​Why ASO needs to be a part of a broader advertising technique with Giulia Pianelli⎮ App Advertising and marketing Snack #21


Giulia Pianelli is a Cell Advertising and marketing Marketing consultant with years of expertise within the app trade. For The App Advertising and marketing Snack’s twenty first episode, she shares her imaginative and prescient of ASO and the way it matches right into a advertising technique. 

Beneath is the transcript of the video above

Good day everybody, my identify is Giulia Pianelli and I’m a cellular advertising skilled from Italy. I’m at present working as an App Advertising and marketing Marketing consultant for REPLUG which is a cellular advertising company based mostly in Berlin.

What’s the one factor everyone ought to find out about ASO?

This may disappoint somebody but it surely’s one factor that everybody ought to find out about ASO, it’s that ASO alone doesn’t make miracles. What I imply is that issues have developed rather a lot over the previous 3-4 years particularly additionally with the pandemic and most cellular entrepreneurs are actually aware of ASO strategies way more than they have been up to now at the very least. And that’s why ASO needs to be not thought of as one thing alone on the aspect but it surely needs to be a part of a holistic advertising technique I believe, together with paid UA, CRM, and in addition product progress. 

Which one ought to come first: ASO or UA?

I might suggest getting began with ASO first as a result of, you realize, an optimized retailer web page might additionally assist drive extra conversions additionally with paid campaigns. In case your app retailer web page is just not optimized, perhaps you cannot get as many conversions as you may for those who had optimized it within the first place. I believe that earlier than beginning with any of the advertising actions I believe that it’s crucial for app builders to concentrate on their product. As a result of if the product is just not superb then all of the advertising technique might be in useless

What are your high 3 suggestions for ASO practitioners? 

The highest 3 issues needs to be in my view: to begin with by no means cease studying as a result of ASO and cellular advertising, generally, is a self-discipline that’s always evolving so there are new issues, new options, and new product launches developing on a month-to-month foundation I might say.

And the second tip is: make numerous exams. As a result of the most important distinction between ASO and paid UA is that ASO is commonly non-quantifiable, at the very least not as a lot as paid UA. So it’d take some time to essentially discover out what’s driving higher conversions and the one manner of discovering out that is via making exams, each for visible metadata and textual metadata.

And the third tip is: simply know your product. Examine it very a lot as a result of ASO is, on the finish of the day, engaged on the primary picture of the app. The primary picture of the app that customers can have a look at, it’s like a window on the app for customers so it’s crucial that the metadata of an app actually displays what the app is about. 

What’s an ASO mistake everybody ought to keep away from making?

When it comes to the extra sensible method to ASO, I might suggest avoiding utilizing to many advertising slogans within the visible metadata as a result of that could be perceived as a bit of bit pretend from customers, and in addition it could be topic to rejection from each Apple and now additionally Google Play is turning into a bit of bit harsher on rejections. 

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