wag the dog: aso

ZENNAAll copyrights reserved

TAIL WAGS THE DOG:ASOHOW TO ENSURE THE MAXIMUM EFFICIENCY OF YOUR ASO?

ZENNAAll copyrights reservedWebinar plan:

• ASO: a tribute to fashion or an effective tool?

• Performance evaluation is the cornerstone of success. 2 basic KPIs.

• Various strategies: “start”, “pristine experiment”, “advertising ASO”.

• 9 ASO tools: what should we pay primary attention to?

• Results

“ASO is a complete rubbish! It’s no use.”

ZENNAAll copyrights reservedA tribute to fashion

or an effective tool?There are often 2 different points of view in the market

“ASO is awesome! Now I’ll get 50K new users”

ZENNAAll copyrights reservedA tribute to fashion

or an effective tool?The truth is always somewhere in between…

On the one hand, ASO can produce a very visible result (in $ equivalent)

On the other hand, ASO alone cannot guarantee the cool result of 100.000 new users

ZENNAAll copyrights reservedSo, which one is it:

a tribute to fashion or an effective tool?!The truth is always somewhere in between…

• ASO is a highly effective mobile game & app marketing tool.

• However, you cannot achieve the maximum result unless you use it in a complex with other activities. The synergy effect!

ZENNAAll copyrights reservedPerformance evaluation.

2 basic KPIs.

1 2Only 2 KPIs will help you evaluate the result of your ASO.

Growth of organic installs from search traffic.

Decrease of CPI in advertising campaigns.

ZENNAAll copyrights reservedPerformance evaluation.

Growth of organic installs from search traffic.

1. Organic search traffic is hard to measure if there are:

• other active sources of organics (organics from the TOP, “viral organics”)

• other activities that can influence the overall organics (featuring, cross-promo, advertising campaigns, PR, updates etc.)

ZENNAAll copyrights reservedPerformance evaluation.

Growth of organic installs from search traffic.

2. The analytics of stores is constantly enlarged with new tools for organic search traffic, such as, for example, iTunes Connect Analytics. Currently, however, this tool has many major limitations:

• you can only track the devices that are running iOS8+ whose owners have agreed to provide the access to

• their personal data (no more than 25% of all users);

• App Store Views does calculate downloads when the page is not fully shown.

Google is adding Search Console for indexing the content of mobile apps.

ZENNAAll copyrights reservedPerformance evaluation.

Growth of organic installs from search traffic.

57%CR

ZENNAAll copyrights reservedPerformance evaluation.

Growth of organic installs from search traffic.

Sources ofconversions

ZENNAAll copyrights reservedPerformance evaluation.

Content indexation

ZENNAAll copyrights reservedPerformance evaluation.

The analytics of stores is sure to keep evolving in this direction.

The “blackbox” will be opened.

ZENNAAll copyrights reserved

ZENNAAll copyrights reservedPerformance evaluation.

Growth of organic installs from search traffic.

3. Search results are influenced by:

• the number of installs;

• keyword matching;

• user ratings;

• CR.

+ 900 – 4000 additional downloads per month Global.

ZENNAAll copyrights reservedPerformance evaluation.

What search organics growth results should we expect?

The growth will amount to a few dozens or even a few hundreds of downloads per day by one language (localization).

ZENNAAll copyrights reservedPerformance evaluation.

KPI №2: Decrease of CPI in advertising campaigns.

We regularly deal with it in ZENNA TRAFFIC projects: in-house media-buying agency

ZENNAAll copyrights reservedOperation strategies

for local markets

Attracting paying audiences. Minimal CPIs for target caps. Soft-launch and aggressive UA strategies.

Growth of organic installs from search traffic. Achieving high CR to maximize the efficiency of advertising campaigns.

High-quality product localization to ensure the maximum coverage of the audience.

Deep adaptation of the game to the unique needs of the local market. Optimization of the art, gameplay and monetization.

USER ACQUISITION

ASO

LOCALIZATION

ADAPTATION

ZENNAAll copyrights reservedPerformance evaluation.

KPI №2: Decrease of CPI in advertising campaigns.

АCPC = $0,1CR = 4%СPI = $2,5

BCPC = $0,1CR = 7%СPI = $1,43

The growth of СR by +3 points decreases CPI by 43% (-$1)

ZENNAAll copyrights reservedPerformance evaluation.

THE RULE:

CR CPI

The growth of CR (%) is inversely proportional to the decrease of CPI (all other factors held equal)

ZENNAAll copyrights reservedPerformance

evaluation.

Let’s now add the scale effect for large UA campaigns!

ZENNAAll copyrights reservedPerformance evaluation.

Examples: South Korea (lots of 1-star ratings)

After covering all the 1-star ratings, the CR grew by +50% (not points)

ZENNAAll copyrights reservedPerformance evaluation.

Examples: Russia (bad screenshots and description)

After some complex changes were made to the screenshots and description, the CR grew by +50% (+2 points). The CPI rate decreased by $0,55.

ZENNAAll copyrights reservedPerformance evaluation.

Examples: Russia (bad screenshots and description)

ZENNAAll copyrights reservedPerformance evaluation.

?

KPI №2: Decrease of CPI in advertising campaigns.

SPLIT-TESTING - “What other options do we have?”

ZENNAAll copyrights reservedPerformance evaluation.

KPI №2: Decrease of CPI in advertising campaigns.

1. The good old manual techniques.

2. Re-direct to an own landing page through a tracker.

3. Specialized services (Splitmetrics).

ZENNAAll copyrights reservedPerformance evaluation.

4. App Store analytics tools.

ZENNAAll copyrights reservedPerformance evaluation.

4. App Store analytics tools.

ZENNAAll copyrights reservedVarious ASO strategies

“start”

“pristine experiment (organics)”

“advertising ASO”

ZENNAAll copyrights reserved9 Tools of ASO:

“icon”“screenshots”“video”“freeze frame video”“name”“keywords”“full description”“short description”“rating and reviews”

ZENNAAll copyrights reserved9 Tools of ASO:

The following should only be used as a complex of activities!

If used individually, they might not bring the desired effect.

ZENNAAll copyrights reserved9 Tools of ASO:

Zenna Apps uses 2 work formats for ASO graphics in its projects

• your designer works under our gentle guidance and advise;

• our own designer works under our 24/7 keen control.

ZENNAAll copyrights reservedAbout us:

Zenna has always been striving to achieve the best results.

United we win,united we stand!

Why work with us?

Founded in 2012 by internet marketers, infected with the virus of mobile apps, Zenna started with a simple idea: to help apps reach the TOP-lists. Now we’re grateful to have the best people, best work and best clients.With all the excellence, creativity and humor, we become better day by day by making superior apps that people don’t want to close.

• We are the first successful agency for marketing and promotion of apps & games in Asia, North America, Western and Eastern Europe. Zenna team consists of 25 people from three various continents.

• We’ve developed sustained experience & expertise in promoting games and apps over the last 2 years. At the very moment, we have 7 apps in the TOP of local stores in the USA, Japan, South Korea, Canada, Western and Eastern Europe.

• Our clients’ total revenue is up to $200M. Among them are Game Insight, Linekong, Kabam, Sport.com, Plarium and many other highly respected developers and publishers.

ZENNAAll copyrights reserved

ZENNA Services:

Support mobilemarketingCommunity management (SMM)App Store Optimization (ASO)PR-pitchingPromo video productionUser-car

Traffic mobile marketingNon-incentive installs (CPI/CPC)Incentive installs

Complex mobilemarketingComplex strategic marketingRevenue share cooperation model

Product mobilemarketingMonetization & gameplay auditAnalytics integrationFinance managementPlaytestsLocalization & adaptation

ZENNAAll copyrights reservedOur Clients

ZENNAAll copyrights reserved

+7(495)777-36-79 hello@zennaapps.comskype: zenna.apps

Ukraine, Kharkiv,Moscovsky ave., 199-D5

www.zennaapps.com