App Store Optimization (ASO) has significantly changed, with the changes in Apple Search Ads, announcements in Google I/O, & algorithm updates, ASO has turned to pure CRO. Fouad Saeidi, Sage’s Global Mobile App Marketing & ASO Lead, will be leading this ASO Master Class experience through the sharing of various factors and successes in app ranking for AppStore & Google Play following data points with some correlation studies. This ASO Master Class covers various discussion points around: • Google Play Experiments • Automation tools 2019 • Discussion on A/B testing mechanisms • UAC V.S ASA & Correlations with ASO

1. 1
Nerdy Little Secrets Behind ASO:
Statistical approach to boosting your app

2. Agenda 1. About me
2. ASO Evolution
3. Cracking Google Play
4. App Store hacks
5. Advanced ASA Workshop
○ ASA Automation Formulas
○ How to Build your Campaigns
○ Genre Specific CVR, CPI Data
○ Intelligence tools for KW Positioning
2

3. How it All Started with Me!
3
● 2013: YMC Games
● 2014: Sage
- 100+ mobile applications
Operated & consulted global app
infrastructures - 200+ Apps

4. ASO Evolution
How did we get here?
1

5. Up to 3 Years Ago!
● Low competition
● No strict rules
● Meta Meta Meta
● Black hat
● Overnight
success stories
● Standalone
Channel
5

6. Development
● Crackdown on black hat
● Metadata updates
● Decreased ‘burst’ effect
● Promoted apps
● Analytic tools created
● Consumer Purchase adoption reached maturity
ASO is no longer a standalone channel
6

7. Current
I/O 2019:
● App Benchmark - developers get a
built-in analytic tool
● Store listing optimization
7
WWDC 2019:
● Small updates to App Store
● Smaller app sizes
● Apps in the Kids category can no
longer use third-party analytics or
advertising

8. Cracking the
Google Play Algo
Stats you should keep in mind
2

9. Google is a search
engine!
● URL (Bundle ID)
● DEV name
● All meta: 4k long description matters
● Short description is indexed
○ Rotate every 10 days
○ Globalize
● Global account strength matters
○ Brazil and India effects on U.S
● Ratings & reviews
● Uninstall ratio
G.P is a perfect A/B testing platform , leverage it
with a systematic approach!
9

10. Google tracks your
authority as a
developer
10

11. Bundle ID is permanent!
11

12. Bundle ID is permanent!
12

13. Emoji boost
13
LeanPlum

14. Global downloads vs ranking for ‘fitness’ in US
14

15. Top 20 US Fitness Apps’ global downloads
15
More than 90% of all mobile
users in India and Brazil use
Android
DIG INTO TRAFFIC
HOTSPOTS!

16. Place your bets
16

17. 17
Project Roadmap
17
Weeks 1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th 11th 12th 13th 14th 15th
PHASE 1
EN / USA
New Keywords
Delivered and
Published
Analyze
&
Update
Analyze
&
Update
Analyze
&
Update
Analyze
&
Update
EN / Canada
EN / UK
PHASE 2
PR / Brazil
New Keywords Delivered and
Published
Analyze
&
Update
Analyze
&
Update
Analyze
&
Update
JP / Japan
TU / Turkey
CH / China
PHASE 3
FR / France
New Keywords Delivered and
Published
Analyze
&
Update
Analyze
&
Update
DE / Germany
SP / Spain
PHASE 4
IT / Italy
New Keywords Delivered and
Published
Analyze
&
Update
KR / Korea
RU Russia

18. Experiments Roadmap: Local V.S Global
18
Global
Time Frame
Phase 1 Local
Week 1st -
2nd
Phase 2 Global Week 3rd - 5th
Phase 3 Local Week 6th - 8th
Phase 4 Global
Week 9th -
11th
12 Weeks CRO Project
Local

19. How is Success Defined?
19
1) WOW progress
2) Category Benchmark

20. Backlinks: Contradiction of Masterminds
20
‘...the SEO links and their
anchor texts have an
impact on Google Play
ASO’
Daniel Peris, Medium 2017
‘We have not seen a single
convincing piece of proof that
backlinks have any impact on
Google Play keyword rankings.’
Doron Wolffberg, Yellowheadinc
2017

21. 0.05 effect?!
21

22. Seasons matter
22
Data by AppTweak

23. Universal App Campaigns
Designed to streamline the process of promoting apps
across Google’s largest properties.
Two goals for your ads:
● More installs
● In-app actions
23

24. App Store
3

25. iOS signals & solutions 2019
25
What is going to
lift your app?

26. ASA → Effective especially for ASO (Limitations)
26

27. Search Ads Benchmarks
27
CVR CPA

28. More benchmarks
28
TTR CPT

29. 29

30. 30

31. Apple Search Ads Campaign Structure
2. Segment
and prioritize
31
1. Know your
audience and
where to find
them!

32. Visibility
32

33. Expert Suggests
● ASO depends on every tiny feature of your app, not just meta
● Look at iOS and Android differently
● Automate your ASA
● Go global & localize: leverage India, Russia, Brazil & China
● Test, test, test!
● Backlinks: stick to quality, consider cross devices
● Get featured within the App Store/GPlay
33

34. Leverage SOV, What Tools are you using?
34
Share of Voice (SOV) = Your brand metric / Total
market metric x 100
Examples of metrics to calculate for SOV include:
Organic
Keywords
Impressions
Reach
Revenue

35. Apptweak: track your success
35
Get a visual representation of
the most valuable keywords

36. ML Success Algorithm
36

37. 37@FouadSaeidi
https://www.linkedin.com/in/fouadsaeidi/
Thank You!