CaddieOpen in CaddieDownload for Mac

How Much Impact Will ASO Have?

Shared by Caddie Library · Updated
App Masters10:33Open on YouTube
Chapters show their main points

The bottom line

Even modest ASO gains in conversion pay off, because every extra organic download replaces one you would otherwise buy. ASO is one piece of the marketing puzzle, but it often repays its cost within months.

Key takeaways

  • Each extra download from ASO saves the money a paid download would cost. 0:01
    • At a $1 cost per install, which is a good rate today, 1,200 extra organic downloads a month save $1,200 of budget.
  • Small apps gain the most in relative terms. 2:45
    • One client went from 10 to 50 downloads a day, about 1,500 a month, roughly 1,200 more than before.
    • Typical conversion lifts are 20% to 100%. Even a 25% lift on 100 downloads a day saves about $750 a month.
  • Even a small percentage lift pays for itself at larger scale. 5:20
    • A 10% lift on 1,000 downloads a day adds about 3,000 downloads a month, worth $3,000 of budget.
    • A big-name client got about a 9% lift. That recoups the fee in the first month, and smaller apps recoup it in two to three months.
  • ASO works best alongside paid acquisition, as a piece of the puzzle. 6:28
    • Downloads from paid channels raise keyword rankings, which bring more organic downloads in a domino effect.
    • ASO can be enough for some businesses, but it doesn't have to be everything.

I know that I have friends that have built entire seven-figure businesses purely based off of ASO.

Steve P. Young, App Masters

Chapter summaries

0:00 Why ASO gets misjudged

ASO is neither a miracle nor useless, and its gains look small only next to total downloads.

  • People tend to hold one of two extreme views on ASO 0:40
    • One camp expects huge growth from it, the other expects none.
    • The truth sits between them: ASO is one piece of the marketing puzzle.
    • Steve P. Young says it can be enough for some businesses, but it doesn't have to be everything.
    • He built a calculator after tiring of clients brushing off real gains.

1:51 The savings spreadsheet

A simple sheet turns a percentage lift into budget saved.

  • The sheet multiplies daily downloads by 30 and applies set lifts 2:05
    • The lifts are 10%, 25%, 50%, 100%, 200% and 400%.
    • Only results the agency has actually achieved are shown.
    • The sheet is a plain Google spreadsheet.
  • Even doubling a tiny app is worth the effort 3:44
    • At 10 downloads a day, a 100% lift saves $300 a month.
    • That is usually done in round one, then results are re-analyzed for round two.

3:57 A mid-size app

A modest 25% lift still frees real budget for an app that already does well.

  • A 25% lift is a deliberately conservative case 4:36
    • Apps with only basic ASO knowledge, and no brand name, usually sit at 10 to 50 downloads a day.
    • Critics call 25% minor, but he calls it good growth.
    • The freed money can be spent elsewhere in the marketing budget.

5:17 A small lift pays for itself and feeds the other channels

A modest ASO gain covers its own fee quickly, and it works best as one part of a wider marketing mix.

  • A 10% lift sounds small but is worth its fee. 5:44
    • The gain is roughly what the client paid for the work.
    • Everything the work adds after that point is extra return.
    • Clients often shrug at a 10% lift with a "congrats" and little more.
    • Steve lays out the money math to answer that reaction: you just make back your money right away.
  • ASO should be treated as one piece of the puzzle. 6:22
    • It helps every other channel and does not need to stand alone.
    • Spending more elsewhere also improves ASO results.
    • He calls it a great funnel: more downloads from other sources lead to better organic growth.
    • His point is that paid and organic work should be planned together.

In the growth library

Steve P. Young, Founder of App Masters, an app marketing agency. Shows how to turn small ASO conversion lifts into dollar savings by pricing the extra organic downloads at what you would pay for them through paid installs. A 10% lift for a big brand or a 25% lift for a small app can repay an agency's fees within one to three months.

More from App Masters · The whole library, and ask it anything

Transcript272 lines
0:00

coming up I'm gonna answer that burning question you have inside of you will ASO actually drive more downloads even in a competitive category well I have that answer for you stay tuned what is up app nation it is Steve P young founder of app master scope the place you go when you want action-packed content in the app business and today I put together a little tool that will help you analyze how impactful ASO can be for you and I think the common misconception of a is always like wow it's gonna drive tremendous amounts of growth or it's gonna drive no growth right like the usually two parties one that really wholeheartedly believes in it and excuse me when that says no it's not gonna do anything well I know that I have friends that have built entire seven-figure businesses purely based off of ASO that's it right so I know it works but I put this tool together because I got sick of tired of showing clients that we

1:15

actually improved their downloads a lot and even though it may seem little when you look at the overall number it's a lot from the growth and I want to put I put this tool together to show you how impactful ASO can be in saving you money and how it can help your overall marketing plan right here so it's just a piece of the puzzle it's not everything can be for some but doesn't have to be everything so let's go into this little tool that I built and go into how impactful ASO can't be for you here is my tool of this handy dandy tool otherwise known as a Google Doc a Google spreadsheet that I put together that just sort of highlights the point that I want to get across when you're thinking about ASO right so here's what we're gonna start out with you can see it's pretty self-explanatory I've got the daily month down downloads get the monthly downloads which is just daily times 30 and then we've got cost savings

2:15

now I've got different increases so 10% twenty-five fifty a hundred two hundred and four hundred percent and I'm gonna show you the type of savings that you can get just based off a small percentage increases okay so let's start off with ten let's say you're getting $10 today which is respectable right late but you can't build any big big business out of this or any like yeah like big business that you can live off of this but let's say and we've done this so I'm only gonna show scenarios that we've actually accomplished a game let's say we five extra downloads we go from 10 and we had a client that did this five 10 tell us 250 we hit it right and so what does that mean for you what does that mean for you now you can think 50 downloads a day he's like Steve that's not really that much seriously man but let's look at the grand scheme of things so that 15 extra downloads so 40 extra downloads that we got you that

3:08

translates to about 1500 downloads a month right we've grown it so about 1200 downloads more than you would typically get organically for free right a month let's look at how much savings you're gonna get on a monthly budget $1,200 right and that's considering a $1 CPI which if you know anything about CPI is is really good right CPAs are pretty high these days so getting a dollar CPI is really good so we're saving you $1,200 if you're just starting off with 10 okay let's say we just even double it a hundred percent that's 300 bucks and that's just round one usually that's something that we can do in round one and then we analyze again for round two okay so huge savings here now let's change the numbers a little bit let's say a hundred downloads these are all numbers I'm used to working with right with our clients so client comes to me getting about a hundred downloads a month all right I'm sorry add a great

4:09

let's see what we can do now with a little more minimal optimization they're able to get that right or usually with minimal optimization you're probably getting closer unless you're a brand name and you people know you you're probably getting closer to the 10 to the 25 50 mark let's say you get 100 you're doing great you know a little bit about a so you have a basic understanding but you want a ninja like me to come in and dissect this thing so let's say we increase your conversions just by let's on the downside 25 percent all right it's our typical numbers are probably about twenty to a hundred percent but let's say 25 we've been able to increase especially when you're at this numbers at tenth when you're getting 10 downloads a day I'm pretty sure that can double or even triple quadruple your downloads let's say 100 it's 25% let's say okay now it goes from Steve it's only 1 25 like congratulations again this is what I

5:01

kept hearing it's like congratulations it's on like dude it's pretty good growth right and so if you analyze that you get actually you're saving $750 close to $1,000 in your marketing budget that you can use some where else so literally you're gonna ruin your cost and not like two months time working with us right two months time our package just starts I mean I'm not gonna quote packages but two or three months time you're gonna recoup our packages right and that's step a same fees that you get now let's say for some of my bigger clients and these are clients I'm working with already so they're getting a thousand a day right and about 3,000 a month and we increase their conversion by 10% measly 10% doable we've actually done it for one of our clients a really big name brand right it was about nine percent but let's say 10 percent and that means it's like ah Steve like really 10 percent like again

5:57

congratulations Dean you should be really proud of yourself no but look at this that actually equates to 3000 more downloads a month and I know you big brands are have a marketing budget that's saving you $3,000 a month like I don't know about you but that's pretty good and that's a recouping arc our cost right back on that first month like you got it back so that's the power of a so it actually helps everything else and the last thing I wanna lead with leave it especially on this topic is you have to think about a so as a piece of the puzzle it's gonna help if you're doing paid acquisition other what every somewhere else it's gonna help your ASO it's gonna help your keyword rankings which in turn when your keyword rankings increase help your downloads organic knowledge so it's a great funnel it's a great domino effect that if you're spending more and getting more downloads other in other places

6:48

you're actually gonna do better on ASO and you're gonna do better with your organic growth does that make sense I hope so let me know in the comments if that does not make sense but ASO is a piece of the puzzle and I want to put this together because I got tired of answering like oh 10% growth like congrat I'm like look that's pretty good right that's pretty good that's pretty much how much you paid us and now you're gonna we're gonna do so much more on top of what we just did right just you just make back your money right away that's it so the last thing so if you want to turn this off you keep turning this off the last thing I want to lead with leave with is a couple of different things that we are promoting at masters Academy if you want to see our entire playbook our entire playbook for at masters Academy then go check it out we are gonna increase the prices come February 1st it'll go up from 25 a month

7:39

this month to $49 a month I've I've been seeing some really great case studies in there people seen some tremendous growth using our strategies in that playbook and frankly there's like thousands eight thousand dollars worth of courses in that Academy I'm charging 25 as a test we've seen some good members coming in and so now it's time to increase the price a little bit input you know get some value out of it for show you that there's a lot of value in there so it's gonna increase the $49 a month so if you want to get access to the $25 go sign up now it is at masters Academy com and lastly if you want to connect with successful app entrepreneurs running 6 7 figure type of businesses with hundreds of millions of downloads well we are doing an event in app in LA California Santa Monica specifically where you get to connect with an exclusive limited to 30 members exclusive group of app entrepreneurs really there to help each

8:44

other out it's a format unlike any other I came up with this format because I really believe in the power of connections if you don't see it today a month after the event you will definitely see it down the road I made some amazing connections through the event I made some amazing connections because of this podcast YouTube channel everything else so it is the thing that I'm most proud of it brings people together to really make meaningful connections and the best thing that has happened a friend of mine came to the Santa Cruz event he's like holy cow I didn't know there were people killing it in there space making these very simple apps like your mind will be blown and your eyes will be wide open on the types of apps and the types of living and types of success that people have had with these types of apps so be there it's gonna be a 2-day event we're gonna have speakers on day one and then day two it's all

9:39

about connections with mastermind roundtables and speed networking and everything else and I got a gift for everybody a book that has impact me in a meaningful way that I just finished today actually and I want to give you that gift too so it's gonna be a surprise gift at the event hope to see you there if you want to get access to that it is app masters connect comm app masters connect calm and then go check out the academy at masters Academy com see how everything works just at masters something calm all right guys thank you so much and if you had it if you haven't hit subscribe go ahead and hit that subscribe button we've were over 2,000 subscribers holy cow it's not a big number to you but it's a big number to me I think we only had a we were aiming for a thousand just like a couple of months ago and to see the growth of it is really humbling to me so thank you all for your attention and I will see

10:29

you on the next video bye