How App Store Optimization Increased Downloads by 700%

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• published: 19 Jul 2014
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Gaston Irigoyen of Guidecentral tells the App Promotion Summit in Berlin how they increased their download numbers seven fold with the help of ASO. He spoke on the subject of 'App Store Optimization: How We Increased Downloads By 700%' which covered the following topics: - Using Keyword Tools To Identify App Store Opportunities - Tackling Meta Data – Keywords, Descriptions, Categories - Driving Conversion Using Screenshots "So yeah, my name is Gaston. I am the Founder and CEO of Guidecentral and we'll go into what Guidecentral is in awhile. But let me tell you how I started with app store optimization without even knowing what app store optimization was, or even what I was doing back in the day. So yes, James said I came in to Google back in 2006. I was one of the first five employees in the Latin-American operation of Buenos Ares. It was a really great experience because it was like a start-up within the most successful tech company out there. But the interesting thing is that I got to do a lot of different things within Google, from support to occult management to agency relations and many other things. All in all I spent the first two or three years of my career at Google looking at campaigns, helping customers sell more through ad words and stuff like that. As you know Google's main business is a keyword business, right? They sell keywords at the end of the funnel, but they sell keywords in the end. I had incorporated most of these concepts and I had access to a lot of tools and I knew many of the best practices to find the right keywords to optimize our ad words campaigns for our clients and make the most of their budgets. Then in 2010 I moved over to Ireland, I transferred internally within Google. I met a Spanish guy who is now one of my best friends. In 2010 mobile wasn't huge but we could hear some of the directors, MVPs at Google, start to talk a lot about mobile and how mobile was going to become the mainstream and how Google strategy would shift to mobile and so on and so fourth. Without being technical, we thought that maybe we should start getting our hands dirty with mobile. So we started to do a mobile app for the 2010 Workup in South Africa. We brought in another person who is now my technical Co-Founder. We did a very simple app for the Workup, where you could see the teams and the matches and all that kind of thing. When we were ready to launch the app, this other person asked me to take care of the marketing of the app. We didn't really have a budget, but sort of chose a key word, see icon and all that sort of thing. It was very obvious for me that I had to go back do and exactly the same that I used to do for every single one of my ad words customers. I used a bunch of tools to come up with the best keywords, used Google Trans to understand what keywords were hot at the moment. Went in to shutter store to look for a very nice appealing icon and so on and so fourth. Long story short we launched the app one week before the Workup. Right when there's a huge peak in traffic and where people are deciding what app they're going to use throughout the Workup. Within two days were in the top five of all the Spanish speaking app stores globally. Not really in the sports category but across the entire app store. One day before the Workup we actually sold that mobile application to Kia Motors, which was one of the main sponsors of the Workup. They wanted to have mobile presence and they didn't at the time. That's kind of the story of how I started doing app store optimization. I really didn't know I was doing app store optimization, it probably wasn't even called app store optimization back then. It was mostly because I had all these concepts incorporated, and that's what app store optimization is all about. Trying to understand how you can stand out of the crowd and maximize your organic downloads through good positioning in the app stores. So why is app store optimization important? Obviously because of discover-ability. Roughly 60 percent of the people find their apps through searching the app stores. To finish up my story, after doing ad words I moved on to the YouTube team and I helped launch the YouTube partner here in Europe, which essentially consists of helping content creators make money on YouTube." More at: http://www.mobyaffiliates.com/blog/app-store-optimization-increased-downloads-700/