The results of the App Store Optimization can be disappointing. To prevent this from happening, you need to understand the nuances of the niche and build realistic expectations. In this article, we will discuss which factors affect app promotion, when the result of ASO will be noticeable and what to do if expectations have not been met. To get more news about Aso Promotion, you can visit aso700.com official website.

When we finally get a return on ASO depends on many factors. For example, for niches where there is a large percentage of organic traffic and non-branded queries, and the competitive pressure is not high, traffic from search will come within a month from the start of ASO. The costs in such niches pay off after 2–3 months of constant work, provided that other marketing channels are used in addition to ASO.

ASO results are often difficult to predict, because they depend on a combination of external and internal factors. Let’s take a closer look at what plays a role in this process, and how to determine how long it will take for ASO to bring results.
What influences the effectiveness of ASO
Correctly assess external and internal factors affecting the application. After that, you can understand how to minimize threats and enhance optimization opportunities.

External Factors
1. Market competition level

If a new and unknown application is just starting to enter the market, App Store Optimization will not be enough for promotion. For example, the market of fitness apps in Russia is highly competitive. 2063 applications are indexed by the search query “fitness at home”, 9737 are indexed by “sports”, and 7683 by “fitness”.

Currently, App Store and Google Play searches do not show applications beyond position 250. Even after optimization, a new fitness app may end up in an invisible area.

2. Percentage of branded traffic in a niche

With a high percentage of branded traffic in the niche, ASO will play a secondary role. For example, in the niche of social networks, users search for apps by branded queries, such as: TikTok, Instagram, Facebook. There are far fewer non-branded queries, and users rarely use them in search.

Therefore, creating a social network and just doing the ASO won’t be enough for you. It is necessary to engage in brand promotion: write articles about your application, promote yourself using targeted and contextual advertising, banner advertising and influencer integration. You can learn more about how to determine the percentage of branded traffic in a niche in this article.

3. Percentage of organic traffic per category

The organic traffic percentage shows how often people install an app from app store search, App Store and Google Play editorials. For example, in the “utilities” category, 87.3% of users install an application from search.

This means that applications in this category need to be promoted using App Store Optimization, since it gives the highest percentage of installs. Learn about the percentage of organic traffic in your category in this article.

4. App Store Updates

Changes in the App Store, Google Play and AppGallery can affect an application both positively and negatively. For example, iOS 14 added an auto-correction and auto-complete functionality. Because of this, applications that were indexed by misspelled branded queries lost some of their traffic.

5. App Store Pricing and Rules

Changes in fees and rules can have both positive and negative effects. For example, starting September 30, 2021, a 30% commission will apply to all purchases on Google Play. It will not be possible to receive payment directly through the application — now you need to go through Google Play. This will force app publishers to raise prices, which will lead to a fall in demand for in-app purchases.

6. Changes in user demand and needs under the influence of world events

Search traffic for certain queries can increase or decrease depending on the situation in the country or around the world. For example, from January to March, downloads of travel apps dropped by 47.58%. However, some brands have managed to adapt to the current situation. For example, BlaBlaCar, a marketplace for carpooling, has launched an application to help neighbors during the pandemic.

7. Underhanded methods of competition

The position of applications can be negatively influenced by the advertising campaigns of competitors, the entry of new players into the market, and underhanded methods of dealing with competitors. For example, a competitor may buy negative reviews, which will cause your app to drop in Google Play search. In the App Store, reviews do not affect an app’s ranking.