The Latest App Store Optimization (ASO) Tips You Can’t Afford To Miss

January 8th, 2015

ASO can be quite a misleading term. It may seem like SEO (Search Engine Optimization), but it is a far cry from it. App Store Optimization (ASO) is a multi-faceted field. An ASO professional is like a juggler, who has to keep on increasing the number of balls. The success of this remarkable trick comes down to some basic and unique app store optimization techniques.

Latest App Store Optimization (ASO) Tips

But, you don’t need just the app store optimization tips. You need the right context too, so you can make them a profitable choice. Read on to know the best techniques and when to use them.

Be a marketer before anything else

Digital media is a myriad of ASO tips and techniques. You search for one, you will get thousands. But, will they work for you? Will they really help you improve the ROI of your app? That’s why you need to be a marketer first and foremost to identify the right context for these tips. Most digital professionals, app store optimization professionals and websites offer data-based information. But jumping right into it will only serve to confuse you.

Don’t get into app marketing, SMO techniques or open a microsite without confirming the context. What is the context for every ASO tip?

“Know Thy Target Audience”

What works on Google Play will not necessarily work on iTunes. What works for messaging, chatting and social networking apps may not work for a game, a note-taking app or a health app. Therefore, once you plan to launch an app for your business, don’t answer these three questions without exhaustive market and competitor research.

1. Which app store do we launch it in?
2. What is the USP of this app?
3. What is the cost of the app?
4. What kind of user experience are we looking for?

If you need help with the answers to these questions, you should hire a digital marketing or SEO service, who knows about app store optimization. Alternatively, you can gather similar intel from the following:

App Store Optimization Techniques

Remember, you will have to continue to refer to these sources because ASO is an endless process.

Work app store elements like an advertiser

90% of your app store optimization techniques are about app store landing page elements. Each of them has their own context. You need to approach these elements and context like an advertising professional. That’s what you will need to be to create the app store landing page of your app.

Category: The right category is just like the optimum time for a TVC (television commercial) or perfect page position for a print ad. You need to be in the best suited category to be discovered by app-hungry visitors. It is not tricky for every app. But, it can be super-tricky for new app ideas and an app that can be listed in multiple categories.

App name or App title: This is like a brand name. But, when it comes to app store optimization, you need the right balance of branding and keyword optimization. You need to research app stores extensively to find out what works and what doesn’t.

  • Use the most relevant keyword.
  • Keep the title short, concise and interesting.
  • Use an easy-to-understand and easy-to-share app name.
  • Be 100% sure of the title you choose. You shouldn’t need to launch your brand again and again.
  • App icon: It is your app’s logo and has to be memorable. More importantly, it has to express the function of the app in a creative style.

    Screenshot: In terms of advertising, screenshots are like a visual layout. It has to be stunning and convey a story through the order and design of your app. It is the first impression of your app. So, make it the best one you can. You should be able to communicate the core benefits of your app through screenshots.

    Video demo: This is a 30 second TVC (television commercial). It must have an engaging way to connect with your target audience. Create an interesting and engaging journey for your target audience.

    App description: This is like the body copy of a print ad. But, it is very important for app store optimization. Your first two sentences are like a headline. That’s all most people will see. But, the entire copy has to be good enough to persuade a reader to download the app instantly. It must:

  • Convey benefits
  • Explain features
  • Engage readers
  • Include primary keywords at the start
  • Include secondary keywords in the rest of copy
  • Be easy-to-understand
  • Convey USP
  • Illicit trust
  • Include a call-to-action
  • Keywords: You will need to use the right keywords. Your top 5 competitors on the app store is a great start, but Google Adwords, Google Analytics, and Google trends will also help a great deal. You will need to use primary keywords early for iTunes optimization, since there is space provided for 100 characters only. But, Google Play allows you to use up to 4,000 characters, which does simplify it. Nevertheless, here are some tips for app store keyword optimization.

  • Prefer plural keywords over singular ones.
  • Do check abbreviations.
  • Don’t use multiple word phrases. Break them out.
  • Select the easiest keywords to rank for.
  • Consider search volumes and the relevance of your keywords.
  • Do not use spaces in the keywords field.
  • Keep testing and experimenting with keywords after the app launch.
  • Manage the app like you will manage a destination

    A destination manager and you have the same goal: Attract more people while retaining as many of the arrivals as you can. You need to increase the total number of downloads and retain existing users too. That’s a herculean task because the ways to attract more traffic and improve retention rate keep on evolving every single day. You can hardly do them all. So, if you understand the brand and target audience, then you can select the best channels for post-launch app store optimization such as:

    Cloud – white hat SEO, link building, SMO, SMM, customer care, ratings, reviews, app analytics, app marketing, PR, in-built response, freebies, surveys, app updates, soft launch, a/b testing, in-app mobile marketing, app promotion, app speed, brand trust, microsite, professional reviews, guest blogging, etc.

    Here are some of the Key Performance Indicators (KPIs) for apps that you need to monitor regularly. You can choose the suitable ones from the following list.

  • Total number of downloads
  • Click through rate
  • User retention rate
  • Ratings
  • Reviews
  • Active users
  • Rate of conversion
  • Average revenue per user
  • Discard rate
  • App store ranking
  • Average frequency of usage
  • Half life
  • So there you have it. ASO tips and techniques that will definitely help you put your app on the map.


    Online & Affordable Lead Generation Avenues For B2B Companies In India

    January 1st, 2015

    The Indian e-marketplace is a huge business development opportunity for B2B (business to business) companies in India. This marketplace happens to have a few business to business websites from a select few players. Giant corporations like Amazon and Wal-Mart are stepping in. But, where are the traditional Indian organizations? Where are the entrepreneurs, innovators and prevailing players from B2B sector?

    The fact is, Indian B2B companies hardly reckon any value in B2C media.  The conventional B2B marketing mix has always focussed on business to business marketing channels. However, the online marketplace is a great industrial marketing opportunity. Take a look.

    Online Market for B2B

    B2B marketers know about different types of digital marketing opportunities available in India. By using the right digital media channels in your marketing mix, you can aim for optimal results. So, let’s dig deep into these online marketing channels and identify suitable lead generation opportunities for you. The three steps of lead generation can take great advantage of automated online systems.

    B2B marketing objective Distribution Channel Digital marketing strategy Digital Content
    Generate brand awareness. Search Engine On-page SEO optimization On-page SEO optimization
    Off-page SEO optimization
  • Article submission
  • Social Media Optimization
  • Create a mailing list. Promotional offers – Freebies & more Promotional offers – Freebies & more
  • Blog posts
  • Success stories
  • Search Engine Off-page SEO optimization
  • Blog marketing
  • Forum marketing
  • SMS marketing
  • Mobile marketing
  • Nurture and qualify leads. Email Email marketing
  • White papers
  • Cast studies
  • Podcasts
  • Webinars
  • Website Engage the visitor as a potential prospect
  • Online chat
  • Click to call
  • Call back
  • This is a basic online system for customer engagement. But, most B2B marketers just don’t consider these digital distribution channels profitable enough. In some way, they are right. In simple words, some B2B companies have well established lead generation processes. They believe that their current B2B marketing strategy is way too personalised to be shifted online.

    For most B2B companies, it will remain difficult to find a digital marketing process that is proportional to sales revenue. But there are several B2B marketing strategies that have done miracles for certain companies.  All you need is a digital marketing consultation. The right consultant will eliminate digital media jargon and suggest simple and actionable digital media strategies that can bring out the best in your brand.  Here are some of the amazing online lead generation avenues for B2B companies in India:


    This is a really effective tool. Your current and potential customers are looking for more information about your industry. They are wondering:

  • How do I build my business more cost effectively?
  • How do I avail products and services from my vendors at cost effective rates?
  • How can lower the manufacturing cost of my products and services?
  • So, what kind of information can you offer them to make their business easier?

    This type of information can be easily sent in the form of a magazine, e-book, e-newsletter, etc. If the frequency and type of the information is right, this can be a very useful digital tool.


    Most B2B marketers are aware of their company’s customer service and reputation management challenges. They can create digital content to keep their existing and newly-signed customers pleased. This can boost word-of-mouth publicity for your organization and increase your sales. So, what kind of video content can you create?

  • Answers to most frequently asked questions
  • Solutions to most common problems
  • Testimonials of most satisfied clients
  • Demos and how-to videos for using products most effectively
  • Company and leadership related information customers may want to know
  • Then, you can promote this type of content through Social Media Optimization (SMO), Search Engine Optimization (SEO), and through your website. What if you do not have a strong presence across these digital media channels? You can still assist your customers by sending this information via email as and when they need it.


    Every business to business marketing strategy involves two things.

    A. Creation of a mailing list
    B. Sales pitch

    A mailing list helps you identify and nurture leads. Then, a sales pitch helps you convert a lead into a sale.  The most successful B2B sales representatives, managers and marketers know that a B2B sales pitch cannot be just about offering a product or service. It is also about identifying and solving a problem.  Problem solving is now a common industrial marketing strategy. Therefore, these kinds of presentations tend to remain useful. So, create a presentation and promote it across all digital media channels to highlight different solutions to customer’s problems. Your potential customers will benefit and your sales revenue will continue to grow. What kinds of presentations can you actually display online?

  • A solution of their current problems
  • The most popular reasons to opt for your B2B products or services
  • A proven strategy to optimise their production through your product or service
  • How does your organization stand apart from the competitors?
  • Remember, you can’t just rush into including digital marketing strategies in your B2B marketing mix. You need the right information and right channels to make it a profitable investment.

    As a digital marketing agency, we can offer a more customised digital media solution to current marketing challenges.


    Digital Marketing 101 – How To Sell “Blogging” To Your Boss?

    December 30th, 2014

    Several digital marketing professionals and agencies witness the merits of the corporate blog. It is not always easy to convey them to the boss, though. Blogging is a very unique type of digital marketing tool. It is a valuable digital marketing resource. But, it is not the most obvious or direct one for most digital managers. Here’s a great step-by-step approach for creating a blog as an additional marketing channel.

    Step No. 1 – Align with business and digital marketing goals

    This is the non-negotiable. You cannot start with  reasons for blogging. Everyone knows them. It is almost like discussing the pros of exercising. You have to customise these benefits of blogging to your specific short term and long term business goals. Then, you must align blogging with digital marketing goals, such as:

    1. Higher web traffic

    When you create a blog for your business, it is a huge content asset. You can use it to fuel organic traffic by

  • Updating keyword rich, fresh and relevant content on your website consistently. This keeps your website updated on search engines.
  • Using internal links to increase on-page SEO optimization
  • Including additional keywords into your blog posts to attract your target audience. It is an easy tool to generate higher web traffic.
  • 2. Increasing brand awareness

    Blog content is easy-to-share digital content. Most visitors prefer to share interesting and valuable content on social networking websites. This is a great value add-on to their social profiles. So, this is a great way to reach a wider and more relevant target audience.

  • Sharable and likable content can be used to increase brand awareness on social media platforms.
  • Usable and helpful content draws your target audience’s attention to your brand. This is a great digital media strategy to enter the consideration zone of your target audience.
  • Convert blog into an additional platform to engage and interact with customers. An interactive and responsive blog can create opportunities for collaboration, brand engagement, and brand storytelling.
  • 3. Building authority

    Thought leadership or authority building is a long term goal. It is almost impossible to achieve it without fresh and valuable content about your industry. It should be a non-optional tool in your digital marketing mix. Whether you are a business or an individual, a blog is a great branding tool. With the right theme, content and digital media strategy, your blog can set the foundation to achieve your business goal.

  • Promote valuable third party content on your blog. For example, industry benchmarks, news and white papers to establish your thought leadership.
  • Your blog can be used to share business expertise with customers.
  • Share valuable information that you have gleaned through first-hand experience.
  • 4. Generate leads

    Do not suggest blogging as a digital marketing tool for short term lead generation. Instead, it is extremely effective for the long term objective of lead generation.

  • Testimonials and case studies can be promoted on your blog to convert your visitors into customers.
  • A popular blog can be a used as a great mailing list generating machine.
  • The right responses to customers’ comments will help you nurture and qualify leads.
  • A promotional offer on a popular blog can drive sales revenue
  • Step No. 2 – Optimise available resources and minimise expenses.

    One of the most common reasons for resisting the idea of business blogging is funding. You will need web hosting service and a content management system like wordpress. You will need a blogger or a digital marketing agency for blog post creation and promotion. You will need to fund it month-on-month. However, you can use pre-existing resources for blogging and lowering overheads.

  • Use free content management systems or open source CMS.
  • Engage your current employees and customers to offer useful blog post content by:
    1. o Transforming testimonials into case studies or success stories.
      o Improving employee engagement and retention by publishing brand-related stories on the blog.
      o Repackaging industry news and studies as business blog posts.
  • Has your business already hired a digital marketing agency or a digital marketing consultant? Some businesses use focused digital media agencies like SEO or SMO companies. If you already have a similar vendor, then it is much easier to add blogging as a small addition to their monthly tasks.
  • Do not dash to start a blog without a sound blogging strategy and guidelines. They will help you avoid controversies and remain relevant.

    Step No 3: Set measurable KPIs.

    Most digital managers and marketers prefer plans with goals. You need to set tangible and realistic KPIs (Key Performance Indicators) for this venture. This is the best way to remain accountable and demonstrate the results few months down the line. This is where a digital media agency or consultant will be extremely useful. However, you will need consistent and high quality blog posts to achieve predetermined objectives

    Short term KPIs Long term KPIs
  • Higher organic traffic
  • Brand awareness
  • Higher brand engagement on Social media
  • Higher sales revenue
  • Lead generation
  • Brand advocacy
  • Thought leadership
  • Step No 4: Get prepared.

    When you include blogging for business into your digital marketing mix, you have your work cut out for you. You cannot create a blog, buy a wordpress theme, post content and forget about it. Blog marketing is a major part of a blog’s success. Here are few useful blogging tips to get you started.

  • Maintain the quality and frequency of your blog posts.
  • Keep the blog post content realistic, time-specific, interesting and valuable.
  • Do not ignore valid comments on the blog.
  • Create attractive blog post titles.
  • Use smart blogging tools, free or paid, to reach your business goals.
  • Use efficient blog editor for a productive writing and publishing process.
  • Create a useful approval and publishing system that minimises your work from the start. For example, maintain readability standards for each blog post.
  • Need more blogging ideas? We’re just the people to contact!


    Measuring Effectiveness of Impressions Through AdWords Metrics

    March 21st, 2014

    In my last post, we talked about how the new Flexible Conversion Counting does not solve the age old problem of trusting View Through conversions and how can we account value those View Through conversions basis our user understanding. Now, these View Through Conversions also help us in understanding how our impressions have been delivered and how we are effectively advertising.

    Consider a campaign for selling shoes online where we are advertising for (name representative). Based on the intent of the campaign which can be lead generation or brand building we decide on the metrics for us to judge the performance of the campaign. However, if it is a brand building campaign, the only way advertisers show the performance is through Share of Voice metrics which is calculated by dividing the Total Number of Impressions delivered by the campaign against some assumed number of impressions which are arbitrarily decided taking in consideration the impressions of the most broadly matched keyword of the category. This process is very random and again throws a number which is hard to believe. Because, the number of broad impressions for a category keyword does not necessarily always cover the amount of potential impressions for a product.

    To overcome the same and to have a more logical way of counting the impressions, we at Puretech decide on the branding campaign with a different metrics apart from the SOV. No doubt, advertisers dig for SOV and SOV only as that metrics is what they can showcase to their bosses but along with the Share of Voice metrics, we also use the following calculation to identify how effective are our impressions.

    1. Download a keyword report with the following details – Impressions, Clicks, Cost, Converted Clicks, CTR, Search Impression Share, Assisted Impressions & Assisted Clicks.

    2. Please take a look at the below formula carefully:

    • Total Impressions / Search Impression Share = Actual Potential Impressions for the Keywords
    • Total Impressions – Clicks – Assisted Clicks – Assisted Impressions = Actual Missed Impressions
    • Actual Missed Impressions / Total Impressions = % of Impressions used for Branding
    • Total Potential Impressions = ∑ ( Missed Impressions )Keywords
    • (100 – (Actual Missed Impressions / Total Potential Impressions)) = % Share of Voice
    • Total View Through Conversions / Actual Missed Impressions = View Through Conversion Rate
    • Cost Per Impression = Cost / Total Number of Impressions
    • So, Cost Per View Through Conversion = (Actual Missed Impressions * Cost Per Impression) / Total View Through Conversions

    Thus, we can calculate the cost and other associated metrics for a branding campaign with the help of View Through Conversions.

    If the goal is pure branding and there is no Action required from the user, we can perform the 1st 4 steps and calculate the Share of Voice. Please note that this method gives us the Share of Voice only for the Search Network and not Display Network. This method can be modified a lot to suit the needs of the advertiser to calculate the important metrics accurately based on the campaign. Please get in touch with Puretech’s Paid Search Marketing Experts to know what metrics would suit your paid search campaign.

    Contributed by: K. Kulkarni, Digital Strategist, Puretech Internet


    New Conversion Metrics

    March 7th, 2014

    Flexible Conversion Counting – Has anything really changed? How can you associate a value to view-through conversions?

    AdWords has been re-inventing itself year after year with some great features. Re-marketing, Click to Call, Product Listing Ads, etc. were some of the path breaking ones which to my mind ensure that advertisers look forward to spending more money with Google and in turn take the best out of these features. But, for long, the metrics on which performance of campaign was measured were same. So, for agencies like ours as well as for Google, showing value in advertising other than just old school conversions was getting increasingly difficult.

    One Per Click & Many Per Click conversions were themselves contested with different clients asking for different measuring metrics. Targets set during the quarterly projections were based on both metrics although the latter is not at all in control of the advertiser. On the other hand, true as it may be, for any advertiser who has a conversion focus, accepting the numbers of View – Through conversions as conversions is very difficult. Even if it has been authenticated by Google itself, believing that somebody actually bought or completed the required action because of an impression of the AdWords ad and accrediting that sale to the money spent without even a click was not something that advertisers liked. As an agency representative, I have encountered numerous occasions when we found it really difficult and ultimately had to give up on our course of convincing the client to include View – Through Conversions as a part of our performance.

    In the new changes introduced by Google in February, the following has changed.

    Converted Clicks – It basically replaces the ‘Conversions – One Per Click’ column & counts the number of clicks that have resulted in a conversion. Please note that in a scenario where the customer decides to complete the required action multiple times, using a single click, only 1 conversion will be counted. This metric is generally looked at by advertisers who have a lead based goals for single products or services.

    Conversions – The new name of the ‘Conversions – Many Per Click’ column with an option to track Unique as well as All conversions. This essentially means, when you have selected ‘Unique Conversions’ in your conversion settings, it will count only 1 conversion regardless of the number of completed actions on a particular click. For e.g. A user clicks on an ad of and buys 1 game today. Then he visits the site again tomorrow through a bookmark and buys 4 more games tomorrow, the number of conversions attributed to the click will be just one. Essentially, the ‘Converted Clicks’ & ‘Conversion’ columns will show the same numbers.

    So has anything changed due to this?

    Quite a few things have changed although not path breaking but they can’t be ignored as trivial.

    Automatic Bidding Strategies:If you use a bid strategy focused on conversions, such as Enhanced CPC or Target CPA, your conversion counting settings will only be used for bidding if your conversion bid metric is set to “Conversions.” If you set your conversion bid metric to “Converted clicks,” your counting setting won’t affect automated bidding because it doesn’t change the counting of converted clicks.

    If you use a bid strategy focused on conversion value, such as Target ROAS, your conversion counting settings will always be used, regardless of your conversion bid metric. Target ROAS optimizes for conversion value, which always uses your conversion counting settings.

    Total & Cross Device Conversions: While tracking single conversion and counting unique conversions, keep an eye on the “Conversions” column in your reports for any comparisons to estimated conversion data (rather than simply relying on “Converted clicks”). If you have chosen to track only the unique conversions the estimated cross-device conversions will also be based on unique conversions instead of all conversions.

    What happens if you do nothing:If you leave your conversion actions set to count all conversions, your reports will simply have different column names: “Conversions (many-per-click)” will be renamed “Conversions,” “Conversions (1-per-click)” will be renamed “Converted clicks,” and the numbers will look the same as before until you change your settings.

    Automated bidding solutions like Conversion Optimizer and eCPC will continue to function as they did previously for both the “Converted clicks” column and the “Conversions” column.

    What happened to the View – Through conversions?

    View Through conversions still exists and there is no hard evidence to track these conversions and attribute any value to them as they do not come from a click. So, you will still need to believe Google’s word of they being influenced due to the online advertising through AdWords. The thing is that advertisers do not question what Google says but they do not seem to be able to calculate any value for these conversions. So, here is a quick peek in my way of associating value to View Through conversions.

    (This will work only for e-commerce or sale based campaigns.)

    Step 1 – Check the Total Number of Conversions in your campaign.

    Step 2 – Check the Total Conversion Value of these Conversions.

    Step 3 – Divide the Total Conversion Value by the Number of Conversions. This gives you the average conversion value.

    Step 4 – Check the View Through Conversion column.

    Step 5 – Visit analytics & check the average order value of the site for the period in consideration.

    Step 6 – Compare the Avg. Order Value from analytics to the Avg. Conversion Value metric you have got and select the one with least value. (this will ensure that you are not over estimating or reporting the value of the conversions)

    Step 7 – Multiply the value selected in the above steps with the View Through Conversion metric. This is the monetary value associated with the View Through Conversions

    Please note that this value will most likely not be the actual value to calculate how much view through conversion add to your kitty but this will be the closest way in which you can measure the same. Alternatively, you can also measure the effectiveness of your impressions. That I will explain in the following post. J

    Contributed by: K. Kulkarni, Digital Strategist, Puretech Internet