Significance of App Store Optimization for App Growth
As of Q1 2022, Statista reported a staggering 3.3 million apps in the Google Play Store and over 2.1 million apps in Apple's App Store. With a combined total of more than 5.4 million apps in the two largest app stores, achieving and maintaining high app rankings has become increasingly challenging.
There are two primary methods for achieving these downloads:
1. Running paid app campaigns with a CPI model
Cost Per Install (CPI) campaigns serve as a popular method for promoting paid apps. These campaigns involve paying a specific cost for each app installation resulting from the marketing efforts. While CPI campaigns can drive immediate downloads, they often require a substantial budget and may not guarantee sustained user engagement. As a result, the reliance on CPI campaigns alone for app growth can be costly and unsustainable in the long run.
2. Optimizing the app for organic traffic through ASO
In contrast to CPI campaigns, effective ASO practices offer a sustainable and cost-efficient means of driving app growth. By optimizing an app's title, keywords, description, and visuals, developers can enhance the app's visibility within the app store, attracting organic traffic and increasing the likelihood of app downloads. ASO empowers apps to gain traction through natural discovery, reducing the reliance on costly paid campaigns and fostering long-term app growth.
By prioritizing ASO alongside CPI campaigns, app developers can strike a balance between immediate user acquisition and sustainable, organic growth, ensuring a more holistic and effective approach to app marketing.
Conclusion
Both approaches are vital for app growth, and experienced app marketers often employ them simultaneously for maximum impact. While paid advertising requires investment and can be daunting for newcomers to the app market, app store optimization, though not free, is a fundamental aspect that is crucial for ensuring the long-term success of any app.
ASO encompasses multiple goals, but its primary objective is to boost the number of downloads and cultivate a loyal user base. Before delving into specific details, it's important to understand the overarching benefits of ASO.
