Leading the list is Bumble, taking the first position with its solid performance across ASO, Apple Search Ads, and Ad Intel scores. Following closely is Tinder, which secured the second spot with its impressive ASO score and highlighted its strategic organic visibility. Pure Dating grabs third place, boasting the highest Apple Search Ads score, which is attributed to its targeted keyword bidding and innovative use of custom product pages. Meanwhile, Badoo takes the fourth spot as the highest Ad Intelligence score holder, demonstrating a keen eye for quality over quantity in their ad creatives.

Now, let’s delve into the main highlights, examining how these leading dating apps have managed to surpass their rivals.

Bumble

• Their ASO performance indicates a strong presence, ranking for over 53,000 keywords organically, with 41% of them landing in the top 30. Interestingly, they attract more than 60% of their organic downloads from competitor brand keywords, indicating a smart approach to acquiring users.

Keyword Intelligence of Bumble

• Regarding Apple Search Ads, they are actively bidding on 582 keywords, indicating a proactive strategy to increase visibility. They’ve also introduced 8 custom product pages over the year focused on competitor keywords, highlighting app features, and tapping into seasonal trends or social causes.

CPP by App – Bumble

• They have a very dynamic ad strategy, with over 300 creatives produced in the last month, 191 of which are currently live. They use live footage effectively, generating higher impressions than the category average. Their distribution strategy involves multiple ad networks and DSPs, and while image ads are their top choice, they also create playable formats, offering a unique and engaging approach.

Tinder

• They stand out as the highest ASO score holder in the list, organically ranking with over 60,000 keywords. Notably, they’ve capitalized on over 4,000 brand keywords, with 40 belonging to their own brand, showcasing a strategic emphasis on competitor brand keywords. Remarkably, Tinder drives over 99% of its organic downloads through its brand keywords, underscoring the formidable presence of its brand within the category.

Tinder organically ranked for 60,052 keywords, with 612 of them achieving the top position

• Tinder is active on over 800 keywords for their search result ads, targeting both their own and competitor brand keywords. This proactive approach to keyword targeting contributes to their visibility and user acquisition efforts.

PURE Dating

• PURE Dating stands out with its organic performance that positions, securing organic rankings for over 8,000 keywords. Over 60% of their organic downloads from two competitor brand keywords (tinder & hinge) showcasing effective targeting strategies.

The organic download history of PURE Dating

• They demonstrate a strong presence in Apple Search Ads, actively bidding on nearly 5,000 keywords, including their own brand, generic category keywords, and competitor brand terms. Additionally, they’ve leveraged custom product pages to enhance their paid user acquisition efforts, creating 12 variations tailored to their user base demographics. This combined approach earns PURE Dating the highest Apple Search Ads score in the list.

PURE Dating is currently bidding on over 4,900 keywords for their search result ads.

• In the past month, PURE Dating has produced 34 ad creatives, with 17 currently live across 4 main ad networks. Their ad visuals primarily feature screenshots from the app’s user interface, ensuring relevance and authenticity. While video ads are their top choice, they also incorporate image and banner ads, diversifying their ad format to reach their audience effectively.

Badoo

• Badoo currently ranks organically for over 27,000 keywords. While the majority of their organic downloads come from their own brand keyword, accounting for over 55%, they’ve also managed to secure 20% from a competitor’s brand keyword.

The organic download history of Badoo

• They adopt a unique approach to paid user acquisition. On Apple Search Ads, they focus on bidding for a select few keywords, notably avoiding their brand keywords and instead targeting generic keywords related to the app’s features, such as “meet,” “chat,” and “flirt.”
• Similarly, Badoo’s advertising strategy emphasizes quality over quantity. Despite having fewer ad creatives than the category average, consisting of video and banner formats, their ads significantly outperform others. This approach earns them the highest Ad Intelligence score in the list, highlighting the importance of strategic advertising tactics.

OkCupid

• They currently rank for over 20,000 keywords organically, with 70% of their organic downloads originating from competitor keywords, showcasing a strategic approach to user acquisition.

ASO Report of OkCupid

• OkCupid is actively bidding on more than 300 keywords, with over 35% achieving higher impressions than 10%. Moreover, they’ve implemented a custom product page strategy alongside their default page, resulting in increased impressions. These custom product pages have additional keywords, tailored visual assets, and messaging to enhance engagement.
• OkCupid distributes 17 ads across 4 ad networks, mainly in image format but also including video and banner ads. OkCupid effectively captures user attention and engagement by utilizing live footage in their ads, a common preference among dating apps.

Observations in the Dating App Landscape

Inclusivity and the rise of niche communities are two prominent trends shaping the dating app industry. Dating platforms are increasingly focused on creating inclusive environments that involve users from diverse backgrounds, including race, religion, and sexual orientation.

With the rise of targeted dating apps, a competitive landscape has emerged within the dating category. Understanding your target audience, analyzing competitor strategies, and deciding how to position your app in the market have become essential considerations for maintaining or establishing your presence.

Race and Ethnicity

As part of their commitment to inclusivity, dating apps prioritize representation and inclusiveness for users of all racial and ethnic backgrounds. By introducing features and functionalities that acknowledge and address the unique experiences of diverse communities, these platforms aim to create welcoming spaces where individuals feel valued and understood.

Identify your competitors that are aiming for the same target audience as you by using Keyword Analysis.

By leveraging MobileAction features such as Keyword Analysis, you can identify competitors targeting your selected keywords on both organic and paid sides. Additionally, utilizing the Creative Asset Hub enables you to compare and comprehend how your messaging and presentation stack up against others in the market.

Compare your visual assets to your competitors and understand their messaging strategies with Creative Asset Hub.

Religion

Religious diversity is another key focus area for dating apps striving to create inclusive environments. Platforms are adapting to accommodate users from various religious backgrounds and beliefs, offering features and tools that serve the specific needs and preferences of individuals seeking partners who share their religious values.

By creating spaces where individuals can connect with like-minded individuals within their faith community, dating apps facilitate meaningful connections and relationships.

Custom product pages targeted towards the term “christian mingle.”

To target the appropriate audience and convert them into high-intent users, specialized apps such as those focusing on religion-based dating can utilize custom product pages for their search result ads, displaying precisely what users seek. “Christian Mingle” stands as a widely used and directly relevant search term within the dating market. With MobileAction’s CPP Intelligence, you gain access to a comprehensive list of apps targeting your desired search term, allowing you to analyze their creative arrangements for that keyword. This enables you to identify potential competitors and understand their targeting strategies.

To entice users to return to their apps, religion-oriented dating platforms can capitalize on special holidays and seasonal periods associated with the faith they originate from. By doing so, they can enhance their app’s credibility and tap into users’ desire to find matches who share similar values and priorities in life.

In-App Events created by InshAllah Muslim Dating app around religious holiday seasons of Islam.

Sexual Orientation and Identity

In response to the diverse spectrum of sexual orientations, dating apps are taking steps to ensure that all users feel welcome and represented. From inclusive profile options to tailored matchmaking algorithms, these platforms provide a safe and inclusive space for individuals to explore and express their sexuality.

By incorporating features to the diverse needs and preferences of users across the LGBTQ+ spectrum, dating apps empower individuals to find acceptance, connection, and love on their own terms.

Custom product pages created for keyword “gay” and “lesbian”

To enhance targeting efforts, dating apps catering to niche audiences can develop tailored product pages for keywords they believe their most interested users would utilize to discover their app. Terms such as “gay” and “lesbian,” which hold significant search scores among certain users, are strategically employed by queer dating apps in their custom product pages.

Valentine’s Day Trends: Insights and Expectations for the Mobile App Industry

Valentine’s Day has a strong impact on the mobile app industry. As observed, there’s a significant surge in search volume for keywords related to Valentine’s Day and romance in February.. This trend isn’t limited to dating apps; categories such as photo & video and entertainment also experience notable effects.

Around Valentine’s Day, we observe a notable increase in in-app events and promotional content. Dating apps facilitate connections, while photo & video apps offer tools for capturing and sharing cherished moments. Entertainment apps generate romantic playlists and movie selections, and gaming apps introduce special challenges for players to enjoy with their partners. This surge in activity not only addresses the season’s heightened popularity but also demonstrates app developers’ adaptability and creativity in meeting user expectations during key seasonal times like Valentine’s Day.

In-App Events around Valentine’s Day

As evident from last year’s trends, apps have effectively leveraged this seasonal opportunity, and it’s something we should anticipate seeing again this year.

Let’s take a look at their current initiatives for this year. Hily Dating App has already begun preparations for Valentine’s Day, setting up two in-app events centered around the occasion.

The full view of before, during, and after analysis of Hily Dating App’s In-App Events.

By leveraging Compass’ Impact feature, we can discern a significant surge in their organic visibility, signifying the successful implementation of these in-app events during this seasonal period. Additionally, once the in-app event expires, we can assess the event’s full impact on the app’s visibility throughout its entire duration and after February 14.

Wondering how your app measures up against competitors in the market? MobileAction provides a valuable resource for thorough competitor analysis, allowing you to effectively grasp market trends and refine your strategy. Schedule a demo with MobileAction today to gain additional insights and strengthen your position in the market.

Methodology

The ranking of top advertisers is determined by analyzing ASO Scores, Apple Search Ads Scores, and Ad Intelligence Scores obtained from MobileAction’s extensive dataset.

This in-depth analysis has been made possible through MobileAction’s offerings, including Apple Search Ads campaign management and comprehensive app store marketing intelligence. Our platform actively tracks over 5 million keywords, providing invaluable insights, and boasts a library of 69+ million ad creatives from 50+ ad networks globally. These impactful features strengthen our analyses by tapping into a wealth of data from diverse apps and creative strategies, ensuring a comprehensive and insightful examination of the advertising landscape within the dating app industry.

The post Top 10 Dating Apps on the USA App Store by User Acquisition Performance appeared first on MobileAction.

In this blog post, we’ll look into the use cases of Explore and discover how this powerful tool can help you make data-driven decisions for your app’s success. First, let’s quickly cover what Explore is and what it does.

The Power of Explore

Explore is a key component of Compass, designed to simplify competitive analysis and provide valuable market insights into the app ecosystem. Explore equips ASO experts and UA managers with the tools they need to gain a competitive edge. Users can easily and quickly obtain a summary of the latest updates on their own apps and their competitors’ apps on a daily basis on one dashboard. As an added benefit, it’s designed to ease your “exploration” journey. You’ll see numerous comparisons across various elements, such as in-app events and ad creative impression shares. Rather than trying to navigate many different pages and sources, you can quickly get redirected to the relevant detailed pages you wish to explore with a single click. You also have the option to export your analysis and easily share it with your team without the need to jump between tabs.

 Here are 5 use cases on some of the ways you can benefit from Explore:

1. Competitive Analysis through Category Ranking Analysis

Rankings play a critical role in user acquisition and significantly impact download numbers. Therefore, any app attempting to acquire more users should prioritize its rank position and strategies to enhance it. ASO experts can also better understand their app’s competitive landscape by analyzing category rankings. Benchmarking your app against competitors in your category is essential, as it helps in identifying trends that are crucial for optimizing your app’s performance.

Compass Explore allows you to understand your app ranking by helping you:

• Track Competitor Rankings: Get a unified view, on one dashboard, of your app’s category ranking compared to competitors.
• Identify Trends: Discover which categories your competitors excel in and optimize your strategy accordingly.

2. Competitive Analysis through App Update Timeline Analysis

Staying up-to-date with app updates is essential to understand the performance changes that are triggered with each update. Explore provides an app update timeline analysis that allows you to track both your app’s updates and those of your competitors. By understanding the timing and frequency of updates, you can adapt your strategy and respond with agility to your competitors’ moves.

App updates can significantly impact app performance. Compass Explore enables you to:

• Track App Update Timeline: Monitor your competitors’ app update frequency and analyze its effect on their app’s growth.
• Plan Your Updates: Gain insights into the timing and scope of updates that work best for your competitors and apply these learnings to your strategy.

Examining Temu’s update frequency suggests a strong commitment to keeping their app current, and their strategies seem to be working. When we look at the app update timeline table, it’s not hard to notice that Temu regularly updates its app more than its competitors. These updates enable Temu to provide a better user experience and signify Temu’s commitment to keeping its app stores up-to-date with the latest trends, seasonal changes, and more effective strategies. Compass Explore speeds up the process of gathering all this information about Temu while also assisting in identifying updates that work well and may benefit similar apps in the same category. Considering it is one unified dashboard, it is easier and faster to see and compare all the app updates. 

3. Competitive Analysis through Ad Intelligence Analysis

For UA managers looking to optimize ad creatives, Explore offers a great amount of insights. You can analyze the performance of the best-performing ad creatives of each competitor and correlate them with spikes in metrics like downloads, rankings, etc…. on a unified dashboard. This data empowers you to make informed decisions when creating future ad campaigns and creatives, ultimately improving your app’s visibility and user acquisition.

Here’s an example from the Gaming category, showcasing the ability to view and compare ad creative strategies on a single page with the specific apps we desire. Utilizing ad networks and impression share data provides insight into the kinds of creatives that perform better, offering the potential for implementation without requiring an extensive A/B testing process.

For mobile apps, first impressions matter; therefore, ad creatives have the utmost importance. Compass Explore empowers you to:

• Analyze Ad Creatives: Find out which ad networks your competitors use to spread their creatives and which ones bring higher impressions. 
• Identify Winning Strategies: Discover which ad creatives performed best for your competitors and adapt your approach accordingly.

4. Competitive Analysis through SearchAds Intelligence Keywords Impression Share Analysis

Keyword optimization is a critical aspect of Apple Search Ads. Compass Explore enables UA Managers to assess competitor actions on high-volume keywords that have brought visibility to the tracked app over the past 7 days.

Remember that you can see all your and competitors’ data on a single dashboard? This includes custom product pages as well. This section lets you quickly capture any compared app’s custom product page usage and impression shares and obtain country-specific insights. If you want more data on your app’s or your competitor apps’ custom product pages, you can also check Custom Product Page Intelligence, where you can analyze through apps, keywords or categories. 

Keywords are the backbone of ASO and UA. With Compass Explore, you can:

• Stay Informed: Keep an eye on your competitors’ high-volume keywords over the past week to stay competitive in the app market.
• Take Easier and Faster Actions: You can track best-performing keywords’ paid impression shares, apply these insights easily to your Apple Search Ads strategy, and adjust your bids accordingly using Automations on MobileAction’s SearchAds.com, the campaign management platform for Apple Search Ads.

5. Competitive Analysis through Brand Protection Analysis

Protecting your brand and maintaining a strong presence in the app market is vital. Explore offers brand protection analysis to help you monitor who is ranking for your brand keywords and safeguard your brand’s reputation. By gaining insights into your competitors’ interactions with your brand keywords, you can take proactive steps to uphold your brand’s integrity and ensure its continued visibility.

To enable brand keyword protection, Compass Explore offers insights into:

• Brand Visibility: Monitor your competitors’ rankings on your high-search-volume brand keywords. Track keyword performance to identify if any competitors are outpacing your brand in search results.
• Competitor Data: Discover your position for competitors’ brand keywords and secure your place in their search results. Identify your rankings to understand where you might appear when potential users search for those terms.

Consider the case of Headspace as an example. They’ve secured their position for brand keywords, ensuring that when someone searches for “Headspace,” their app appears at the top instead of their competitors. Maintaining a strong presence for these trophy keywords is a must to retain high-intent customers and convert those actively searching for your brand. Instead of individually tracking your brand’s position for each keyword across multiple storefronts, with a single click, you can switch between storefronts and track your brand’s position against multiple competitors at the same time, on a unified dashboard . This approach facilitates quicker actions and enables strategic brand protection.

Embrace the Future of Competitor and Market Analysis

Step into the simplified side of app market analysis with Compass Explore. Transform your strategy with streamlined, data-backed insights that empower you to stand out in the competitive app market. It’s more than just understanding the market – it’s about reshaping your app’s destiny with informed, bold decisions. 

Seize the opportunity to redefine your app’s success. Begin today by signing up for a free trial of Compass Explore and chart a course toward market dominance.

The post Optimizing Competitor Analysis: A Guide to Using Compass Explore for Market Insights appeared first on MobileAction.

Growth and localization are inseparable in the ASO journey, allowing developers to broaden their horizons by not only making their apps available across multiple countries but also by enhancing their desirability and discoverability. The connection is undeniable; if you’re crafting a mobile user acquisition strategy that will include multiple countries, localization should be a non-negotiable item on your checklist.

But why? Even though English is the most widely spoken language in the world, and an app with all English metadata might have five-star ratings and glowing reviews, it still may not impress non-native English speakers. Consider stumbling upon a fantastic app in the store, only to find its content is not in your language. The barrier becomes evident—understanding the metadata becomes a challenge. Thus, the importance of mobile app localization and extending beyond mere translation to offer a full user experience in the language of your target audience is high.

Innovative translation modules make keyword optimization more efficient, providing users with immediate translations. However, translation alone isn’t always sufficient. It’s essential to adapt your text to align with the specific culture you aim for. Incorporating cultural trends and elements can significantly enhance user experience—people appreciate encountering facets of their culture, fostering a sense of familiarity with your app, such as cultural idioms, events or even visual elements.

In global app stores, aligning your app with local characteristics is not just beneficial—it’s imperative for a successful ASO strategy. Understanding the search behaviors of each target audience based on their language and culture is critical. While mobile app localization may seem complex, the effort and time invested in a perfect strategy yield rewards in boosted download numbers and improved category rankings. 

In this blog post, we’ll discuss the essentials of app localization, unraveling its importance for a detailed ASO and app marketing strategy.

Why is Localizing App Store Presence Important?

Mobile app store presence localization is instrumental in increasing downloads across various storefronts. Google and Apple prioritize localized apps because they provide better user experiences. Both stores grant a significant advantage in rankings, especially in non-English speaking countries. Users are more likely to choose apps in their native language, even if they are proficient in English. Localization of app store presence not only involves translating metadata, it also requires a holistic makeover consisting of adjusting creatives, images, videos, and even measurement units to align with the target market’s culture. Ultimately, localization is the key to elevating conversion rates, fostering user engagement, and driving your business to global heights.Here’s a brief example illustrating how localization operates, which we’ll explore further in the next paragraph. Examining Temu’s updates in Sweden via the App Update Timeline, we notice that on August 13, Temu localized its app name, subtitle, description, and screenshots. Following this update, there was a noticeable rise in Temu’s visibility score in Sweden. At the start of August, it stood at 80.6 out of 100, but by November, it had risen to 86.32. This is just the starting point of the example; hold on tight, we’ll discover a lot more on localization. 

The Effects of Localization on Temu and AliExpress’ Regional Success

Let’s go over an example showcasing how the importance of localization manifests through Temu and AliExpress. Both are shopping apps with nearly identical audiences, providing similar value. Consequently, both apps closely monitor each other’s App Store Optimization activities.

The comparison map at the beginning shows different visibility scores for these apps across various regions. This may indicate active utilization of ASO for localization, facilitating their app growth in diverse locations. 

A closer examination of each app’s localization tactics further confirms this trend. MobileAction’s Localization tool reveals that in Romania, Sweden, and Greece, Temu has localized its subtitles and descriptions, while AliExpress retained theirs in the original language. This distinction has yielded tangible results, with Temu achieving higher visibility and top category rankings than AliExpress in these regions.

However, taking a contrasting perspective, AliExpress localized its subtitles and descriptions in Ukraine, leading to an immediate impact. AliExpress secures a significantly higher visibility score and category ranking in this case.

The detailed visibility map below provides a comprehensive comparison.

As evident from the data above, app localization is pivotal in enhancing visibility within specific regions.

It also affirms the hypothesis that customers tend to prefer products with information available in their native language when faced with similar choices. This underscores the crucial role of localization in influencing consumer decisions.

Localize Like a Pro with MobileAction’s Localization and Translation Features

MobileAction’s Localization tool offers an overview of an app’s localized ASO elements (title, subtitle, and description) and its performance across active countries. It allows you to uncover effective localization strategies, identify potential geographies for future localization, and gain insights into competitors’ global strategies. You can analyze localized content, understand top-ranking countries, and refine your app’s localization strategy by comparing different apps’ approaches to strengthen your market position.

You can also use the Keyword Translator tool to support your localization efforts. A part of the localization comes from translating your ASO elements for the targeted countries. By leveraging Keyword Translator, you can effortlessly translate your metadata keywords (more than 20 keywords simultaneously) in 22 languages —titles, subtitles, and descriptions—for an international audience. Tracking each keyword’s character counts and search scores is also possible to optimize your metadata effectively and adapt your strategy quickly.

Initiate your localization journey today, whether you’re looking to strengthen your strategies, merge localization into your ASO endeavors to expand your user base, or seek comprehensive guidance. Take the first step by scheduling a demo with MobileAction, where experts will help you explore the path to your app’s global success.

The post ASO and Localization: The Dynamic Duo for Expanding your User Base appeared first on MobileAction.

What Are Custom Product Pages? 

First and foremost, custom product pages are designed as specific product pages where you craft additional versions of your existing product page. Each of these versions highlights a particular feature or specific content. These pages serve to showcase different aspects or content within your app, catering to distinct audiences. They can also be utilized to display content that aligns with seasons,cultural trends or audience considerations. Each custom product page can feature distinct screenshots, promotional text, and app previews, differing from those on your default product page. It is also important to highlight that they are needed for running Today tab ads on the App Store. 

Here are the key advantages of Custom Product Pages:

• Expanded Audience Reach: You’re allowed up to 35 custom product pages per app on the App Store simultaneously. This means you can target 35 distinct audiences concurrently, each with different targeting goals. Alternatively, you can experiment with numerous custom product pages simultaneously to identify the most effective one for your objectives.

• Targeted Keyword Integration: Custom product pages enable you to assign distinct keywords to each page, linking them to specific user groups or features with targeted messaging. This approach enhances conversions with contextual relevance. For example, consider a Health & Fitness app with various meal plans. While some users reach the original prıduct page some others may reach a “keto diet” specific custom product page.  This segmentation can significantly boost conversion and download rates. 

• Enhanced Marketing Flexibility: Each custom product page comes with its own URL. This enables you to utilize unique URLs for diverse marketing efforts, such as social media ads or promotional communications. (Except as a search results ad that you created with Apple Search Ads)

• Performance Assessment: A valuable aspect is the ability to compare the performance of your custom product pages against your default product page. This analysis helps you determine whether users who download your app from a custom product page exhibit longer engagement or make higher in-app purchases.

• Drive Relevancy: Apple Search Ads presents multiple avenues for utilizing custom product pages. You can craft search results ad variations based on your custom pages, tailoring messaging and visuals for various audiences, feature launches, or seasonal promotions. Alternatively, you can direct users to a specific custom product page when they tap on your ad within the Today tab. This streamlined experience not only boosts conversion rates but also ensures potential customers reach the most relevant page, increasing the likelihood of a successful interaction with your app or product.

• Multi Placement Strategy: Utilizing multiple app placements in Apple Search Ads enhances app visibility and scalability. It broadens your reach, capturing a diverse user base and improving cost-efficiency. This strategic approach often results in reduced CPAs and increased brand recognition, impacting various ad networks. Custom product pages enhance ad relevance, and combining search result ads with the Today tab boosts brand visibility. The Today tab is the default in the App Store, providing high visibility. Running Today tab ads increases familiarity and positively influences downloads. Adding product page ads offers further benefits, allowing you to appear on competitors’ product pages, enhancing user perception and driving downloads.

How and Why Apps from Different Categories Leverage Custom Product Pages 

Here, you will find various examples showcasing the use cases of custom product pages from different apps of various categories. They all have unique reasons to leverage custom product pages. We observed apps and their custom product pages strategies and gathered some around to present a set use cases for you. We’ve identified them using our CPP Intelligence tool on MobileAction. We’ve compiled some of the best practices and diverse usage examples to provide you with insights on how to effectively utilize custom product pages and optimize them for the best results. 

Bumble

Specific audience targeting

In this example, Bumble, a dating app, aimed to specifically target its lesbian users. Initially, Bumble’s product page didn’t offer anything distinctive for this user group. However, Bumble utilized custom product pages to target lesbian users precisely. A closer examination of the keywords employed makes this intention even more evident, with terms such as “lesbian dating,” “gay,” and “Jack’s,” a dating app made specifically for LGBTQ+.

Source: MobileAction’s dashboard – CPP Intelligence 

New Feature

This time, Bumble once again used custom product pages to introduce a new feature. Rather than altering their existing product pages, they simply generated a new one, directing all users searching for “bantr” to this dedicated page. This approach ensures that potential users seeking “bantr” will automatically land on this page, eliminating the need to search for it within the broader Bumble offerings.

Source: MobileAction’s dashboard – CPP Intelligence 

Competitor audience targeting

Once again, Bumble uses custom product pages, and this time, their focus is evidently on targeting Tinder. This becomes quite evident when we examine the keywords present, including variations of “tinder.” Another notable detail is the color scheme. While Bumble typically utilizes yellow in its other custom product pages, this time, they’ve adopted red which we usually associate with Tinder.

Source: MobileAction’s dashboard – CPP Intelligence 

Flo 

Side Feature Promotion

This time, let’s take a closer look at Flo. Initially known as a period tracker app, Flo also incorporates a pregnancy tracking feature. Typically, when users search for “period tracking,” they won’t come across this pregnancy tracking functionality on the product pages. To enhance its visibility, custom product pages prove to be the most efficient solution. When users search for keywords related to pregnancy tracking, they will be directed to this specific page instead of the original Flo product page, which solely focuses on period tracking features.

Source: MobileAction’s dashboard – CPP Intelligence 

Expedia

Feature specialization

Let’s take a closer look at Expedia’s custom product pages strategy. Expedia, a travel app, boasts a diverse array of features, including hotel booking, car rentals, and flight ticket bookings. A typical search for “Expedia” would yield a product page encompassing all these features simultaneously. To enhance specificity and avoid this broad display, Expedia has ingeniously crafted distinct product pages, each tailored to a specific feature with its corresponding set of keywords. Consequently, your search results for “flight tickets” and “hotel booking” will lead you to distinct product pages. This approach empowers Expedia to present detailed information about each feature to users who are actively searching for those specific terms.

Source: MobileAction’s dashboard – CPP Intelligence 

Specific Audience Targeting

Here we have another excellent example of custom product pages. As we’re aware, there’s a substantial Spanish-speaking population in the United States. Expedia has taken note of this and developed an entirely Spanish product page with corresponding Spanish keywords to cater to Spanish speakers. This way they can also convert Spanish-speaking audiences too. 

Source: MobileAction’s dashboard – CPP Intelligence 

Lifesum

Side Feature Promotion

Lifesum is a Health & Fitness app that provides calorie and habit tracking and offers you diet and meal plan ideas. But probably, Keto is one of the most popular diet types so Lifesum created a custom product page just to attract the ones who specifically search for Keto. While we look at the product page below, it looks like a whole Keto dedicated app which probably has a higher conversion rate for the ones who search the word “keto”.

Source: MobileAction’s dashboard – CPP Intelligence 

Gopuff

Feature Specialization

Gopuff showcases some compelling use cases as well. They’ve established distinct custom product pages for alcohol-related orders and grocery-related orders. A glance at their keywords reveals a distinct separation between the two. When you search for “beer,” you’ll encounter an entirely different product page compared to searching for “groceries.” This approach enables Gopuff to effectively cater to both audiences and drive conversions.

Source: MobileAction’s dashboard – CPP Intelligence 

Meditopia

Side Feature Promotion

Following a strategy similar to Gopuff, Meditopia has also implemented a dedicated product page for its sleeping feature. Given that Meditopia is primarily a meditation app, this approach serves as an effective means to highlight their additional offering of sleep-related assistance alongside their meditation-focused content. Looking at the colors and background images, dark purple, moon, clouds, and stars make us think of the night at sleep, which is also another tip that we can get from these examples. 

Source: MobileAction’s dashboard – CPP Intelligence 

Amazon

Competitor audience targeting

Turning our attention to Amazon, we encounter a distinct example of competitor targeting. Amazon, a comprehensive shopping app not exclusively tailored to kids, has crafted custom product pages specifically aimed at the children’s segment. An examination of their keywords reveals a clear targeting of Carter’s users, which, once again, is a store specializing in children’s merchandise.

Source: MobileAction’s dashboard – CPP Intelligence 

Gold Fish Slots

Specialization in Category 

Here we have an app from the Games category, specifically a casino app. To address this particular niche, Gold Fish Slots has employed a custom product page since there isn’t a designated “casino” category. This move allows them to precisely define their game. Also vertical designs, instead of horizontal designs, are very much preferred compared to other categories. 

Source: MobileAction’s dashboard – CPP Intelligence 

Key Takeaways

Possible Use Cases of Custom Product Pages:

• Feature Highlighting: Showcase specific features or content within your app that cater to distinct user groups.

• Targeted Campaigns: Craft tailored pages for different marketing campaigns or promotions to optimize user engagement.
• Seasonal Offerings: Create pages that align with seasonal trends, holidays, or cultural events to maximize relevance.
• Market Segmentation: Develop Custom Product Pages targeting different audience segments, languages, or regions.
• Competitor Targeting: Direct users searching for competitor apps to dedicated pages highlighting your app’s advantages.

Key Benefits of Custom Product Pages:

• Precise Targeting: Reach specific audiences with content tailored to their needs and preferences.
• Enhanced Conversion Rates: Improve the likelihood of conversions by providing relevant information upfront.
• Optimized User Experience: Offer a personalized experience that resonates with users and addresses their interests.
• Expanded Visibility: Boost app visibility for niche searches, ensuring your app appears prominently.
• Improved Analytics: Gain insights into which custom product pages perform best and resonate with certain user groups.
• Flexible Marketing: Create unique URLs for different marketing efforts, allowing for better tracking and customization.
• Today Tab Enablement: Custom product pages are needed if you want to run Today tab ads on the App Store. Running ads on the Today tab increases your brand’s visibility and familiarity among users, which can positively influence their decision to download your app when they see it in the search results. 
• Custom product pages for ad variations, in conjunction with Today tab and product page ads, boost ad relevance, brand visibility, and user decisions to download while providing deeper insights into your app’s offerings

Custom product pages are a powerful tool for mobile app advertisers to drive conversions and revenue. By showcasing a specific product or service, custom product pages can help advertisers stand out and personalize their message to their target audience. 

Remember, a clear and compelling message, paired with a visually pleasing design, and a clear call-to-action are key elements of a successful custom product page. Keep these in mind as you work to optimize your own custom product pages and drive results for your mobile app advertising campaigns.

We’ve explored some of the use cases and strategies of custom product pages. By using the custom product pages Intelligence tool through MobileAction, you can implement these strategies for your app.

As an advertiser, you can improve the performance of your custom product pages and increase conversions and revenue. All you need to do is to try Custom Product Pages Intelligence today. You can also schedule a demo with our experts let them guide you throughout the process and discover all your potential. 

The post How to Achieve the Best Results with Custom Product Pages -Use Cases- appeared first on MobileAction.

Even though only a week has passed, EPIK has fallen from the first place to the 23rd place. So how did this happen? This is what we are going to uncover in today’s blog.

Focusing specifically on their ingenious use of in-app events and paid user acquisition, as we dive deeper into this case study, you’ll witness how its competitors dethroned EPIK and paved their way to the top of the charts. Let’s pick up where we left off and briefly explore the short-lived success of EPIK.

Quick Recap

EPIK – AI Photo Editor, an AI-based photo editing app, has gained global recognition due to its AI Yearbook feature. Developed by South Korea-based SNOW Corporation, the app generates 60 unique images of an individual based on eight to twelve selfies provided.

The popularity of EPIK has been driven by celebrities and influencers from various backgrounds, who have shared their AI-generated photos on social media platforms. Instagram has been instrumental in EPIK’s success, as celebrities and influencers from diverse domains have actively shared and commented on their AI-generated yearbook pictures.

EPIK’s journey to the top in terms of revenue and downloads began on September 18th, followed by a brief dip in revenue on September 27th. On October 2nd, EPIK secured the third position among free apps and the top spot in the Photo & Video category, dethroning the reigning champion, Lapse application.

The success of EPIK is attributed to its ability to leverage in-app events, which allowed the app to announce its new AI Yearbook feature and update. However, EPIK’s success did not last long due to the strategic brilliance of rival apps.

Lessons Learned – EPIK’s Influence on the Industry

After the release of its groundbreaking AI Yearbook feature, a significant transformation began to unfold. EPIK’s success resonated with other apps in the Photo & Video category, inspiring them to follow suit. As a result, apps in this category started incorporating similar AI-generated yearbook features, recognizing the immense popularity and engagement it brought.

Here are some of the examples:

1) Remini – AI Photo Enhancer

Remini – AI Photo Enhancer, a standout competitor in the Photo & Video app category, has once again demonstrated its commitment to staying at the forefront of viral trends.

Embracing this trend early, Remini has not only added this feature to their app but also accompanied it with an exciting in-app event, named “Back to the 90s with Remini!”

This strategic move is poised to solidify Remini’s position in the top charts of the Photo & Video app category, and it showcases their keen understanding of user preferences and their dedication to enhancing the app experience. With their reactive approach and attention to detail, Remini is undoubtedly successful in their efforts to keep their app exciting and engaging for users.

2) Apps of Prequel Inc.

In the highly competitive Photo & Video app category, Prequel Inc. is one of the most popular app publishers. In a strategic move to maintain their standing and captivate their users, Prequel Inc. recently introduced substantial updates across three of their top apps:

• Prequel: Photo & Video Editor
• GIO: AI Headshot Art Generator
• OJI: AI Art & Photo Generator

But that’s not all. What truly sets Prequel Inc. apart is their innovative approach to announcing these updates. They’ve crafted three distinct in-app events, each with its unique charm:

The Nineties Called: A nostalgic journey back in time that promises to evoke memories and sentiments from the ’90s, delivering a unique and emotionally resonant experience.

It’s Picture Day: A clever focus on the yearbook, allowing users to relive the classic “picture day” moments through their photos, with a creative twist brought by Prequel Inc.’s cutting-edge technology.

An Epic Time Jump: A play on words that resonates with “EPIK” drawing parallels with the term “Epic” signifying the monumental nature of the updates.

This thoughtful and engaging approach not only keeps users excited but also reflects Prequel Inc.’s commitment to creating a user experience that goes beyond mere utility. Their dedication to innovation, nostalgia, and captivating events cannot be unseen.

3) Photoleap: AI Art Photo Editor

Photoleap, a prominent player in the dynamic Photo & Video Category, has decisively embraced the AI Yearbook trend, positioning itself as a leading competitor. Similar to EPIK and other competitors in this app category, Photoleap released a feature that brings a touch of nostalgia to their app. This major update, named “AI Yearbook Photos,” provides users with a delightful journey back in time.

In their competitive app category, where innovation and user engagement are the keys to success, Photoleap has demonstrated its astute understanding of user preferences. By tapping into the AI Yearbook trend, they have solidified their place among the top contenders in this trend.

Photoleap’s “AI Yearbook Photos” feature not only reflects their commitment to staying at the forefront of technology but also offers a unique and emotionally resonant experience to their users.

4) Reface: Face Swap AI Yearbook

To maximize the potential of the AI Yearbook trend, Reface made a bold and strategic move by rebranding their app. What was once known as “Reface: Face Swap Video AI App” has now transformed into “Reface: Face Swap AI Yearbook”. This name change is not just for looks; it reflects a big change in what the app does.

By seamlessly integrating the core feature of EPIK into their app’s name, Reface demonstrates one of the most astute implications of in-app events and trend adaptation. They have harnessed the power of branding to not only reflect their alignment with the AI Yearbook trend but also to create a sense of anticipation and excitement among their user base.

Reface’s move exemplifies their proactive approach to staying ahead of the curve in the ever-evolving landscape of apps. They’ve brilliantly showcased how in-app events and branding can shape the trajectory of an app.

5) PhotoApp – AI Photo Enhancer

PhotoApp took a different route compared to Reface. Instead of changing their app name, they made a notable move by releasing a major update with the announcement, ‘AI Yearbook is NOW available!’. This decision reflects a strategic approach, signaling their adaptability and commitment to staying current with the latest trends.

By keeping their app name intact while integrating the AI Yearbook feature, PhotoApp continues to build on its established brand identity. This announcement not only conveys their readiness to embrace the AI Yearbook trend but also shows their dedication to enhancing the app experience.

PhotoApp’s approach exemplifies their focus on providing users with the latest innovations while maintaining the recognizability of their brand. As a result of their strategic decision, it can be easily said that they tried to make the most out of this trend with their thoughtful execution and potential to capture user attention and engagement.”

6) Some Market Challengers to Keep an Eye On

Several promising apps are making significant strides, positioning themselves as potential first-place candidates in the near future. These up-and-coming apps are:

• Photo Lab AI Yearbook (now they changed their name to benefit from the seasonality effects of Halloween and secured their place in the Top 10 – Photo & Video App)
• Fotorama AI Headshot Generator (Currently in 11th place in the Photo & Video app category)
• Zoomerang AI Video Maker
• Linpo: AI Yearbook & AI Filter

These apps might not be on top of the Photo & Video category today, but they’re certainly ones to watch. Their commitment to innovation and the adoption of AI trends highlight their potential to enter the race for the top spots in the category. With their distinct offerings and forward-looking approach, these promising apps deserve a perfect 10/10 rating for their potential and contributions to the app landscape.

Paid User Acquisition Efforts

With the radical rise in popularity of EPIK, a domino effect started throughout the industry, leading to significant increases in various keywords closely tied to the brand. Notably, the brand keyword “epik”, closely resembling “epic”, an event-specific keyword “ai yearbook”, and the core value that EPIK represents, “ai photo editor”, all experienced an increase in search volume and user interest.

This increase in keyword popularity didn’t go unnoticed by other players in the industry. Witnessing the heightened demand and competition for these keywords, other apps swiftly adopted a more aggressive approach, intensifying their paid user acquisition strategies. Their goal was clear: to secure higher rankings for these keywords, thereby increasing their visibility and relevance in the industry.

The rapid increase in competition for these keywords reflects the profound impact of EPIK’s innovative approach. EPIK’s success prompted a collective recognition of the importance of these words in the industry, pushing competitors to strive for prominence within this keyword-driven ecosystem. In essence, EPIK’s influence triggered a spirited race among apps to align themselves with these popular keywords, underscoring the transformative effect EPIK has had on the industry’s landscape.

In the examples mentioned above, it’s clear that EPIK holds the highest percentage of impressions for specific keywords like ‘epik,’ ‘epic,’ and ‘ai yearbook.’ Notably, strong contenders in the Photo & Video category, including Remini, Picsart, Photoleap, and Photo Lab, also secure a portion of impressions for these keywords, indicating their competitive presence.

On the flip side, EPIK does not appear prominently in the paid user acquisition for these same keywords. Instead, we observe other competitors, such as Reface, Facetune, Photoleap, OJI, Photo Lab, and Fotorama, capturing a substantial share of impressions for these particular keywords. This dynamic landscape highlights the diversification of keyword strategies within the industry, with various apps seeking attention and recognition through both organic impressions and paid user acquisition efforts.

Conclusion

EPIK’s impact on the industry was like a domino effect, where its pioneering spirit set a new standard and encouraged others to step up their game, ultimately reshaping the landscape of the Photo & Video app category.

Much like the initial push of the first domino, EPIK’s contributions were a catalyst for a chain reaction of positive change in the industry. Their dedication to pushing boundaries and embracing cutting-edge technology not only elevated their own app but also prompted a wave of innovation across the entire sector.

The impact was significant, leading to better features, user experiences, increased competition, more creativity, and higher quality. EPIK’s legacy shows their vision and the way they influenced the industry is proof of their innovative impact.

The post Photo & Video Apps Case Study: Dethroning the Category Leader with In-App Events & Paid UA appeared first on MobileAction.

What is Google App Campaigns Intelligence?

Now, you can optimize your campaign strategy and gain data-driven insights on the Google Play Store. Google App Campaigns Intelligence allows for easier tracking of critical metrics such as impression shares and organic keyword rankings, all while providing the ability to compare your overall performance with your competitors. Let’s dive deeper into Google App Campaigns Intelligence and discover how it expands your abilities. The feature enables app marketers to explore more with four capabilities:

• Search by App: It allows you to search for any app to understand its Google Play search result paid keyword strategy.

• Search by Keyword: The tool lets you search for any keyword to learn which apps generate the most paid impressions for that Google Play search result.

• Search by Competitor: It helps compare your paid keywords to your competitors’ on a single page to uncover new keyword opportunities.

• Top Advertisers: Lets you see which apps are gaining the most visibility from their Google Play search result ads.

But the real question is: “How can you make the most of Google App Campaigns Intelligence?” Here are five potential use cases to elevate your app marketing strategy through Google App Campaigns Intelligence.

1- Conducting a Comprehensive Competitor Analysis

Let’s consider that Calm is interested in conducting a competitor analysis and establishing a list of its competitors. Calm’s app is available on both the Apple Store and Google Play Store, underscoring the need for a comprehensive competitor analysis to maintain a competitive edge on both platforms. By leveraging the “Search by Competitor” feature within Google App Campaigns Intelligence, Calm can seamlessly compare its paid keywords with its competitors on a single page, thereby uncovering valuable new keyword opportunities.

Through the Competitor Analysis tool, Calm gains a complete view of its performance on the Google Play Store, encompassing elements such as the App Campaigns Visibility Score, active countries, and unique and paid keyword comparisons. This way, Calm can get a complete overview of its app campaigns’ performance.

We can delve into the “Search by App” and “Search by Keyword” features for a more in-depth analysis. In Search by App, Calm can monitor its keywords as well as those of its competitors, keeping tabs on their paid impressions. This is invaluable for identifying fresh keyword opportunities across both paid and organic aspects. For instance, when examining the paid keywords of a competitor like Headspace, Calm may notice keywords for which Headspace garners a higher impression share than Calm. Additionally, these keywords may boast high search scores, indicating their popularity in the market.

This presents a significant opportunity for Calm to consider. Given that Headspace obtains higher impression shares from these keywords, Calm can explore the keywords included in Headspace’s metadata and consider integrating them into their own strategy. By analyzing Google App Campaigns Intelligence, Calm can get a general idea of their keyword traffic and their competitors. With these insights, they can endeavor to boost their traffic through metadata adjustments. The example provided here pertains to just two keywords, but envision the potential with hundreds more. Elevating your paid strategy to a new level while enhancing your competitive research becomes a tangible outcome.

When we turn our attention to the “Search by Keyword” feature, as is the case with Calm, Calm can proactively search for high-value keywords such as “meditation” or “anxiety.” Through this search, it can identify competitors and their respective impression shares over a specified time period. This empowers Calm to understand its performance and positioning in the competitive landscape during that time frame.

For instance, let’s consider the scenario where Calm observes fluctuations in its performance while Headspace consistently dominates the paid advertising space for a prominent keyword like “meditation” over a few months. This insight can hold valuable implications for Calm’s future strategies, possibly prompting a more concentrated focus on meditation-related offerings.

By harnessing these three tools, any app has the capability to conduct a comprehensive competitor analysis specifically tailored to the Google Play Store environment.

2- Market Analysis

Within the “Search by Competitor” feature, users can access the data of the active countries of an app’s Ad Campaigns. For instance, in the case of Calm, it becomes evident that one of its competitors, BetterSleep: Sleep Tracker, is actively targeting audiences in 13 countries, whereas Calm is currently active in only 7. This observation reveals an open opportunity for Calm, signifying room for expansion and growth.

By effortlessly switching between different storefronts on the platform and observing the paid and organic visibility score as well as keyword impression shares and ranking, app marketers and developers can readily identify storefronts to invest in and those that hold untapped potential for their app. This approach allows for a calculated expansion strategy, enabling you to explore additional countries for potential App Campaigns and extend the reach of your app without taking excessive risks.

3- Trend Analysis

Observing shifts in impression shares, keyword rankings, and competitor performances provides valuable insights into market trends. Adapting your app’s metadata strategy in line with these trends is crucial to staying relevant to your target audience, and it will also positively affect your paid user acquisition performance. After all, investing in outdated trends that won’t drive conversions is wasteful. So, tracking these trends is vital for app marketers.

Analyzing every keyword and their associated impression shares across various apps and storefronts is one of the most crucial steps of ad campaign analysis. You’ll need a performance report to come up with actionable insights. With App Campaigns Intelligence, all this data is gathered on a single platform, enabling you to accomplish the task in a short period of time. This efficiency streamlines the decision-making process and empowers app marketers to act swiftly in response to market shifts.

5- Advertiser Analysis

Within the “Top Advertisers” section, you can explore the top advertisers overall or those specifically in your category. This feature provides insights into the paid advertising landscape within your category and unveils your key competitors, granting you visibility into the dominant players in Google App Campaigns.

In the case of Calm, it holds a dominant position within its category at the time of this analysis. Let’s take a look at how the position of an app can shift by selecting a different time frame. An illustrative example is from August 2023, when another app overtook Calm. Calm can establish alerts to receive notifications of any such changes to safeguard its position and maintain its leadership in the category.

Want to see how the premier mobile UA optimization platform can help you improve your strategy on Google Play? Schedule a demo to get a walkthrough of Google App Campaigns Intelligence.

The post How to Leverage Google App Campaigns Intelligence: Use Cases appeared first on MobileAction.

EPIK – AI Photo Editor, an artificial intelligence-based photo editing application, has quickly climbed to the top of the charts on the App Store, gaining global recognition thanks to its AI Yearbook feature. Developed by the South Korea-based SNOW Corporation, EPIK produces 60 unique images of an individual based on eight to twelve selfies they provide.

To utilize the app, users upload a series of their own selfies, which EPIK then utilizes to create retro yearbook photos with various poses, styles, and hairstyles. While the app itself is free to download, accessing the generated photos comes with a pricing plan from $0.99 to $38.99.

Celebrities and influencers of different environments from all corners of the globe have been sharing their AI-generated photos on social media platforms, contributing to EPIK’s surge in popularity. It has now become the latest AI trend that breaks the social media.

Analytics Behind the Success

Especially Instagram has been instrumental in EPIK’s radically increasing popularity, as celebrities and influencers from diverse domains have actively shared and commented on their AI-generated yearbook pictures. These influencers, boasting substantial follower counts, have significantly contributed to the app’s widespread appeal which eventually led to huge peaks in downloads and revenue.

As evident from the data, EPIK’s journey to the top in terms of both revenue and downloads commenced on September 18th. Following a brief dip in revenue on September 27th, they witnessed a drastic rise in both categories on October 2nd. Consequently, EPIK firmly established itself as the reigning champion, securing the top position on the U.S. App Store.

On October 2nd, EPIK made an impressive leap of 47 places, securing the third position among free apps. Just three days later, on October 5th, it achieved a remarkable milestone by claiming the top spot in the Photo & Video category, dethroning the reigning champion, the Lapse application, another successful player in the same domain.

Interestingly, before they released the AI Yearbook feature, downloads were actually on a decline. Still, EPIK has succeeded in making a sharp U-turn and changed the dynamics of the Photo & Video app category.

The Why and How of It – Leveraging In App Events

Browsing the #epik tag on Instagram provides insight into the app’s reach, as a multitude of well-known profiles have embraced the trend and posted their AI-created yearbook pictures. Beauty influencers, actors, models, content creators, and even Twitch streamers have all enthusiastically adopted the EPIK craze, enchanting their followers with a nostalgic journey through time.

These all emphasize again that app features are continuing to play a major role on the App Store. EPIK wanted to find a ‘gimmick’ that could make their app go viral and has found that within their AI Yearbook feature. However, the real lesson here is that they have successfully announced this gimmick in their App Store listing. They did it by leveraging in app events.

In the line graph above, the blue dots represent the update dates of EPIK – AI Photo Editor. By examining the peaks in EPIK’s rankings, it becomes evident that two particular app updates played a pivotal role in the app’s remarkable success. 

The climb began immediately after an update on September 17th where they released their major update as “NEW AI Yearbook released!”. Significantly, EPIK gained worldwide recognition by starting an in app event and announcing this major update related to the new AI Yearbook feature on September 18th.

After a significant climb after the first update on September 18th, two updates on October 2nd and 5th led EPIK to successfully maintain its first-place position in the highly competitive Photo & Video app category.

The Future of EPIK – AI Photo Editor

After achieving such great success in a short time, everyone in the mobile app industry now has only one question on their mind: How long will this success continue? The answer to this question will be determined by the answers to the other questions below.

• Will EPIK be able to find new ‘gimmicks’ and add new features to their applications that will make them go viral again?
• Will they be able to continue its successful app updates in the coming months?
• Will they be able to announce the new features coming to the application to a wide audience with the in app events they release?

All of the new features, updates, revenue and download numbers, category rankings, and in-app events mentioned above were collected using the intelligence tools of MobileAction, the ultimate user acquisition platform.

If you want to create a success story like EPIK in your own app by making a similar analysis, you can get information about our full-funnel solutions from our experts by scheduling a demo.

The post EPIK App’s Epic Win: Breaking the Social Media with AI Yearbook appeared first on MobileAction.

Ever since the AI era started, it has been no surprise that the mobile app industry is embracing the trend very well. Although in each category, there is a noticeable effort to adapt AI-powered technologies to the existing systems to step up in the highly competitive market, the implementations are highly out there in the photo & video category. 

As expected, the top apps in the category are the ones that came up with new editions. However, one player rebranded itself right after the AI trend and gained a respectable place in the category, which is Remini.

Let’s delve into the ingenious strategies that helped Remini secure a respectable position in the highly competitive mobile app market and discover why you need to pay attention to its AI-powered approach.

Describe Your App at Its Best to Rank Higher

Remini is a handy photo & video app providing its users with various features, including photo editing and the recently updated version of AI-powered quality enhancement. Remini’s remarkable success can be attributed to its multifaceted approach, seamlessly integrating AI-powered enhancements with strategic ASO techniques supported by data insights from MobileAction tools.

Since there are other well-known industry leaders in the category such as Facetune, Remini has always placed within the top 10 but never at the top of the rankings.

If you wonder what would lead them to place at the top, relating their success only to AI would be unfair. According to the App Update Timeline tool on our MobileAction platform, around the same time, they added AI features to their app, changed their app marketing strategy, and decided to focus on ASO more heavily than ever. 

On July 6th, they released an upgraded app version and first added AI-related terms in their description. This is where they first began leveraging the industry’s AI trend and started their visibility. 

Then after only five days, they reconstructed their perspective on which apps would be their competitors after rebranding themselves with AI. They adding apps like Picsart and Snapchat, which have already released features related to AI. Moreover, they scrape out apps fully focused on editing, like Adobe’s Lightroom and Photoshop, to empower their rebranding. 

This, for sure, makes them a stronger app in the industry, considering they have started to utilize the hype on AI; however, this would only help them to take a few steps up on the rankings. The real game changer on their rise is what they do for their ASO. 

Keep on Rising with the ASO

We keep telling you that, to improve your ASO performance, you should start working on your selection of keywords that you integrate into your app’s metadata and your marketing plans. That is the key to increasing your visibility and identifying your app’s target while aiming for the ones that search for specific keywords. How many keywords you could include in your app’s metadata would directly affect your app’s organic performance. 

Knowing that, let’s see how things change after Remini focuses on their keyword selection. 

Prior to optimizing their keyword strategy, Remini’s performance in only 166 keywords, as observed by MobileAction’s ASO Intelligence utilizing a comprehensive dataset of 5+ million tracked keywords, fell well below the industry average for an app aspiring to secure top 3 rankings. We can say that their previous success in the charts mainly relies on their brand recognition. 

Right around the time they started to appear on higher rankings in the charts, we can see that they increased the number of keywords they have on their metadata by around 1162%. 

The increase in the number of keywords that they perform and the AI adaptation they combined led to a considerable jump in their visibility score over time. 

Although their success on the organic side did push them up in the rankings to 1st spot, supporting organic performance with paid marketing is the key to maintaining their place in the market. 

Now, it’s time to check how they perform on the paid side. 

Never Forget to Support Your Growth with Paid Marketing

Combining organic growth with paid marketing and having a holistic user acquisition strategy is a perfect scenario for almost every app to have. Even the apps that have a respectable amount of brand recognition in their own category should consider continuing their actions on the paid side to protect and maintain their places. 

This is what Remini should pay attention to next right now. Although they have a remarkable performance on the organic side, there is still room for them to grow their paid marketing strategies to support what they accomplished on the organic side. 

According to MobileAction’s search ads visibility score for Apple Search Ads, which calculates considering each keyword’s search popularity and any app’s ranking on that specific keyword, Remini has an above-average score. This could have been a good case if we were talking about any other app that may be top 10 instead of ranking as 1st like Remini. 

To have a better understanding, we made a competitor analysis on this section to identify clearly how much space for Remini to improve on. 

Facetune is an app that provides pretty much the same services as Remini does. They have also leveraged the AI trend, which spread around the mobile app industry, and they have even bigger brand recognition in the industry. Yet, you can see that they have a higher search ads visibility score based on their Apple Search Ads practices.

Understandably, Remini aimed to get impression shares from keywords that are related to their competitors’ brand names and generic keywords that their competitors have already ranked for. 

However, the total number of keywords they are running in their Apple Search Ads search results ad campaigns is 331, creating a huge opportunity for improvement for Remini. To illustrate the situation more clearly, let’s check how things are for Facetune. 

Facetune created a strategy to aim more at generic keywords, which seems like paying for them, considering they have taken the largest impressions share in almost all of them.  Also, the number of keywords that they run search results ads for is 6345, which explains the difference between the search ads visibility scores of both apps. 

On top of all of these, we have also seen that Remini does not utilize custom product pages and creates different ad variations in Apple Search Ads to reach their users in a more targeted way in search results campaigns. Facetune, on the other hand, is one of the most successfully implemented apps that utilize custom product pages. 

Harnessing the power of MobileAction’s expansive ad library, replete with over 70+ million ad creatives sourced from 50+ ad networks, it’s worth highlighting that, Facetune has created 21 different ad variations for Apple Search Ads so far to connect its potential users more closely. They have also utilized ad variations in search results campaigns to test their ad creatives, target their competitors’ brand keywords, or localize their ads according to the storefront they have been performing. 

Key Takeaways

• There are 2 milestones that lead Remini to the success they have today; implementing AI into its app metadata and stepping up its ASO game in order to improve its visibility. 
• Even though Remini has a strong and well-design organic user acquisition strategy that pays off very well, especially for the last 3 months, they need to focus more on their paid marketing strategies. 
• Although they have an already existing, respected brand recognition in the category, Facetune keeps investing in paid marketing activities to stay relevant and not lose its important spot on the market. 
• Using custom product pages in Apple Search Ads search result ads are important in some categories that have gathered and complicated apps like photo & video categories. Apps that want to take a respectable amount of shares in the category should pay attention to reaching the right target in the right way. 

MobileAction provides comprehensive app store marketing intelligence and seamless AI-powered Apple Search Ads campaign management. Backed by our vast dataset of 5+ million tracked keywords and a library of 70+ million ad creatives from 50+ ad networks, our solutions help you drive more downloads effectively. Maximize your app’s success and make data-driven decisions with the MobileAction platform.

Want to see how the premier mobile UA optimization platform can help you improve your business? Schedule a demo today!

The post ASO + AI: The Formula Behind Remini’s Remarkable Climb in Rankings appeared first on MobileAction.

Although the impact of ASO is inevitable, not every UA manager can manage to apply it to their app. The reason behind that is that optimizing the keyword list of your app is a challenging task. Here is why;

• Lack of available data: There is limited data available on keywords that users frequently search for. Tracking all the possible options one by one is almost impossible and extremely time-consuming. It is making it difficult to determine which keywords to target. 

• High competition: There are millions of apps available in the market. The competition for ranking by keywords is very fierce. 

• Changes in algorithms: App store algorithms are evolving day by day. That is why It is difficult to catch up and optimize your keyword list accordingly. 

• Limited keyword selection: The description of your app and its metadata have a limited field for adapting all the keywords. Keyword selection should be made effective. 

• Poor or no ASO strategy: Without a well-defined ASO strategy, it is impossible to optimize your keyword lists and uncover what you should prioritize. 

Considering the importance of ASO, these challenges are quite worthy to work on. There is no doubt that time-saving and practical solutions are gold in app marketing. Therefore we can proudly say that we have just the right tool for you.

Keyword Gap

This tool provides you the information about which organic keywords you and your selected competitor have been using. It gives you insights into the keywords that

• you are uniquely ranked 
• you and your competitor mutually ranked 
• your competitor uniquely ranked 

With this information, you can enable your competitors’ ASO strategies and observe how well your strategy is working for your app. The keyword gap will automatically list the rankings for each organic keyword. It helps to save an enormous amount of time by analyzing you. While using the data, you can identify the opportunities to optimize both your ASO strategy and paid campaign strategies you will conduct with Apple Search Ads. 

Our experts have come up with a great algorithm for developing this tool. Within the keyword gap, you can see some metrics that are uniquely prepared just for our product. They will provide you with a practical, time-saving user experience which is highly in request in the app market. Let’s dive into the metrics you will find through the keyword gap. 

Rank

Checking which orders your app is ranked for every single keyword that you used, is clearly an impossible task. Especially in a dynamic environment like the app market. It will require thousands of employees and hundreds of working hours daily just to barely keep up with the rankings. 

We developed an algorithm that is constantly checking your keywords’ rankings. It is as accurate as it can get and you do not have to waste any time or energy to keep track. We got that covered for you. 

Search Score

This metric tracks and signals the search traffic of any keyword. It gives you an estimated search volume for each keyword. For iOS apps, we use Apple’s Popularity Score which we have already discovered that there is a direct correlation between impressions and keyword popularity. For Google Play Store, the estimation is a product of the calculation that we run by using our unique algorithm. 

After making those calculations, we benchmark the most searched keyword with a score of 100 on a scale of 0 to 100 and rank the rest accordingly. We keep updating this data daily for Apple Search Ads-enabled countries, and monthly for the ones they are not.

Apps

With this metric, you can see how many apps in the market rank for that specific keyword. It gives you insights into the popularity of the keyword. 

By looking through the organic keywords that your competitor uniquely ranked, you can detect the ones that have been used by many apps. By making this analysis, you can decide whether to add that keyword to your app’s keyword list or not, depending on the suitability of the keyword. 

Chance Score

This metric shows the probability of any app ranking in the top 10 results for a specific keyword. It is uniquely designed by our experts to help you with your ASO journey. While calculating this score, we check out how competitive the top 10 ranking apps for that specific keyword are and take all the apps ranking for that keyword into consideration.

The chance score is scaled from 0 to 100, with 100 being the easiest keyword to rank in the Top 10 search results. The data is updated once a week, and it covers both Apple Store and Play Store in all markets.

The recommended usage of this score is to use it along with the search score. While checking these two scores accordingly, you can decide whether a keyword is worth moving forward with or not. When both the popularity, meaning search score, and the chance score of a keyword are high, you can consider including that keyword in your plans. 

How to Use Keyword Gap

ASO – Apple Search Ads 

While analyzing the performance of your organic keywords and detecting potential keywords to add to your ASO strategy, you can increase your app’s visibility. The next optimal step for achieving a successful campaign management strategy is to incorporate your findings into your paid campaigns via Apple Search Ads. 

Apple Search Ads creates a wide space to take action for different campaign goals. You get to decide what would be your game plan. Your goal can strengthen the areas where you have already outperformed your competitors or boost the performance of your keywords to make your app more visible among others. Either way, the path you should follow is simple. 

Here is a clear example of how ASO and Apple Search Ads synergy will boost your visibility. 

On top of that, Picsart added the “ai art” keyword to their paid keyword tool through Apple Search Ads. As you can see above, their impression was boosted impressively.

How did they do that, you may ask. Here is how: 

Once you decide on which keywords you want to include in your paid keyword pool, you will start to bid on them. With our perfectly designed AI-based smart bidding algorithm, this step will take no time. You only specify your budgets and Apple Search Ads will do the rest. 

Using Apple Search Ads, UA managers can easily run new campaigns and assess the performance of their campaigns. If you also want to check the performance of your campaigns according to the similar ones made by your competitors, you can use the SearchAds Intelligence tool in MobileAction. 

As given in the example, by using SearchAds Intelligence – Search by Competitor tool, you can see how well you ranked for your paid keywords in comparison to your selected competitors. Just like Keyword Gap, you can make similar analyses while checking similar metrics and decide whether it is worth continuing to keep them on your paid keyword pool.

Takeaways

Keyword gap and Apple Search Ads provide you with comprehensive campaign management. Through the Keyword gap, you can detect promising keywords that will help you to boost your visibility. Moreover, you can analyze the ASO strategies of your competitors and create a plan for your app accordingly. You can use your findings on the paid side to get the most out of those keywords. The synergy between ASO and Apple Search Ads helps you to improve the quality and performance of your app, and increase your app’s rankings on both organic and paid sides. 

As a UA manager, your app’s visibility is highly important. While optimizing your keyword strategy, you can improve your visibility and drive more conversions. Sign up to step up your organic search results. 

The post Keyword Gap: How to Discover Your Competitors Organic Keywords appeared first on MobileAction.