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Paid media x ASO: what are the key differences in mobile app marketing?

Published on 30 de May de 2018.

Every individual who makes the decision to invest in mobile app marketing shares the same doubt: what are the best strategies to increase visibility inside app-stores? Paid media or ASO?

Before stepping into any sort of debate about mobile app marketing, let’s clarify an important point: paid media and ASO are not opposite strategies, but rather complementary strategies. Both have specific pros and cons. And you don’t necessarily have to pick one or the other.

What it means?

Every company has its own targets and goals. There’s not a pre-made cake recipe or some one-size-fits-all strategy for mobile app marketing. Each case is different. To give an example, some of the variables involved are budget and targets.

So we are going to start enlisting the differences between paid media campaigns and ASO. And the pros of both. That way you will have a better understanding of both concepts and learn a bit more about mobile app marketing.

Mobile app marketing: differences between paid media and ASO

If you are already in the mobile app world, it’s important to understand the different methods used for mobile app marketing. You can be sure that you are going to need every weapon to compete and stand out.

With more than two million apps both in Google Play and Apple Store, making your app more noticeable and easily discoverable can be challenging. Let’s talk about each of these strategies:

# App Store Optimization (ASO): quality organic traffic

ASO’s focus is on page optimization and acquisition of organic users. When properly outlined, with a structured strategy, it has a direct influence on the decision taken by the user.

This happens because visual elements (icons, screenshots, videos…) and keywords in titles and description drive downloads.

ASO is helpful to improve the positioning of the app inside the store and those who want to find it will surely be able to.

# Paid media: reach within your target audience

On the other hand, the marketing of paid media works with the brand’s reach among several possible target audiences. This is an effective strategy in terms of being capable of getting more assertive users who fit the profile of a prospect.

It should be stressed that these are not necessarily users who have searched for the app itself, but those who showed interest after being aware of its existence. Another advantage of paid media strategies is that measurement of ROI is much easier, since the data is recorded and made available by the stores.

And so what is the best strategy of mobile app marketing?

As we have mentioned in the beginning, ASO and paid media are not mutually exclusive strategies. Ideally, the best option would be to invest in both. It’s rather pointless to invest in paid media if the elements of your app are not optimized at the very least. Does it make sense?

The client can reach your app through ads, but probably will leave the page without downloading it. In other words, investing solely in paid media is something that increases traffic. Nonetheless, it does not convert.

Likewise, optimizing an app and launching it in the stores is not much of a help if you do not have a paid branding campaign, focused on expanding and increasing brand awareness. You may get downloads, however, no one will know anything about your company.

In terms of content marketing, this is the best tip: The bigger and the more diversified the efforts, the better the results!

To sum things up, something essential about ASO:

It’s important to keep in mind that the optimization of an app is a process that has to be tracked and constantly tested. App developers need to constantly analyze their own rankings (and the ones of their competitors) over time.

Tons of applications are published every single day and, on a daily basis, there is a new flow of ratings, reviews and downloads -which may affect your search rankings. That is why it’s crucial to constantly test and experiment with keywords in order to drive more organic traffic to your search pages.

What do you think about these two mobile app marketing strategies? Do you want to know more about it for your app? Contact one of our specialists in RankMyApp!