App Marketing Digest - August 2023
Welcome to your August edition of “App Marketing Digest,” your ultimate source of app acquisition expertise, the latest mobile industry trends, and valuable app marketing tips curated exclusively for busy industry professionals like you.?
Last month was eventful in terms of store updates, with Google introducing several notable changes. While we have some updates from the App Store, we look forward to offering you more comprehensive insights into Apple Event 2023 in our forthcoming September edition.?
Dive into our app store highlights from August 2023. ??
?? Google Play Store Updates
Google Play’s new search UI
Google has rolled out an updated search UI. This new interface allows app users to expand results and see more information (events, short description, and more) without needing to click through to the store listing. What can you expect? Though it is too early to draw any definitive conclusions, we can theorize that promotional content and Android creatives will be more impactful.?
However, it’s important to note that this new UI doesn’t extend to ads, which still lack creatives. So you might see a drop in conversion rates for your Google UAC (Universal Apps Campaigns).
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Google’s new user-friendly ad interface?
To enhance user experience on the Play Store, Google now offers users the ability to personalize their ads. By clicking on the three buttons on the right of “Ads related to your search,” the "My Ads Centre” opens. There, users can customize their ad preferences by topic, brand, or sensitivity to create a personalized ad experience throughout the store.?
Promotional content in branded keyword searches?
Several ASO Stack Slack users have shared A/B test findings where promotional content is being showcased in branded Android search results, replacing the usual videos or feature graphics (provided the branded app has promotional content running).
Drop in conversion for brand keywords?
Several ASO Stack Slack users noticed a drop in conversion rate for brand terms between July and August 2023. This was reported towards the 3rd week of July and was linked to many more misspellings now being mapped directly to brand terms.?
Custom store listings now available for everyone
Custom store listings for Google Ads Campaigns now appear to be live for all Play Store users. However, some users have reported that CSL name(s) are not shown in the Google Play Console when analyzing performance or conversion by the Play Store. Instead, they fall in the "unattributed" (store listing) bucket. More on custom store listings .
Manual targeting for Google Ads??
Citing reports from various sources, it appears that Google is on the verge of introducing new targeting options for Google Universal App Campaigns. This development would empower app marketers to target specific interests, keywords, and placements for app campaigns for the first time in years. Unfortunately, this feature might still be in beta as it wasn’t rolled out to all accounts, and some users who reported this change noticed a grayed-out UI. We’ll be monitoring this closely for any updates!?
?? App Store Updates
Bug in impressions within App Store Connect
Have you observed any unusual variations in your app impressions? Some ASO Stack Slack users reported an issue in impression numbers within App Store Connect related to in-app events. It seems that app impressions do not include the impressions from in-app events. This could mistakenly suggest that the total app impressions dropped, whereas total downloads would include those coming from the in-app events. This can create a misleading perception of an improved CVR, when, in fact, it hasn’t changed.
领英推荐
Apple launches Ad Repository for Apple Search Ads
Apple launched its new Ad Repository for Apple Search Ads in EU countries, allowing marketers to search for and view competitors' Apple Search Ads. The insights found in the Ad Repository pertain to:
Get inspired by competitors' ad creatives and go even further with our new CPP Explorer . Find interesting insights into CPPs (worldwide) and the keywords apps bid on!
?? App Growth Insights?
Improve your Apple Search Ads campaign performance??
If you’re not leveraging Apple Search Ads to promote your app, you’re missing out on a valuable opportunity! Our Apple Search Ads Manager is a powerful platform for marketers to make their apps stand out and drive downloads.
To maximize your chances of building a successful campaign, check out these expert tips:?
If you are a beginner to Apple Search Ads , our guide provides detailed insights to help you step confidently into the world of ASA.?
?? Mobile market trends?
As summer draws to a close, we wondered if app users, much like the rest of us, had enjoyed some well-deserved time off. Using our Marketing Intelligence tool , we looked at the top apps on the App Store from June to August in several key markets. Unsurprisingly, transportation apps reigned at the top, but booking apps like Expedia and Booking followed closely behind. More insights into the top travel apps .
???? Top picks for reading
??? Upgrade your App Store Optimization strategy on Google Play:? Google Play Store Optimization: A Comprehensive Guide
?? Strengthen your app’s online reputation by effectively managing your reviews: Review Management: Save Time & Reply to Reviews with GPT-4
?? Create custom performance reports combining Adjust, AppTweak & console data: MMPs Integrations: Integrate Your Adjust Data in AppTweak!
?? Read these expert tips for creating captivating visuals for your mobile game: Improve Creatives’ Performance for Mobile Gaming Ad Campaigns
?? That’s a wrap!
Enjoyed what you’ve just read? Any mobile apps-related news caught your eye? Feel free to share your thoughts with us in the comments and subscribe!
See you next month,
AppTweak Team