1. Number of Top 5 & Top 10 ranked keywords doubled
Overall, we doubled the number of ranked keywords in the top 5 and top 10 for both apps. The MMA Spartan App had 25 keywords in the top 5 within the four months of ASO optimization, which was quite a leap from the five keywords it had in the top 5 before our ASO efforts.
The product page views also increased by 30%, and increased app installs by 20%.
iOS ASO rankings for MMA Spartan App:
iOS ASO rankings for Spartan Home Workouts App:
2. Visibility Score increased by 150%
The visibility score is a score that shows the evolution of an app’s visibility on an app store for a specific set of keywords. For the Spartan app’s keywords, the visibility score increased by over 150% during the reporting period.
Other metrics have improved as well, from sales to engagement. We saw an approximately 58% reduction in the drop-off rate between workouts started and finished, which shows that updated user onboarding helped to engage the users.
3. Achieved Low CPI with ASA campaigns
Apple Search Ads campaigns helped us to achieve a very reasonable cost per install for fitness apps. The average cost per install for Home workouts was optimized to $3.08. Launching a targeted generic campaign in the UK helped us achieve a low CPI of $1.64.
Generic keywords for MMA helped us achieve a low cost per install of $2.38 for over 200 installs. To maximize budget efficiency and get the most value from our ad spend, we focused on allocating our ad spend more on direct competitors and less on discovery campaigns.
According to SearchAdsHQ 2020 benchmarking report, the average CPI for health and fitness ranges from $1.90-$3.60. Furthermore, the average CPI can reach $6 during this time of the year due to high competition. The average cost-per-tap (CPT) is exceptionally high for the UK of $1.44, but we achieved an average CPT of $1.06.
By focusing our efforts on ASO and ASA, we achieved improved rankings and installs for Spartan Apps. Continuous ASO optimization and monitoring helped to increase keyword rankings and improve overall app visibility score. Generic keywords on Apple Search Ads helped to bring new users with a reasonably low cost-per-install.
While January tends to be a competitive and popular month for fitness apps, we got ahead by optimizing keywords that helped attract new users interested in working out at home.
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