App Store Marketing done well can be the difference between a download and a missed customer. This talk is all about providing practical guidance to developers, brands and businesses on what you need to get right and how you should go about doing it.

1. App Store Marketing, Done Simply

2. About Me

3. Practical App Store Marketing Advice
• Understanding how app store marketing works
• Knowing which assets form the basis of it
• Appreciating what are the best techniques for success
• Learning where you can improve with your app

4. Appreciating The Funnel
The process in which users
flow through your marketing
resources and make the all
important decision:
To download!

5. The Main App Store Marketing Assets
Keywords and SEO
Screenshots and Icon
The User
App Store Description
User Reviews

6. Keywords and SEO

7. Why do Keywords matter?
• 63% of iOS users search to find apps (Creativeconstruction.de)
• AppCodes.com, optimising keywords equals 3,000 – 150,000
installs per month
• Really important to get it right!

8. What counts towards your keywords?
App Name
Developer Name
iOS Keywords
IAP Names
100 char Keywords

9. Get The App Name Right
• Make sure the product name is first and foremost –
searchers will only see first few characters on iPhone so
needs to be up front
• But add an ASO friendly, descriptive tagline – an important
keyword helps explain product and boost search results
• Not too long though – overly long app names that spam
keywords can get banned by Apple!

10. Use 100 Characters Wisely
• Can’t move your ranking up/down search results with keyword
manipulation – other factors affect movement (dls, reviews
etc)
• Looking to create phrases with keywords which are relatively
popular
• Don’t repeat any words in title! All 100 chars should be used
for different words
• Quirk – if your app is priced free, automatically adds “free” as
a keyword (AppLift blog)

11. An example
App Name: Snaptastic: The
Funky Photo Filter App
Developer Name: Snap Happy
Keywords:
Lomography, SLR, Lense, Camer
a, Shutter, Exposure, Fun, Film,
Picture, Portrait, Print, Shot, Imag
e (100 Characters)

12. Get Outside Help If Necessary
ASO specialists can be contracted to help you get it right

13. What about Google Play?
No Keyword field – all about the old school SEO tactics
• Main Keyword in App Name, first line of description and sprinkled
occasional throughout
• Other keywords added in description to bolster search results
• Complete the page (icon, screenshots, trailers)
• Backlinks – can add full http:// and https:// links into Google Play!

14. Icons and Screenshots

15. First Impressions Matter
iOS Search Page
Google Play Search Page

16. The Secret To Great Icons?
Follow design convention but add a unique, memorable twist
Great on the store, great on the homescreen

17. Screenshots: Your Story In Pictures
• Best foot forward – your most enticing image/character/artwork
should be up front
• Tell a short story – write down in 5 short connected sentences why
people should download your app; that’s your marketing text for
these screenshots
• Communicate with images – use real life actions like swipes to
show functionality

18. Best Foot Forward
Badland (iOS)
Infinity Blade 3 (iOS)

19. Tell A Short Story
Clash of Clans – one of highest grossing games in App Store
history so far (iOS/Android)

20. Communicate With Images
Bump for iPhone
Demonstrates the functionality
across two screenshots

21. User Reviews

22. Controlling the Crowd
Difficult to control reviews – even making a great quality, bug free
app isn’t enough to impress everyone.
“This app is poop! I don't
understand what u do in this
BORING game.” Swirly Heart

23. Take Control of What You Can
• Ask users to review – insert a pop up/review option in your app
during a natural pause when people would want to review
• Get your advocates on board – Make sure people who are really
enjoying your app are reviewing it
• Divert criticism from the review section – send people having a bad
time to user feedback or provide in game compensation.

24. Ask Users To Review At The Right Time
• Award winning game The
Room asks for a review after
each 20 minute long chapter
• Embeds it into the level
continue screen to make it
seem natural
• Result: 5000+ 5 Star Reviews

25. Get good reviews, divert bad ones
Yes
Are you enjoying the
game/app?
No
Please leave us a nice
review of our app
We’re sorry to hear that. Please
leave us some feedback to help
us improve
Head to App Store
Email developer

26. App Store Description

27. The Ultimate Backup Plan
• Not the number one asset at all – Screenshots and Icons more
important for catching attention; keywords, reviews and dls all more
important to Search Engines.
• Vital for convincing uncertain “selective” consumers – need to
appeal to people who are really unsure/analytical
• Inform and sell – give consumer all the information they need to
choose and then sell to them.

28. Getting the description right
• Line one matters the most – most visible part, have to really sell
your app strengths in that line.
• Be creative and understandable – let your company/apps tone of
voice come out but keep things in simple terms for mass market
• Be informative – list features in easy to read lists with clear
headlines, provide support info and any problems/IAPs

29. Candy Crush Saga: First Line
One line, one perfect summary of why you should download it

30. Candy Crush Saga: Layout/Tone
Easy on the eye, simple to read and fun creative at end

31. Candy Crush Saga: Info
Feature list clear and informative, extra details present

32. One More Thing

33. App Store Marketing: Not A One Off
• Think of these assets as your store front – want to keep the displays
tidy, the marketing materials relevant and awards/reviews up to
date
• Review them every three months – industry moves quickly, graphics
and art style will leave you behind if you’re not careful
• The Keywords are really important to check – competitors may have
moved on your turf or new words enter lexicon (e.g. selfie for
Snapsmatic)

34. Need a hand? Get in touch
Email: gosborn180@gmail.com
Twitter: @GeorgeOsborn
LinkedIn: George Osborn