In late 2017, Apple unveiled a completely revamped App Store with a clear focus on helping surface mobile apps to its users. Why? Because consumers are drowning in a sea of options.
Apple’s App Store is home to over 2 million mobile apps, and the number of apps available on the Google Play Store is even higher—at 3.6 million. Getting an app in front of the right user is a tricky task, so of course there’s a marketing discipline to help: app store optimization (ASO).
Optimizing an app’s core assets—such as the icon, title and description—on Google Play and Apple’s App Store can help marketers push up their app store ranking without spending a dime on media buys. If you’d like to use paid ads, Google is working to make that easier, too. Earlier this month, Google announced it was adding several new programs to help app developers reach more users who want to download their apps. An upcoming beta test will allow developers to surface relevant app content within ads, such as in-app product images or descriptions.