Thread by @sylvainww

15 mobile #growthgems 💎 from "What's App Store Optimization Techniques are Working Right Now?" by @daveabell (CEO of @Gummicube) at @apppromotion

Read the #ASO #ASA insights from the 56 min video in the twitter thread below 👇

💎 #1
Apple will tell you "do not use search ads data for ASO" because the timeframe of the trend they are reporting is short term. You can not use a short timeframe for ASO because it takes 2-3 weeks to get your keywords fully indexed.

💎 #2
Apple will still index you for 2 to 3 weeks after an update. If you have good rankings already, you can do keyword metadata optimization every 30 days and have a solid view of how an optimization performed.

💎 #3
Paid marketing can support organic success but organic success is not a pay-to-play model. If you do not set the foundation with ASO then you won't get volume for ASA.

💎 #4
The Apple Search Ads algorithm does crawl descriptions. So even though your description does not improve ASO, it can improve ASA.

💎 #5
For new apps or during major updates, ASA can help achieve 2x-3x indexation speed for keywords (it provides additional CTR data).

💎 #6
With a new app in a high volume category you will need click data first: goal is to build relevancy. Focus on core set of keywords, find related phrases (they index faster), target them and build a footprint as large as you can.
Then double down on ASA for top keywords.

💎 #7
For an established app, don't be afraid to go after top keywords. Look at the themes where you're ranking well (top 10-20) and start building out a footprint that is broader.

💎 #8
If you have a perfect keyword metadata optimization but you're struggling to get above top 20 it's not a CTR problem that you have so think about conversion optimization.

💎 #9
Play Store: what are the core keywords you're targeting and what are the phrases related to these keywords that have a similar audience? Look at placements (title, short description, description). You don't want to feed Google only keywords, you want to feed it context too.

💎 #10
Volume and velocity is not going to have a huge impact on your search rankings, but it may have an impact on indexation time because Apple and Google will crawl your app faster.

💎 #11
If you're A/B testing on the Google Play store it will be traffic across all sources. Once you find a winner and choose to deploy it, look at every channel through your MMP to see how conversion has been impacted to get some channel granularity.

💎 #12
The reason user-facing metadata tends to perform best is because users searching for these keywords see the actual keywords and convert better, leading to better rankings.

💎 #13
The format of your Google Play description can be more important than where you place keywords: inside a fixed place paragraph vs. somewhere that is easier to crawl. You want to balance user experience and easiness to crawl for Google.

💎 #14
Even for very large apps, still change selection of keywords every 30 days before Apple/Google have a linear degradation in the value that they see for older keywords. If you stop making incremental changes while competitors do, Apple/Google will see you as less relevant.

💎 #15
Usually if you convert very well for a keyword and remove it, you will continue to convert well for it. You can/should also back that up with some ASA campaigns.

That's all!

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I'm going back down for more 💎 — Sylvain