ASO Monthly # 16: August 2017

ASO Monthly # 16: August 2017

UAC, video preview and ranking of subtitles

In the ASO Monthly series of articles, we are considering the events of the past month and pay attention to the trends of the ASO, changes in algorithms, ideas for optimizing the conversion and updates in services.

ASO news for August 2017

August 3rd

Google announced that developers focused on application quality will rank higher in the search. An internal analysis showed that half of the one-star reviews on the Play Store mentioned the problem of application instability. Recently, Google has focused on improving the overall quality of apps in the Play Store. In particular, Google wants developers to use the Android Vitals feature in the Play Console to find and fix application quality problems. How exactly the quality of the application will affect the search results is not disclosed.
')

Android Vitals in the Play Console

5th of August

ASO expert and founder of AppAgent Peter Fodor was the first to publish the analysis of video views on Google Play for ASO Stack. According to his study, video previews do not have a significant impact on Google Play - according to data from New Zealand, only 4% of visitors view the video. Apple results were even lower - less than 1%. Among other things, Peter Fodor described these results in detail in a recent post at ASO Stack. Despite the fact that the results of games compared to all other applications were higher, there are still very few views. Moreover, the percentage of videos scanned to the end is also low for all applications. The results, which were repeated by other members of the group in Slack, confirm the assumption that in both app stores the video plays a small role and does not affect the increase in conversion. However, this may change with the introduction of autoplay video, which will soon appear on the App Store iOS 11.


Analysis of viewing a video preview (according to Peter Fodor in the ASO Stack)

August 13

Application Marketing Agency Incipia reported a bug in Apple Search Ads - Apple reports understated conversion data. Conversion to Search Ads was corrected significantly quickly. This is not the first time when there are reports of problems with the Search Ads platform.

August 14

Google translates all application marketing campaigns into Universal App Campaigns (UAC) starting October 16, and closing all current campaigns (Search, Display and Youtube) from November 15. UAC will automate spending by minimizing advertiser contributions. Despite the fact that the UAC campaign certainly excels the usual campaign to promote applications in terms of conversion for every dollar, most mobile advertisers did not like the change. Erik Sefert from Mobile Dev Memo explains the change by simply using UAC, which will allow you to calculate LTV coefficients and make advertising, focusing on the product. However, Eric notes that most advertisers have reacted negatively to the changes, as they will lose control over the targeting parameters.


Universal App Campaigns (Google)

August 15

Sylven Gotchot from Apptamin Video Agency wrote a comprehensive guide on the changes in iOS 11 concerning video previews. Due to the importance of autoplaying previews in iOS 11, the guide is highly recommended reading for anyone who plans to publish a video in the description of their applications. The article analyzes all changes in iOS regarding application previews, demonstrating the opportunities that developers get from using video. Recommendations from the article include:

• Knowledge of guidelines
• Good start
• Sound Optimization (Towards Silence)
• Display of the most relevant content
• Frame optimization
• Comparison with competitors
• Attention to the middle of the video

Preview applications in iOS 11 (according to data from apptamin)

August 22

Apple in the "Application Information" section on iTunesConnect announced that the names of new applications must contain 30 or fewer characters. As noted in the previous ASO Monthly article , Apple has already stopped indexing keywords after the first 30 characters in application names, which contain a 30-character subtitle in iOS 11.


Warning / announcement in iTunesConnect

August 22

Luke Jikomel from ASO Stack Slack spotted an emoji sun in the app title on the iOS desktop. Before, Emoji wasn't in the title - I wonder if Apple would allow them to be used in the future.


Emoji Sun in the title on iOS (according to data from Luki Djkomel)

August 31

Mazal Hadad from the digital marketing agency yellowHEAD has published an insightful article about the importance of the new subtitle in iOS 11 in ranking keywords. The article demonstrates that placing already used or new keywords in the subtitle causes a significant increase in the ranking of the used keys. True, putting the keywords from the heading into the subtitle does not affect the ranking, and the positions of the application remain at about the same level.


The impact of the new subtitle in iOS 11 on applications (according to yellowHEAD)

Thank you, this is all for August!

Next article: ASO Monthly # 17: September 2017 >>

Translation prepared by Organic Growth Marketing team from Appache Studio