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Key App Store Optimization Tips For Your Mobile Marketing Strategy

This guest-post is courtesy of our partners at Gummicube.

Do you want to know the ingredients for increasing visibility for a new app in the store? Mix some App Store Optimization (ASO) and paid user acquisition campaigns with a splash of ASO software and give it time to rise.

All of these ingredients work together to support overall visibility and downloads. Each piece contributes a different benefit for new apps in the store.

  • Keyword optimization (ASO)

  • Creative optimization (ASO)

  • ASO software

  • Paid user acquisition

  • Time

Keyword Optimization & ASO Software

How will Apple or Google understand what your new app is? This all starts with what you declare within your app record’s metadata.

Keyword metadata is the foundational element to building relevance for search terms in the app stores. The metadata needs to effectively explain your app to users and target the right terms for keyword optimization, a crucial piece of your overall app visibility. The best way to find the correct terms to target is with ASO Software.

Optimizing your metadata before launch will help set up a foundation for both users and the app store algorithms to understand your app. Keyword targeting will be tough for new apps because other mature apps already have relevance and traffic to monopolize the top positions. This is where paid user acquisition will help boost your app performance by driving additional traffic.

The store algorithms want to give rankings to apps that get clicks and installs. Apps can even be merchandised for additional rankings based on the metadata if they perform well. Structuring your metadata to be relevant for the correct terms can support this merchandising period which will last for roughly 3 to 4 weeks after a build is deployed.

By targeting these keywords and phrases, the algorithms might rank you for these same search queries if your app is relevant enough. Optimizing your metadata can help your app rank for hundreds or even thousands of keywords and phrases over time, expanding your overall organic footprint. As you begin to gain impressions or installs from these terms, your app will build relevance in the eyes of the stores. This can potentially place your app at a higher rank, further expanding visibility.

Creative Optimization

A picture is worth a thousand words. This also applies to your app store creatives, but these pictures could cost you thousands of missed installs or lead to thousands of gained installs.

All traffic will eventually lead to your app store listing. From there, a user still has to make the decision on whether or not to download the app. Because of this, it is important to optimize your app store creatives to improve your conversion rate. Not only will this affect your conversion rate, but it can also affect rankings. This is because the stores also take conversion into account when determining ranks.

With ASO, you can implement some best practices to effectively improve relevance with your audience and increase conversion. One example is to highlight key features either within the screenshot copy or in-app UI. A user who can immediately see their search queries, whether it is through keywords or in-app imagery, the user will feel more inclined to install. 

When launching an app, it is good to utilize A/B testing tools to test different creative variants. This will allow you to highlight which aspects perform the best, providing data that could prove useful for your next build. You can test various aspects such as which colors convert the best or which keywords to highlight. From there you can build upon the success of previous builds, putting your app at a good starting point. 

Paid User Acquisition & Time

When a new app enters the store, there will be few impactful rankings and very little organic traffic because it has not built any relevance in the eyes of the store. Gaining extra traffic from paid marketing will help stimulate the store’s algorithm because it shows the algorithm that the app is desirable. This in turn can help your store listing organically index at a faster rate giving you a head start.

Paid user acquisition campaigns, such as Apple Search Ads, Google Ads, and Facebook Ads, drive extra traffic because it places your app in front of users who would otherwise not see it. This can affect your store rankings because as your listing gains taps and installs, you become more relevant in the eyes of the store, potentially increasing overall rankings. 

It is also important to note that each platform has unique pros, cons, and a different level of influence on organic. For example, Apple Search Ads can have a direct impact on how your app ranks for keywords and does not require additional creative mockups because it uses the screenshots in the App Store. Facebook Ads on the other hand will help with the overall volume of installs with an indirect impact on rankings and will require specific creative assets made for Facebook.

Start with the best channel aligning with your marketing goals, budget, and team resources to help scale your userbase and shorten your organic indexation time frame. As the app and your business grow, you can look into adding another channel to capture an additional audience.

The invaluable resource of time also plays an important role in app performance. New paid acquisition campaigns have a learning period that can span up to 30 - 90 days for new apps. It will also take time for the app store algorithms to fully index the organic metadata, possibly 30 - 60 days. Patience is arguably one of the most difficult pieces of ASO and paid user acquisition, but an important element to keep in mind when planning out your long-term marketing strategy.


These core components of ASO are vital to your mobile marketing strategy and the success of your app. Once these strategies have been implemented, it’s important to continue to monitor your metrics and iterate every step of the way- target new keywords, update creatives based on testing and adjust paid campaigns based on performance.

Set your app and business up for success with this recipe for ASO and paid user acquisition. Take some time to find a good ASO software, mix it with some keyword optimization and creative optimization. Keep the same ingredients and continue to improve on your recipe for something users are sure to enjoy.


Guest Author: 
Gummicube The Leader in App Store Optimization