ASO & Paid Search - BrightonSEO 2017 @Thomasbcn
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Thomas Petit 8fit ASO & paid search data @thomasbcn
Transcript of ASO & Paid Search - BrightonSEO 2017 @Thomasbcn
App store Search Marketing=
ASO+
Paid Search
@thomasbcn 2017
I have little budget
I’m focusing on ASO
Why pay?!
@thomasbcn 2017
Leveraging paid search for ASO
1. Real estate
@thomasbcn 2017
Occupy more store real estate
@thomasbcn 2017
• Reach new placements• Steal from your competitors • Defend your brand terms
@thomasbcn 2017
Leveraging query level data to improve your ASO
=Opening the black box
@thomasbcn 2017
Leveraging paid search for ASO
2. Top funnel
@thomasbcn 2017
• Variants details• Keywords research• Brand/competition monitoring
Deep dive at query level
@thomasbcn 2017
Usual ASO criteria … paid search data
Relevance Quality score, impressions, CPT, TTR, CVR
Traffic Search popularity 2, impressions, IS 1
Competition CPT, CPI, Impressions, IS 1, average position 1
1 Adwords only 2 Search Ads only
@thomasbcn 2017
Volume, Competition, Relevance in practice
@thomasbcn 2017
The ASA tool you never heard about
@thomasbcn 2017
Leveraging paid search for ASO
2. Down funnel
@thomasbcn 2017
My secret ASO sauce
Analyze ARPU/query from paid searchto aim ASO for profitability
@thomasbcn 2017
• Ponderate volume with intent• Move the bottom line• Avoid low converting concepts
Beware match types! BM/SM as discovery
Unveil retention & LTV at query level
@thomasbcn 2017
1. Occupy real estate2. Open the black box3. Aim ASO at ARPU/retention
Leveraging paid search for ASOTake away:
@thomasbcn 2017
