Module 02 · Mobile Apps

ASO and Mobile App Marketing

Our mobile app marketing process brings three things onto one line: getting your app forward in store search, pointing the download campaign at the right audience, and keeping the people who download it.

Let's map the scope and price range Message us on WhatsApp
In depth
01

What does ASO cover, from keywords to graphics?

ASO starts by arranging the signals that decide which searches the store algorithm shows the app in.

Keyword placement in the title, subtitle and description fields is built by comparing it against the keyword gaps competing apps are covering. Category choice and localisation settings are reviewed against search behaviour in the target market. Store graphics aren't an aesthetic preference; the order of the screenshots, the message in the first frames and the opening seconds of the preview video directly affect the user's decision to install. Combinations of icon, title and screenshots are compared through A/B testing and the winning variant goes live.

02

Download Campaigns, Channel Choice and Retention Analysis

Download volume after launch is built without tying it to a single channel.

Google Ads app campaigns reach users with high search intent, while Meta Ads feeds the awareness side through interest and lookalike audience targeting; the budget split is continually rebalanced against campaign results. The real measurement work doesn't end at the moment of download. Deep linking and event tracking mark the user's sign-up, first transaction and return visit as separate steps. The cohort table built from that data shows where the app is abandoned and gives a basis for the notification and in-app messaging that will improve retention. The limits of the store fields aren't left to guesswork; the App Store product page guidelines set them all out.

01 Store listing Store listing: a mock-up with the title, subtitle, keyword and screenshot areas marked — illustrative graphic A store product page mock-up inside a phone frame. At the top, a search field containing a typed word and a cursor; below it a square app icon with two bars beside it; under those, three small screenshot cards scrolling horizontally with a scroll indicator; then description bars and an install button. On the right, four labels connect to the relevant areas with thin dashed lines: Keyword, Title, Subtitle, Screenshot. The rating, stars and download count were deliberately not drawn. In the animation the frame appears, the sections come in from top to bottom, and the labels connect last. Store listing ASO Install Keyword Title Subtitle Screenshot
02 Channel choice Channel choice: arrows entering a single app node from three channels — illustrative graphic On the right, a single node reading “App”. On the left, three channel boxes one below the other: ASO with store search, Google Ads with search intent, Meta Ads with interests and lookalike audiences. The Meta Ads box carries both targeting rows together; lookalike audiences are drawn as a targeting row of Meta Ads, not as a separate channel. An arrow enters the node from each box; the arrows differ in thickness, but they deliberately carry no figure or percentage, because this page doesn't publish channel shares. Above, a “budget split” label; below, a single line: We don't tie ourselves to one channel. In the animation the node appears, the boxes come in from top to bottom, and the arrows are drawn in turn. Channel choice budget split App ASO store search Google Ads search intent Meta Ads interests lookalike audiences We don't tie ourselves to one channel
03 Retention Retention: a retention curve sloping down along a time axis, with cohort steps — illustrative graphic A curve sloping downwards from left to right along a time axis, with the area beneath it hatched. There are four marker points on the curve, each with an empty bar label above it; no day or week text was placed, deliberately. On the right, a small card: the heading “Retention” with a dash instead of a value below it. At the bottom, the cohort steps: sign-up, first transaction, return visit. And a single line at the very bottom: Measurement doesn't end at the download. The curve shows shape only, not a rate or a measured value. In the animation the axis appears, the curve is drawn from left to right, and the hatched area and marker points follow. Retention curve Retention — sign-up first transaction return visit Measurement doesn't end at the download
Illustrative graphic. It draws the route the page describes: arranging the title, subtitle, keyword and screenshot areas of the store listing; building downloads through ASO, Google Ads and Meta Ads rather than one channel — lookalike audiences are not a separate channel but, as the page says, a targeting row of Meta Ads; and tracking retention after the download through cohort steps. The boxes are an example interface drawing, not taken from a real store; the app name, the developer name and the screenshot contents are represented by bars so as not to invent names. At the first stop the rating, stars and download count were deliberately not drawn. The arrow thicknesses at the second stop aren't a share or a ranking — they only say that the budget is redistributed between channels, which is why they carry no figures. The curve at the third stop shows shape only: the bars above the marker points were left empty, and the retention card carries a dash instead of a value.

For the current price and timeline band , look at the pricing section on the Mobile Apps page — you can settle the band for your scope in two minutes.

Let's map the scope togetherFive steps, two minutes. The timeline and price range appear on screen.

Let's map the scope 0554 791 65 45
FAQs

Frequently asked questions: ASO and app marketing

What exactly does ASO (app store optimization) cover?

ASO covers every component of the store listing that affects search — from keyword placement to icon and screenshot design, from category choice to managing user reviews — and the keyword gaps competitors are covering are scanned regularly.

What happens after the app is published to get it downloaded?

Alongside the ASO work, a paid download campaign comes in. Campaigns set up through Google Ads and Meta Ads are structured separately around the audience's search intent and interests; the budget is redistributed between channels according to performance.

Are store graphics and the preview video charged separately?

Image production and video production are items that vary with the package chosen; the exact scope is in the pricing section. Which set of graphics is included is settled at the quote stage.

Is the download campaign run through Google Ads or Meta Ads?

We don't tie ourselves to one channel; Google Ads reaches users with high search intent, while Meta Ads focuses on broad awareness and lookalike audience targeting. The campaign mix is set by the app's category and how its audience behaves.

How do you measure how many of the people who download the app keep using it?

The event tracking we set up records the user's sign-up, first transaction and return visit as separate steps. The cohort analysis built from that data shows the retention curve and the step where the drop happens.

Can an app be found in the store without ASO work?

The app is technically listed in the store, but it isn't likely to come forward in the keyword areas competitors have optimized. An app published without ASO usually stays visible only in direct searches for the brand name.

Is your question different? Ask us on WhatsApp →
The detail

If you'd like to look before deciding

  1. 01

    Keyword and Competitor Analysis

    The title, subtitle and description fields of competing apps are scanned to find the keyword opportunities nobody is covering; that list becomes an order of priority for the store copy.

  2. 02

    Graphics Set and Video Production

    The order of the screenshots, the icon variants and the preview video script are built to target the first reaction on the store listing, and the winner from the A/B tested variants goes live.

  3. 03

    Campaign and Retention Reporting

    The download campaign's performance by channel and the retention cohort are brought together in one report; that view is what settles which channel the budget goes to.

LIVE LOOP

Let's Make Your App Visible in the Store

Get in touch with our team to bring ASO, store graphics, the download campaign and retention measurement together under one roof; let's put a plan together for you in the scope and pricing section.

Let's map the scope Message us on WhatsApp