting just millennials, or should they broaden their scope and target everyone? Generations of Users In today’s society, it is a commonly known fact that millennials have grown up with technology more than previous generations. For most, their daily life consists of staying connected through their mobile device, which strongly includes the use of mobile apps. Even emerging markets such as India have millennials making up the largest population group, meaning there are rapidly growing markets with easy to target audiences. While ASO best practices highly suggest targeting your app to a specific audience, targeting only millennials can limit your app’s visibility in the app stores. By focusing on only one group of individuals, your app can never reach its full potential or become relevant to other generations of users. Instead of focusing on just one generation, it’s important to look at what your app does and understand who the app is intended for. Once you understand who your target audience is, it will be increasingly easier to optimize your metadata.

How to Choose an App Category

How to Choose an App Category

Posted on July 1st, 2017

Coming up with the next great app can be exciting, but when looking at the current mobile app market, entrepreneurs realize that the nearly 3 million apps completely saturate every app category. It’s tough to get noticed in any category, but how do the top apps do it? They start by monitoring the current app market, researching user trends, defining user behaviors, creating a targeted demographic user base and carefully distinguishing which category fits their app best. By monitoring competitors and current app market trends, developers can make crucial changes using ASO best practices before wasting their time and resources launching an app prematurely.