Black Friday is well underway, and consumers are keen to buy both in the store and online. Shopping apps have prepared all month for this day as well as the upcoming Cyber Monday, and know that ranking high in the App Store and Google Play Store search results for that keyword can be very beneficial. App Store optimization is the key to earning the high search rankings, so with this in mind, we're looking at how shopping apps have updated their ASO for Black Friday.
- Black Friday Apps
More Apps That Rank During "Black Friday" Search, it's not apps where people buy, but apps that are designed to help customers during Black Friday. The first app in the Apple App Store during the "Black Friday" searches is "Black Friday 201
In addition to having "Black Friday" right in the title, it also uses the keyword several times in the description, as well as in the callout text on the screens. This includes variations like "Black Friday sales", "Black Friday shopping" and "Black Friday ads" to help their ranking for those keywords. As a result, an app that will be ignored in most other months of the year, currently app # 4 in the "Shopping" category.
Other programs are also focused around Black Friday, like "BFAds" and "TGI Black Friday." These apps are built for and around one day, so they see high install rates throughout the season, followed by uninstallations in the weeks after, before they are reinstalled as Black Friday rolls around.
- Title and subtitle optimization
Multiple shopping programs contain "Black Friday" keywords in their titles and subtitles, rather than just their keyword banks. These ensure that people immediately see the connection to the day while they are searching, although they serve more purposes than just Black Friday shopping through the rest of the year.
"RetailMeNot", for example, is a shopping cart that has updated its subtitle includes "Black Friday Deals & Coupons." As such, the keyword is included in the keyword bank, while it is still very visible to anyone searching the app store for Black Friday apps. The first screens are also updated to call out their Black Friday appointments, although the following screens show the app's other features.
Similarly, "Shopkick" has updated its title to say "Shopkick: Black Friday Offers." The rest of the app's page, including description and screenshots, remains unchanged, but just by setting "Black Friday "in the title it appears in search for the keyword. It is currently the 14 th highest app under "Black Friday" and 12 th highest for "Black Friday App." If it were to focus its ASO strategy for further optimization for the "Black" Friday "words by including it through the description and the screen's exclamation text, it could potentially rank higher for the term in the search results.
Since these shopping carts are useful throughout the year, instead of just during Black Friday, as such, they will capitalize on the day to bring in new users and downloads, and then maintain them as customers afterwards. They use Black Friday search to take advantage of search training to find and win over users in the long run, instead of just for the day.
Even non-shopping apps may still use Black Friday keywords. "Shopping Mania", for example, describes itself as a "Black Friday Fashion Mall Game. "The app's description often talks about shopping on Black Friday as part of the game and uses phrases like" Get amazing Black Friday discounts. "This places it in the search results for Black Friday Apps, rated as the 8 th highest app under "Black Friday", even if it's not designed to shop or find deals.
- Search Ads
When an app builds relevancy to the "Black Friday" words through the description early enough to index for it and build relevancy, a search ad campaign can help place it at the top of Search Results. For maximum benefit, launch and modification of a campaign a few weeks before Black Friday can help give Apple time to index the app and developers to learn how to adjust the bids. If metadata, ads, and bids are optimal, Apple Search Ads can help compete on the Black Friday terms of the vacation.
For example, "Drop" runs a search advertisement campaign for "Black Friday Deals". Although the app does not contain Black Friday terms in the title, it may be targeted to that in the hidden keyword bank, as well as "Offers" in the subtitle. As a result of the search ad campaign, the app can effectively compete for top rankings in the iOS App Store.
Similarly, the "Slickdeals" app does not include "Black Friday" in the title or subtitle, but may also be included in the keyword field, including it in the description and screenshots. As a result of the search ad campaign, it may still appear as the top score for "Black Friday" search, which immediately takes the eyes of users looking for offers.
There are many aspects of App Store Optimization that can help an apperant for "Black Friday" searches. By integrating the keyword into title and subtitle, description, keyword bank and creative set, the app can be placed near the top of search results, while search ad campaigns can help target users searching for these terms. While Black Friday can only be a day of the year, it's a big day for retailers, both online and physically, so apps have a lot to win by ranking for Black Friday keywords.
With a proper App Store Optimization strategy, an app can excel in drawing with users searching for Black Friday deals, or for Cyber Monday a few days later. Without one, it will rest at the bottom of the discount field.