Get it? Play? Google Play? That is the second piece within the collection on App Retailer Optimization (ASO), following the earlier article centered on the position of influencers inside Apple’s app retailer ecosystem. For specifics on the mechanics of ASO from a Google Play perspective.
Much like Apple, Google has a set of things for app rating that come into play (pun meant). A few of these components equivalent to key phrase utilization for visibility or your title for conversions are higher dealt with utilizing methods present in Marie-Laure Cruyt’s podcast above. As an alternative of specializing in how influencers can be utilized within the general app creation course of, because of the key variations, what makes essentially the most sense to concentrate on for Google are the opinions.
We’re all happy to assume that in order to grow a successful mobile game (or app) you need:
Why do opinions matter extra?
It isn’t to say that Google cares extra about opinions than Apple. Nevertheless, there are completely different variables that come into play from opinions that may make or break an app’s rating. Throughout the realm of opinions, we’ll concentrate on evaluate acquisition, evaluate response optimization, and featured evaluate optimization.
Buying opinions
Like Apple, that is the simplest a part of the method on the subject of working with influencers. Ought to you may have entry to an inventory of keen app lovers, this may be so simple as asking for an sincere evaluate and ranking of your app, with the prerequisite of downloading the app first. The influencer sorts desired for this exercise can technically be anybody with a Google account, nonetheless for essentially the most helpful evaluate expertise it’s ultimate to solicit opinions from the classes of customers most just like these you need utilizing the app long-term. The method can mirror the way you go about buying Google opinions for your small business itself, would you’ll want to enhance your GMB rating as properly. Getting customers to go away a evaluate on Google tends to be simpler than doing so on Apple, so you’ll be able to count on to pay much less when compensating for sincere opinions.
Evaluation response optimization
What’s drastically completely different between the 2 platforms is how app house owners can work together with opinions that happen, particularly by responding to them in Google Play. There are a number of variables to remember together with your responses:
- Be well timed. As a developer, one of the simplest ways to consider opinions coming in on your app is to analogize them as vital bug tickets. For the reason that reviewer receives a discover on their residence display screen when a response takes place, you’ll need to prioritize pace as a way to convey to the consumer that this app is regarded as an necessary piece of your small business and thus cared for by valuing expediency. Even unfavourable opinions may be changed into constructive opinions over time simply by exhibiting you care and treating evaluate responses as a assist channel.
- Thick, wealthy content material. Since Google Play takes the key phrase and wealthy content material knowledge under consideration when rating your app inside ‘Discover’, you’ll completely need to you should definitely incorporate the assorted key phrases you care about in your responses. A useful information is to contemplate responding in a paragraph that’s each tailor-made as a response to the consumer and is geared in the direction of describing parts of your small business in a means that advantages you from a content material perspective.
- Edit, revisit, and talk. One other great characteristic of Google Play’s evaluate course of is {that a} developer can all the time come again to a evaluate to edit it. That is critically necessary when you think about a unfavourable evaluate. For such opinions, you need to be as well timed as attainable and incorporate the suitable key phrases. Nevertheless, after you may have the chance to handle the problems you’ll be able to edit the response, tag customers that reported the issue to make them seem like heroes as a substitute of complainers, and might deal with the method like focused launch notes.
The best way we advocate utilizing influencers on this course of is to spotlight your devotion to customer support, from a product advocate standpoint. By operating a easy share marketing campaign as soon as opinions begin coming in, an influencer can exhibit the quickness and high quality of your response to points by screenshotting and sharing out to their app fanatic audiences. Twitter is a perfect medium for engaging in this.
Featured evaluate optimization
As a closing stage of evaluate optimization, you’ll want to make sure that the suitable opinions are all the time listed as your featured opinions. This course of is a straightforward up/down voting mechanism primarily based on whether or not or not a evaluate is helpful. Some firms systemize the method and a few find yourself having to deal with it like a repute administration service to scrub up messes. All issues being equal, timeliness wins. The sooner you’ll be able to down vote a foul evaluate, the extra possible it’s you’ll be able to stop it from accruing too many dangerous up votes.
Incorporating influencers on this course of is comparatively straightforward. By operating an ongoing marketing campaign you’ll be able to chain the general course of in such a means that you just ask for a 1-2-3, which makes the chance itself extra engaging from the app influencer’s perspective:
Step 1: Obtain the app and go away an sincere evaluate.
Step 2: Up vote any useful opinions they see, related to their very own use case.
Step 3: Share the eventual response from you on Twitter with a hyperlink again to the app web page to drive extra utilization.
As soon as you might be on the level of launch, additionally contemplate operating a focused press marketing campaign as a way to garner as a lot preliminary utilization as attainable, exterior of the particular influencer marketing campaign channel. Gamification of developments can assist to amplify the consequences of the influencer actions.
Sourcing from: Apple IDFA permissions will be adjusted in the early spring of this year, and the digital marketing industry will be affected
