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Mobile and App Store Optimization

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APP STORE OPTIMIZATION DAVE LLOYD #pubcon


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Dave Lloyd @davelloyd1 slideshare.net/dalloyd 15 years in Search & Digital Marketing Deliver industry best practices Global team delivering Organic, Site Search, & App Store Optimization strategies for all Adobe products Drive KPI-focused results Showcase Adobe solutions #pubcon


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Strategy Key Message True optimization requires more than just app optimization App Quality App Optimization Results @davelloyd1 #pubcon


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GLOBAL APP TRENDS http://www.statista.com/statistics/263445/global-smartphone-sales-by-operating-system-since-2009/ @davelloyd1 #pubcon


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GLOBAL APP TRENDS App Downloads by Store Q2 2015 (US ) App Revenue by Store Q2 2015 (US ) http://www.statista.com/statistics/263445/global-smartphone-sales-by-operating-system-since-2009/ @davelloyd1 #pubcon


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GLOBAL APP TRENDS App Stores Download Share 2014 (Global) App Stores Revenue Share 2014 (Global) #pubcon


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APP INDEXING AND GOOGLE NOW ON TAP Android – 2 years in market iTunes – May 2015 @davelloyd1 #pubcon


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iOS 9 APP INDEXING GOOGLE DEEP LINKING Support HTTP deep links Support Deep Links Add the App Indexing SDK Publish Deep Links Check your implementation Test implementation Enhance your search performance Measure performance https://developers.google.com/app-indexing/ios/app http://search-codelabs.appspot.com/codelabs/app-indexing#1 @davelloyd1 #pubcon


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ADOBE’S UNIVERSE OF 104 APPS 6 iOS CATEGORIES 30 iPHONE APPS 43 2 iPAD APPS APPLE WATCH APPS 29 GOOGLE PLAY APPS @davelloyd1 #pubcon


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Web Production IT App Production Social Web Strategy/ Mobile Global Teams (Loc) BU & Content Owners Analytics Paid & Search Media Product Marketing Store Team UI Executives App Dev Mobile Strategy Social Localization BU Analytics Product Marketing Paid Media Store Team UI Executives @davelloyd1 #pubcon


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CHALLENGES AND SOLUTIONS Strategy Inconsistency with brand strategy & plans Clear mobile brand story Best-in-class marketing practices Guide app launch & EOL Paid media investment App Quality Poor Quality App dev best practices Provide app developers Ratings & Reviews feedback Optimization Results Poor Reviews and Ratings Just launch & optimize later Poor keywords, images, and descriptions Inconsistent Data KPIs not agreed upon ASO & marketing performance Process improvements Agree on success metrics Create & deliver KPI scorecard @davelloyd1 #pubcon


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APP PORTFOLIO MANAGEMENT Clean, visually unique icons Clear value differentiation for apps that compete in category Consistent Category definition for app placement @davelloyd1 #pubcon


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APP RANKING FACTORS Conversion Factors 1. 2. 3. 4. Description Reviews Images Preview video * * = Google Play only Search Factors 1. App Category (keyword) 2. App Publisher (keyword) 3. App Title 4. Ratings (quantity) 5. Ratings (score) 6. Keywords (visible only in iTunes CMS) 7. Download quantity 8. Download velocity 9. App uninstalls * 10. Engagement * 11. External links * @davelloyd1 #pubcon


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APPLE iTUNES Vs. GOOGLE PLAY Apple Keyword Field Description Impacts Rank Images Social and +1 Signals External Linking App Engagement Metric Up to 5 Google Up to 8 @davelloyd1 #pubcon


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KEYWORD RESEARCH Gather Product & Marketing teams Review competitors Decide Review & reduce Select keywords Ideate Generate KW ideas Evaluate volume, opportunity, and relevance @davelloyd1 #pubcon


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iTUNES KEYWORD PROPERTY 100 character keyword limit Keywords aligned with Product & Marketing teams image,art,graphic,convert,pattern,photoshop,illustrator,design,inspire,creative cloud,layer,contour Brand Terms & Phrases for highest search relevance Ordered in priority to support localization @davelloyd1 #pubcon


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DESCRIPTION Compelling first sentence UVP – Unique Value Proposition @davelloyd1 #pubcon


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DESCRIPTION Authoritative 3rd party reviews (if you have them) Features & Benefits @davelloyd1 #pubcon


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IMAGES REFLECT BOTH FEATURES & BENEFITS @davelloyd1 #pubcon


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RATINGS & REVIEWS Identify patterns in Review comments Check your lowest ratings Share feedback with product dev team @davelloyd1 #pubcon


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LOCALIZATION PROCESS Language Keyword localization should be per geo App Content Optimized Content localization English Extract Japanese 抽出 エクストラクト Norwegian Trekk ut Extract Polish Wydziel Wydzielanie Finnish Erota poimi Russian Translation vs. Localization (context & culture) Translation Извлечение Извлечь Geo team reviews Localization ASO team validates App Launch @davelloyd1 #pubcon


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ENTERPRISE TOOLS TO USE VALUE OF TOOLS Comprehensive data Global visibility Keywords Strong visual reporting Reviews aggregation & analysis Competition Trends KPI Analysis Easy data extraction Integration with iTunes Store data @davelloyd1 #pubcon


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RANKING & COMPETITOR QUANTITY @davelloyd1 #pubcon


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RATINGS & REVIEWS Quantity of 1-5 Ratings and verbatim Review comments By Country, Rating #, and App Version @davelloyd1 #pubcon


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VISIBILITY SCORE Visibility Score App Optimization update Visibility Score = Keyword Volume X Keyword Rank @davelloyd1 #pubcon


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DOWNLOAD VOLUME & VELOCITY 75% increase in daily downloads App update, including ASO Download trends by country @davelloyd1 #pubcon


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THE NEAR AND FAR FUTURE Mobile App usage will soon overtake Mobile Web usage Google’s Now on Tap indexes app content frequently Wearable Technology Anonymous app usage (Whisper and Kik) Personalized & geo-targeted push notifications (e.g. Beacon) Internet of Things market will sell more than PC, tablet, and phone markets combined Apple Car Play and Google Android Auto are both in development Apple acquired Metaio, an Augmented Reality startup Google's I/O conference included Cardboard, a mobile Virtual Reality platform Google led a $500 million investment in Magic Leap, an AR company Facebook's Oculus Rift debuted the VR film Henry Microsoft HoloLens is now a fully untethered holographic computer @davelloyd1 #pubcon


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PRACTICAL TAKEAWAYS STRATEGY Align to brand strategy User experience across platforms More resources put toward apps Agree on media plan and budget @davelloyd1 #pubcon


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PRACTICAL TAKEAWAYS APP QUALITY Educate on app best practices Review in-app user experience Improve Ratings & Reviews feedback loop with app developers @davelloyd1 #pubcon


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PRACTICAL TAKEAWAYS OPTIMIZATION Update keywords Control: App Name, Keywords, Title, Category, Description, Images, Video Influence: Ratings, Reviews, Download Velocity @davelloyd1 #pubcon


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PRACTICAL TAKEAWAYS DATA AND RESULTS Align on success metrics Create & deliver KPI scorecard Focus on in-app customer engagement @davelloyd1 #pubcon


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Strategy Key Message True optimization requires more than just app optimization App Quality App Optimization Results @davelloyd1 #pubcon


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THANK YOU slideshare.net/dalloyd @davelloyd1 #pubcon


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