Leverage ASO & ASA to Boost Your Game’s Visibility

In the competitive landscape of mobile gaming, achieving visibility and driving downloads have become increasingly challenging. Yet, the strategic integration of App Store Optimization (ASO) and Apple Search Ads (ASA) presents a golden opportunity for game developers to amplify their presence in the app stores. 

ASO and ASA serve different but complementary roles in app marketing. ASO focuses on optimizing your app’s store listing to rank higher in the search results organically, while ASA aims to position your app at the top of search results through paid ads. When used together, they create a powerful synergy that maximizes visibility and attracts more store users.

In this blog, we will delve into how game developers can increase their visibility and downloads by uniting their ASO and ASA strategies on the App Store.

The synergy between ASO and ASA

Apple Search Ads can significantly improve your ASO efforts. Running ASA campaigns can enhance organic visibility, conversions, and keyword rankings by driving more downloads. By incorporating high-converting ASA keywords and creatives into your ASO strategy, you create a powerful cycle that boosts App Store visibility and conversion rates. This synergy is essential for ongoing app success, maximizing your impact across channels by using ASA insights to refine your ASO.

Let’s explore how.

1. Leverage custom product pages (CPPs) for ASA

Custom product pages for ASA campaigns offer mobile games a unique advantage. These allow you to create multiple versions of your app store page tailored to different audiences or keywords. 

For instance, if your mobile game has both puzzle and action elements, you can create a CPP highlighting the puzzle aspect for users interested in brain teasers and another emphasizing the action for those seeking thrills. 

To make your CPPs even more engaging, apply what you’ve learned from your creative research to enhance the visuals and content. Additionally, update your CPPs with relevant seasonal keywords to attract more users. This not only improves ad relevance but also increases the likelihood of conversion.

2. Find relevant keywords with Apple Search Ads

Apple Search Ads can be a great tool to boost your ASO strategy by uncovering the main keywords for your game. Start by identifying these essential keywords through your initial campaigns, and keep an eye on the ones that perform well in exact match campaigns. Consider incorporating these winning keywords into your game’s metadata, like the title, subtitle, and keyword section. This can significantly improve your app’s visibility and its rankings for those keywords.

• Adding keywords that drive conversions to your mobile game’s description can really power up your metadata. This makes your mobile game stand out more, not just in ads but also in organic searches. It’s a win-win because these keywords improve both your ads and your app’s visibility.

• You can also use insights from ASO to refine your keyword selection and bidding strategy for Apple Search Ads. By analyzing keyword trends, you can spot seasonal patterns and find the perfect timing to kick off new ad campaigns. 

For instance, a competitor might notice that the popular board game Monopoly uses high-volume keywords like “family game” and “trading” in its App Store description. By targeting these same keywords in Apple Search Ads, the competitor can identify which ones perform best. They can then incorporate these effective keywords into their own game’s metadata to improve visibility and rankings in the App Store.

3. Gain competitive advantage

Running ASA campaigns can push competing games lower in the search results, thereby reducing their visibility. This can improve the visibility of your game, potentially improving keyword rankings and making it the preferred choice for users searching those keywords. Here’s how:

• When you bid on relevant keywords through ASA, your game appears at the top of the search results. This key positioning means that users are more likely to see and click on your game before even considering competitors. It pushes competing games lower in the search results, reducing their visibility and downloads.

• The increased visibility from ASA campaigns can lead to more downloads through targeted keywords. As your game accumulates more downloads for these keywords, its organic ranking for these keywords can improve as well. This dual benefit means that investing in ASA can have long-lasting effects on your organic search performance.

• By strategically selecting and bidding on high-performing keywords, you can dominate key search terms that are crucial for your game’s success. This not only attracts users actively searching for those terms but also makes it harder for competitors to gain traction in those areas. 

4. Improve your conversion rates with creatives’ optimization

Optimizing your mobile game’s creatives is essential for improving conversion rates in the App Store. Focus on high-quality icons, compelling screenshots, and engaging preview videos to effectively capture potential users’ interest.

• High-quality icons: Icons should be clear, memorable, and reflect your game’s essence. For example, EA SPORTS FC™ Mobile Soccer updated its icon to feature a player in action.

• Compelling screenshots: Showcase gameplay and tell a story that resonates with your target audience through your screenshots. For instance, Call of Duty has incorporated dynamic screenshots paired with clear, prominent captions. These images showcase powerful action shots of characters, popular game modes, and a variety of weapons, all reinforcing the combat theme. Additionally, they highlight monthly content updates, aiming to attract and engage users effectively.

• Engaging preview videos: Highlight gameplay dynamics, graphics quality, and unique features with your preview video. Ensure that your video auto plays in silent mode within the search results. The video should really demonstrate the game’s interactive and immersive qualities, which screenshots alone may not fully convey.

• Run A/B tests: Creatives influence your click-through and conversion rates. Use A/B testing to determine what appeals most to users. For example, Angry Birds Dream Blast conducts A/B testing on its screenshots, with variant 1 displaying only images and variant 2 highlighting captions alongside the images. This helped the game determine which version converts better, ultimately selecting the one with captions.

5. Boost your mobile game’s engagement with in-app events 

Use in-app events and regular updates to maintain and boost your game’s visibility. Highlighting new features, special events, or seasonal content can drive both re-engagement from existing users and attract new downloads. 

Here are a few things to keep in mind while creating your in-app event: 

• In-app events can appear in search results for broader keywords, attracting the attention of potential new users
• Games related to specific sports or events can boost downloads by providing timely content that aligns with users’ current interests
• Compare the impact of in-app events vs default visuals on your conversion rates
• Analyze the types of in-app events that have helped your competitors gain visibility to discover niche or seasonal opportunities you might have missed
• Aligning your in-app events with the peaks of user interest around seasonal occasions can significantly enhance their effectiveness

Let’s look at an example. Pokemon GO runs multiple in-app events on the App Store to keep users engaged and retained. By running special and live events, the game offers unique opportunities for players to catch rare Pokémon, participate in challenges, and earn exclusive rewards.

6. Leverage reviews for ASA & ASO

Your game reviews can provide essential feedback, revealing what players appreciate and what needs improvement in your mobile game. Regularly monitoring these reviews is vital.

• Positive reviews can enhance your game’s visibility and strengthen your ASO efforts. For example, if a specific gameplay element is most engaging to players, such as particular levels, characters, or modes, highlight those in your screenshots to boost download rates.

• Address negative feedback constructively to improve your game. Engaging with reviews actively indicates to potential users that you are dedicated to continuous improvement, increasing the likelihood they will try your game.

Final thoughts

By thoughtfully combining ASO and ASA strategies, mobile game developers can enhance visibility, drive more downloads, and ultimately achieve greater success in the crowded app marketplace. Regular analysis, creative optimization, and strategic use of keywords and custom product pages can make a significant difference in your app’s performance. 

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