How to Optimize Your ASO for Black Friday & Cyber Monday

How to Optimize Your ASO for Black Friday & Cyber Monday

November is a massive month for the retail sector with main advertising occasions like Black Friday and Cyber Monday developing. This 12 months, they happen on November 26 and November 29 respectively and formally launch the Christmas purchasing season. With tons of promoted gross sales and offers on-line, Black Friday & Cyber Monday usually drive an enormous variety of downloads to Buying apps on each the App Retailer and Google Play. Learn this weblog to know how one can put together your app to completely leverage the potential of those occasions.

How you can put together your app for Black Friday and Cyber Monday

Black Friday is likely one of the greatest days of the 12 months for e-commerce and a key second for buyer acquisition. Listed below are greatest practices that apps ought to think about to get probably the most out of this busy interval:

  • Adapt your app’s metadata accordingly. We suggest including related key phrases to your app’s title, subtitle (iOS), key phrase area (iOS), and brief & lengthy description (Android) to begin rating greater for these phrases. Previously years, key phrases akin to ‘Black Friday’, ‘reductions’, ‘offers’, and ‘coupons’ have usually seen reputation enhance throughout November. Nonetheless, bear in mind to keep away from including key phrases that promote offers or reductions to Play Retailer metadata since, as of September 2021, they are going to be flagged by Google!
  • To arrange for the extra inflow of visitors and maximize your conversion fee, make certain to replace your app creatives to advertise related messages as these in your advert campaigns.
  • Attempt utilizing Apple’s in-app occasions and optimizing your occasion playing cards for Black Friday! In-app occasions are an effective way to succeed in new customers, interact present customers, or reconnect with lapsed customers. They may additionally assist your app get featured on the App Retailer and achieve an additional visibility enhance.
  • Don’t neglect to replace your promo textual content (iOS). You may change your app’s promo textual content everytime you like (these adjustments don’t require a whole app replace) and also you’re in a position to promote no matter you want (promo textual content isn’t listed). This may be an effective way to extend engagement from clients by selling particular options, offers, and so forth.
  • Lastly, your app should be able to deal with an elevated variety of customers. Avoiding app malfunctions and bugs is vital for buyer satisfaction; you don’t wish to lose any potential clients simply earlier than the Christmas interval!

Within the US, the hype for Black Friday has already begun; search quantity began to extend at first of September! In 2020, the search reputation for the key phrase ‘Black Friday’ within the US reached a quantity of 52 at its peak. With the search quantity already at 48 on October 25, the significance of getting your ASO technique prepared on time for Black Friday is evident. As such, these peaks create a novel alternative for apps to indicate they’re aware of their communities and to seize a part of this search visitors by optimizing their metadata.

Search quantity for the key phrase ‘Black Friday’ on the App Retailer within the US and UK (2019-2021).

Why optimize your app for Black Friday & Cyber Monday?

To raised perceive how one can efficiently leverage the potential of Black Friday as a Buying app, we had a have a look at the fastest-growing apps in November final 12 months. These 2020 Black Friday winners characterize greatest practices when making ready your app for Black Friday & Cyber Monday.

Quickest-growing Buying apps on the US App Retailer & Google Play (November 2020).

Class rankings of the fastest-growing apps within the US Buying class on the App Retailer & Google Play (November 2020).

Finest Purchase, Cute, and Rakuten emerged as the large winners of Black Friday 2020 on the App Retailer as they skilled the most important class development all through November. The success of those apps on Black Friday relied on a well-prepared and well-funded advertising technique. Nonetheless, Rakuten went the additional mile by updating its metadata on the app shops. As all promoting efforts finally result in the shop, accurately optimizing your app web page and matching it together with your general promotional marketing campaign messages is essential.

Rakuten’s metadata updates for Black Friday promotions on the US Google Play Retailer (2020).

For instance, on Google Play, Rakuten up to date its title on November 24 to ‘Rakuten: Black Friday & Cyber Monday 2020 offers’. The app’s brief description and screenshots had been additionally up to date to align with promoting campaigns and spotlight particular Black Friday gives. These seasonal changes led the Rakuten app to be ranked twenty ninth for the key phrase ‘Black Friday’ whereas its prime rivals within the Buying class had been ranked outdoors the highest 50.

Rakuten’s rating historical past for the key phrases ‘Black Friday’ (2020).

To essentially reap the benefits of the elevated search quantity for ‘Black Friday’, apps needs to be keen to experiment and add the key phrase ‘Black Friday’ to their title. When taking a look at previous search outcomes for ‘Black Friday’, we see that lesser-known apps that mixture ‘advertisements’ and ‘offers’ of their title rank on the prime on each shops. These titles don’t resonate with a selected model and as a substitute focus solely on ‘Black Friday Adverts’ or ‘Black Friday Offers’.


Knowledgeable Tip

Warning! As of September 2021, the Google metadata coverage not permits apps so as to add key phrases indicating ‘offers’, ‘advertisements’,… to app titles. You may nonetheless implement ‘Black Friday’ in your title, however make certain to keep away from any prohibited phrases.

Rating historical past for the key phrase ‘Black Friday’ in November 2020.

The branded app that ranked highest for the key phrase ‘Black Friday’ on each shops is Flipp, managing to succeed in the sixth place on the Play Retailer and the eighth place on the App Retailer on November twenty sixth. Flipp up to date its brief and lengthy descriptions and screenshots to align its messaging and promote its Black Friday offers and gives inside the retailer. Reminder: it’s not allowed to have key phrases indicating ‘offers’, ‘advertisements’,… in your app’s metadata on Google Play.

Flipp’s metadata updates for Black Friday promotions on the US Google Play Retailer (2020).

On the date Flipp made these adjustments (November 3), we additionally noticed a spike within the app’s rating for the key phrase ‘Black Friday’ which underlines the energy of optimizing your metadata on the app shops.

Flipp’s rating historical past for the key phrases ‘Black Friday’ (2020).

The Flipp app didn’t achieve sufficient downloads to rank within the prime 10 within the Buying class however the elevated visibility did assist its rankings enhance from the highest 200s to #55 on November 27 (App Retailer).

Buying Class rankings for Flipp (2020).


Briefly, November is a busy month for Buying apps primarily on account of Black Friday and Cyber Monday. Apps that don’t optimize their metadata based on these occasions miss an enormous alternative. To arrange for the Black Friday weekend, we suggest apps observe this recommendation:

  • Add key phrases associated to Black Friday and Cyber Monday to their metadata to spice up their possibilities of rating for these phrases.
  • Replace screenshots to characteristic invaluable offers within the first positions and maximize conversion.
  • Guarantee their apps run at a excessive technical high quality (no bugs or crashes).

Begin researching the key phrases that may aid you achieve extra visibility throughout Black Friday.