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App Marketing

What Marketing Services Should You Expect From an App Agency?

With so many companies offering app marketing services, evaluating not only the providers but the service can be overwhelming and even subject to circumstance and debate.

There are; however, several common services that marketing agencies should offer and demonstrate strength with as they are crucial to mobile app ROI.

Marketing Strategy Development

App developers can expect just about any app marketing service to offer assistance with marketing strategy development.

Some companies offer initial marketing strategy development and ongoing strategy development as two separate services while others combine the two; however, successful app marketing starts with a jointly built strategy.

Marketing strategy development is not something that an app marketing service does in a vacuum, but works collaboratively with the marketing, design and development teams or project management staff.

After the marketing plan has been created, quarterly reviews (at least) with the marketing agency should be scheduled to re-evaluate and adapt the plan to market changes and customer feedback.

App Store Optimization

The way in which an app is listed differs depending on which platform it is sold on.

Google Play has different rules than Apple’s app store; however, both stores offer opportunities for creators to optimize an app’s title and description so that the app will be highly visible both in the app store and on Google’s search engine.

Given that the app stores are the main way users discover and search for mobile apps – ASO should not just be an offering but a primary strength.

Of course Gummicube leads with enterprise-level app store optimization and also partners with some of the world’s largest marketing agencies to provide ASO research, tools and data to compliment and extend their offerings.

Other Forms of Optimization

As mobile apps have taken over how we interact with almost every facet of our lives, the path to apps and the content in apps have started to grow as well.

Partnering with thought-leaders in your niche, building new channels for acquisition and engagement outside of the mobile app, and even traditional SEO efforts are starting to become a bigger part of mobile app marketing plans.

Increasingly, the same forms of marketing that are employed to sell other goods and/or services online are used to create awareness of mobile apps as well.

Many of these “off-app” efforts can have a positive impact on ASO as well, as Google uses social signals (“backlinks”) in their Google Play ranking algorithm.

The partnership with a thought-leader has the potential to drive downloads and a strong social signal as measured by links from their site and social accounts to your app store listing!

Data Analytics

Between offline and online marketing efforts, website analytics, and now mobile user and app store data – it is easy to drown in numbers.

Your app marketing service provider should help you navigate through mobile app and app store data to uncover actionable insights.

In many cases, data collected in the mobile app and from the app stores can help identify and prioritize issues and opportunities.

This data includes not only number of sales but also geographic location of buyers, which days the sales were made on, how many people actually use the app on a regular basis, why and where users drop off, which features are the most popular and what potential users are searching for.

While an app creator may be able to gather this data without professional help, app marketing companies (should) do more than just register and compile data.

Market Research

Market research goes beyond collecting and analyzing stats.

It may involve conducting surveys, running focus groups, analyzing competitor performance or using app store data to research the preferences and needs of a company’s target audience.

In any case, it is a useful way to determine how an app can successfully reach its target audience and how to optimize or adjust for discovery and use.

Market research – specifically app store research using app store data – can help a company stay ahead of competitors by locating areas of demand or weakness ripe for solving.


There are many cases where working with several marketing partners or agencies is not efficient (time or expense).  If you have a significant investment in mobile, or your company sees the opportunity in developing mobile apps – your marketing partners should be able to address at least the above.

If they don’t have convincing answers or approaches to address the mobile opportunity, consider partnering with an agency just for mobile until your current partner either catches up or you move to a more modern agency.

Mobile Apps Marketing

Improve Your Mobile Apps Marketing with App Store Intelligence

A Simple Strategy to Increase CTR and CRO on Paid Campaigns

The costs associated with user acquisition campaigns are increasing.

Cost per install is up at least 30% year over year.

A larger percentage of advertising budgets are moving to mobile – with forecasts predicting more than quadruple the spend – from $40b globally in 2014 to $169b by 2018.

Locating cost-effective user acquisition channels is one of the primary challenges of mobile apps marketing teams in 2015.

With a focus on:

  • increasing click through rates of ads (CTR), and
  • increasing conversions (CRO)

…more new, relevant users will install your mobile apps per dollar, driving down the cost per new user and opening up more channels for user acquisition.

Mobile Apps Marketing Starts with Mobile App Store Data

By monitoring real-time trends in the Apple App Store and Google Play, marketers can adjust the calls to action of their ads for better click through rates.

Our App Store Intelligence tells us that the vast majority of App Store searches are for 2+ word phrases, and are “features” related.

Relevant, trending search phrases help marketers emphasize or prioritize these “frequently searched” features in their ads and copy.

An example could be creating advertisements and calls to action around installing the most beautiful “Photo Album” app, when the trending data in the Apple App Store and Google Play shows “Photo Book” is a much more frequent search phrase.

Targeting the exact words the market is using to refer to the features of your mobile app can even provide a new stream of ultra-relevant impressions – with ads speaking in the language your prospective users are using.

Use Behavioral Inputs

While A/B testing ads is fairly easy (if costly), A/B and Multivariate testing in the Apple App Store and Google Play is not easy or not possible for some elements.

Which ad, copy, icon, screenshots, description, video or app name inspires action?

Testing not only your ads and CTAs but your other app elements with relevant end-users in real-time, on their mobile devices can provide actionable insights to spike conversion rates.

Cheap impressions are as useless as irrelevant downloads.  

The modern mobile app marketer wants relevant impressions. Users who will install the app and continue to engage. Who are likely to have a high lifetime value.

Better CTR, CRO and more DAUs! OMG…

Tap into Apple App Store and Google Play search data to improve your CTRs with ultra-relevant calls to action.

Monitor trending search data to focus on new phrases and features to target.

Ask relevant users what encourages them to click or install in real-time, on their devices to save your ad budget, and get you to what works faster.

Our partners are able to optimize their campaigns and increase their daily average users by focusing on how, what and why prospective users are searching for and finding mobile apps.

Want More Data-Driven, Mobile App Marketing Content?


Keyword Stuffing Is Never A Good Idea


Since we started helping developers with App Store Optimization all the way back in 2011, knowledge of the importance of ASO has spread among the app development community.  This is great news!  We want developers to get great results from their apps in the App Store and acquire the highest quality users which can only come from App Store Search.  Unfortunately, just like traditional SEO for the web there are “white hat” (good) and “black hat” (bad) methods of optimizing your app for App Store search.  White hat methods will get you great results over time while black hat methods may get your app kicked out of the store.

One key part of App Store Optimization is writing the title and description for your app.  Picking the correct keywords and managing keyword density is incredibly important to be “found” with the best keywords in App Store search.  When going through through this process (which we manage on behalf of our clients) it is important to know the difference between writing a useful description that includes keywords and “keyword stuffing”.  Keyword stuffing is considered a black hat technique in which random keywords are “stuffed” into metadata with the hopes of being ranked for those keywords.

Unfortunately, keyword stuffing doesn’t work over the long term for most developers.  First, it confuses consumers. Nobody knows how to read a keyword title that is incredibly long and most end users avoid apps that appear to be spammy.  Second, Apple and Google don’t like this practice.   More and more apps are being rejected from the review process because their titles are stuffed with keywords that make no sense from an end user prospective.  The general rule that we follow when crafting titles and descriptions for apps is that if a consumer doesn’t understand what you offer from reading the title, it is a bad title and may be “keyword stuffed”.

High quality apps + high quality metadata =  high quality users.

Always remember that your title and description are written for the end user first.  Within this framework of telling the user what an app is all about, you then must thread in the key words and phrases that are important to your app from a metadata prospective.  This is what Apple and Google expect to see when they are reviewing your app and in practice following this rule helps developers over the life of their app.

New Report On App Store Algorithm Shows How Ratings Affects Top Apps | TechCrunch

A new report released today confirms earlier findings indicating a mobile app’s ranking in the iTunes App Store is now taking into account ratings and other metrics in order to help determine its place on the charts. According to Appurify, the Google Ventures-backed startup behind an app de..


App Store Optimization and Search Engine Optimization – They Go Hand in Hand


We’re all about helping developers discover new ways to drive adoption of their apps organically – because organic users are the best, most valuable users.  One of the best ways to do this is to optimize your keywords and drive high quality, honest reviews about your app from real end users. The reviews and ratings will be tied directly to the keywords associated with your app – as you have more reviews with relevent keywords, your rank will increase!  This is of course what Gummicube is all about.

Another method of promoting your apps organically is SEO (search engine optimization).  The reason that SEO is important in a mobile world is two-fold:

1.  Just like users search for apps in the App Store, many will “Google” for apps and you want to be at the top of the stack on the first page.

2.  We believe that in the future, App Store Search is going to incorporate some degree of “score” for back links and web-based metadata.

There have been suggestions that search in Google Play is already incorporating some of this web-based metadata into their app store search algorithm.  To be prepared for this important new “factor” in search based app discovery there are a few things that you can do:

– Have a great “squeeze page” online that is filled with great content and metadata.  If you are serious about app store success, you will need to throw up a WordPress site at a very minimum that is loaded with great, useful content for your end users.  Don’t forget to make the content keyword rich.

– Focus on the same keywords for both your SEO and your ASO efforts.  They will work together to make your app stand out and target the right audience.  For SEO, try to focus on 10 keywords or less that have meaningful traffic but low competition (if possible).  You can use the Google Keyword Planner to research keywords that will make a difference for your app.

Hint:  This is the same tool that many of the companies who provide keyword analysis for ASO use to determine traffic volume and relevance (they aren’t actually scraping search data from the App Store) and you’ll get it for free by getting to know how to use Google Keyword Planner.

– Write great press releases and distribute them everywhere.  There are a ton of websites and news organizations that cover apps as well as directories where you can submit your press releases.  Many have great “PR” (page rank) with Google, which can help boost up your own site rank.

This can seem like a lot of work for an independent developer – but not to worry – there are plenty of services that can help you optimize for SEO and submit your press releases to plenty of websites and news organizations.  One partner that we can recommend for this type of App Marketing is yourappreport. YourAppReport has a great track record of delivering results for a reasonable price and can help get your app the web coverage that you are looking for.

They also have a great free keyword analysis report that can give you tons of great high level data about your app/keyword/strategy.