App search marketing – How to conquer this new frontier

[Music] thank you for that kind introduction my name is Rory I'm the founder of red box mobile and yeah today we're gonna cover at search marketing probably should have picked up the device to drive it okay so I guess a quick introduction to to us who we are there's two sides to the business the first side is the agency for all things app search marketing so that is your ASO that's creative that's design and build supporting that is our SAS platform a couple of questions why do we wear bowler hats it is a SAS platform but it comes of service so if you know asked that question there you go

I think the exciting piece about this is yeah there's some fantastic big brands up there and you know but when you're getting data in from 2980 six apps that the richness of the data really allows you to test theories so when the algorithms change inside the app stores you see that impact quite widely and across the globe and we're growing fast so I thought you know I always start with there with the moon I thought well how accurate is that to actually start when we've had a Blood Moon this morning did anyone actually see the Blood Moon this morning absolutely I wondered about there very good so yeah before I cover this bit but then we've got a I really would like this session to be a real value actually so it's you you take away something from this that you can implement into your business and if I kind of open the question who here has got an app whose or as as part of their

business has got an app okay so that that's great there's a there's a red book there which I'd like to send round we're going to give away a hundred dollars away on our platform today it's real spend so if you can put your contact details in there so we're fully GDP are compliant then we will turn your app on and then everything we cover here we can go into detail on so why the moon well yeah there's more people that have walked on that that have accidentally got to the top of the App Store in those days are gone now just releasing an app Inter's into that into the App Store's and wishing for those downloads to come that's not going to happen any app at the top of that App Store either iOS or Android is running an ASM app search marketing function and you know if you think about this fact you know 65% of the downloads that you've had today are coming from people searching that that app store and if you think

about it within influx of Syrians and Alexa I think that search volume is going to increase so 65% of your downloads are coming from this and if you're not applying a really clear strategy in how to acquire users using search then you're kind of not getting that 65% of you will download so it's really critical part of your business yeah I mean come on if anyone's questioning the size of the market space that you guys are in six point three trillion dollars isn't it great on a Monday in the central London to put six point three trillion up on your board we're in a really really exciting place and in terms of the revenue potential it is games that is driving this market place and there was no sign anywhere of this revenue figure getting smaller and smaller and smaller you're in a really really perfect slot and if I'm going to fastest because it's Monday and I'm absolutely pumped okay yeah you know

when did you ever have a presentation where nobody put the evolution of man up so I thought I have to use this one reality is your downloads are also coming from your marketing practices you're running banners you'll see from many presentations and suppliers here today promoting offer walls incentives SDK networks SEO PPC etc you know it's quite advanced it's moving on and you know my kind of piece is this up to date how do I make you the most useful teams inside your business to drive those users your challenges your organics are going down competition is going up your user acquisition is going you know hyper casual is growing the space is very very very busy so you're up against challenges so how do you tackle and compete against those challenges so this is where we are now the the astute amongst you will will

notice our homeo sapien has a very basic tool and the reality is this at search marketing space it is completely in its infancy you know there are territories that exist that don't even know there's an advert about to appear at the top of the App Store but he does have a tool so what's gonna happen now is it just gonna take the next 30 years of PPC and you're all going to become search ads experts well I don't think so I think you're going to be engaged with huge amounts of artificial intelligence a lot of machine learning activities algorithms and I think as marketers and business owners you don't have time to become a search ads expert you don't have time to become that single expert in you need the tools that will allow you to do all of it so I think we're gonna see accelerated user acquisition using multiple channels and lots of machines lots of artificial intelligence lots of that whole process

where you click buttons and downloads happen from the right places so that and it's gonna happen really quickly this whole process is accelerating very very fast the movements we've seen in this space already it's you know it's like being an f1 it's very exciting ok so what is ASM at search marketing so you know it's brave when you try and trail braid at try trailblaze out statements of you know use this anachronism and everyone's talking about PPC and SEO but I really think ASM is going to be the fundamental piece that every single app owner needs to operate and run and you've got to get your heads around it but the cool thing is you all early everyone else is not in this room yep they're losing out because I could give you the gems that you need ok so breaking it down into its simplistic forms at search marketing is made up of two marketing practice is organic and paid we've been doing ASO

for the better part of five years five or six years this is ASO App Store optimization where you're looking at the metadata you're focusing on your keywords you're driving those keyword rankings and making sure that you rank for the best possible game the best possible terms and you're also trying to improve your conversions using visuals okay most I mean ASO is now a normal part of your your your marketing mix newly-introduced is the on the left is the paid search side which is Apple search ads and Google Google's you a see different in the sense that you're creating impressions taps and downloads now when you're doing an applying solid ASO what's really really great is you've done the research you want to know the keywords you want to rank for when you rank for them the algorithm sits there and looks at your metadata and says hey guess what this is a relevant app for that keyword so it gives you the

impression you then get a download for that impression you get an install and you build up conversion history I'm going to slow it down because I'm getting excited I can feel myself getting faster and faster so once you're ranking for keywords you're getting impressions away and it's a cyclical process you're building up conversion history you're getting downloads you will then starting to improve the ranking on those keywords that you rank for and this hope motion this whole process goes round and round and round so the more you spend on Apple search as a Google UAC the better you rank does that make sense to everyone does that is that is that okay it's really deadpan okay great okay great so to see a keyword that I know because of the data that's coming in from our platform like casino the cost of getting a tap away on casino is mind-bogglingly expensive but very simply by using ASM as a key business strategy you're buying

the keyword casino and multiples and as you can really clearly see going from 125 plus into the top ten for the casino for the word keyword casino is business changing for that company you know the amount of traffic and conversions that come from that and the cost saving because you don't pay it's a free tap it's a free click they just come and download your app but to see this happening in practice is is really great you know it's really really it knows you're pushing the right button somewhere along the way okay slightly challenging because you have limited budgets you have limit you don't have extra just to check around the place but you have to balance where you'll spend whilst you're spending you see improvements so this is for this is for a travel app but whilst you're ranking inside the app store in in the categories of travel you can really clearly see it going up but disappointingly when you stop your spend inside the gatekeepers environment you

also then drop back down so as marketeers you need to budget you need to balance your budgets and find out where your budgets are actually going out and does it make sense to just keep pushing that budget on Facebook when it's not having this impact here okay only you guys cannot select question I don't actually have a time stamp anywhere so this is dangerous ribbon you can be war day okay right I'll be up here all day right there we go okay so for those that do know Apple search ads I kind of want almost a round of applause for Apple moving into Google's space because they have released something that's so intuitive you know bang at the top of the App Store you can barely see on this screen that it's an advert I don't think that's intentional I just think they want it to look beautiful but prime locations at the top of the App Store the visuals are already created you put time and effort into the display of your app as you've submitted it into the App Store and

they've put it in there I might say it's lovely and beautiful but if you follow the rule of data you know these guys are getting an unprecedented 50 percent and what that means is when somebody taps that advert 50 percent go on to download so if you're not applying ASM and that function and getting your advert to either protect your brand or getting those downloads I promise you somebody else is going to alrighty similar with Google they've thrown everything into it you know all their Suites of assets YouTube Google search Google Play and they've also positioned it at the top of the App Store so they're giving you the insight and the ability to get to the top of the App Store and to get those users and to get those users now does that all make sense to everyone millions are nods ok right so um many many SEO and PPC experts in in the room I'm sure so I think it only fair that I

I do it an element of comparison because I think this is going to be bigger I might just be saying that but I think ASM is going to be bigger in terms of its for you guys for sure SEO PPC very much results driven by traffic you buy traffic lots of traffic in ASM it's all about downloads yeah not traffic not page clicks of you it's about downloads that's what drives that Algar tail keywords man you know that SEO piece were you saying where's the finest tapassin Barcelona that's a normal search that everyone does you would never apply that thinking in ASN short sharp time-sensitive keywords that get populated and get searched you've also got humongous amounts of link indexing and pages that you can optimize and run SEO there's a whole big world around that in a.m. you don't have that you have a tiny amount of real estate and there's a bit of a double-edged sword in that because you must apply lots of research you must pay so much

attention to that small amount of the keywords that you have available your title is subtitle your promo text and your four thousand characters similar to that you know ASM it's about the beauty of your app featuring inside the app store okay when your search that visual must be stunning it must be beautiful must be impactful it's just text copy on PPC you get a couple of links as click and then off you go to the to the beautiful environment alrighty so the next steps and I guess five minutes is perfect no it's not about 20 minutes left but I'll rap I'll go fast so okay in terms of this function your ASO and your PPC team or your your your they must be part of the same suite there must be part of the same team there must be the same person if possible okay so you must combine your air so and your media on paid search I am gonna have to accelerate so apologies because the gold is just at the end so turning on I am talking about my

platform but you can use UAC and you can use Apple search ads if you don't have downloaded velocity okay you're a zombie app you've got to build download velocity localize keywords and build up conversion history if you're getting those downloads you're building up conversion history that's the goal you need to accept brand awareness protect your brand 50% conversion rate mmm you can't let anyone else have your space and it's all about engaged users as much as I talk about downloads don't get hung up on that piece it is engaged users if you're getting downloads and they're not using the app change your process similar to this piece validate your you validate your keywords if you're getting a tap in an install using an attribution system that is a validated keyword ranking for something pretty in the app store is not validated screenshots I will say there's a lot they've got to be compelling stunning and beautiful spend time and effort on them because people are going to judge you for it use all the spaces and also when you update your promo tech you update your app just redo your promo text you can do

it anytime you like so in terms of considerations there are countries out there that don't even know this advo appear at the top of the App Store they don't even know it exists they just think they're all ASO is perfect picture everything I've just said across 30 countries from one single source the reach that you can now get you've had the organic for one place that's great an excellent now you can buy that environment okay across 30 countries but it's got to be language specific okay so I've got a couple of screenshots I did last night I was off the beer okay but apologies they're not beautiful as I rest of my presentation has been so an Arabic word popped up for one of our delivery companies I didn't know what it said they're getting converted in stores and users yeah that looks like it's uber eat in Arabic but I'm buying it for 10 cents or five cents because no one else has even got the keyboard to buy it similar I

don't even know what language that looks like Chinese so this is this is for slots you the cost of slots is 40 50 60 pounds a tab nine cents I'm getting it for nine cents or eight pence or whatever that piece was supporting that piece here I grabbed a bit of data it's not small traffic this is in America okay this is people searching in America for these territories go live I've built up conversion history for my clients have got the conversion history for these terms anyway but it's not just like a one-off this happens across hundreds of thousands of keywords inside the platform so if you're just buying three keywords or five keywords fine carry on that's not how you're gonna win you need to be buying thousands and ranking for thousands to cover some of that suffer but eight pains I mean eight cents it's let's install the news I bet I think the last I'll be a minute I've got lots so there is casino one for eight cents casinos I mean it's there for the taking when these countries get up to speed

you've got the march on them when these countries get up to speed they're definitely gonna be behind them and these prices won't be available so in terms of a genuine value exchange we are here today both hats on so grab us to one side we will run a free ASO analysis for you we will say we're your keywords rank but more importantly there is a hot genuine hundred dollars everything I've said here you can see in practice I will give you the best downloads from the top of the App Store in multiple territories boom that should be bang on time I'm Laurie and I can't even might drop this because it's too small so yeah please feel free to take my contact details call me I we're all here to support your in a really really exciting place okay thank you thank you right I don't know what time for one quick question if anyone wants to ask it didn't want a quick question looks like we were all being shy today so thank you very much no worries I just love doing this

morning everyone's like oh my god the video just so you know that there aren't yes all right I'm off I'm going [Music] you