Last Updated: September 2023
App Store Optimization (ASO) is the process of improving the visibility of mobile apps in the app store through optimizing various on-page and off-page factors. While many ASO experts believe that working on on-page factors like optimizing app title, description, and screenshots, and off-page factors like backlinks and reviews are enough to keep the app visible in the app store, others suggest using paid promotion as another effective technique to get your app in front of more potential users.
“A well-executed paid promotion campaign can contribute to significant improvements in visibility, user acquisition, and revenue for a mobile app.” – Gabe Kwakyi, ASO expert and founder of Incipia.
Benefits of Paid Promotion for ASO
1. Increased visibility
Paid promotion can significantly increase the visibility of your app in the app store search results and featured sections. It helps to boost the app’s ranking and brings it to the attention of a wider audience, thereby increasing the chances of organic installs. Moreover, paid promotion also allows you to target specific keywords, demographics, and geographic locations, making it a highly effective way to get your app in front of your ideal users.
2. Enhanced brand recognition
Paid promotion can also help to improve the brand recognition of your app. By consistently showing your app to potential users in the app store, you are increasing the chances that they will remember your app’s name and logo. This can lead to more brand awareness and recognition, which can in turn lead to more installs and loyal users. Additionally, paid promotion can help to differentiate your app from competitors, which is crucial in a crowded app marketplace.
3. More installs and user acquisition
Paid promotion is a proven method for acquiring more app installs. By bringing your app to the attention of a wider audience and targeting specific demographics and locations, you are able to drive more users to download your app. This is particularly effective for new apps or apps with low installs, as paid promotion allows you to jumpstart your growth and get your app in front of potential users quickly.
4. Higher revenue potential
Paid promotion can also contribute to higher revenue potential for your app. By acquiring more installs, you are increasing the chances of user engagement and monetization. Additionally, paid promotion can help to improve the lifetime value of your users, as it allows you to target high-value users who are more likely to make in-app purchases or become long-term users.
Paid promotion is a highly effective technique for improving the visibility, user acquisition, and revenue potential of a mobile app. By targeting specific audiences and keywords, paid promotion campaigns help to improve overall brand recognition, and acquire more installs. Apps with a limited budget or new apps will find it especially beneficial in gaining traction quickly.
While ASO is an effective technique to improve the visibility of mobile apps, it’s important to note that ASO is not the only strategy to rely on for app growth. In today’s competitive app market, paid promotion is a necessary technique for acquiring installs, improving brand recognition, and increasing revenue potential. Paid promotion, when executed well, can offer significant benefits and advantages for mobile app developers and marketers alike.