What if, before developing an app, you knew exactly which features users wanted, and clearly understood app use-cases? Would having this information up-front influence your product roadmap? Could you leverage the information to build apps that more easily gain traction in the marketplace and save money on dev resources?
Although there’s no crystal ball for this information, the data available through Apple Search Ads is a step in the right direction toward gaining clarity on user wants and needs. Boost Media shares why as part of our multi-part series on the recently released Apple Search Ads. In previous installments, we outlined ideas on incorporating Apple Search Ads into your marketing mix; provided a quickstart guide to Apple Search Ads for AdWords experts; and shared tips for mobile app marketers on how to influence the ad creative of Apple Search Ads.
The app development status quo
Current developer tools like iTunes Connect and App Analytics offer little insight into who’s downloading apps and why. Third-party tools like Google Analytics or Mixpanel offer deeper insights into how people use your app—and can help measure the value of app users acquired via different campaigns and channels. But deliver very little toward answering questions like: “Why are people downloading my app?” and “What do my users want?” Without much validation from real users, developers have to take big risks with their time and resources developing things that users may not actually care about.
New possibilities with Apple Search Ads data
With Apple Search Ads, marketers and developers finally have a glimpse of what keywords people search for in the App Store.
The screenshot below shows results returned from the Apple Search Ads Keyword Tool. These are queries people search for related to the keyword “reminder” with relative search popularity represented by the data bars. This would be relevant to a developer building a task reminder app.
From the screenshot, we can deduce that:
- Users want a reminder app that has an alarm feature
- There’s slightly less demand for calendar integration and voice reminders
- A possible use-case for a reminder app might be to keep track of payments
- There’s a competitor called Aida that should be researched
This keyword data was obtained without investing any ad spend. It came from the keyword tool accessed via the Apple Search Ads interface. If we actually spent money on Apple Search Ads, we could glean even more information by looking at download data and search query details.
Making use of keyword data
If we’re building a reminder app with an alarm feature, we can pat ourselves on the back for building what people want, and that validation is valuable. But here are some other things we might consider:
- Adding a voice reminder feature
- Be sure to highlight the alarm feature in our app’s meta description to ensure we rank well for those keywords organically and with paid ads.
- We should bid on “reminder alarm” and related keywords.
Where to go from here
Newly available data from Apple Search Ads isn’t likely to revolutionize the app development process overnight. However, the data is essentially free to access, and having keyword-level insights is a big step in the right direction toward creating apps people want. Doing a bit of keyword research within your app development process is at least worth a shot!
Stay tuned for the final installment of this blog series on Apple Search Ads where Boost shares more analogies to help AdWords search marketers understand Apple Search Ads.