As we kick off a new year, it's essential to stay ahead of the curve when it comes to App Store Optimization (ASO). In this article, we'll explore the latest trends and challenges in ASO, helping you optimize your app's user experience for maximum impact.
In 2022, ASO underwent significant changes, expanding beyond its fundamental optimization strategies. This marked the beginning of "ASO 2.0." Let's take a look back at some of the key predictions from last year.
Safe Bets
One prediction that came to fruition was the adjustment of ad networks to allow clients to direct campaigns to custom product pages (CPP) on iOS. While this took time, it ultimately led to uneven adoption, with many only testing their first CPP concepts in the second half of the year.
Google also reacted to iOS 15 by improving custom store listings and LiveOps, which felt like a safe bet at the beginning of the year. However, Google's approach was surprising, as they replicated Apple's logic of creating custom store pages accessible via URL and announced plans for targeted custom store listings for churned users.
Another prediction that came true was Google's unveiling of a "privacy-friendly" policy, restricting access to consumers' Google Advertising IDs (GAID). While this move aimed to collaborate with other stakeholders, it also signaled the start of the roll-out of privacy sandbox, likely to begin earlier than 2024.
Lastly, anticipating Apple would add new inventories to Search Ads proved to be a good bet. Apple introduced Today Tab ads and renounced its tradition of presenting the Today tab as an unspoiled space for human curation. The inclusion of ads in the "You Might Also Like" section also came as a surprise, but it will determine how Apple decides to expand its advertising network further.
Bold Predictions
On the other hand, some predictions didn't quite pan out. One disappointment was the lack of notable improvements around product page optimization (PPO) on the App Store. While optimists give Apple the benefit of the doubt, pessimists believe PPO presents no benefits for apps with a biweekly or weekly release cycle.
Another bold prediction that didn't come to fruition was significant improvements to in-app events. Despite Google's expansion of LiveOps, Apple has yet to make any meaningful changes. However, this remains a possibility for the future.
Finally, Google Play did not change its search results UI in 2022. While some ASO players have reported displaying feature graphics for all apps in the search results on the web version, it's unclear what the next year holds.
The State of ASO in 2023
As we look ahead to 2023, the state of ASO remains one of transition and new beginnings. Ad networks need to fully support custom store pages for both the App Store and Google Play, while app developers must continue to adapt to the rise of in-app events.
By staying informed about the latest trends and challenges in ASO, you'll be better equipped to optimize your app's user experience and drive maximum engagement.