Author: Surakshith Raghu (page 1 of 3)

The Top 5 Trends in Mobile App Development

Cover-fb_collage-01-01We are well into 2017, and it is high time to take stock of the trends that have come and gone. The market of mobile apps is getting bigger day by day. According to Gartner research, there were more than 260 billion mobile app downloads in 2016, compared to 180 billion in 2015. The market is supersaturated and really competitive. But there is still a high demand for fine solutions, though. To be up to date, check out an outlook of about five app development trends you should not miss. Also feel free to test our brand new ASO calculator and draw an estimate of how many downloads ASO could bring to your app.

1. More IoT apps

The IoT industry is expanding rapidly and will connect more than 4 billion people, with an opportunity for US$4 trillion revenue by 2020. It will effect a major shift both in hardware and software connected devices.

The core idea behind this trend is not just collecting information, but also provide an information analysis users can rely on while making decisions.

The App Solutions determines two vectors of development for the year. First is the Rapid Prototype Development that provides the service of prototype creation on a really tight schedule. The second line of activity is the Prototype to Production service wherein we help to complete the project, staff the team with engineers and pick the hardware products.

2. Android before iOS

In 2017 Android has all chances to become a priority platform. Already now Google Play has twice more downloads than iOS App Store. (To be fair we should notice that iOS apps bring more revenue than Android.)

The main reason for this tendency is growing markets of India, China, and Latin America, where smartphones that run on Android prevail. Another significant factor is the evolution of Android ecosystem itself. In any case, the final choice is dictated by the business objectives of each particular project.

3. More UX, less art

The success of a mobile app is defined by the thoughtful user experience, and 2017 won’t change the situation. A diffused background with well-marked and highlighted call-to-action button is a must today. In this way, app owners can help users navigate through the app to the target action. The art should bring a minimum distraction.

Graphic designers and artists will develop UX into an art form. So take a closer look at grid-based interfaces, parallax, split-screens and micro-interactions to gain traction.

4. Security is more important than ever before

Surprisingly, a vast amount of users still don’t take the security issue seriously enough. But it absolutely does not mean that app developers should do the same. With growing development of mobile purchasing and rapidly expanded amount of other users’ private data, security is a number one priority.

Smartphones have plenty of options for user verification like face recognition through inbuilt cameras, voice recognition, fingerprints, SMS codes, and phone calls verification. The whole app security architecture should be carefully checked and improved.

5. Cross-platform apps

Cross-platform apps gain more attention and this becomes another trend that shapes the nearest future. App development customers want to get their apps in the short term and with reasonable price, and frameworks like AngularJS or Cordova are perfect for that.

Another argument for this trend is an increasing number of devices per person. All apps should look nice, run smoothly, and show excellent performance while connecting to each other.

The takeaway

As a bonus, here are some more trends we all should look out for:

  • Space saving features that will help to solve the problem with constant lack of space;
  • Interactive push notifications can bring the interaction with app users to a new level of communication;
  • Virtual Reality is a bit raw at the moment, but the interest for this area is definitely huge;
  • Сhatbots are already here to take over the care of answering users questions and providing relevant content.

To sum up all the above, we should say that the opportunities of a mobile app market are going to reach US$77 billion during the year. So it is worth trying even if your idea is in a highly competitive niche. App store optimization still remains a major factor in the app’s success. So keep in mind to get your app ASO ready prior to launch.

Click here to estimate for FREE how many downloads could ASO bring to your App!

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4 Growth Hacking Strategies to Increase Your App Reviews

reverse-phone-lookup-save-day-1-01You might be wondering whether reviews really matter when it comes to your app … Let’s jump straight to the conclusion and say yes, it does matter (and much more than people realize). To know more about how to increase organic downloads on your app, click here.

Online reviews, in general, are extremely important; they can make or break a business. Reviews are part of a consumer’s online research efforts, and the opinions of others can directly affect your business. In other words, reviews play a major role in people’s purchasing decisions, whether the opinions are about restaurants, movies or apps.

  • 70% of people trust local businesses more as a result of positive online reviews.
  • 80% of consumers have changed their minds about a purchase based solely on the negative reviews they read.
  • 88% said they trust online reviews as much as personal recommendations.
  • 57% of consumers visit a local business website after reading online reviews.

With respect to apps, these opinions and reviews also affect how visible they will be in the app store search results. Users tend to download the first app that appears in their search result and app reviews are one of the factors that decide which app gets this highly coveted spot.
Unfortunately, people are not lining up to review your app, even if they are in love with it. Users won’t go back to the app store on their own accord to write a review, but they might do so with a gentle nudge in the right direction.Here are 4 ways to increase mobile app reviews:

1. Create a great app

It might seem obvious, but you need to have a good app to generate good reviews. If your app does not function well in the first place, you cannot expect many users or positive reviews. You need to create a great app that provides value to its users. The happier the users are, the more positive reviews will come in. Make sure you update your app regularly to keep it relevant and functional.

2. Encourage user feedback

The key to increasing and improving your app reviews is by providing exceptional customer service. By allowing unhappy users to easily get in touch and express their concerns, you show them how valued their opinion is. How? Include a “Send Feedback” button in your app that connects straight to an email form. You can use this as a two-way channel of communication to improve your app. This way problems get solved much quicker, and the customer is left with a more positive feeling after they deal with support. Once you have helped your customer, you can politely ask them to review your app.

3. Use gamification

Gamification, according to Badgeville, is “the concept of applying game mechanics and game design techniques to engage and motivate people to achieve their goals.” In this case, you will try to entice users to leave a review by creating a game around it. Think of a contest or a giveaway. You can offer a small prize, like a gift card or a discount code, that will go to a randomly-chosen winner. Keep in mind that both the Google Play Store and the Apple App Store have rules about contests, so make sure to check these out before you set up a game.

4. Integrate social media

Ask the people who are already a fan of your company to use and review your app! Leverage the power of your social media channels to increase app downloads and, simultaneously, increase reviews. Remind users to rate and review your app by cross-promoting through email, newsletters and social media. Another strategy is to ask social media users and influencers to rate your app during the beta stage. This way your app will already have a good amount of reviews before the full version is launched.

Remember, never purchase fake reviews or you will run the risk of having your app suspended from the app store! Anyhow, organic reviews are a win-win for the user and the app developer: it helps to improve the app for its users, as well as increasing its ranking and downloads.

Click here for a free consultation with our mobile experts.

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5 Key Tips To Win The App Discovery Struggle


A report by Statista reveals there are 2.2 million apps in the Apple App Store and 2.6 million apps in Google Play Store as of January 2017 and December 2016 respectively. By looking at these impressive numbers, one can easily conclude that the mobile app ecosystem is expanding like never before!

But if you think all apps are able to receive substantial downloads, you are sadly mistaken. The mobile market is saturated to the core, and today it is quite a challenge to get discovered beyond top 25 charts on App Stores!

While some apps fall behind in the race in terms of fixing advertising budgets, others lose out in App Store optimization. And, the overall customer experience also plays a role! Basically – there are different reasons for different brands that call out for different strategies. The unfortunate bit is not all brands think of giving their mobile marketing a major overhaul!

Without wasting much time, let us explore solid tactics to overcome the app discovery struggle with ease:

App Store Optimization (ASO)

It is the process of optimizing mobile apps to rank higher in an App Store’s search results. According to Forrester, 63% of apps are discovered through app store searches. So if the brand is not using ASO to up its app’s search ranking, it is basically missing out on the largest discovery channel available to apps!

So pick a nice title for the app and stick to it. Pay special attention to the keyword as a solid keyword will result in 10.3% rise in ranking. Make sure the app description is well written because that’s also taken into context while getting ranked. Not to forget about app ratings – ‘coz that matters more than you might think!

Lastly, ASO takes time to prove to be effective. But it is effective! Click here to get a free ASO consultation with our mobile experts.

Personalised App Recommendations

Facebook has taken an excellent step to make undiscovered apps visible on the user screen with the option “Find Apps”. Obviously, it has benefitted many mobile apps and App Stores can also use this technique to increase the discovery platform of apps.

Additionally, it is now possible for the user to see the apps while someone types in the search bar of any of the App Stores – that’s called the visual search. Mobile app ratings and reviews are a great way to encourage users to download and install the app but for this, a proper marketing strategy needs to be put in place.

Horizontal And Vertical Distribution

The world has gone digitally global! It is easy to make something go viral beyond barriers – if done in the right manner. To increase app visibility in the App Store, the brands can create different versions of the app.

So when the user looks for programming apps, (s)he will find its programming course. When the user looks for business apps, (s)he will find one of its business courses. The only drawbacks is that the apps will lose out on a bit of ranking, but the brand will get maximum visibility in the app ecosystem!

App Bundling

Apple allows developers to include their apps in up to 3 bundles of 10 apps. The biggest advantage is that bundles feature in a separate section of the featured apps page – which means higher app discovery. Bundled apps also offer a better value deal which makes them more appealing to at least a certain demographic.

Moreover, app bundling not only gives a big enough boost to rank higher but also reaches out to more users and hence, increases app adopt-ability.

Progressive Web Apps

According to a Gartner study, less than 0.01% of all mobile apps will be considered commercially successful through 2018. That’s where Progressive Web Apps come into the picture. Unlike mobile apps, a brand can immediately start using a PWA, thus eliminating the downloading and installation stages.

PWAs have a better loading experience, function offline, and are discoverable by search engines! They can be optimized just like a website URL. They are still linkable that can be promoted, just like websites – which makes them such an awesome feature to use!


Don’t think creating an app is essential for everyone. It depends on the spectrum that a brand is functioning in. So if it is really that important for the business venture, then take baby steps to ensure the app gets discovered and doesn’t get lost in the sea of mobile apps. Supreme Media takes a consultative approach and prepares a tailor-made plan for each client’s app to ensure the best outcome.We want to help our clients get the best value for their money and ensure that their targets are met.

For a FREE ASO consultation with our mobile experts, click here.

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What would you do if you won the lottery? Portrait of a very happy young man in a rain of money; Shutterstock ID 148789697; PO: lottery-winner-money-stock-today-tease-160108; Client: TODAY Digital

With the mobile application development market evolving substantially over the past few years, mobile app developers are keen on making money from this growth in the mobile market. Click here to get in touch with our mobile experts.

It is a well-known fact that creating apps takes a lot of resources (time and money). The big questions: how can developers recoup these resources? How can they profit from mobile application development? Many strategies can be employed for the purpose of monetizing your mobile apps irrespective of whether they are paid and free apps, but even before that you have to make sure that your app is ASO ready in order to get users to download your app.

As a mobile app developer, you need to understand and implement smart options for generating revenues.

Here are the five best ways to make money off your mobile apps:

1) In-app Purchases and Advertising

Advertisements and in-app purchases allow you to make money off your apps. This option allows you to offer paid mobile features within your app. Also, you can generate revenue from CTR (click-through-rates) and pay per impressions from ads in your apps.

iPhone and Android apps offer paid access to additional features and auto-renewable subscription options using in-app purchases.

2) Focus on Growing Large and Active Users

Mobile app development companies need to make sure they build an active, large user base so as to improve chances of getting sufficient revenues.

Only a small percentage of your app users will not bring in profit if you rely on in-app purchases and advertising. It is one reason why you need to grow a large, active user base so that this percentage of users will increase and bring in profit. We here at Supreme Media help optimize your app to the very best in order to get it in front of a larger audience.

3) Research Market Trends, Users, and Competitors

Endeavor to carry out market surveys and examine strategies your competitors are employing for the monetization of their apps. Closely look into their system or techniques, identify loopholes or areas they aren’t exploring yet and improve on this to flat out better apps and boost your monetization strategy.

Cultivate a better understanding of what users want. Know what motivates or attracts them. Research the demographics of your app users and use this to present relevant advertising tailored towards specific needs.

4) Decide on The Best Platforms for Your Apps

You need to decide which platform(s) suit your app most. Apple’s platform is known to be the best for monetization as 25% of developers on the platform earn about $5,000 per month. Android is next with its continuous market penetration. About 16% of Android app developers make over $5,000 per month.

There are some platforms you should avoid at first. These platforms do not provide lucrative monetization strategies. The Windows OS and Blackberry platform lack market penetration, unlike iOS and Android platform. When your apps are profitable and popular, you can decide to develop apps on these platforms.

5) Tap Into the Power of Positive Reviews and Ratings

Reviews and user ratings complement in-app purchasing. More positive reviews for your app means more download and traction. You need to create excellent apps that will satisfy users and propel them to give positive reviews.

There are wide varieties of opportunities for making a fortune in the mobile app industry. You only need to familiarize yourself with the app market and competition, follow trends and leverage on all these to increase your revenue. Knowledge of your audience is also crucial to note, as this will enable you to cater for the right paid user experience. Always remember that without the users, all your monetization strategies will be in vein: it all depends on traffic.

Click here for a FREE ASO consultation with our mobile experts.

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Mobile Ad Frauds – Choose Apps for Your Advertising Carefully!


Despite growing investment in programmatic and mobile advertising, anxiety still looms – 60% of agency professionals said inventory quality is one of their biggest fears, according to a recent eMarketer report; and they’re right to be worried. Despite many deploying solutions and strategies to help prevent against fraud, malicious activity is still seeping through.

Newer channels like mobile are no exception. Many marketers – perhaps encouraged by the ‘safety net’ that app stores provide – turn to in-app inventory as a way to guarantee higher quality and avoid fraud. But research shows that fraud still exists within apps – even those certified by the Apple App Store and Google Play – which means advertisers must take a strategic and cautious approach to protect themselves when buying any type of inventory.

The Uncertified Apps

Since the dawn of smartphones, apps have had to undergo strict certification and approval processes before becoming available in app stores. The majority of apps on consumer devices are certified, but a recent Sizmek analysis of hundreds of millions of in-app ad impressions found that 10% of mobile ad traffic comes from uncertified apps. These are not downloaded from the major official app stores, meaning they are not verified and approved. They can damage the consumer experience on their mobile device, and pose a serious threat to advertisers.

Over half of uncertified apps were found to be engaging in ad fraud – such as running ad calls in the background that weren’t visible to the user. A large portion of these apps arrived on consumers’ devices via torrents – technology used to distribute files over the internet. As torrent websites are often supported by low-quality ads, it makes sense that apps acquired this way would also have negative ad experiences.

You might think advertisers would go to any lengths to avoid uncertified apps; but the advent of programmatic, which enables buyers to value ad inventory based on their own criteria, could lead some buyers to prioritise other data points, such as user behaviour or geolocation, instead of an app’s certification status. This would be a foolish strategy though, since any advertiser buying inventory on uncertified apps will start out with a high percentage of wasted impressions. Avoiding uncertified traffic must be a priority for all advertisers.

Certification doesn’t always guarantee safety

Alternatively, while many brands believe that buying ads on certified apps alone will keep them free from fraud, Sizmek identified malicious activity within apps that were downloaded from official sources, with nearly one-in-10 (8%) of certified apps found to be engaging in fraudulent behaviour.

This occurs when blacklisted developers find ways to game the system. They may develop 50 apps and receive 49 rejections from the app stores; but the one that gets through participates in fraud. In some cases, apps were generating traffic through Android, but not iOS, and vice versa, meaning that they were likely rejected by one store but certified by the other. 

Leveraging metadata leads to cleaner campaigns

The bad news is there’s no sure-fire way to prevent against in-app fraud on certified apps, but there are precautions ad buyers can take to try and ensure they are matching their ads with high-quality impressions and engaged consumers. The majority of consumers only use and access certified apps that they have downloaded from the app stores; and that gives advertisers options for targeting which apps they buy inventory from.

One little-explored tactic is to use metadata from the app stores to execute strategic and safe buys. Media buyers can use this metadata to only buy inventory in apps with four-star ratings, or higher, indicating a high-quality app. This can also be used to buy only on apps with more than 500,000 downloads or 500,000 ratings, numbers that can confirm popularity and high usage. Advertisers can even target only on apps that are rated safe for all ages, further ensuring that their ad messages only appear near brand-safe content.

In the end, there is no method of buying completely fraud-free advertising without taking precautions, so advertisers must remain vigilant in their mobile ad buying. Apps are certainly a safer way of reaching consumers on devices; but advertisers should build a mobile media plan that uses targeting and metadata to ensure that they reach active, engaged consumers and eliminate waste throughout the campaign.

Click here for a free consultation with our mobile experts.

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App Store News : Developers Can Finally Respond to Customer Reviews

Ratings & reviews have always played a remarkable role in influencing users to download the app. It is also one of the key factors to consider while doing app store optimization, but these were mostly out of  the developer’s control as it was not possible to interact or respond to user reviews. Click here  to know more about ASO and what Supreme Media has to offer for your app’s success.

Apple is finally going to give its developers a way to respond to customer reviews on its App Store and Mac App Store – a feature that’s long been available to Android developers on Google Play, much to the chagrin of the Apple developer community. According to developer documentation for the iOS 10.3 beta, when this version of Apple’s mobile operating ships, developers will also be able to ask for reviews in new ways, in addition to responding to those posted publicly on the App Store.

Apple’s ratings and reviews system has felt antiquated, and has been a source of frustration for developers and users alike. When a customer leaves a negative review, developers couldn’t respond to the criticism – which is sometimes unwarranted – in a way that other App Store customers could see. For example, a customer may be misunderstanding a feature, or may have complained about a bug that’s been fixed in a later release.


Being able to quickly clarify the situation in a public manner could help to encourage other potential customers to give the app a try.

In addition, these public comments stand as sort of a record of sorts – something that’s helpful for customers who want to know if the developer actively supports the application and considers user feedback. This serves as another signal that the app is worth the download or the purchase price, especially in an ecosystem where so many apps had been abandoned that Apple had to purge its App Store of outdated applications late last year.

While this is one of the most welcome changes that’s shipping in the new release from a developer perspective, it’s not alone.


Related to this, Apple says it will also introduce a new way to solicit reviews in iOS 10.3. With the introduction of a new API, developers can ask users to rate or review the app while they’re using it, without being redirected to the App Store. This will go a long way towards reducing the nag screens in today’s current crop of applications – some of which bug you to rate the app upon nearly every open.

Positive ratings help apps maintain a good rank and encourage downloads, which is why they’re so critical to developers. But for users, having to rate apps has been a poor experience. You’re often interrupted in the middle of trying to use the app, and then asked to exit to the App Store, where you have to sign in to your Apple account, rate, then type your review.

With the API, developers can now determine when they want to prompt users to review their app, and then users can complete this process without as much disruption.

According to a report from Jim Dalrymple of The Loop, developers will  only be able to nag users for reviews three time per year, and once the consumer leaves a review, they can’t be prompted again. Additionally, he says that you’ll be able to switch off notifications for app reviews from the iOS settings.

iOS 10.3 will likely be in beta for a month or two, before being released to the public via an over-the-air update.

Get a free ASO consultation with our mobile experts here .

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The 6 Best Tips for your User Acquisition Strategy

mobile_man_5_w1024-01One of the hardest parts of building a mobile-first startup is getting users on the application itself. You’re not just launching an application. You’re starting a business, creating an experience for your users, and possibly pursuing a passion.

But once  your app is ready, how do you gain traction, make the app go viral, and get users to love your application? This is something that you should be thinking about way before your app is nearly ready to be launched. Here are 6 guidelines to help:

Make ASO your top priority

App store optimization is a must for every app in order to rank higher on the app stores and be easily discoverable for users. This should be the primary concern for every app developer even before planning the promotion and acquisition strategy. Click here to calculate for free how many downloads could ASO bring to you App!

Aid referrals and give your users an incentive to get other users to sign up.

Applications that make it easy for users to tell their friends about the app, will generally gain more traction. Applications like Uber, AirBnb, PayPal and Dropbox have run extensive and successful referral programs that have helped their business grow.

According to Referral SaaSquatch, Uber has scaled their brand in over 45 countries & 180 cities, with help from their referral program. Uber is now valued at over $18 billion. By simply sending a friend their code, they both will receive a discounted ride. The one referral can turn into 3+ more users introduced to Uber. Referral programs are one of the strongest way to acquire more users without doing much work yourself.

Have a stellar interface design.

Your design is part of how your application interacts with the user, which makes it remarkably important. With an outstanding design, you can boost user engagement and keep your users coming back to use your app.

You must be extremely careful and cautious when creating the design for your app in order to create an addictive design. This also means that you must hire a talented and strong UX Design team. It is critical that proper research, information architecture, wireframing, and user testing goes into your app prior to the visual component.

Offer valuable and shareable content to your users.

If you offer shareable and valuable content for users to share on their own networks, chances are that the word will spread on your application. Having trouble getting your users to share your content? Offer a reward or promotional code in exchange for sharing a piece of content.

Word of mouth is a powerful way to cause a viral effect; you will essentially be getting your users to market your app for you. You must always be thinking of your current users as a way of achieving more, and not just the finishing line.

Have a strong marketing presence.

Many entrepreneurs believe that they can launch an app and get a load of users on it without any marketing efforts. This is usually untrue.

From Codal’s experience, we recommend that the business owners spend at least double of what they spent on their application development for marketing costs. This could vary, depending on the industry. However, a startup usually cannot get by with zero marketing spend. Whether it is social media marketing, physical advertising or content marketing, it is a necessary component to acquiring users and allowing the public to get to know your brand. Keep in mind that marketing is what will get your app in the hands of your users; it is absolutely crucial.

Always pull users back on your app with notifications and promotions.

Once you achieve your first goal of getting downloads and getting users on your app, you must continue to motivate them to return to your app. Send meaningful push notifications to users, don’t sit and wait for them to return to your app.

The content in notifications can range from a tip of how to use the application or a promotion that is currently going on. Notifications should be a staple feature of the application, but you must give the user control over what alerts that they receive. Giving away promotions and rewards is a way to make your user feel special, and inspire them to continue to use your application.

 Get a free consultation on your user acquisition strategy with our mobile experts here !

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4 Ways To Master Your App Ranking Strategy

app-store-paidThe main challenge facing all app developers, once they have developed their app, is attracting new users to the app. The most important part of any advertising campaign is a balanced approach. When running sustainable user acquisition campaigns over a longer period of time, it is best to combine it with a burst campaign to gain a large number of organic users into your app in a short space of time at low cost. Click here to know more User Acquisition strategies with our team of mobile experts .

How does a burst campaign work?

A burst campaign is an extremely valuable tool to improve an app’s visibility in a short space of time. In the first step, the service provider generates downloads through various app discovery and burst partners. These are apps which offer users an incentive for a download.

Through these generated downloads, the app rises up through the app store ranks, increasing its visibility. Those browsing the app store rankings are more likely to download those higher up in the list, which brings a second, free boost of high-quality organic users into the app. These free installs reduce the effective cost per install (eCPI), and the return on investment (ROI) of burst campaigns rises as the eCPI falls. A few things that should be considered in executing any app ranking strategy are :

1. Make Sure Your App is up to Scratch

Quality is an important factor to consider since the ranking algorithms of both Google Play and Apple’s App Store take reviews and ratings into account. Make sure that your app has at least 3.5 stars before starting any burst activity. If your app is of low quality, you will suffer from a wave of negative reviews when you expose it to a significant number of people. Take users’ feedback into account and make sure the app works seamlessly before launching on a large scale.

2. Know Your App Stores

Apple’s App Store ranking algorithm is completely different from that of the Google Play store, which means that burst strategies will work differently in each. Bursts for Android apps are a lot more temperamental – they require on average much higher daily volumes than for iOS and they need to last longer (7-10 days vs 2-3 days) to affect rankings. Consider these differences as you develop your budget for a burst campaign. Additionally, these algorithms are constantly in flux.

3. Understand The Market

There are big differences between burst campaigns around the world. The partners involved vary and the number of downloads required to break through into the upper levels of the ranking differ, too. Burst campaigns in the heavily-populated US, with its high level of smartphone penetration, require a much more significant investment than a campaign in Singapore. There are many other considerations, such as average rates of engagement and the leading verticals in different countries. Competition varies across markets, too, and it’s important to know what types of campaigns have worked in the past. This is why it’s essential to choose a burst provider who knows the market and has the right contacts.

4. Timing is Everything

To figure out the best timing of your burst campaign, consider which lifecycle stage your app is at. Are you launching a completely new app or reintroducing an app with new functionality? Are you introducing a mature app to a new market or region, where you can leverage an existing user base? In addition to lifecycle timing, you need to consider your burst campaign in the context of seasonality. For instance Christmas, Black Friday or a major movie premiere can all determine the focus of user acquisition for a campaign. Even days of the week make a difference for specific app genres and strategies. When it comes to a burst campaign, one size, or one time, certainly doesn’t fit all.

A well-planned burst campaign, as part of a complete app ranking strategy, can deliver high direct ROI by reaching a massive volume of users, as well as making the application easier to discover in cluttered app stores. With thousands of apps launching every day, a well-executed burst campaign can be the best strategy to stand out from the crowd of well over 3 million mobile apps globally. We at Supreme Media help you with the best suitable marketing strategies for your app.

Click here to get a free consultation with our mobile experts !

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Mobile Growth Hacking : Organic App Store Optimization (ASO) + Search Ads

644-01Mobile app marketing and user acquisition can be done in-house, or with the help of a single seasoned ASO consultant like Supreme Media with a track record of well-optimized apps for better efficiency. If you’d like to take a crack at app optimization and user acquisition click here. The best place to find new users is the App Store itself.

What is App Store Optimization? (ASO)

App Store Optimization (ASO) is the process of improving the visibility of a mobile app in Apple’s App Store that is a form of mobile app marketing and user acquisition. This usually includes improving indexed copy (title & keywords), creative(s) testing, toggling categories, and toggling other factors in an iTunes Connect app listing and submission to the App Store.

Get a Free ASO Consultation With Our Experts Here!

iOS 10: What are Search Ads? (defined by Apple)

Search Ads are an efficient and easy way to promote your app on the App Store for iPhone and iPad in the U.S., helping customers discover it at the very moment they are searching for apps to download. Designed to give users a safe search experience, Search Ads sets a new standard for delivering relevant ads while respecting user privacy.

What does this mean?

First, to simplify context let’s compare Apps and ASO to Websites and SEO(the rest of the internet) for reference.

How do we discover websites? Usually, it’s from a link from a page, or a Google Search. Websites get ranked in search results by search relevancy and the amount of credible links that point to that website, therefore increasing a website’s visibility online. This is known as Search Engine Optimization. Although Apple’s method of ranking search results and is not the same as Google’s, the premise is corollary:

Search Engine Optimization (Organic = SEO) + Search Engine Marketing (Paid = SEM)

An important note: 94% of clicks go to organic search results and only 6% go to paid.

Applied to apps & the App Store: App Store Optimization (Organic = ASO)+ Search Ads Optimization (Paid = SAO)

Search Ads are brand new, so there’s no definitive data on the distribution of downloads between paid & free downloads on the app store. Considering Google’s distribution between free & paid traffic, it’s probably safe to assume that ASO (organic) will continue to be a driving factor of the majority of app downloads.

65% of Apps get discovered on the App Store. — Apple.

Well..duh? Don’t 99% of websites get discovered on a browsers (not the billboards, milk cartons, newspapers, etc.)


In the same way websites get discovered on browsers, where they live, apps get discovered on their app store(s), where they live.

Get it? Now,

Why Organic ASO Matters

1. ASO is inexpensive.

Besides getting your app ranked on the App Store (sadly, a ~0% chance), or people directly searching your app (or brand) name, ASO is the only inexpensive way acquire new users from the App Store itself.

Inexpensive should be a key term here: most apps are free, and free is a function of more users. And if you’re app is paid, people don’t download any app above $0.99. Even so, if you pay for users with an undefined or negative CLV, you’re in trouble.

Quality mobile installs range from $2–5, that’s expensive:

Reaction: $2–5 an install? Damn!

2. Keys & Locks. ASO best leverages external mobile app marketing efforts:

Imagine PR, social media, blog mentions, TV, radio, and anything else you use to promote your app are keys.

iTunes Connect Keywords are locks. Anyone with a key is looking to put it in a lock, aka your app.

All keywords and phrases for your app need to be somewhat relevant to the space you’re in. If you don’t have the right keywords (locks) in place BEFORE your external marketing, you miss out on all relevant searches, and keyword real estate value. Which leads me to my next point:

3. ASO is a long-term investment.

Just like real estate, ASO is a long term investment that grows in value over time. Simply put: find keywords or phrases that get you downloads, get rid of the ones that don’t.

The more downloads you get with a particular keyword or phrase in a short amount of time, the higher you rank for it. In this case Apple views your app as a quality search result and fit for the searcher and searcher’s intent, so they’ll want to show your app more often.

A side note; If you’re not optimized for the holiday shut down, you miss out.

Apple prepares for the influx of downloads in the holiday season, so they usually shut down the App Store for updates and submissions from December 22–29 yearly. Give yourself some lead time and optimize and submit your app before the closure, and reap the benefits of the App Store’s holiday traffic.

Organic ASO + iOS 10’s Search Ads: An Intro

Display: Icon, company, title, ratings, “Ad” tag, blue “ad” filter, two line description, CTA (Buy or GET).

If you’re going to buy ads, make your first two lines of your description, compelling.

Buying Search Ads:

You get $100 free in Search Ads to try Search Ads!

If you’re ranking well for an organic keyword or phrase, you could go one of two ways:

  • Double-down on your strong keywords and phrases, and buy ads for them
  • Supplement keywords and phrases that are not ranking well or driving downloads.

How to Buy App Store Search Ads:

  1. Go to Apple’s SearchAds and select the app you want to promote. Here’s an example:

2. Set your total budget & daily budget.

3. Important decision time: Play to your strength or help your weakness?

There are a few specific toggling options, but all in all it’s simple — thanks Apple!


Many are afraid the Search Ads will contribute to the power law of App Store; that it will make the Store a pay-to-play platform. But, we can look at Google’s SEO & SEM traffic distribution corollary and see that people engage with organic results more than paid.

This makes me bullish on the future of the App Store and App Discovery. I believe the distribution of installs driven by both paid and free search results will be the same between SEO/SEM & ASO/PSO. So, to acquire more users: optimize, optimize, optimize (and if it’s right for your app, pay a little bit to Apple’s Search Ads).

Click here to get started with your app optimization.

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7 Tips For A Successful Mobile Burst Campaign

Click here to find out how we can help you out with your campaign.


1. Know Your Audience

What type of users are you targeting – shopaholics, hard-core gamers, or just the average Joe who’s trying to kill some time on the way to work?

Usually the more mass appeal an app has, the easier it is to attract new users, which in turn makes climbing to the top of app store rankings easier.

Naturally, not every app can be the next Flappy Bird or Facebook Messenger.If your app is more niche, make sure you have the right scale of burst activity; instead of targeting overall ranks, try bursting in your specific category.

2. Aim for the Stars

Quality is a key factor for bursts since the ranking algorithms of both Google Play and Apple’s App Store take reviews and ratings into account.Make sure that your app has at least 3.5 stars before starting any burst activity.

A burst presents your app to the population of a whole country. If your app is not up to par, you might suffer from a wave of negative reviews when you expose it to a significant number of people.

For very new apps that don’t have any reviews and ratings, you can start with a small-scale test campaign to understand the conversion rate and general appeal of the app.Take users’ feedback into account and make sure all bugs are fixed before launching on a larger scale.

3. Know Your App Stores

Apple’s App Store ranking algorithm is completely different from that of the Google Play store, which means that burst strategies will work differently in each.

Bursts for Android apps are a lot more temperamental – they require on average much higher daily volumes than for iOS and they need to last longer (7-14 days vs 2-3 days) to affect rankings.Consider these differences as you develop your budget for a burst campaign.

Additionally, these algorithms are constantly in flux. Apple changed the way apps are featured in the App Store in May 2015 and it is important to understand how this impacts a burst campaign.

4. Know Your App Market

It is important to consider several factors when deciding on a burst strategy for a specific country.

  • Smartphone penetration – the higher the penetration in a market, the more installs are needed to reach a particular rank.
  • Market size – think US vs Belgium. Targeting a top rank in a large market like the US will require far more installs than a smaller market like Belgium.
  • Competition – research the number of similar apps that already exist in a country. Examine those launches to discover what worked and what didn’t.
  • Cultural Appeal – users in different markets often show an affinity for specific types of apps.

5. Set Realistic Targets

A top 5 overall ranking or #1 in your app category might seem like obvious targets, but they’re not always realistic for every app or every budget.

These rankings are usually occupied by big brands like Google, Facebook, WhatsApp, Instagram, or Snapchat.

But you don’t need to be number one to have a successful campaign.

6 Don’t Try to Fake It to Make It

Stick to legitimate traffic sources.The ecosystem of mobile marketing encompasses a huge number of channels, and with them come plenty of pitfalls you’ll want to avoid when choosing which sources to use for a burst campaign.

There is no shortage of scammers trying to make an easy buck by selling bot traffic or passing incentivized traffic as legitimate.These are fraudulent activities and their purveyors promise the world for the cheapest price you can imagine.Do not be tempted. Fake installs do not contribute to your rank.

Do diligent research to identify established and reputable sources of incent, non-incent and app discovery traffic.Otherwise you’re just throwing away your money.

7. Timing is Everything

The timing of your burst campaign should be informed by the lifecycle of your app. Picking the right strategy at the right stage of your app’s growth is crucial.Are you launching a completely new app or reintroducing an app with new functionality? Are you introducing a mature app to a new market or region, where you can leverage an existing user base?

In addition to lifecycle timing, you need to consider your burst campaign in the context of seasonality. For instance Christmas, back-to-school season or a major movie premiere can all determine the focus of user acquisition for a campaign.Even days of the week matter for specific app genres and strategies. When it comes to a burst campaign, one size, or one time, certainly doesn’t fit all.A well-planned burst campaign can deliver high direct ROI by reaching a massive volume of users, as well as making the application easier to discover in cluttered app stores.With thousands of apps launching every day, a well planned and executed burst campaign can be the best strategy to stand out from the crowd.A burst promotion can be a tricky prospect, so it makes sense to get guidance from an expert – at least in the initial stages.

Supreme Media takes a consultative approach and prepares a tailor-made plan for each client’s app to ensure the best outcome.

We want to help our clients get the best value for their money and ensure that their targets are met.

If you’re considering a burst campaign in 2017, get in touch with us here to find out how we can guide you through the process.

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