App Store Acquisition Channels

What are the acquisition channels for app stores?

App Store Acquisition Channels refer to the various methods and approaches that developers and operators use to promote their applications to potential users, attracting them to download and use the applications. These channels cover a wide range of online and offline forms, aiming to increase the exposure, downloads, and user retention rate of applications in the app store.

The Importance of App Store Acquisition Channels

Accurate traffic entry The behavior of users actively searching or browsing the app store is essentially "demand-driven", and the conversion rate is significantly higher than other passive promotion channels (such as information flow ads). Data shows that natural traffic in the store accounts for 60%-70% of the total downloads of applications, and the user retention rate is on average 20% higher.
Cost-effectiveness advantage By optimizing ASO (App Store Optimization) Improve keyword ranking , can get free natural traffic for a long time, and the single download cost (CPI) is only 1/3-1/5 of the paid advertising. Combined with in-store advertising (such as Apple Search Ads), it can form a "natural + paid" collaborative customer acquisition model.

Common App Store Acquisition Channels

App Store Optimization (ASO)

The method of improving the ranking of applications in search results, thereby increasing natural traffic and downloads, by optimizing application basic metadata (such as application titles, descriptions, etc.) and keyword search ranking optimization. Good ASO can make it easier for users to find applications, which is a low-cost and long-term effective customer acquisition method.

App Store Ads (ASA)

Developers can purchase ad placements in the app store, such as recommended ads at the top of search results and display ads on the app details page. These ads can be accurately displayed to target users, increasing the exposure of the app. For example, Apple App Store's search ads allow developers' apps to be prioritized when users search for keywords, increasing the probability of being downloaded.

Social Media Marketing

Use social media platforms such as Facebook, Instagram, and Twitter to post promotional content, videos, screenshots, etc. of the app to attract users' attention. You can create a brand page, run ads, and hold interactive events to increase the app's visibility and exposure.

Search Engine Marketing (SEM)

By placing ads on search engines such as Google Ads, when users search for keywords related to the app, the app's ad will appear on the search results page. SEM can quickly increase the exposure of the app and attract users with clear needs to download it.

In-App Advertising

Show ads for your app in other apps. Through precise targeting, show ads to the target user group. This method can use the user traffic of other apps to attract potential users to download your app.

Offline promotion

Although online channels are more common in the digital age, offline promotion still has its role. For example, holding a press conference for the application, participating in industry exhibitions, and conducting ground push activities, etc., to directly introduce the functions and advantages of the application to users, and attract them to download it.

App store acquisition channels are crucial for the promotion and development of applications. Developers and operators need to choose appropriate acquisition channels based on the characteristics of the application and target users, and combine optimization methods such as ASO to increase the download volume and user retention rate of the application.