Just as a compass guides a hiker through unfamiliar terrain, keyword research leads an app to potential users. Keyword research is an essential part of App Store Optimization (ASO), a series of strategies designed to enhance app visibility and conversion rates in the app stores.
Whether users will adopt this new Search experience depends on several factors, including its performance during testing, user feedback, and tech adoption trends. Google’s past innovations in Search have generally been well-received and widely adopted over time.
While Google’s decision to phase out certain attribution models may initially seem disruptive, it presents an opportunity for marketers to explore more dynamic and adaptable measurement tools. As consumer journeys become more complex, a data-driven approach could provide a …
Web-to-app campaigns present a unique opportunity for brands to drive growth and engagement. Although challenges exist, the potential benefits make it a strategy worth considering for brands looking to leverage the web for app growth. Web-to-App has become a must-have tool for testing web onboardings and deferred deep links.
While change is daunting, the shifts Android is introducing are propelling the ecosystem in the right direction: away from user-level data dependency and toward privacy-forward approaches. Marketers should stay encouraged to prepare for these changes by reducing their reliance on user-level data and embracing aggregated insights.
Apple’s App Tracking Transparency (ATT) policy changes were introduced with the rollout of iOS 14.5 and had significant implications for digital advertising. These changes affect the way Google reports and measures conversion information for ads served on iOS 14.5+ traffic…
Web-to-app SKAN conversions can be useful, however, it’s not a change that I expect to have a major impact. They are interesting for advertisers with a bigger presence on the web, because it allows them to track user activity that starts on the web and ends up in the app in Apple’s Safari browser.
Launching Paid UA campaigns is not something that ChatGPT can do for you. Yes, we can help with copy, but if you expect to achieve incredible returns through some magic prompts, you’re going to need a lot of luck. If you’re one of those who truly believe that ChatGPT can act as an Acquisition/Paid UA team …
Knowing how to optimize your campaigns is important. And it matters a lot. But unfortunately, it’s not everything. If you want to take your Paid UA campaigns to the next level, you have two options. Trust in luck. It works about 1 out of 100 times. Or get the basics under control and then start optimizing your campaigns.
It makes no sense for ASO and Paid UA to be seen as separate entities or as two teams that do not work together – under the same and combined strategy. Furthermore, another key point to take away is that Acquisition cannot be looked at in silos, understanding (and worrying) about specific channels.
