Using MobileAction’s Impact tool, we aim to examine the before-and-after analysis of Star Wars Day on various aspects of app marketing. From gaming apps tapping into the galactic excitement to shopping platforms offering themed promotions, this analysis will highlight how leveraging this cultural phenomenon can improve your app marketing strategy and drive user engagement.

Capturing galactic excitement with in-app events

In-app events are a strategic and effective tool during seasonal periods, fostering audience connection and driving traffic to product pages, ultimately boosting app downloads.

For Star Wars Day, Star Wars: Galaxy of Heroes exemplified this approach by launching an in-app event to celebrate the occasion. Initiating the event just before the season, they kept it live for a week, successfully enhancing user engagement, popularity, and conversion rates.

Impact overview of Star Wars: Galaxy of Heroes listing all user acquisition aimed activities during the week of Star Wars Day.

The 3 in-app events are live on May 2nd.

Using Impact’s user-friendly interface, once you’ve selected the start date for your in-app event, you can view all events live on that day, with their specific start and end dates alongside other activities. After choosing to analyze the in-app event, you can observe changes in key metrics before and after it goes live.

The In-App Event created by Star Wars: Galaxy of Heroes is dedicated to Star Wars Day.

On May 2nd, Star Wars: Galaxy of Heroes had three in-app events, with one standing out due to its compelling title and creative approach. While it’s expected that they created an event specifically for Star Wars Day, few apps have made this strategic choice, effectively leveraging the power of in-app events to drive engagement.

The before-during-after analysis of Star Wars: Galaxy of Heroes for the selected in-app event.

After selecting the in-app event to analyze, a graphical representation clearly explains the event’s impact on various metrics. With Impact, we assessed changes in category rankings, downloads, and app-generated revenue before, during, and after the event.

Following the launch of the in-app event, Star Wars: Galaxy of Heroes saw a significant rise in its gaming category ranking from 181 to 26. Downloads doubled, and revenue quadrupled. While other factors may have contributed to this growth, the in-app event undoubtedly played a crucial role in achieving these impressive results.

This outcome highlights the value of in-app events, particularly during seasonal periods, when a well-crafted, relevant campaign can resonate with your audience and drive significant engagement.

Navigating the hype with paid campaigns

Another effective strategy to boost visibility, particularly during seasonal periods, is paid campaigns. Since most downloads come from App Store search results, incorporating paid keywords in your search result ads can significantly increase downloads. This approach enhances rankings for specific search terms, ensuring that your app appears earlier in results when users search for terms related to the seasonal event, in this case, Star Wars Day.

Star Wars: Hunters provides an excellent example of leveraging seasonal events with strategic keyword selection in search result ads.

Impact overview of Star Wars: Hunters listed all user acquisition-oriented activities during the week of Star Wars Day.

In the days before Star Wars Day, the marketing team expanded their paid keyword pool with multiple themed keywords, ensuring that they would rank higher in relevant search results. They maximized their app’s visibility by carefully curating this keyword list and optimizing for terms that fans were likely to search for on that particular day.

The added search result ads keywords.

They expanded their paid keyword pool with multiple Star Wars-themed keywords, incorporating both generic terms and competitor brand keywords to maximize visibility. This strategic selection led to an increase in impression shares, with over 70% growth for some newly added terms. Star Wars: Hunters began ranking for new keywords, effectively enhancing their presence and capturing a wider audience searching for Star Wars-related content.

The before-during-after analysis of Star Wars: Hunters for the search result ads terms added.

To evaluate the impact of this strategic move, we utilized MobileAction’s Impact tool for a comprehensive before-and-after analysis. Adding these new keywords to their paid keyword pool increased their organic visibility score by up to 7 points and achieved a 7x increase in downloads. While other practices may have contributed to this substantial growth, their SearchAds visibility score also rose 7 points, indicating that their Apple Search Ads strategy played a significant role in this success.

Embracing Impact for seasonal success

In-app events and paid campaigns present powerful opportunities to boost visibility and user engagement, especially during seasonal periods. As seen with Star Wars: Galaxy of Heroes and Star Wars: Hunters, a well-timed and strategically executed campaign can have a substantial impact on an app’s category rankings, downloads, and revenue. By carefully curating your marketing strategy with relevant in-app promotions and targeted paid keyword pools, your app can ride the wave of popular events, capturing the attention of a wider audience.

To unlock the potential of this approach, MobileAction’s Impact tool offers comprehensive insights, allowing you to measure and analyze the before-and-after effects of your seasonal marketing activities.

If you’re ready to utilize this power for your app marketing strategy, schedule a demo now to explore how MobileAction can help you refine your campaigns, capitalize on seasonal trends, and achieve remarkable growth.

The post May the 4th be with you: Star Wars Day’s Impact on app marketing appeared first on MobileAction.

This college hoops fest transforms the sports calendar, igniting passions from campus gyms to sports bars nationwide. But it also has massive implications for the mobile marketing industry. As fans devour details on brackets, betting lines, and buzzer-beaters, search terms like “March Madness games”, “college basketball”, and “NCAA” see huge spikes. This surge of search interest presents a major opportunity for sports, entertainment, and betting apps and mobile games to grab the attention of engaged audiences.

In fact, the pervasive March Madness has become one of the top events each year for driving downloads, engagement, and in-app purchasing across the sports and entertainment apps category. As tournament traffic grows, savvy mobile marketers capitalize on the moment with optimized organic rankings, targeted paid campaigns, unique in-app events, and creative custom product pages.

In this post, we’ll take a deeper look at March Madness mobile marketing strategies through the lens of keyword trends, share of voice analytics, and creative best practices. Our goal is to help apps maximize this once-a-year window for acquiring new users and revenue. So read on to see how one of the biggest tournaments in the U.S. sports can translate to peak performance on mobile.

How 68 teams become the talk of the mobile app world

Keyword Trends – ASO Intelligence

Each year come mid-March, certain keywords see their search scores begin to rapidly rise as the NCAA Tournament grabs national attention. Terms like “NCAA,” “March Madness,” “college basketball,” and past champions like “UConn” all experience a marked increase in searches.

MobileAction data shows that “NCAA” is searched at much higher rates during the opening weeks of tournament play compared to normal monthly volumes. This is understandable given the association puts on one of the most watched events in sports.

Similarly, the all-encompassing term “March Madness” peaks in searches as fans seek schedules, scores, and discussion around the iconic tourney atmosphere.

Keyword Research – ASO Intelligence

Interest is also strongly boosted for “college basketball” itself as the sport’s premier event thrusts teams into the national spotlight.

Even previous winners like “UConn” see search interest rise as fans look up championship histories or tune in hoping for rivalry renewals.

What’s clear is all these keywords hit their apex points around the beginning of April as the Final Four and national title game captivate the nation. With demand so high, mobile marketers must optimize to answer searched questions and satisfy sports-hungry users.

Scoring buzzer beaters on the Top Charts

During the first week of the 2021 NCAA Tournament, a clear pattern emerged in Google Play’s Sports Apps Top Charts. As seen in the screenshot below from March 19th, the top 4 spots were dominated by March Madness-focused apps.

ESPN’s Tournament Challenge sat firmly at #1, allowing users to fill out brackets and track their entries against others. In second was CBS Sports, offering news and scores for those following along. NCAA March Madness Live took third place, providing the official live streaming of every game. And rounding out the top 4 was the ESPN app, presumably seeing boosted usage for basketball-related content.

Biggest Movers – App Intelligence

This chart data leaves no doubt about March Madness’ massive influence in driving app downloads and engagement across the sports category annually. Within just the first week of games, those leveraging the event through relevant features and experience saw tremendous success atop the rankings. As the tournament enters its climactic final rounds, similar effects will likely continue benefitting apps catering to fans’ passion around America’s greatest postseason drama.

Scout, Sign, and Sometimes Buy: Balancing Organic and Paid Optimization

Keyword Trends – ASO Intelligence

This year’s March Madness saw a clear divergence between the apps optimizing organic placement versus paid promotion surrounding basketball-related keywords.

For “NCAA”, the official NCAA March Madness Live led the pack organically given its direct association. NCAA Apps and NCAA FCS Football also ranked well organically. Meanwhile, OddsR AI Sports Betting and Leaderboard Golf stood out in paid rankings by paid marketing efforts.

When fans searched “March Madness”, the top organic performers were again championship staples like NCAA Live and ESPN’s tournament-centric Challenge app. CBS Sports also polled organically with sports coverage. In paid results, OddsR AI Sports Betting, Dice Dreams, and Gametime placed bets on basketball audiences, elevating their visibility.

Looking at “College Basketball”, Scores App, NCAA Live, and season-simulation Campus Dynasty saw rewards from quality organic optimization. Meanwhile, paid pushes from streaming service Sling plus sports investing apps Sports Card Investor and OddsR AI Sports Betting cast a wider discovery net.

This case study offers lessons – to rise up in March and early April, balance organic keyword targeting with paid supplementing where strategic for broader exposure and capturing feverish fans.

Beyond Bracket Building: Engaging In-App Events to Skyrocket UA

In-App Events – App Intelligence

Smart mobile marketers during March Madness took advantage of in-app event badges to captivate busy basketball fans. These creative activations delivered valuable engagement metrics.

CBS Sports App and Yahoo Fantasy leaned into “Competition” badges for their popular basketball brackets and pools. The allure of competition drove significant entries and time spent analyzing odds.

DraftKings Sportsbook & Casino, DraftKings Fantasy Sports, Sleeper Fantasy, and Fanatics all spotlighted special offers and challenges through “Special Event” markers. Perks like boosted odds or one-day fantasy contests kept existing users immersed.

For live-action junkies, Betway Sportsbook cleverly highlighted their streaming capabilities with “Live Event” markings. The real-time viewing powered by these badges created irresistible stickiness.

The strategic use of in-app event labeling proved invaluable for showcasing engagement incentives and deals tied to tournament fever. App analytics showed measurable bumps in time spent and repetitive behavior during this test period. Going forward, event-based promotions can become an annual March rhythm for maximizing user fun and retention.

Creative Campus Craze: Leveraging Custom Product Pages

CPP Intelligence – SearchAds Intelligence

Our CPP intelligence shows one clear winner from a creative optimization standpoint was Max: Stream HBO, TV, & Movies, the official streaming partner of this year’s March Madness.

While Max saw a respectable but unremarkable 38% share of impressions from their default store listing, customized creative catapulted their presence. A meticulously designed product page boosted that share a full 24 percentage points to a dominant 62% majority.

By leveraging branded art, screenshots, and targeted value props related to live tournament access, Max was able to cut through high-traffic channels and resonate deeply with eager basketball consumers. The strategic page clearly drove immense further discovery – demonstrating how customized creative remains a difference maker for peak performance.

Going forward, this case proves the power of tailoring messaging and assets to own the moment during transient marketing opportunities like March. With laser precision targeting interests and pains, impacted brands can scale much higher on impressions for enduring sustainable gains.

Conclusion

As this analysis has shown, March Madness presents a tremendous annual opportunity for sports, entertainment, and betting apps to engage captive audiences and attract new users through optimized mobile marketing. The data clearly demonstrates that keywords, paid promotions, in-app events, and customized creatives all have the potential to significantly boost discoverability, downloads, and engagement during basketball’s biggest tournament.

The post From brackets to bonuses: How March Madness drives mobile app downloads and engagement appeared first on MobileAction.

Throughout the year, our teams have worked tirelessly to push the boundaries of what’s possible, delivering solutions that empower our users, from one-of-its-kind tools in campaign management to pioneering products in competitive app analysis. As we wave goodbye to 2023, it’s important to take a moment to celebrate the significant advancements and milestones we’ve accomplished.

Redefining Apple Search Ads Campaign Management with SearchAds.com

Spending Smarter with Budget Allocation

This year, SearchAds.com introduced the one-of-a-kind Budget Allocation feature. This new addition to our Smart Tools empowers users to maximize their returns by wisely allocating their budget to high-potential campaigns. Leveraging data-driven algorithms, it ensures the best possible return without any overspending. This innovation eliminates the need for manual adjustments and storefront investigations, streamlining the process and freeing up valuable time for strategic planning.

Learn more about Budget Allocation here.

Seeing into the Future with Campaign Forecasting

The Campaign Forecasting tool has been a game-changer in predicting the future of Apple Search Ads campaigns. By enabling users to experiment with various daily budget options, it offers a clear forecast of how metrics like Impressions, Taps, and Installs could vary. This foresight allows for precise budget adjustments and the identification of rapidly growing storefronts, ensuring every dollar spent is a step towards success.

Customized Dashboard Reports’ Tailored Insights

In our commitment to personalized solutions, we introduced Customized Dashboard Reports. These tailor-made dashboards provide a comprehensive view of paid and organic user acquisition performance, focusing exclusively on key performance indicators (KPIs) that matter to our clients.

MobileAction: Steering App Growth to New Horizons

Compass: Navigating the App Growth Journey

Compass, our biggest innovation for the market this year, has redefined the app growth journey for ASO Experts and UA Managers alike. By combining Explore’s competitive insights, Trace’s user acquisition analytics, and Impact’s before-and-after analysis, Compass simplifies the complexities of the user acquisition funnel. This product has become the backbone for making informed decisions and achieving sustainable app growth.

Learn more about Compass here.

Introducing CPP Intelligence, a First in the Industry

For Apple Search Ads enthusiasts, we unveiled the first-ever Custom Product Page Intelligence feature. This innovative tool enables users to gain insights into competitors’ custom product page strategies and paid keyword themes, bypassing the need for costly A/B testing. It allows for the fine-tuning of custom product pages based on targeted keywords and competitor analysis, setting a new standard in the industry.

Learn more about Custom Product Pages Intelligence here.

Unleashing the Potential of Google App Campaigns Intelligence

Google App Campaigns Intelligence marks a significant advancement in mobile advertising strategy. It offers comprehensive insights into critical metrics on the Google Play Store, such as impression shares and organic keyword rankings, giving users a competitive edge in their advertising efforts.

Discover Google App Campaigns Intelligence here.

Updated Market Intelligence: The Next-Level of Market Analysis

The revamped Market Intelligence tool, Market Intelligence version 2, brings advanced accuracy to app download and revenue estimates. This tool provides an in-depth analysis of daily and historical data, enabling users to benchmark against competitors and strategize effectively across different storefronts. It offers insights into daily and monthly active users, refining product strategies for optimal growth.

That’s a Wrap!

Reflecting on the past year, we’re proud to say that MobileAction and SearchAds.com have not only met but exceeded expectations in setting new standards in data intelligence and campaign management. Our journey has been characterized by innovation, setting new industry benchmarks and redefining the landscape of app marketing and strategy.

As we transition into 2024, our commitment is stronger than ever. Our focus is clear: to continue delivering pioneering solutions that not only meet but anticipate the needs of our users. We’re dedicated to empowering our clients with the most advanced tools and insights, ensuring they not only stay ahead of the curve but define it.

We’re excited to embark on this journey with our users, partners, and the broader mobile app marketing community. Together, we will continue to break barriers, achieve new heights, and redefine what’s possible in the app market. Here’s to a 2024 filled with success, groundbreaking achievements, and growth. Let’s soar to new heights together!

The post What a Year! Here’s Your 2023 Product Recap appeared first on MobileAction.

If you are already familiar with the game, you’ve probably spent nights guarding against animatronic nightmares on your PC, but did you know Freddy and his crew are now dominating the mobile gaming scene? Picture this: the app publisher of the game, Clickteam LLC, has four games sitting in the top 10, six in the top 15, and seven in the top 20 of paid apps among all categories. 

Yeah, it’s not a horror movie plot; it’s the real deal.

Now, in this blog, we are on a mission to unravel the secrets that brought our favorite jump-scare fest from the PC to our palms. In this effort, we’ll carefully uncover the details of the tricks used in the app stores to make this cool thing happen. So, grab your flashlight and get ready to explore the shadows of Five Nights at Freddy’s mobile success – it’s a rollercoaster ride through the gaming world’s haunted hallways!

Rising ASO Scores

Having established the context, let us now direct our attention to the initial key factor contributing to the success of Five Nights at Freddy’s on mobile platforms – the notable increase in App Store Optimization (ASO) scores. 

Think of ASO scores as the core element that decides how easy it is for people to find your favorite horror game in the crowded app store.

In the not-so-distant past, Five Nights at Freddy’s made a daring leap from PC screens to mobile devices. What followed was a gradual ascent in search scores for related keywords. It’s like the gaming community collectively turned their flashlights toward Freddy’s corner of the app store.

So, what’s the big deal with ASO scores? Well, they’re like breadcrumbs leading players straight to the heart of the horror. When you search for your favorite animatronic nightmares, those rising ASO scores ensure that Freddy and his crew aren’t lurking in the shadows but standing in the spotlight. It’s the art of being seen without even trying too hard.

Examining the upward trend of these scores resembles unraveling a mystery, exposing the unseen force that directs players towards the thrilling experiences of Five Nights at Freddy’s. The more eyes on Freddy, the more screams (and downloads) echo through the corridors of mobile gaming.

Intriguing, right? But this is just the basic level of strategies to achieve mobile game success. Stay tuned as we uncover more secrets behind the screen – next up, we’ll explore the not-so-unexpected moves in the chess game of mobile gaming competition. Ready for the next level of Freddy’s fright fest? Let’s press play and focus more on keyword competition.

Competitors’ Bid on Keywords

Imagine this: Freddy and his gang, chilling at the top of the mobile gaming charts without spending a dime on paid user acquisition. Sounds like a dream, right? Well, that’s exactly what’s happening.

But, here’s the twist in the tale – while Freddy is casually enjoying finding places in the top charts of the paid apps without worrying about paid ads, its competitors are employing every available strategy. Picture this as a high-stakes poker game where everyone’s bidding on the same hand, and Freddy’s holding the aces without even playing.

Competitors in the gaming arena are actively taking part in a bidding war for Five Nights at Freddy’s-related keywords. Why? Because Freddy’s got the attention, and where there’s attention, competition is getting fiercer in the mobile gaming industry.

Even though Freddy’s success is natural, real, and truly impressive, there’s a noticeable excitement online. Other companies are spending money to show up next to Freddy in search results, trying to benefit from the popularity of this powerful horror game.

Think of it like a game of hide and seek, but instead of a hider, it’s Freddy – and he’s not even playing. This interesting situation makes us wonder about whether Freddy’s way of growing naturally can last. Can a game do well just by being scary, or are there hidden costs to competing in the shadows of mobile gaming?

Get ready for more of our journey into Freddy’s mobile world. In the next part, we’ll talk about the risks and rewards of Freddy’s choices – decisions that are keeping us all excited. 

The Risk of No Paid User Acquisition

Now that we’ve witnessed the bidding wars in Freddy’s digital realm, let’s shine a flashlight on the risk our animatronic friends are taking by not playing the paid user acquisition game.

Imagine this: Five Nights at Freddy’s, the top dog in mobile horror, ruling the charts without spending a penny on ads. It’s a rare story of growing organically, where player screams make a bigger impact than any marketing could.

But, and it’s a significant but, Freddy’s success is like walking a tightrope over a pit of digital uncertainty. While competitors are strategically investing in ad campaigns to grab attention, Freddy’s team is chilling in the shadows, relying solely on the reputation they have gained thanks to their success in PC gaming.

It’s a gamble, a high-stakes one. In an era where paid user acquisition is the norm, Freddy’s decision to stay out of the bidding war raises eyebrows. The question in the highly competitive gaming arena is this: Can a game sustain its dominance without actively courting new players through paid channels?

Sure, Freddy’s got the horror legacy, the jump scares, and the devoted fan base, but in a sea of apps vying for attention, is that enough? The absence of paid user acquisition might mean missing out on potential players who could be lured in by a well-placed ad or a strategically boosted keyword.

We saw an example of this recently in the Photo & Video app category. EPIK AI Photo Editor managed to rank first in all keywords related to it, but since it did not put enough effort into paid user acquisition, this success did not last long. Yes, Photo & Video and Gaming are two different app categories, but they are similar because they are both very competitive. For two blogs written about this:

• EPIK App’s Epic Win: Breaking the Social Media with AI Yearbook
• Photo & Video Apps Case Study: Dethroning the Category Leader with In-App Events & Paid UA

As we go through this digital haunted house, we’ll look at the possible challenges and benefits of Freddy’s bold plan. Are we seeing a big change in how games can do well, or is there a surprise coming that could shake up Freddy’s success?

So let’s ask again: Can Freddy’s success keep going strong in the future despite ignoring the paid user acquisition challenge?

Conclusion

In conclusion, Five Nights at Freddy’s has achieved remarkable success in the mobile gaming industry through its gripping gameplay and dedicated fan base. The game’s rising ASO scores for related keywords have heightened its visibility and attracted players to the horror franchise. However, the absence of paid user acquisition and the intense competition from bidding competitors raise questions about the sustainability of its approach.

While Freddy’s organic growth and devoted fan base have propelled its success thus far, the decision to forgo paid advertising and active user acquisition strategies poses potential challenges. Finding a balance between organic growth and targeted user acquisition will be crucial for sustaining Freddy’s dominance in the mobile gaming market. As the industry evolves, it remains to be seen whether Freddy’s chilling presence can continue to captivate audiences and maintain its position without actively pursuing paid channels. Only time will tell whether Five Nights at Freddy’s horror legacy can survive in the highly competitive gaming category.

If you want your success not to last just five days, talk to MobileAction’s experts and take your app marketing success to the next level!

The post From PC to Pocket: Five Nights at Freddy’s Organic Rise vs. Competitors’ Paid Strategies appeared first on MobileAction.

App Store Optimization (ASO) and Visibility

The Leaders in Visibility

Navigating the nuances of App Store visibility is vital for finance apps, as it directly impacts their discoverability and popularity among users. Understanding and leveraging these dynamics is key, as the right visibility can mean the difference between widespread adoption and being forgotten. Let’s explore how some of the leading finance apps in Türkiye are mastering this aspect of digital presence:

• Binance: With a visibility score 94, Binance ranks for 1,014 organic keywords. It holds the first place for 196 of these keywords, which means about 19.33% of its keywords are in the top 30.
• Investing.com: Investing.com also has a visibility score of 94. It ranks for 769 keywords, with a strong presence in the top 30 for 635. This is an outstanding 82.58% of its total keywords.
• TradingView: TradingView boasts a visibility score of 92 and ranks for 812 organic keywords. Remarkably, 695 of these keywords are in the top 30, accounting for approximately 85.59% of its total keywords.
• BTCTurk: With a visibility score of 89, BTCTurk ranks for 1,977 organic keywords, and 750 of these are in the top 30, which translates to around 37.94% of its keywords.
• ForInvest: ForInvest has a visibility score of 85 and ranks for 413 organic keywords.
• Midas: Midas follows with a visibility score of 83 and 395 organic keywords.
• Paribu: Paribu has a visibility score of 81 and ranks for 377 organic keywords. 

These stats highlight the significant efforts and successes these apps have in maintaining a strong presence on the App Store, with some, like Investing.com and TradingView, showing exceptionally high percentages of keywords in the top 30.

Importance of ASO in Finance

In the world of fintech applications, App Store Optimization (ASO) is more than just a strategy; it’s the basis of success. ASO plays a pivotal role in how finance apps are organically discovered, perceived, and ultimately trusted by users. A high visibility score, achieved through effective ASO, goes beyond mere discoverability. It strengthens an app’s position as a credible and authoritative player in finance. 

Trust is paramount in finance, where users deal with sensitive information and transactions. A high-ranking app with great reviews is often perceived as more reliable and secure simply because of its position in the App Store. This perception is vital in convincing users to not only download the app but also engage with it for their financial needs.

Advertising Strategies and Market Share

When we look at the paid user acquisition activities as a part of our research on Türkiye’s finance apps, Paribu’s success in the ad space is noteworthy. Paribu achieved a significant impression share of 44.46% by focusing on SUI in its ads. Their ad was live across multiple major advertising networks, including Kayzen, Vungle, AdMob, and AdColony, for 58 days.

A key aspect of their advertising strategy was the simplicity of the ad’s design and message. The ads effectively communicated the ease of buying cryptocurrency, particularly SUI, in a manner that was straightforward and accessible. This simplicity in design and clarity in messaging resonated strongly with their target audience, cutting through the noise in a crowded market space.

User Experience Trends in Finance Apps

Phone-in-Screen App Screenshots: A Standard?

For apps in the Türkiye storefront, a trend in the presentation of finance apps is the adoption of “phone-in-screen” app screenshots. This trend goes beyond just style; it’s a strategic decision to make apps seem more user-friendly and easier for potential users to understand. By showcasing the app interface within the context of a smartphone screen, apps are effectively bridging the gap between the digital product and the physical experience of using it. This approach provides a realistic app preview, setting clear expectations for the user experience.

In-App Events: The Road Less Travelled with Great Potential

In contrast to the widespread adoption of phone-in-screen visuals, there’s a notable gap in the utilization of in-app events within the finance sector in Türkiye. This underexplored territory might hold potential for user engagement and retention. In-app events, such as special promotions, educational webinars, or interactive financial planning sessions, can significantly enrich the user experience. They offer a chance for deeper interaction, fostering a sense of community and loyalty among users. This can particularly serve in finance, where user engagement directly correlates with trust and continued usage.

The underutilization of in-app events in fintech apps suggests a significant opportunity for differentiation in the market. By integrating events, apps can enhance user engagement and provide added value, further solidifying their position in a competitive field. This approach could lead to a paradigm shift in how users perceive and interact with finance apps, transforming them from mere tools to engaging, dynamic platforms that play an active role in financial management and education.

Optimizing for the Future: A Multifaceted Approach

As finance apps continue to evolve, there’s a growing need for a nuanced approach towards optimization. This isn’t just about staying visible; it’s about deeply understanding market trends and user preferences. In this context, utilizing various analytical tools can provide invaluable insights.

Finance apps have a significant opportunity to enhance their ASO and market presence. Platforms like MobileAction are instrumental in this process, offering a suite of features that cater to various aspects of app optimization:

For instance, when refining app metadata, the Keyword Optimization tool by MobileAction can play a pivotal role. Metadata optimization isn’t just about choosing the right words; it’s about understanding user intent and market dynamics. Similarly, keeping an eye on the competitive arena through MobileAction’s Keyword Gap analysis can uncover unique opportunities for differentiation.

Understanding how your app ranks in different regions can also offer strategic insights, where MobileAction’s Keyword Position Map might come in handy. It’s not just about knowing where you stand but also about identifying where growth is possible. Monitoring keyword performance over time can also reveal trends and patterns that might otherwise go unnoticed.

Additionally, getting an understanding of the advertising side, including what works for competitors and market leaders, can let you conduct more effective ad strategies, and the Ad Intelligence suite is just the place to get insights. As the Paribu example proves, advertising is about crafting messages that reach and resonate with the target audience.

This exploration into finance app trends highlights the importance of ASO, advertising done right, and user experience enhancements. The finance and fintech app sector is very active, with constant shifts presenting both challenges and opportunities. Understanding and responding to user needs and market dynamics is just as crucial as the technology itself.

Looking forward, it’s clear that the fintech sector will continue to evolve, with more sophisticated analytics and user engagement strategies becoming key differentiators. For deeper information into the trends and strategies, book a demo with MobileAction. And for continual updates on the finance app world, don’t forget to subscribe and stay ahead in this ever-changing landscape.

The post Emerging Trends in Finance Apps for 2024 appeared first on MobileAction.

Even though only a week has passed, EPIK has fallen from the first place to the 23rd place. So how did this happen? This is what we are going to uncover in today’s blog.

Focusing specifically on their ingenious use of in-app events and paid user acquisition, as we dive deeper into this case study, you’ll witness how its competitors dethroned EPIK and paved their way to the top of the charts. Let’s pick up where we left off and briefly explore the short-lived success of EPIK.

Quick Recap

EPIK – AI Photo Editor, an AI-based photo editing app, has gained global recognition due to its AI Yearbook feature. Developed by South Korea-based SNOW Corporation, the app generates 60 unique images of an individual based on eight to twelve selfies provided.

The popularity of EPIK has been driven by celebrities and influencers from various backgrounds, who have shared their AI-generated photos on social media platforms. Instagram has been instrumental in EPIK’s success, as celebrities and influencers from diverse domains have actively shared and commented on their AI-generated yearbook pictures.

EPIK’s journey to the top in terms of revenue and downloads began on September 18th, followed by a brief dip in revenue on September 27th. On October 2nd, EPIK secured the third position among free apps and the top spot in the Photo & Video category, dethroning the reigning champion, Lapse application.

The success of EPIK is attributed to its ability to leverage in-app events, which allowed the app to announce its new AI Yearbook feature and update. However, EPIK’s success did not last long due to the strategic brilliance of rival apps.

Lessons Learned – EPIK’s Influence on the Industry

After the release of its groundbreaking AI Yearbook feature, a significant transformation began to unfold. EPIK’s success resonated with other apps in the Photo & Video category, inspiring them to follow suit. As a result, apps in this category started incorporating similar AI-generated yearbook features, recognizing the immense popularity and engagement it brought.

Here are some of the examples:

1) Remini – AI Photo Enhancer

Remini – AI Photo Enhancer, a standout competitor in the Photo & Video app category, has once again demonstrated its commitment to staying at the forefront of viral trends.

Embracing this trend early, Remini has not only added this feature to their app but also accompanied it with an exciting in-app event, named “Back to the 90s with Remini!”

This strategic move is poised to solidify Remini’s position in the top charts of the Photo & Video app category, and it showcases their keen understanding of user preferences and their dedication to enhancing the app experience. With their reactive approach and attention to detail, Remini is undoubtedly successful in their efforts to keep their app exciting and engaging for users.

2) Apps of Prequel Inc.

In the highly competitive Photo & Video app category, Prequel Inc. is one of the most popular app publishers. In a strategic move to maintain their standing and captivate their users, Prequel Inc. recently introduced substantial updates across three of their top apps:

• Prequel: Photo & Video Editor
• GIO: AI Headshot Art Generator
• OJI: AI Art & Photo Generator

But that’s not all. What truly sets Prequel Inc. apart is their innovative approach to announcing these updates. They’ve crafted three distinct in-app events, each with its unique charm:

The Nineties Called: A nostalgic journey back in time that promises to evoke memories and sentiments from the ’90s, delivering a unique and emotionally resonant experience.

It’s Picture Day: A clever focus on the yearbook, allowing users to relive the classic “picture day” moments through their photos, with a creative twist brought by Prequel Inc.’s cutting-edge technology.

An Epic Time Jump: A play on words that resonates with “EPIK” drawing parallels with the term “Epic” signifying the monumental nature of the updates.

This thoughtful and engaging approach not only keeps users excited but also reflects Prequel Inc.’s commitment to creating a user experience that goes beyond mere utility. Their dedication to innovation, nostalgia, and captivating events cannot be unseen.

3) Photoleap: AI Art Photo Editor

Photoleap, a prominent player in the dynamic Photo & Video Category, has decisively embraced the AI Yearbook trend, positioning itself as a leading competitor. Similar to EPIK and other competitors in this app category, Photoleap released a feature that brings a touch of nostalgia to their app. This major update, named “AI Yearbook Photos,” provides users with a delightful journey back in time.

In their competitive app category, where innovation and user engagement are the keys to success, Photoleap has demonstrated its astute understanding of user preferences. By tapping into the AI Yearbook trend, they have solidified their place among the top contenders in this trend.

Photoleap’s “AI Yearbook Photos” feature not only reflects their commitment to staying at the forefront of technology but also offers a unique and emotionally resonant experience to their users.

4) Reface: Face Swap AI Yearbook

To maximize the potential of the AI Yearbook trend, Reface made a bold and strategic move by rebranding their app. What was once known as “Reface: Face Swap Video AI App” has now transformed into “Reface: Face Swap AI Yearbook”. This name change is not just for looks; it reflects a big change in what the app does.

By seamlessly integrating the core feature of EPIK into their app’s name, Reface demonstrates one of the most astute implications of in-app events and trend adaptation. They have harnessed the power of branding to not only reflect their alignment with the AI Yearbook trend but also to create a sense of anticipation and excitement among their user base.

Reface’s move exemplifies their proactive approach to staying ahead of the curve in the ever-evolving landscape of apps. They’ve brilliantly showcased how in-app events and branding can shape the trajectory of an app.

5) PhotoApp – AI Photo Enhancer

PhotoApp took a different route compared to Reface. Instead of changing their app name, they made a notable move by releasing a major update with the announcement, ‘AI Yearbook is NOW available!’. This decision reflects a strategic approach, signaling their adaptability and commitment to staying current with the latest trends.

By keeping their app name intact while integrating the AI Yearbook feature, PhotoApp continues to build on its established brand identity. This announcement not only conveys their readiness to embrace the AI Yearbook trend but also shows their dedication to enhancing the app experience.

PhotoApp’s approach exemplifies their focus on providing users with the latest innovations while maintaining the recognizability of their brand. As a result of their strategic decision, it can be easily said that they tried to make the most out of this trend with their thoughtful execution and potential to capture user attention and engagement.”

6) Some Market Challengers to Keep an Eye On

Several promising apps are making significant strides, positioning themselves as potential first-place candidates in the near future. These up-and-coming apps are:

• Photo Lab AI Yearbook (now they changed their name to benefit from the seasonality effects of Halloween and secured their place in the Top 10 – Photo & Video App)
• Fotorama AI Headshot Generator (Currently in 11th place in the Photo & Video app category)
• Zoomerang AI Video Maker
• Linpo: AI Yearbook & AI Filter

These apps might not be on top of the Photo & Video category today, but they’re certainly ones to watch. Their commitment to innovation and the adoption of AI trends highlight their potential to enter the race for the top spots in the category. With their distinct offerings and forward-looking approach, these promising apps deserve a perfect 10/10 rating for their potential and contributions to the app landscape.

Paid User Acquisition Efforts

With the radical rise in popularity of EPIK, a domino effect started throughout the industry, leading to significant increases in various keywords closely tied to the brand. Notably, the brand keyword “epik”, closely resembling “epic”, an event-specific keyword “ai yearbook”, and the core value that EPIK represents, “ai photo editor”, all experienced an increase in search volume and user interest.

This increase in keyword popularity didn’t go unnoticed by other players in the industry. Witnessing the heightened demand and competition for these keywords, other apps swiftly adopted a more aggressive approach, intensifying their paid user acquisition strategies. Their goal was clear: to secure higher rankings for these keywords, thereby increasing their visibility and relevance in the industry.

The rapid increase in competition for these keywords reflects the profound impact of EPIK’s innovative approach. EPIK’s success prompted a collective recognition of the importance of these words in the industry, pushing competitors to strive for prominence within this keyword-driven ecosystem. In essence, EPIK’s influence triggered a spirited race among apps to align themselves with these popular keywords, underscoring the transformative effect EPIK has had on the industry’s landscape.

In the examples mentioned above, it’s clear that EPIK holds the highest percentage of impressions for specific keywords like ‘epik,’ ‘epic,’ and ‘ai yearbook.’ Notably, strong contenders in the Photo & Video category, including Remini, Picsart, Photoleap, and Photo Lab, also secure a portion of impressions for these keywords, indicating their competitive presence.

On the flip side, EPIK does not appear prominently in the paid user acquisition for these same keywords. Instead, we observe other competitors, such as Reface, Facetune, Photoleap, OJI, Photo Lab, and Fotorama, capturing a substantial share of impressions for these particular keywords. This dynamic landscape highlights the diversification of keyword strategies within the industry, with various apps seeking attention and recognition through both organic impressions and paid user acquisition efforts.

Conclusion

EPIK’s impact on the industry was like a domino effect, where its pioneering spirit set a new standard and encouraged others to step up their game, ultimately reshaping the landscape of the Photo & Video app category.

Much like the initial push of the first domino, EPIK’s contributions were a catalyst for a chain reaction of positive change in the industry. Their dedication to pushing boundaries and embracing cutting-edge technology not only elevated their own app but also prompted a wave of innovation across the entire sector.

The impact was significant, leading to better features, user experiences, increased competition, more creativity, and higher quality. EPIK’s legacy shows their vision and the way they influenced the industry is proof of their innovative impact.

The post Photo & Video Apps Case Study: Dethroning the Category Leader with In-App Events & Paid UA appeared first on MobileAction.

EPIK – AI Photo Editor, an artificial intelligence-based photo editing application, has quickly climbed to the top of the charts on the App Store, gaining global recognition thanks to its AI Yearbook feature. Developed by the South Korea-based SNOW Corporation, EPIK produces 60 unique images of an individual based on eight to twelve selfies they provide.

To utilize the app, users upload a series of their own selfies, which EPIK then utilizes to create retro yearbook photos with various poses, styles, and hairstyles. While the app itself is free to download, accessing the generated photos comes with a pricing plan from $0.99 to $38.99.

Celebrities and influencers of different environments from all corners of the globe have been sharing their AI-generated photos on social media platforms, contributing to EPIK’s surge in popularity. It has now become the latest AI trend that breaks the social media.

Analytics Behind the Success

Especially Instagram has been instrumental in EPIK’s radically increasing popularity, as celebrities and influencers from diverse domains have actively shared and commented on their AI-generated yearbook pictures. These influencers, boasting substantial follower counts, have significantly contributed to the app’s widespread appeal which eventually led to huge peaks in downloads and revenue.

As evident from the data, EPIK’s journey to the top in terms of both revenue and downloads commenced on September 18th. Following a brief dip in revenue on September 27th, they witnessed a drastic rise in both categories on October 2nd. Consequently, EPIK firmly established itself as the reigning champion, securing the top position on the U.S. App Store.

On October 2nd, EPIK made an impressive leap of 47 places, securing the third position among free apps. Just three days later, on October 5th, it achieved a remarkable milestone by claiming the top spot in the Photo & Video category, dethroning the reigning champion, the Lapse application, another successful player in the same domain.

Interestingly, before they released the AI Yearbook feature, downloads were actually on a decline. Still, EPIK has succeeded in making a sharp U-turn and changed the dynamics of the Photo & Video app category.

The Why and How of It – Leveraging In App Events

Browsing the #epik tag on Instagram provides insight into the app’s reach, as a multitude of well-known profiles have embraced the trend and posted their AI-created yearbook pictures. Beauty influencers, actors, models, content creators, and even Twitch streamers have all enthusiastically adopted the EPIK craze, enchanting their followers with a nostalgic journey through time.

These all emphasize again that app features are continuing to play a major role on the App Store. EPIK wanted to find a ‘gimmick’ that could make their app go viral and has found that within their AI Yearbook feature. However, the real lesson here is that they have successfully announced this gimmick in their App Store listing. They did it by leveraging in app events.

In the line graph above, the blue dots represent the update dates of EPIK – AI Photo Editor. By examining the peaks in EPIK’s rankings, it becomes evident that two particular app updates played a pivotal role in the app’s remarkable success. 

The climb began immediately after an update on September 17th where they released their major update as “NEW AI Yearbook released!”. Significantly, EPIK gained worldwide recognition by starting an in app event and announcing this major update related to the new AI Yearbook feature on September 18th.

After a significant climb after the first update on September 18th, two updates on October 2nd and 5th led EPIK to successfully maintain its first-place position in the highly competitive Photo & Video app category.

The Future of EPIK – AI Photo Editor

After achieving such great success in a short time, everyone in the mobile app industry now has only one question on their mind: How long will this success continue? The answer to this question will be determined by the answers to the other questions below.

• Will EPIK be able to find new ‘gimmicks’ and add new features to their applications that will make them go viral again?
• Will they be able to continue its successful app updates in the coming months?
• Will they be able to announce the new features coming to the application to a wide audience with the in app events they release?

All of the new features, updates, revenue and download numbers, category rankings, and in-app events mentioned above were collected using the intelligence tools of MobileAction, the ultimate user acquisition platform.

If you want to create a success story like EPIK in your own app by making a similar analysis, you can get information about our full-funnel solutions from our experts by scheduling a demo.

The post EPIK App’s Epic Win: Breaking the Social Media with AI Yearbook appeared first on MobileAction.

The mobile app ecosystem has matured over the years, becoming a dynamic and competitive arena where creativity, data-driven insights, and user-centric strategies reign supreme. To thrive in this fast-paced environment, marketers and app creators must remain vigilant, adaptive, and attuned to the evolving preferences and expectations of their target audience.

In this comprehensive blog, we will journey through the top Mobile App Advertising Trends for Fall 2023, dissecting each trend to uncover the strategies, technologies, and best practices that will shape the advertising landscape in the coming season.

So, fasten your seatbelts and prepare to embark on a journey into the future of mobile app advertising. Let’s dive into the advertising trends of Fall 2023 that will shape the digital landscape and captivate audiences in the coming months.

Top Mobile App Advertising Trends for Fall 2023

1) App Store Optimization (ASO)

The world of mobile app advertising is changing, but one thing remains constant: the importance of App Store Optimization (ASO). ASO continues to be a foundational element for ensuring your mobile app stands out in the crowded app market.

ASO isn’t merely about choosing the right keywords; it’s a comprehensive strategy aimed at enhancing your app’s visibility, discoverability, and ultimately, downloads. In Fall 2023, ASO is set to become even more critical as the competition intensifies.

With millions of apps available across major app stores, getting your app noticed requires a combination of factors. This includes optimizing your app’s title, description, and screenshots to align with user intent, keeping your app’s page updated, soliciting user reviews and ratings, and monitoring your competitors’ strategies.

To stay ahead in the game by keeping a keen eye on ASO trends, experimenting with different approaches, and adapting to the ever-changing algorithms of app stores to ensure your app shines brightly in the Fall 2023 app landscape, start leveraging our AI-powered ASO tools and ASO Intelligence by MobileAction now!

To discover what value MobileAction can add to your ASO game, let’s have a talk and learn from our experts!

2) Personalization

In Fall 2023, personalization will be more than just a buzzword; it will be the cornerstone of successful mobile app advertising. Users are inundated with a sea of content and ads daily, and to break through the noise, personalization is key.

Mobile app personalization involves tailoring your app’s content, recommendations, and advertising messages to match individual user preferences and behaviors. It’s about delivering the right message to the right person at the right time. With advancements in data analytics and AI-driven insights, achieving this level of personalization is not only possible but also expected by consumers.

Whether it’s suggesting products, customizing in-app experiences, or delivering targeted ads, personalization not only enhances user engagement but also drives conversion rates. Fall 2023 will witness an increased focus on leveraging user data to create hyper-targeted advertising campaigns that resonate with users on a personal level.

3) Localization

Going local is a trend that’s gaining momentum, and it’s poised to be a game-changer in Fall 2023. Localized marketing involves tailoring your app’s advertising and content to specific geographic regions, languages, and cultures.

Why is localized marketing important? Because users crave experiences that feel familiar and relatable. In a similar vein to personalization, a one-size-fits-all approach no longer suffices in an era where users from different parts of the world interact with your app.

Fall 2023 will see an increased emphasis on crafting culturally relevant and linguistically accurate content. This includes translating app descriptions, user interfaces, and in-app content into multiple languages. Beyond language, it also involves understanding and respecting cultural nuances and preferences, such as holidays, customs, and traditions.

4) Ad Creatives

Users are bombarded with ads every day, and to stand out, your ad creatives need to be eye-catching, engaging, and memorable. Visual elements, video ads, and interactive content will continue to dominate the mobile advertising landscape.

Video ads, in particular, will remain a powerful tool for conveying your message. Short, impactful videos that convey the essence of your app or its benefits will be in high demand. 

Interactive ad formats, such as playable ads and augmented reality (AR) experiences, will also gain prominence. These formats allow users to engage with your app before downloading, giving them a taste of the experience they can expect.

In MobileAction Blogs, we have emphasized the transformative impact of creatives in numerous webinars and articles, including:

• Winning Ad Creative Strategies for Mobile Apps
• Creative Ad Fatigue: Overcoming Tips and Tricks for Success
• Transform Your Mobile Marketing Strategy With AdCreative Studio
• How to Design Better Creatives for your Mobile Game with User Motivations
• Best Mobile Ad Creative Practices for Survival Games
• Empower Your Product Page with the Creative Assets Hub
• Maximize Click-Through Rates with our Creative Sets Feature!

5) Social Media Marketing

Social media marketing remains a formidable driving factor in the mobile app advertising arena for Fall 2023. Social platforms offer a direct and interactive conduit to connect with your audience, rendering them indispensable for promoting your app.

Paid ads on social platforms are getting better at reaching specific audiences as targeting options become more precise. This precision holds the potential to notably enhance ad performance and deliver a superior return on investment (ROI).

To harness the potential of social media marketing in Fall 2023, focus on cultivating a robust social presence, nurturing engagement, and leveraging the latest platform functionalities. Remain vigilant for emerging trends in influencer marketing and paid advertising to retain your competitive edge within the perpetually evolving social media landscape.

6) Influencer Marketing

Leveraging influencers to promote your mobile app can provide a direct pathway to your target audience while fostering authenticity and trust.

Influencers come in various shapes and sizes, from mega-celebrities to micro-influencers with niche followings. The key is to identify influencers whose audience aligns with your app’s target demographic and values. These influencers can authentically advocate for your app, driving organic engagement and downloads.

To make the most of influencer marketing in Fall 2023, carefully select influencers, establish clear objectives, and foster genuine partnerships. Collaborate with influencers who resonate with your app’s message and values to create compelling and trustworthy content that resonates with your target audience.

7) User-Generated Content (UGC)

User-Generated Content (UGC) is a significant force in mobile app advertising for Fall 2023. It involves using content created by your app’s users, like reviews, testimonials, images, and videos, to boost your marketing efforts. UGC adds authenticity and credibility to your app’s advertising, building trust among potential users.

With the prevalence of social media and review platforms, UGC is readily available. To make the most of it, curate and highlight the most compelling content. Share user stories, before-and-after experiences, and user-generated visuals in your ad creatives to make your app’s marketing more relatable and persuasive. 

Encouraging and showcasing UGC can foster a sense of community around your app, driving user engagement and loyalty. Embracing UGC as a tool for storytelling and user engagement allows satisfied users to become your most effective advocates.

8) Voice Search Optimization

Voice search is at the forefront of technological transformation and is poised to revolutionize mobile app advertising in Fall 2023. This trend is driven by the widespread adoption of voice-activated devices and virtual assistants like Siri, Alexa, and Google Assistant. It’s no longer a choice but a necessity for app developers and marketers to optimize their apps for voice search to remain competitive in the evolving landscape.

Voice search optimization involves more than just adapting app content and keywords; it’s about understanding the natural language queries users make when interacting with voice assistants. 

To thrive in Fall 2023, app developers must go beyond the basics of voice search optimization. They should proactively enhance app listings on voice search platforms, incorporate schema markup to provide structured information that voice assistants can readily access, and fine-tune conversational AI capabilities to engage effectively with voice commands. 

9) Augmented Reality (AR) and Virtual Reality (VR)

In Fall 2023, Augmented Reality (AR) and Virtual Reality (VR) are set to reshape mobile app advertising. AR overlays digital elements in the real world, while VR immerses users in virtual environments. Both offer unique ways to engage users.

AR can enhance advertising with interactive product demos and virtual try-ons. For instance, retail apps can use AR for home furniture visualization, while travel apps can provide virtual destination tours. VR is gaining ground beyond gaming, with real estate apps offering virtual property tours and educational apps creating immersive learning experiences.

Expect more apps to adopt AR and VR in their Fall 2023 advertising campaigns, whether through interactive AR filters on social media or full VR ad experiences. To make the most of these technologies, collaborate with AR and VR experts to create compelling ad campaigns that elevate your app’s value and user experience.

10) Machine Learning and AI

In Fall 2023, Machine Learning (ML) and Artificial Intelligence (AI) remain driving forces in mobile app advertising. They enable precise user targeting, engagement, and retention.

Predictive analytics, a key application, uses AI to analyze data and predict user behavior, enhancing ad personalization, conversion rates, and cost-effective ad spending. AI-driven chatbots and virtual assistants improve user support and engagement.

AI also automates ad content generation, from copywriting to visuals, tailored to each user’s preferences. Embracing these technologies in Fall 2023 can significantly enhance ad efficiency and effectiveness. Stay updated on the latest AI and ML advancements to stay competitive in mobile app advertising.

At MobileAction, we both develop AI-powered smart tools and create content that highlights the importance of AI in app promotion. To learn more, don’t forget to take a look at:

• Uses of AI in Mobile App Industry: Paving the Way for the Future
• From AI to Candy Crush, Barbie’s Taking Over Mobile Advertising
• Introducing the AI Keyword Generator: Revolutionizing ASO and Keyword Research
• ASO + AI: The Formula Behind Remini’s Remarkable Climb in Rankings

Also, do not miss the chance to use our free tool:

• AI Keyword Generator

11) Sustainability and Social Responsibility

This change goes beyond environmental efforts, encompassing ethical practices, diversity, and community engagement. Users now prioritize apps that reflect ethical and eco-conscious values. To adapt, consider highlighting eco-friendly features, supporting social causes, and promoting diversity and inclusion in your campaigns authentically.

Fall 2023 presents a unique opportunity for brands to align with user values and contribute positively to the world. Users are drawn to apps that prioritize sustainability and social responsibility, making it crucial to integrate these principles into your mobile app advertising strategy. This way, you can engage users who share these values and show them that choosing your app contributes to a more responsible and sustainable future.

Conclusion

In concluding our look at Mobile App Advertising Trends for Fall 2023, we recognize the ever-changing digital landscape shaped by new technologies, evolving user behaviors, and dynamic strategies. Adaptability and innovation are essential, as these trends indicate industry directions. 

To thrive, marketers and app creators must embrace change, experiment, and refine their strategies, from App Store Optimization to sustainability. Success hinges on understanding your audience, delivering value, and maintaining brand authenticity. Stay curious, agile, and committed to innovation in the ever-evolving world of mobile app advertising as we look forward to creative, user-centric experiences in Fall 2023 and beyond.

The post Mobile App Advertising Trends for Fall 2023 appeared first on MobileAction.

We all have a passion for exploring new places, especially now, as the summer season is getting closer. Travel apps make it easier to plan our trips and manage our budgets for that dream vacation. 

With thousands of apps available, it’s easy to miss out on some of the most fantastic travel apps. Even if you have the most incredible and most useful travel app on the market, without a well-designed strategy, your app may not receive the attention it deserves and could get lost in the crowded app market. 

That’s why we’re here to examine the user acquisition strategies of the Travel category and discover what could work for your app. Having a clear understanding of the category you’re competing in can be a game-changing advantage. Let’s uncover what could make your app stand out among the thousands of others.

Join us as we uncover the secrets to success in the travel app world. 

Keywords to Success: Trophy Keyword of Travel 

Share of Voice Data from MobileAction Dashboard

While planning the dream vacation first things to come in mind are plane tickets and somewhere to stay. That is why these are some of  the most important keywords of this genre. The combination of high popularity scores and a significant number of app impressions associated with these keywords makes them crucial for travel apps in the category. That’s precisely why we label them as “trophy keywords.” Obtaining an impression from any of these keywords is akin to winning a race and earning a prestigious trophy.

It is also important to see that these keywords are not seasonal ones. Regardless of summer or winter, these keywords remain their popularity. So they do not require risk-taking. They are safe shots so why not trying it?

Popularity History Data from MobileAction Dashboard

On the other hand, there are opposite examples that you use for your own advantage. Since people tend to travel more in summer times hotel discounts have a trend of getting popular seasonally. It is not too late to use this keyword and turn this into a boost for your app’s impressions.

Some of the apps are clearly dominating this genre. Some for the organic side, some for the paid side, and some for both sides. Expedia: Hotels, Flights & Car and Booking.com: Hotels & Travel are active on both sides. Especially Booking.com: Hotels & Travel dominates the paid side by itself. 

When we look at the “Share of Voice Data from MobileAction Dashboard” above, we can see that Booking.com: Hotels & Travel dominates the competition when it comes to paid impressions. They’re determined not to lose any potential users to their competitors, highlighting the importance of these keywords in the travel category once again.  

Users often rely on the app that appears first when searching for specific features rather than a particular app, influencing their decision to download. To increase your downloads, it’s crucial to use eye-catching creatives and secure a top position. If you’re not getting impressions from trophy keywords, it’s time to strengthen your ASO efforts and optimize your Apple Search Ads campaigns to gain visibility. 

Another interesting point is, although Booking.com: Hotels & Travel is dominating the trophy keywords, it still does not appear in the Top Charts. Booking.com takes the lead in paid impressions, allocating significant investments in popular keywords. On the other hand, Expedia focuses more on ASO, especially when it comes to optimizing creatives.

A Real Game Changer: The Power of Advertising and Unique Creatives

Top Creatives Data from MobileAction Dashboard

Here is where Expedia: Hotels, Flights & Car made its difference because it dominates almost all of the top 10 charts and gets the most in terms of creatives. Durations are also long, meaning they are being shown for a really long time and still get the impression. 

Top Advertisers Data from MobileAction Dashboard

Unleashing the Power of Paid User Acquisition: Maximizing App Growth

Let’s dive deeper into the world of trophy keywords and uncover their significance in the realm of paid user acquisition. As we’ve previously highlighted the importance of these keywords, examining the apps that gain paid impressions provides valuable insights into the competitive landscape and the overall standing of the category. 

Search Results Ads 

According to the benchmarks from SearchAds.com’s dashboard, in the United States, the Travel app’s TTR and CR are both higher than the average. According to last month’s data, the TTR is 12.05% while the average is 9.81%. Similar to TTR, the CR rate is 65.13% while the average is 63.93%. 

Search Results Impression Share Data fromMobileAction Dashboard

Here we see the competition between Expedia: Hotels, Flights & Car and Booking.com: Hotels & Travel for the keyword “flight” for the last three months. Looking at the paid side, we can see a direct competition between Expedia: Hotels, Flights & Car and Booking.com: Hotels & Travel at the beginning but at the end  Expedia: Hotels, Flights & Car witnessed a deep decrease and gave its spot to Priceline – Hotel, Car, Flight. 

Search Results Impression Share Data from MobileAction Dashboard

Once again  Booking.com: Hotels & Travel is in the competition for another trophy keyword, “hotel”, in the paid side. Here we see that in only three months they increased their impression share up to 53.09% from 1.92%. They take no risks and dominate all the trophy keywords’ impressions.

Today Tab

Today Tab Impression Share Data from MobileAction Dashboard

SIXT rent, share, ride & plus is the only Travel oriented app that runs a Today tab campaign. Imagine entering a shopping mall. If you don’t have something specific in mind, you’d probably begin by checking out or shopping at the prominent stores right at the front before you delve into the inner corridors of the mall. What’s likely to grab your attention first are the display windows of the initial stores you come across upon entering the mall. If the store’s window display is appealing, you might decide to step inside and start shopping.

Similarly, in the same manner, the App Store resembles a vast shopping mall, and the Today tab acts as the very element that will catch your attention, just as shown in the example above. With a captivating and effective Today tab, you can effortlessly attract the interest of potential buyers who enter the store and seamlessly introduce them to your application.

Take Your App To the Next Level: Custom Product Pages

Custom Product Pages by Category Data from MobileAction Dashboard

As you can see here, Travel apps use custom product pages, which once again shows us that it is a good strategy for this category. This could be the reason, Travel apps tend to have multiple features: delivery, flight tickets, hotel discounts, translation, flight tracking, and many more. It is impossible to show all of them just using one set of product pages. This is why custom product pages are that important. Addressing an audience and showing them what they exactly search for can increase your conversions. Creating different sets of creatives will give you the opportunity to reach a specific audience. 

Custom Product Pages Use Case for Travel Category: Expedia: Hotels, Flights & Cars

We mentioned the custom product page usage of Expedia, let’s dive into that. Expedia: Hotels, Flights & Cars is using several custom product pages, for different features and even for different languages.

Custom Product Pages Data from MobileAction Dashboard 

They run many custom product pages and they really have high impression rates. When we look at them separately, each of them has a different target. Let’s take a closer look at the creatives and linked keywords. 

This one is dedicated to a competitor strategy, most of the keywords are competitor names, including “hopper”. The fact that it gets 19% impressions is also something to focus on. After the default product page, the second creatives set in terms of impression rates. Meaning Expedia: Hotels, Flights & Cars gets a significant amount of impression from its competitors’ names. 

On the other hand, these three are dedicated to different features of Expedia: Hotels, Flights & Cars, one is for flights, one is for renting a car and the last one is for hotel reservations. Here, the target audience is specified through keywords and Expedia is reaching a more specific audience which possibly increases the conversion rate. A user who searches for “hotel reservation” won’t be seeing car rental discounts so the attention of the user will be caught easily. 

Lastly, this one is for Spanish-speaking people in the United States, the language of keywords and creatives is switched to Spanish for more localized targeting. Even if you don’t target every country you should still< think of everyone in that region. This is a great strategy to reach Spanish speakers. 

Key Takeaways

• Importance of Trophy Keywords: Identifying and targeting trophy keywords in the travel app category is crucial for gaining visibility and user acquisition. Keywords related to essential travel aspects like plane tickets and accommodations consistently attract high user interest.
  

• Custom Product Pages and Audience Targeting: Utilizing custom product pages allows travel apps to address specific audience segments effectively. Tailoring creatives and keywords to suit different features and languages enhances conversion rates and engagement.
  
• Localized Targeting for Enhanced Reach: Adapting creatives and keywords to specific languages and regions, such as Spanish-speaking audiences in the United States, can improve localized targeting and reach untapped markets.

• Diversified Features and Product Pages: Travel apps benefit from offering multiple features, such as delivery, flight tracking, and hotel discounts. Custom product pages help showcase these diverse features and cater to various user preferences.
  
• Strengthening ASO Efforts: For apps struggling to gain impressions from trophy keywords, focusing on App Store Optimization (ASO) efforts and optimizing Apple Search Ads campaigns is essential for improving visibility and user acquisition.

MobileAction provides comprehensive app store marketing intelligence and seamless AI-powered Apple Search Ads campaign management. Backed by our vast dataset of 5+ million tracked keywords and a library of 70+ million ad creatives from 50+ ad networks, our solutions help you drive more downloads effectively. Maximize your app’s success and make data-driven decisions with the MobileAction platform.

Schedule a demo now and let’s discover all the gems you need in your app marketing strategy.

The post Travel Category Revealed: Discovering the Gems Through Growth appeared first on MobileAction.