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Transcript of Aso barcamp 3 - Olivier verdin how to increase discoverability through keyword localization #aso...
Olivier Verdin - How to increase discoverability through
keyword localization
How to increase discoverability throughkeyword localization
Localization is difficult
• Localization is a difficult task because you miss important knowledge:– Market competition– Language– Culture
• Don’t target countries, target languages
What should you do?
1. App Store Optimization– Keywords / App Title / Description– Screenshots / App Preview
2. App Translation– Don’t forget to consider date format, time format,…
1. App Store Optimization
• Have high relevancy• Have highest search volume possible• Have lowest competition possible• Be easily combined to other keywords
For each language, every keyword should
Pick the right keywords : Volume / Competition - KEI
Search Volume Estimation
• This important information is not given by Apple or Google
• ASO tools provide an estimation of the Search Volume based on their own algorithm
How AppTweak estimates Search Volume?
Search Volume is based on multiple criteria:• Density in App Title & Description• Density in Reviews• Density in the language• Presence in the hints• Search volume on webFor 7 languages:English, Spanish, Italian, Dutch, German, Portuguese, French.
Presence in the hints
ASO Search Volume Study | r(ST,MA)=0.94
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AppTweakSensorTowerMobileAction
SR=10.log(SemRush) | r(ST,SR)=0.96
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AppTweakSensorTowerMobileActionSemRush
How to localize your keywords
8 steps to pick the best keywords
1. Select a country and a language2. Add competitors on this market3. Add 200 keywords from suggestions / top keywords4. Keep 50 best keywords with highest KEI5. Select best keywords for App Name, Keywords field, Short
description,…6. Get help from a native speaker7. Monitor your keywords evolution8. Update 20% of your keywords at each new update9. Keep Improving
How to localize your keywords
Google Translate : easy but weak
Beware of automatic translation
App Title & Description
App Title & Description
Screenshots / App Preview
2. Translate your App
Format Date
Format Energy, Length & Mass
+33% App Installs
+16% Session
COUPON CODE: ASOBARCAMP
50% Discount on 1st Month
Thanks!
AND ON THE 7TH DAY GOD CREATED ASO
Dating made easy.
DOUBLE
Text Here
More Fun
Less Awkward
Safer
Double is a location based double dating app.Double makes dating:
DOUBLE
Started in October 2014
We’re live in London & NYC and have 34k MAUs
London and Edinburgh based
You might remember us from Dragons’ Den where we wore some pretty fetching suits
WHY ARE YOU TALKING
Good Question…
Having users is a relatively new thing for us
Up until October 2015 the app basically didn’t even work
And when it finally did work, getting users was tough…
I’m gonna talk about our experience with ‘hacking’ Facebook
OUR STRATEGY
STEP ONEBuild an
app
STEP TWOGet users
STEP THREE
OUR STRATEGY
STEP ONEBuild an
app
STEP TWOGet users
STEP THREE
This part was harder than we thought
WHAT DID WE DO
We tried everythingHanding out flyersFlyering in student dorms - had a negative effectGoogle Ad wordsTwitter adsPR - Worked well but not sustainableNetworkingUsing a cardboard cutout at major eventsTube ads - way too expensive!
What about?
Lots of people told us they had success with Facebook
Problem
Facebook doesn’t allow dating (or gambling) companies to advertise on its platform… (I don’t know why)
Unless you can get on their ‘approved list’
There seems to be no process of getting on this ‘list’
And literally no one at Facebook seemed to know about it or who to speak to
At one point we set up an automated daily email to the entire marketing department… never got a response
Was there a way we could advertise on Facebook without being approved?
Maybe…
NOW WHAT
Maybe someone else could do it for us…So we paid Facebook pages to post articles about us and then boosted it (i.e. sponsored posts)
Good News:It worked (kinda)
Bad News:Great for awareness but not great for installsPosts we’re confusing as we couldn’t mention ‘date’Very difficult for the user to install the app - post > website > app link > App Store > InstallExpensive & difficult to do
NEXT STEPLets just do it ourselves …Created our own Facebook page and website called ‘The Campus’
Good News:We could post as much Double content as we likedPractically free
Bad News:No page likesNow have to create even more contentPosts still confusing Still difficult difficult for the user to install the appWe’re not a media company
But we could do loads of experiments
LEARNINGS SO FAR
Every time we do a Facebook campaign our metrics go up (sounds a lot more obvious than it is)
We can definitely do better
Experiments can be done very cheaply
Facebook is VERY big
I know nothing about Facebook advertising
LETS LEARN ABOUT FACEBOOK
Eventually discovered that Facebook have their own ad University buried deep in their site
Sat down and spent a week doing the whole thing
It was very boring
But I now knew the basics of how to run and ad and interpret the results
CAN WE TRICK FACEBOOK?Can we make Facebook think we’re advertising something else?
Every Facebook ad has to be approved by them
Its all done by computer
Facebook is so big that once the ad gets approve they will probably never see it again
If we can submit an ad and change it after it has been approved then Facebook may never notice
Can we make it look like an app install ad and make really easy for people install from the ad?
Finally! As long as we followed these rules we would be fine:Don’t have date or dating in the picture (logo and brand is fine)
Don’t have date or dating in the ad copy
Use a redirect url which you can change to send users to the App store after the ad is approved
Once the ad was approved we were golden and could run it as long as we want
Initial Results
UK App Store Lifestyke Ranking Jul 15 - Nov 15
Game Changer
Then we got a little lucky…
Facebook opened up Instagram to everyone for advertising
To test it we ran a really bad Instagram experiment
It was a total game changer
Much more effective than Facebook
After some optimisation we did a big push in New York and UK to see how well it would work
The Results
US App Store Lifestyle Ranking Jan 16 - Feb 16
The Results
UK App Store Lifestyle Ranking Dec 15 - Apr 16
LearningsThere is no silver bullet: Just because something doesn’t work well initially doesn’t mean it will never work
Persistence is key: I had no experience with FB and everything thing we learned was through trial and error. So many of our accounts got blacklisted as well.
It takes time: it took us months to get from step to step
Run as many experiments as you can: We learned the most from just trying stuff. Advertising on social platforms is cheap and the results are almost instantaneous
Just do it: even if you think its not possible just give it a try
THANK YOU
Olivier Verdin - How to increase discoverability through
keyword localization