The main goal of ASO specialists is to make the application as attractive as possible for the user, to bring it to the top of search engine results and increase the number of downloads. For this purpose, the whole range of methods of working with traffic is used – correct optimization, creative solutions with designs, regular work with brands, improvement of acquired leads. We offer a detailed guide to ASO, where we will reveal all the secrets of successful promotion of applications in gambling offers.
What is ASO and its role in app promotion, we previously told in this article.
ASO vs Facebook: which is better?
Technology is evolving, affiliate marketing is no longer a simple and straightforward business model for attracting traffic. More and more sophisticated methods of attracting leads are being chosen. All this leads to the fact that Facebook today is a lot of problems, both for the Internet user and for the platform itself. The main challenges of traffic from social media include:
- page overload with ads;
- regular increase of CPM, (for ways to reduce CPM in FB, read here)
- fierce competition;
- sharp decrease in conversion rate.
Facebook is still popular with ASO. Although 10 years ago ROI reached 300%-400%, today CPM hardly reaches 100%. Over the last 5 years, the search for alternative sources of traffic has become relevant.
ASO-promotion: where to start?
Working on an ASO-project includes the following elements:
- Creating a creative headline.
Pay special attention to the title of the application and its description. They largely influence the conversion rate. The title and description should be concise, clear and readable. Texts and “summaries” to them should be interesting and “hooking”. Profit will bring that creative content, in which there is constantly something new and unique. - Form a semantic kernel.
The basis of success is a well-composed semantic kernel. It is important to select accurate key queries with high frequency. - Integrate keywords into the text.
The search algorithm indexing in App Store and Google Play depends on a properly implemented semantic kernel in the metadata. - Fill the Description with topical words
The description for Facebook should be short – no more than 50 characters, without keys. Essentially, it is a short and concise call to action, similar to an advertisement. In ASO, it is a 3000-character text with at least 10 keywords harmoniously embedded in the topic – “online casino”, “lots”, “brand name+casino”.
How to work with ASO traffic?
Today the competition in ASO is high, every slip up can lead to serious failure. The main mistake of affiliate marketing is loud slogans, aggressive advertising, intrusive marketing. Formulations in the spirit of “we are the best”, imperative attitudes “come to us”, “buy and do not hesitate” do not bring success, but, on the contrary, repel the Internet user.
Usually a lighter approach works in promotion. One of the “light” examples of a successful ASO-project:
- an avatar of a new or not highly promoted brand is used as the basis;
- the main character or object is placed in the center;
- slots, smartphones, coins are placed around it. They act as a background, do not load the picture, slightly hint at the theme;
- Touch Bars are available, but they are placed laconically;
- there is no word “Casino” in the inscriptions, everything related to gambling is veiled, shown only partially.
Of course, the above template can be changed – something to add, delete or combine several techniques. For example, to designate bonuses, offer or bring in the zone of visibility of the names of the most popular slots. Creativity should be bright, memorable, not similar to others.
Rules for creating creativity for ASO
Triggers for different GEO differ in content. For some – it is pomp and emphasis on money, winnings and bonuses. In other locations, the emphasis on the brightness of emotions and excitement will “work”. What should be in the video creative for ASO to work and produce results? Below are a few examples:
- Bloggers and celebrities from the area.
- Bonus description.
- Shades of the casino brand.
- Information about payouts.
- Symbolism of the state.
- Call to action.
New techniques:
- the wheel of fortune is spinning, the arrow stops on the field with the winnings – it is possible not from the first spin;
- the brand logo is present in the video sequence;
- the main background is a game in a live casino – people smiling, happy to win;
- figures with bonuses appear in the frame.
Fighting for the “envelope”: how to win LTV from a competitor?
In ASO traffic, the LTV indicator plays a big role. It’s important to remember that it depends on the prominence and scale of the brand. The more branded creativity, the higher the LTV for all applications. The brand or a mention of it should be present all the time. As an option – add thematic design of the offer:
- Top slots.
- Favorable bonuses.
- Local information.
All of the above elements should be in the local language. If a new approach is chosen, add corporate identity and company data:
- include the brand logo;
- design in the color scheme of the offer;
- add subtitles with information.
To make the brand known and increase the number of downloads will help a large volume of traffic. The solution requires financial investment, but guarantees success. Well-established applications are more trustworthy than new products – their names are already on the lips of many people. As a result, the user goes to Google Play and types the name manually. Therefore, the brand name should be a key element in the creativity for ASO.
Read more about ASO optimization on our blog.
