A successful search ad campaign uses keywords to link active searchers to applications. Taking the time to optimize keywords is an important part of launching an effective paid campaign and an integral part of App Store optimization for both App Store rankings. However, developers can not only choose which keywords they want to target an inclination – they need to take the time to decide which words and phrases they target. Here's what to know when deciding keywords for your search ad campaign.
- ASO and Search Ads
At a very basic level, keywords are important because they use the users to perform a search. If an app fits well with a keyword, users searching for that keyword are more likely to see it. This is one of the cornerstones of App Store Optimization and is as important for paid campaigns as it is organic search.
Search Ads Campaigns will place the ad at the top of the search results for the keywords the advertiser offers. The higher the app is ranked for a keyword, the more the ad is served for that keyword, and the less it costs to get a user searching for the term. Again, this is a basic concept, but the synergy between organic search and search ads begins from there.
An app builds relevance to an expression in search ad campaigns by integrating it naturally through its description and indexing. The more users click on an app when you search for that term, the more relevant it becomes. This is where the symbiotic relationship between search ads and ecological rankings grows ̵
- Always Be Relevant
Choosing your keywords is the key to keeping them relevant. The more relevant an app is to a selected keyword, the more likely it is to win the search result bid for that keyword if the bid is sufficiently high. As mentioned earlier, apps can build relevancy for keywords by using them correctly in the description. This will take some time, since the search ad algorithm indexes the apps and determines what's relevant, but when the app is considered relevant, it will improve the chances of winning keyword bids.
Regardless of the algorithm, it does not matter It's important if an app is located at the top of the search results if it has little to do with what the searcher seeks to find. If users search for a racing game, they're unlikely to click on a match-3 game or an app about the racing physics. You will be relevant and appeal to users so that they click on the app when it appears in results and converts. Visibility is just the first part of the user acquisition process.
- Do not go too wide
Similarly, while you will be relevant to the user's search, you must also be relevant to their specific needs. Broad keywords will be less likely to reach users than more specific terms that focus on exact words and phrases.
For example, if an app is a mobile roles game where the player is a dragon, the app can target terms such as "Dragon Games" or "Drag RPG" in its Search Advertising Campaign. It would especially appeal to users searching for games involving dragons. But if only "role-playing" or "games" is targeted, there are much broader terms that not only have more competition, but also include a wider range of games that users can search for.
For broad terms like the example above, the app's search ad campaign should compete with a larger selection of apps that can match these keywords. Although they come to users, they are not guaranteed to search for the exact app, and may be looking for a completely different type of game. The more specifically a targeted keyword can be while it is still in demand, the better.
- Negative Keywords
When choosing which keywords to target for your Paid Search Campaigns, remember those you want to avoid too. These are called negative keywords – keywords that your app will be excluded from search for.
For example, say an app is made for fashionistas to shop and share information about their favorite looks. The app would not want to target users looking for a game-based game since they would be looking for casual mobile games, not a merchandise. While the app will still target "fashion" as a keyword, it may include all variants of "games" as negative keywords so that anyone who searches for "opposites" does not see the app in search results.
Using negative keywords allows app developers to better set their market budget because they can make sure their app is not displayed to users who are not interested. If they can identify keywords that are not relevant to their app, which can still cross keywords that are relevant, they can set up as negative keywords to focus fire on users that they have the best ability to convert.
- What to Remember
Selecting the right keywords is important for a good search ad campaign. They decide which search app to show for, so it's important to choose them wisely. The keywords must be relevant to the app and specifically for what the app has to offer, which may include blacklist some keywords that are not relevant. By targeting the right keywords, an app can build their organic search rankings for them, while appearing in paid searches. By improving visibility, it promotes growth both in and out of paid campaigns.