ptimization is an important stage of the app marketing strategy, and it’s important to use the right tools in order to make it more effective. In our previous article, The Art Of Acquisition 01: App Name, we’ve covered the first step you should take for the acquisition of your mobile app: app naming. In this article, we will continue with the required App Store elements, which are crucial for your app marketing strategy.

The art of acquisition for the app store has two elements:

1- Apple Search Optimization
2- Apple Search Ads

1- Apple Search Optimization

This is the first step of your strategy for the acquisition of your app. The page of your app is the first thing that users will see when they search for your app in the App Store.

The main goal of Apple Search Optimization is to make your app visible on the App Store search results. In order to do this, you need to have a clear understanding of what your target audience wants from your mobile app. You can get this information by conducting market research and marketing tests, but this action requires a certain amount of budget and expertise.

Title & Subtitle

Takeaway: Try to create an app name with valuable keywords so that it will show up in the search result, and reach more users. App titles and subtitles created with a specific strategy, for more details, take a look at our previous article. 

App Icon & Screenshots

Once your app title and subtitle are chosen, the next step is choosing the icon for your app and screenshots. The app should be represented by the icon and its essential features should be included in the screenshots. Also, it’s important to remember that each region has different dimensions for its apps so make sure you stay aware of them. It’s important to note that these screenshots must be high quality and clear enough for customers to understand what they are seeing.

You can also upload promotional videos to the App Store in order to show what your app is capable of in a more effective way. This will help you get more downloads and make your app more popular among people who are looking for apps that match their needs. For more details, check our article about app store elements.

Here’s an example of an optimized App Store page. The title, subtitle, and app store preview of this app have been recreated by Cherry.

App Description

The app description section in the App Store is a place where people learn all the details about your app. It’s one of the important parts of your app’s store page, which has a great impact on users’ decisions to download. The description is also the place where you can best express your app’s value proposition and brand essence.

Make sure that there are no spelling errors or typos in the description of your mobile app. As part of the App Store Optimization, you can also make the content more appealing to customers as well as searchable and reachable on the App Store. You can reach this goal by using specific keywords in your description, which will help the App Store to match up with the keywords that customers are searching for. And if you’ve done these steps, you can start making advertisements and conduct marketing tests for your app, if you have a budget.

Before you start to make advertisements on the app store, you should make sure that your app is 100% ready to be seen and discovered.

2- Apple Search Ads

Apple search ads (ASA) are an ad platform for Apple, where you can create brand awareness and installs for your app. Advertisers or app owners make specific biddings for each ad they’ve displayed, and bidding means the amount of budget you’re willing to spend for each click for a specific period of time.

If you are starting to display ads on this platform, ASA has two options; Basic and Advanced. While the Basic option works with the cost-per-install (CPI) model and allows a maximum budget of $10.000 with up to 50 apps; the Advanced model allows much more options. The Advanced section of ASA allows an unlimited budget with an unlimited number of apps, and gives full control of your bids, keywords; and targeting your ad specifically to different audiences, regions, and more. This section also calculates your bids with a cost-per-click (CPC) model. Also, it’s important to know that the Basic section of ASA doesn’t have these options and target your audience by machine learning.

In other words, the Advanced section of ASA is where everything happens. Because you can display your ads to the users who’re looking for your app. For example, if you have a health tracker app created for an older audience, a specifically targeted ad will be displayed for this audience. And you will be able to showcase different ads in different countries. So you won’t spend money to showcase your ads for people who’re not looking for your app. Showing your ads to people who’re interested in and will subscribe, will eventually create a repeated payment circulation.

Having a well-optimized App Store page is the first step to a successful campaign on Apple Search Ads because these two systems run parallel to each other. Having an optimized App Store page will help your app to reach relevant users, make the most of your campaigns, and have a high click-through-rate (CTR) score, which measures the conversion from an advertisement that users interact with by tapping. Having a high CTR score will help your app to reach more relevant users, and become more likely to appear in the top apps in the search results.

Optimizing your IOS app and keywords can give your app a better chance of visibility and discovery.  Apple Search Ads reveal that %65 of app downloads happen right after a visit to the App Store, and %70 of App Store visitors use search to find their next app. The marketing and creative team of Cherry can help optimize your mobile app to its maximum potential, drive more awareness, reach more users, and install rates And when you need help and mentorship from a team of experts, Cherry is here for you. 


So, if you are interested and would like to know more,

please drop us an email: “hello@getcherry.app”

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