How To Secure Prime Spot In Appstore Search Result By ASA Or ASO?

ASA refers to App Search Ads. Apple Search Ads are paid search results introduced in 2016 by Apple. This allows advertisers to showcase ads above organic search results on iPhones and iPads on a pay-per-tap basis.

When users search the keywords in the App Store, ASA helps your app appear in the top Ads slot, in the search results.

Those Ads have three forms:

Title + icon + screenshots

Title + icon + description

Title + icon + video preview

There will be an Ad logo appears in the right button corner of the app’s icon. In addition, the App will be displayed in a blue background that distinguishes it from other search results.

The app display result in the Ads slot is the same as it’s under the normal search research results. You don’t need to prepare extra materials for the search Ads, and also, you can’t choose or set the Ads to show in some other ways.

The difference between ASO and ASA?

ASO is based on the understanding of App Store algorithm and rules, using special algorithm and data analysis techniques (on keywords, title, and other metadata)to achieve the indexing weight increasing and get the app maximum exposed.

ASA refers to biding the advertising position in the AppStore to achieve more exposure, and thereby, increasing the users’ download rate.

The two factors of the ASA are relevance and bid price. The charging is based on the CPT (cost per tap). Comparing to the ASO, ASA is quite easy to understand. ASO refers to the keyword ranking search optimisation, while ASA refers to the Apple’s official advertising marketing optimisation. The appears of the ASA is bound to cause the change in the iOS industry.

ASA cannot be underestimated. ASA is born in the history of iAd mobile advertising failure. Apple requires to expand its new products line, hence, the ASA wins a lot of spots. Both ASA and ASO is to optimise the app’s title, subtitle, screenshots, keywords, and description. They have the difference in some means, but the core of the ASO and ASA is keywords optimisation.

The impact of ASA on ASO

Similar to the ASO optimisation, ASA Apple Search Advertising Optimisation also has some core elements related to APP, such as title, description, icon, screenshots, etc. The effect of ASA App Store Advertising is based on the ASO optimisation. If the relevance does not meet the requirements, even if the bid price is higher, the Apple will accept your offer. So that, only the app within the relevance with the higher bid price will be delivered.

Relevance is the metadata of the app. Apple assesses the metadata (including the title, keywords, description) you submitted and users’ behavior (click rate after searching, download rate, keeping rate, active rate and uninstall rate) to determine the relevance. ASO can help relevance by optimising users’ actions in some scales.

Tips for the ASA optimisation

Two major factors related to ASA optimisation: relevance and conversion rate.

In general, the higher the relevance app will gain the better match in the App Store. The relevance optimisation is the core of the ASA. The conversion rate in the App advertising is the download rate. It also contribute to the ASA.

The relevance is determined by the App and users’ behavior and other factors. Another key to the relevance optimisation is improve the App’s traffic including the display volume of the app and click rate.

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