#pubcon

DAVE LLOYD#pubcon

APP STOREOPTIMIZATION

#pubcon

@davelloyd1slideshare.net/dalloyd

Dave Lloyd

15 years in Search & Digital Marketing

Global team delivering Organic, Site Search, & App Store Optimization strategies for all Adobe products

Deliver industry best practices

Drive KPI-focused results

Showcase Adobe solutions

#pubcon

Strategy

App Optimization

App Quality

Results

@davelloyd1

Key MessageTrue optimization requires

more than just app optimization

#pubcon

GLOBAL APP TRENDS

http://www.statista.com/statistics/263445/global-smartphone-sales-by-operating-system-since-2009/ @davelloyd1

#pubcon

GLOBAL APP TRENDS

http://www.statista.com/statistics/263445/global-smartphone-sales-by-operating-system-since-2009/ @davelloyd1

App Downloads by Store Q2 2015 (US ) App Revenue by Store Q2 2015 (US )

#pubcon

GLOBAL APP TRENDS

App Stores Download Share 2014 (Global) App Stores Revenue Share 2014 (Global)

#pubcon

APP INDEXING AND GOOGLE NOW ON TAP

Android – 2 years in market iTunes – May 2015

@davelloyd1

#pubcon

iOS 9 APP INDEXING

https://developers.google.com/app-indexing/ios/app

http://search-codelabs.appspot.com/codelabs/app-indexing#1

@davelloyd1

Support HTTP deep links

Add the App Indexing SDK

Check your implementation

Enhance your search performance

Support Deep Links

Publish Deep Links

Test implementation

Measure performance

GOOGLE DEEP LINKING

#pubcon

ADOBE’S UNIVERSE OF 104 APPS6

30

43

2

29

iOS CATEGORIES

iPHONE APPS

iPAD APPS

APPLE WATCH APPS

GOOGLE PLAY APPS

@davelloyd1

#pubcon

App Production

App Dev

Social

LocalizationMobile Strategy

BU

Paid Media

Store TeamUI Executives

Product Marketing

Analytics

Web Production

ITSocial

Global Teams (Loc)

Web Strategy/ Mobile

BU & Content Owners

Paid & Search Media

Store TeamUI Executives

Product Marketing

Analytics

@davelloyd1

#pubcon

CHALLENGES AND SOLUTIONSStrategy

App Quality

Optimization

Results

Inconsistency with brand strategy & plans

Poor Quality

Poor Reviews and Ratings

Just launch & optimize later

Poor keywords, images, and descriptions

Inconsistent Data

KPIs not agreed upon

Clear mobile brand storyBest-in-class marketing practicesGuide app launch & EOLPaid media investment

App dev best practicesProvide app developers Ratings & Reviews feedback

ASO & marketing performanceProcess improvements

Agree on success metricsCreate & deliver KPI scorecard

@davelloyd1

#pubcon

APP PORTFOLIO MANAGEMENT

Clean, visually unique icons

Clear value differentiation for apps that compete in category

Consistent Category definition for app placement

@davelloyd1

#pubcon

APP RANKING FACTORS

1. App Category (keyword)

2. App Publisher (keyword)

3. App Title4. Ratings (quantity)5. Ratings (score)6. Keywords (visible only

in iTunes CMS)7. Download quantity8. Download velocity9. App uninstalls *10. Engagement *11. External links *

1. Description2. Reviews3. Images 4. Preview video *

* = Google Play only

Search FactorsConversion Factors

@davelloyd1

#pubcon

APPLE iTUNES Vs. GOOGLE PLAY

Apple Google

Keyword Field

Description Impacts Rank

Images Up to 5 Up to 8

Social and +1 Signals

External Linking

App Engagement Metric

@davelloyd1

#pubcon

KEYWORD RESEARCH

Gather

Product & Marketing teamsReview competitors

Ideate

Generate KW ideasEvaluate volume, opportunity, and relevance

Decide

Review & reduceSelect keywords

@davelloyd1

#pubcon

iTUNES KEYWORD PROPERTY

Brand Terms & Phrases for highest search relevance

Keywords aligned with Product & Marketing teams100 character keyword limit

Ordered in priority to support localization

image,art,graphic,convert,pattern,photoshop,illustrator,design,inspire,creative cloud,layer,contour

@davelloyd1

#pubcon

DESCRIPTION

Compelling first sentence UVP – Unique Value Proposition

@davelloyd1

#pubcon

DESCRIPTION

@davelloyd1

Authoritative 3rd party reviews (if you have them)

Features & Benefits

#pubcon

IMAGES REFLECT BOTH FEATURES & BENEFITS

@davelloyd1

#pubcon

RATINGS & REVIEWS

Check your lowest ratings

Identify patterns in Review comments

Share feedback with product dev team

@davelloyd1

#pubcon

LOCALIZATION PROCESSLanguage Translation Localization

English Extract

Japanese 抽出 エクストラクト

Norwegian Trekk ut Extract

Polish Wydziel Wydzielanie

Finnish Erota poimi

Russian Извлечение Извлечь

App Content Optimized Content localization Geo team reviews ASO team validates App Launch

Translation vs. Localization (context & culture)

Keyword localization should be per geo

@davelloyd1

#pubcon

ENTERPRISE TOOLS TO USE

Comprehensive data

Strong visual reporting

Reviews aggregation & analysis

Easy data extraction

Global visibility

Keywords

Competition

Trends

KPI Analysis

Integration with iTunes Store data

VALUE OF TOOLS

@davelloyd1

#pubcon

RANKING & COMPETITOR QUANTITY

@davelloyd1

#pubcon

RATINGS & REVIEWS

Quantity of 1-5 Ratings and verbatim Review comments

By Country, Rating #, and App Version

@davelloyd1

#pubcon

VISIBILITY SCORE

App Optimization update

Visi

bilit

y Sc

ore

Keyword Volume Keyword Rank= XVisibility Score

@davelloyd1

#pubcon

DOWNLOAD VOLUME & VELOCITY75% increase in daily downloads

App update, including ASO

Download trends by country@davelloyd1

#pubcon

THE NEAR AND FAR FUTURE

Internet of Things market will sell more than PC, tablet, and phone markets combined

Apple Car Play and Google Android Auto are both in development

Apple acquired Metaio, an Augmented Reality startup

Google's I/O conference included Cardboard, a mobile Virtual Reality platform

Google led a $500 million investment in Magic Leap, an AR company

Facebook's Oculus Rift debuted the VR film Henry

Microsoft HoloLens is now a fully untethered holographic computer

@davelloyd1

Mobile App usage will soon overtake Mobile Web usage

Google’s Now on Tap indexes app content frequently

Wearable Technology

Anonymous app usage (Whisper and Kik)

Personalized & geo-targeted push notifications (e.g. Beacon)

#pubcon

Align to brand strategy

User experience across platforms

More resources put toward apps

Agree on media plan and budget

STRATEGY

PRACTICAL TAKEAWAYS

@davelloyd1

#pubcon

Educate on app best practices

Review in-app user experience

Improve Ratings & Reviews feedback

loop with app developers

APP QUALITY

PRACTICAL TAKEAWAYS

@davelloyd1

#pubcon

Update keywords Control: App Name, Keywords, Title,

Category, Description, Images,

Video

Influence: Ratings, Reviews, Download

Velocity

OPTIMIZATION

PRACTICAL TAKEAWAYS

@davelloyd1

#pubcon

Align on success metrics

Create & deliver KPI scorecard

Focus on in-app customer

engagement

DATA AND RESULTS

PRACTICAL TAKEAWAYS

@davelloyd1

#pubcon

Strategy

App Optimization

App Quality

Results

@davelloyd1

Key MessageTrue optimization requires

more than just app optimization

THANK YOU

@davelloyd1 #pubcon

slideshare.net/dalloyd