Understanding The Link Between Creatives & Impactful Search Ads

  • February 26, 2018
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In today’s high technology and fast-paced world, it is important for organizations to not only welcome new technology but also stay updated from time to time. Search Ads through mobile ads is one such very important update that is ready to change the face of technology and app’s conversion rate. Basically, the aim will be to make it more discoverable in the App Store.

All About Search Ads

Search Ads are made utilizing an app’s store listing. This includes an app’s metadata and creative. Although, for the purpose of visibility, all the metadata is important. Visibility includes creatives (icon, screenshots, and video). Remember that is imperative that it should be visually appealing. Its relevance to the target audience must not be compromised. This will finally improve conversion. The app’s primary features must be effective and must convert users if the creatives are relevant. Ergo, it is very crucial for the app developers and social media marketers to make use of App Store Optimisation (ASO). This is an important strategy to optimize the app’s metadata and creatives. It is optimised by using high-volume keywords and relevant images. These details are on the basis of the real mobile data of the user’s. It also depends on the search trends and behaviour in the app store.

The Starting Point

ASO is the base to ensure that an app’s Search Ads are relevant enough. It will become more discoverable only if it appeals to the audience. Prior to making an ASO strategy, it is important that they check out the current details too. These details include analyzing the competitors and how users carry out their search. By gauging the competitors and the pattern in which users search the App Store, marketing and development teams can understand how to enhance the App Store listing. Users have the tendency to start searching for famous terms linked to particular apps, features or categories. Mostly, targeted keywords are determined previously but after gauging the competitors and user trends, those keywords can be actually adjusted in order to attain greater visibility.

Keyword Relevance

Developers ought to know the names of the keywords that are highly relevant to the app and focus on those terms. These keywords are closely linked to the app’s primary features. User trends can be tracked trying to ensure that the keywords are linked to what the audience desires in an app. It is crucial to bear in mind that Search Ads are obtained on the basis of how relevant an app is to a particular term. App developers do have the alternative to bid on keywords. This is done so that it will ensure that their app will appear more frequently in the user searches. Irrespective of a developer having the highest bid on a keyword, there are certain top brands that are at the top and still ranks apps by relevance. If the Search Ad is discovered to be irrelevant to the user’s search, it will not be appearing at the top of the App Store list.

Optimizing Creatives

The only method by which it is possible for the developers to make their app listing more relevant to user searches is by enhancing the app’s discoverability with App Search Optimisation (AS0). This term means the creatives that encompass items such as the icon, screenshots, and preview video, are necessary to identify the manner in which the app authentically appears to a comparatively better answer with its characteristics.

One of the key aspects of ASO is creative App Store optimization, which is an integral part of enhancing conversion. Below are quick and easy tips on ASO best practice, this shall enable every developer to streamline their creative App store optimization to enhance the conversion:

  1. Screenshots – An app’s screenshots must be thought of as Advertising Banner which utilizes high-volume keywords that are relevant to the user searches. Screenshots are needed to aptly show an app’s primary features and must be uncluttered. Developers and marketers have to ensure that their screenshots are legible. If the screenshots are baffling, they are far less possible to convert users.
  2. Preview Video – It skips from the mind of many app developers that the preview video is displayed as a still image. It is actually called as a poster frame. On Search Ads, this indicates that the poster frame cannot actually be a random image which holds no relevance to the app. As a matter of fact, app developers must be careful. They must ensure that the poster frame includes high-volume keywords along with an image that will represent the app’s primary characteristics.
  3. Icon – Generally, the app icon must be polished and rare to look different than the competitors. Certain marketers and app developers utilize their brand logo or a memorable element to attain the user’s attention. Though this strategy works, the icon must demonstrate the app’s primary features and keep confusing elements like screenshots away.
 

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