ASO Seasonal: Why is it important to your app's Marketing Strategy

11/01/2022

Contributed by: Johnson Tran Hoang

The ASO is seasonal and affects the prominence of specific keywords in the search results. So, we must use these occasions to alter our app listing to gain more downloads of particular apps. Christmas, New Year's Eve, Saint Valentine's Day, Black Friday, Cyber Monday sales, the holiday season, and many more offer great opportunities in optimizing listing for hundreds of online shopping apps.

How to Buy Top App keyword position for your Android, iOS apps, and games

1. The use of ASO seasonal marketing in your ASO strategy

Seasonal Marketing is a strategy to increase the excitement of certain holiday occasions, days or seasons, by adopting an approach to marketing for each one. Even though ASO is a lengthy process and iterative; understanding the effects of the different seasons on the behavior of users will help us get more attention; and increase the performance of your application. If we're playing the right cards...

We can employ ASO as a component of our marketing strategy for the season in two different ways.

1.1 Keywords "Optimization” in ASO

Incorporating seasonal features into the ASO service will allow our app to gain popularity in search and for a specific amount of time. This can help our app rank toward the top and surpass apps that don't follow this method.

Step 7 of Google Ads Optimization - Keyword Optimization Techniques, Source: Youtube, Mike Mancini

Users often alter their approach to apps during specific periods during the calendar year. In reality, seasonal trends affect the way they search and user behavior. Some are obvious, like "Christmas"; however, some aren't as obvious that are tied to a longer length of time, like "tax announcement." It is essential to know; which season is pertinent to our search engine optimization strategy; as it could help us get better rankings to get the most value from the season.

Once we've identified those pertinent terms for the product we are selling; we could use them to create user acquisition campaigns using channels like Google Ads, Social Ads, and Apple Search ads... In the end, it is safe to expect that prices will be higher because of the large number of announcers who bid for the keywords.

ASO seasonal Seasonal app marketing, Source: Proreviewsapp

It's fascinating to look at how "war" was fought within Apple Search Ads on November 23 when many applications began bidding on the term "Black Friday"

2. A plan for ASO seasonal

2.1. Research

The first step is to identify which seasonal trends are relevant to your app's niche. In this sense, we can utilize Google Trends to discover the seasonality of specific words. In addition to revealing the popularity of particular internet search results; it can assist us in determining when we should begin improving.

Operations Management using Excel: Seasonality and Trend Forecasting, Source: Youtube, Excel & Analytics - Dr. Mustafa Canbolat

Did you have any idea that they celebrate Buen Fin in Mexico rather than Black Friday? It is evident in the following chart shows it is obvious that "buen fin" (in red) is much more popularly looked up as "Black Friday" (in blue).

We must also stay in touch with our product and marketing teams to learn about any additional events we could use to implement your seasonally-based ASO strategy.

2.2. Planification

Once we have all the necessary information and a list of all important dates and relevant events, create an annual plan. Examples:

February 14, February 14, St. Valentine's

October 31 Halloween

November 29: Black Friday

December 25: Christmas

If we have this section completed, we need to be able to identify our conversion and optimization objectives:

Keyword optimization before when the event happens, we must push top app keywords by conducting a thorough keyword analysis for ASO; across various markets to determine at what moment we'll include them in our ASO to achieve appropriate rankings and relevancy

2.3. Results measurement for ASO seasonal

It's difficult to judge if the seasonal changes result in positive results or, on the opposite you could have had similar results if we had kept the listing of apps the way it was. If you're in that situation, it is possible to measure the impact of a seasonal ASO strategy using Google Play Experiments. You can create an experiment using an annual ASO strategy targeting the 10% viewers and gather data that could help us plan similar events next year. ASOS from Apple is also an excellent source of testing for this kind of action in that Creative Sets allows us to launch campaigns that include multiple types of screenshots. They also let us see if the screenshots that announce "great deals" and "free shipping" are more successful in Black Friday or Christmas campaigns.

#5 [ASOdesk Academy] ASO Performance Measurement, Source: Youtube, Asodesk

The principal purpose of the seasonal approach to ASO is to increase installations through queries related to specific dates or times of the year. We can increase our visibility if we buy android app installs.

Understanding our customers' interests and working with our marketing and product teams will enable us to gain knowledge from their experiences.

Regularly updating visual elements can aid in improving the conversion rate.

A/B testing will lower the risk of a mishap and provide valuable insights.

And lastly, like in any marketing plan, we shouldn't ignore the need to track results.