Tim ASO Guru

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[Tim ASO Guru @ASO_Guru]

Sharing an ASA case for an app in the AI stylist category.

The effectiveness of Apple Search Ads also depends on how well the onboarding and paywall match users’ expectations after installation.

In this case, we improved ASA performance by working with the post-install funnel.

Goals:

🧩 increase the conversion rate from install to trial
🧩 reduce CPA Trial

What we did:

We analyzed the existing onboarding flow and the user journey after installation.

Users coming from Apple Search Ads already have a specific search intent. They are actively looking for a solution to their problem, so a generic post-install flow can reduce conversion to trial.

For the ASA audience, we prepared a custom scenario:

🧩 redesigned the onboarding
🧩 changed the warm-up logic
🧩 made the path to trial more relevant

To evaluate the results, we compared November and April. Both periods fall in the middle of the app’s seasonality.

Results after the test:

🧩 average trial conversion increased from 14.9% to 22.9%
🧩 CPA Trial decreased by an average of 35.5%

DM us for any questions!

[Tim ASO Guru @ASO_Guru]

⚡️ We’re continuing our series of ASA case studies with another case from the Utilities category :)

CPA growth is not always a bad thing if ROAS grows along with it.

The challenge:
🔹 for some geos and keywords, we had to increase bids to maintain auction share, which made traffic more expensive

What we did:
🔹 analyzed traffic efficiency
🔹 optimized low-performing campaigns
🔹 scaled traffic across segments with higher profitability

What we achieved:
🔹 CPA increased by ~15%
🔹 at the same time, ROAS grew by ~5%
🔹 installs remained stable and slightly increased from ~46k to ~47k

DM us for any questions!

[Tim ASO Guru @ASO_Guru]

We’d like to remind you that our work goes beyond ASO — we also do ASA! This time, we’re sharing an ASA case for an app in the Utilities category.

In this case, we managed to significantly scale traffic without losing profitability. Even better, ROAS increased while CPA decreased.

What we did:
📈 expanded and updated the keyword pool
📈 analyzed profitability by geo
📈 scaled traffic across high-performing segments
📈 optimized low-performing campaigns

What we achieved:
📈 installs grew from ~28k to ~35k
📈 CPA decreased by ~9%
📈 ROAS increased by ~15%

As a result, we increased install volume, reduced the cost per install, and improved profitability.

DM us for any questions!

[Tim ASO Guru @ASO_Guru]

We analyzed ASO work for an educational app on Google Play.

What we did:
📱 ran ASO iterations in France and Brazil
📱 tested creatives in the US, Germany, and Poland
📱 worked with Custom Store Listings for different audiences
📱 analyzed the data with Google Play’s reporting update in mind

In March, organic installs decreased by 2.4%, but the trend was affected by Google’s data collection update and missing data for March 20.

At the same time, after the iterations in France and Brazil, rankings improved for relevant keywords, while in the US, a strong screenshot set was launched as a retest.

Read the full case study: https://t.co/13Sqlr9QAp

Use our bot: @JenliASO_ASA_bot

[Tim ASO Guru @ASO_Guru]

In our new case study, we show how we worked with two Health & Fitness apps in Google Play.

What we did:
✨ adapted metadata to local search queries
✨ ran ASO iterations in priority countries
✨ worked with indexing, locales, and creatives
✨ launched a Custom Store Listing to bring users back
✨ added competitor analysis of onboarding and paywalls

What we achieved:
✨ +230% organic installs in Poland
✨ +133.3% organic installs in Italy
✨ +38.18% organic traffic in the USA
✨ +22.5% organic installs in France

Read the full case study: https://t.co/o2IhgsMla8

Launch our bot: @JenliASO_ASA_bot

[Tim ASO Guru @ASO_Guru]

📈 We’ve got a new ASO case study!

We’re showing how we worked with an app portfolio across the App Store and Google Play.

Results after ASO iterations:
📈 Sports app, iOS: +43.5% organic installs worldwide
📈 Education app, iOS: +35.9% installs in the US
📈 Entertainment app, iOS: +13.6% installs in China
📈 Utility app, Google Play: +6.96% growth in Google Play Explore traffic

Additionally, the In-app Event generated 4,149 installs, while the Custom Product Page brought another 745 installs worldwide.

Read full article: https://t.co/7RpJitGWfW

Use our bot: @JenliASO_ASA_bot
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#ASO #AppStoreOptimization

[Tim ASO Guru @ASO_Guru]

📈 What happens when ASO stops being a series of one-off changes and becomes a systematic process

We showed exactly that in our new case study featuring an AI app in the AI Art and Design category

What we did
✦ rebuilt metadata by locale
✦ strengthened indexation in priority markets
✦ tested visual assets
✦ launched the first structured iterations in Google Play

What we achieved
✦ worldwide organic impressions in the App Store increased more than 160-fold
✦ downloads grew by around 50%
✦ first-time downloads grew by around 60%

In Google Play, the overall worldwide trend remained moderate, but several countries showed the first signs of recovery in search traffic

Key takeaway
ASO works best when it is driven by careful iterations, testing, and scaling the strongest solutions

Read the full case study here: https://t.co/p8ePJNtOFv

Use our bot: @JenliASO_ASA_bot
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#ASO #AppStoreOptimization

[Tim ASO Guru @ASO_Guru]

How do you grow organic traffic and expand Google Play keyword indexing across multiple GEOs?

We worked with an app in the Education / Language Learning category. The focus was on increasing organic traffic, strengthening keyword indexing in priority countries, and improving store listing performance.

What we did
◽️ rebuilt the ASO strategy by country
◽️ strengthened metadata and localizations
◽️ launched geo expansion
◽️ tested icons and screenshots
◽️ used CSLs to re-engage inactive users

Results after one year
◽️ organic installs across all countries grew by 55.51%
◽️ United States +51.06%
◽️ keyword indexing improved in the United States, Germany, and Poland
◽️ expanded semantic coverage in new GEOs
◽️ achieved positive results from A/B tests and CSLs

The strongest growth in Google Play rarely comes from a single successful test. It comes from combining semantics, localization, and creative assets into one consistent ASO system.

Read the full case study here: https://t.co/FOJw4pBOU0

Use our bot: @JenliASO_ASA_bot
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#ASO #AppStoreOptimization

[Tim ASO Guru @ASO_Guru]

JenLi case study on how ASO works when the market itself is declining.

We worked with a yoga app on Google Play. At the start, the project faced two challenges at once: keyword reindexation and an overall drop in interest in fitness-related search queries.

That is why we focused on systematic work:
◽️ strengthened the metadata and expanded the semantic core
◽️ launched new locales
◽️ implemented CSL for specific keyword clusters
◽️ continued A/B testing of visual assets

What we achieved:
◽️ in the US, we managed to bring some keywords back into the top 20 and maintain visibility
◽️ at the same time, the market continued to decline
◽️ over the last 28 days, organic traffic in the yoga category dropped by 16.6%
◽️ globally, Explore installs decreased by 15.81%, while page visitors declined by 1.84%

ASO helps strengthen positions and improve visibility, but it cannot always offset falling demand within a category.

Read the full case study here:
https://t.co/PXr53aeEUs

Use our bot: @JenliASO_ASA_bot
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#ASO #AppStoreOptimization

[Tim ASO Guru @ASO_Guru]

Introducing a new JenLi case study.

We worked with an app in the Business / Productivity category. From April to December 2025, we handled ASO for both the App Store and Google Play by strengthening the semantic core, expanding localization coverage, testing visual assets, and activating store tools.

App Store results
◽️ organic first-time installs across all countries grew by 96.3%
◽️ United States +56%
◽️ France +325%
◽️ Germany +1600%
◽️ Saudi Arabia +2300%
◽️ an A/B test of screenshots delivered a +12.63% uplift in conversion rate

We also saw growth in Google Play. A CSL focused on user re-engagement brought in 372 installs with a 40.13% CR, while a CSL with keywords generated 155 installs with an 18.24% CR.

The best results come from a systematic approach to semantics, localization, creative assets, and store tools.

Check our case study here: https://t.co/VboxsJebIm

Use our bot: @JenliASO_ASA_bot
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#ASO #AppStoreOptimization

[Tim ASO Guru @ASO_Guru]

App Store Connect has added 11 new metadata localization languages.

The update includes Slovenian and 10 languages for India: Bangla, Gujarati, Kannada, Malayalam, Marathi, Odia, Punjabi, Tamil, Telugu, and Urdu. Apple also updated Pakistan, where Urdu is now available as an additional localization.

This matters for apps and games targeting India. Teams can now localize metadata for more regional languages instead of relying on English (UK) and Hindi alone.

In practice, this gives more room for:
- broader keyword coverage
- more long-tail queries in metadata
- creative tests for different language audiences

It is also a notable platform update because Apple adds new localization options quite rarely. The previous expansion happened 6 years ago.

For the Indian market, this is a meaningful change.

[Tim ASO Guru @ASO_Guru]

👗 How do you grow organic visibility in the app stores when one update is no longer enough to move the needle?

In this case study, we shared how we worked with an app in the Fashion & Style category and significantly increased both visibility and installs through a systematic ASO approach.

🔹 What we did:
• continuously refined the semantic core
• expanded localizations
• tested icons and screenshots
• leveraged CPP, CSL, and In-App Events

🔹 What we achieved:
• App Store, US: first-time downloads +2848.5%
• Google Play, US: acquisitions +4733%

Check our case study here: https://t.co/3CqPWEgu98

Our web app: https://t.co/lytlQExG9u or bot: @JenliASO_ASA_bot
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#ASO #AppStoreOptimization

[Tim ASO Guru @ASO_Guru]

Apple seems to have introduced a feature in ASA that brings CPP testing much closer to a true A/B test.

With parallel test campaigns, you can now run multiple ad groups with the same keywords and identical bids, changing only the CPP.

Apple recommends using no more than 5 CPPs per keyword set, allocating enough budget, and running the test for at least one full week.

If the feature works as intended, traffic should be distributed across the groups in a comparable way. If it is not, Apple recommends contacting support.

We’re now watching how this performs in practice. Once we test it ourselves, we’ll share our first takeaways.

Our web app: https://t.co/lytlQExG9u or bot: @JenliASO_ASA_bot
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#ASO #AppStoreOptimization

[Tim ASO Guru @ASO_Guru]

Apple Ads changed in Japan starting Today!

Apple is testing an additional ad slot in App Store search results:
1 ad → 2 organic → 1 ad

Less top visibility for organic apps.
More pressure on ASA, brand protection, and keyword strategy.

And an even sharper X-style version:

Apple Search Ads changed in Japan today.
Apple is testing a new App Store search layout:

1 ad → 2 organic → 1 more ad

Organic visibility drops.
ASA competition rises.
ASO + ASA alignment becomes even more important.

#ASA #appleads #applesearchads #ASA #mobile #IOS #applestore

[Tim ASO Guru @ASO_Guru]

Category and browse growth is packaging plus placement: https://t.co/nPLyogCAKg

📌 Pick a category you can win, not just one that “fits.”
📌 Make the first screenshot and icon feel category-native and instantly clear.
📌 Use CPP/PPO on iOS and CSL/experiments on Google Play to match intent and validate fast.
📌 Scale what lifts conversion and early retention, not what only spikes impressions.

Our web app: https://t.co/lytlQExG9u or bot: @JenliASO_ASA_bot
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#ASO #AppStoreOptimization #MobileGrowth #ProductMarketing #AppMarketing #UserAcquisition #ConversionRateOptimization #GrowthStrategy #AppStore #GooglePlay

[Tim ASO Guru @ASO_Guru]

🙂 Sometimes you look at rankings and feel great… and installs stay completely flat. This case is exactly about that kind of expectation gap.

What happened after the iterations:
• Rankings improved, in some places up to #1
• New queries started appearing
• But most of them were low-volume, so traffic barely moved

And the overall result came from a different place. After the iteration, total traffic dropped by 6.77% because installs declined in key markets where we hadn’t made any changes during that period.

The takeaway: ranking growth alone doesn’t guarantee traffic growth. What matters is which queries you target and which markets you touch.

😊 If you’ve seen a similar scenario, it’s a great topic to compare notes. In that situation, would you double down on your top geos, or keep building new markets for the long run?

#ASO #AppStoreOptimization #AppMarketing #MobileMarketing #KeywordStrategy

[Tim ASO Guru @ASO_Guru]

Wishing all ASO folks a great week! Clean metadata, strong creatives, stable ranks, and smooth reviews. You’ve got this 💪✨

[Tim ASO Guru @ASO_Guru]

I like ASO because clarity helps real people decide faster. What’s your reason?

[Tim ASO Guru @ASO_Guru]

🔒 The growth is clear, and there’s a dedicated lever

🙂 What I like about this case is how straightforward and grounded it is. It’s a utility app, and after a few iterations the overall traffic volume grew by 32.53%.

Then they added a separate lever. Custom pages aimed at bringing users back delivered a strong short-term impact. That result makes total sense, because it’s a controlled, manageable scenario.

🙌 If you’re using custom pages, let’s talk. What do they work best for in your setup: reactivation, segmentation, or creative testing?

Our web app: https://t.co/lytlQExG9u or bot: @JenliASO_ASA_bot
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#ASO #AppStoreOptimization

[Tim ASO Guru @ASO_Guru]

📄 Impressions Up, Installs Down

😅 This is one of the most common traps with reach-focused iterations. It can look like everything is growing, but the key metric still isn’t moving the way you want.

After one iteration, the picture looked like this:
• impressions +67.47%
• total traffic -17.38%

In simple terms: we started showing up more often, but conversion couldn’t keep up, so installs didn’t follow.

Then it got more interesting. The next month after the iteration we saw +4.61%, but by the end of the month it still came out to -1.41% overall. That feels like a shift from broad reach to more targeted work.

😊 If you’ve been in the “lots of impressions, not enough installs” situation, let’s chat. What usually saves conversion for you: semantic cleanup, new creatives, or product page tweaks?

Our web app: https://t.co/lytlQExG9u or bot: @JenliASO_ASA_bot
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#ASO #AppStoreOptimization