Google Play ASO: Ultimate Guide on App Store Optimization for Android in 2024

App Store Optimization
CRO
Paid User Acquisition
Apr 26, 2024

Android app promotion on Google Play takes an integrated approach, consistent efforts, and plenty of patience. The RadASO team collected the main promotion methods and useful lifehacks to help you better understand the specifics of ASO for Android and choose the most relevant marketing strategy.

How to promote your app on Play Store? RadASO offers a full range of app marketing services: text and graphic optimization, building and implementing a strategy for App Rating Prompts, A/B testing, and Paid User Acquisition. We know how to beat your competitors!

Interesting fact: Google Play has extremely strong competition for users’ attention: according to Statista, in December 2023, the total number of apps on Google Play was over 2.4 million.

App Optimization for Google Play

ASO (app store optimization) is the basis used to promote app on Google Play. Thanks to text and graphic optimization, one can:

  • improve the app’s visibility in the store searches;
  • increase the impression-to-install conversion;
  • and boost the overall app’s awareness and appeal, which will positively affect business metrics.

Text Optimization of Apps for Google Play

Let’s start by figuring out how a user finds an app. Usually, they enter keywords into the search field and tap on the most appealing app in the search results to go to its page. The key role in this journey belongs to the app's rankings for a specific search term. Optimizing text metadata with regard to the relevant keywords notably increases the app’s chances of showing up in the top search positions.

1. Title
This is the most significant part of metadata and has the biggest weight for ranking. The maximum length of a title in Google Play is only 30 symbols. At the same time, it must be easy to understand, reveal the app’s essence, and contain the search term, which will be associated with the app by Google’s algorithm.

Note. For the title, it’s crucial to find a balance between your brand name and other relevant search terms, , incorporating the most popular keywords into this field. See the example below.

2. Short Description
This is a short story about the app for the audience. This field is 80 symbols long and, by its significance, holds second place after the title. Here, you should present the main points that set your app apart from its competitors.

Important! Always include relevant keywords in the short description.

3. Long Description
Although only around 5% of users tap the Learn More link, you shouldn’t neglect writing a full description. Unlike the App Store, this field is indexed in Google Play.

Note. Provide information on the app’s features and advantages and specify the problem it can help with.

The maximum number of symbols in a long description is 4,000, and Google’s algorithms view the first 200 of those as the most significant ones. Be smart about using keywords in this field:

  • choose several search terms to include in the description;
  • mind the keyword density each keyword must be used in the text 3–5 times;
  • avoid overspam the description must be easy to read. If your text is overstuffed with keywords, the app may be blocked;
  • use the Google Natural Language (GNL) tool to check your description: it can help you find out the category (for example, “Education,” “Communication,” “Finance,” “Travel,” and others)  Google's algorithms match the app description with.
Note! Pay attention to the Confidence metric making your specific category and getting a mark of at least 0.9 is critical. If the Confidence is too low, you can improve it by optimizing the text.

Further information on text metadata writing can be found in the Play Console Help.

Read more about how textual ASO increased Preply's views by 66% and downloads by 44% in 2 weeks

Graphic Optimization of Apps for Google Play

1. Icon

The icon doesn’t technically affect the app’s ranking, but it’s an extremely important graphic element, as it has a notable impact on conversion. It is the first thing users notice on the app’s page and in search results, which is why it is so important to pay enough attention to its development.

Here is what you need to consider while designing an icon:

  • brand name and other brand elements color scheme, logo, and other symbols will improve brand recognition;
  • use graphic elements that clearly convey the app’s essence and functions;
  • seasonal specials – many apps and games change their icons to mark special occasions like Black Friday, Halloween, Christmas, etc.;
  • the icon and screenshots should have the same or similar color scheme and style. In this way, your graphics will look more unified, which may positively affect conversion.

Read more about increasing conversion from impressions to installs through graphics improvement – SteuerGo App Case Study.

Use screenshots to showcase your app’s capabilities, features, and characteristics.  Well-designed screenshots will not only make the app more appealing, but also increase the number of installs.

Here is what you need to consider while making the screenshots:

  • the majority of users won't swipe through all of your screenshots (you can have 2 to 8 of those). It’s best if you place the ones with the most important info at the beginning of the set;
  • never use low-quality images;
  • bank on precision and laconism: one thought = one screenshot;
  • for aesthetic reasons, don’t let the app’s interface take up the whole screenshot. Instead, show how your game or app will look on the phone mockup.

*A mockup is a full-size model of a structure or device used for teaching, demonstration, design evaluation, advertising, and other purposes.

  • add graphics and text to highlight key points;
  • seasonal changes (the same as with the icon): pumpkins or tinsel aren’t very relevant in summer, and the same goes for iced drinks in winter;
Example: springtime screenshots’ adaptation
  • choose the target countries for your app’s marketing and tailor the screenshots accordingly. Localization should not only include text translation, as the graphics must also be relevant to the cultural code of a particular region;
Example: screenshot’s localization for Shein app’s Japanese market
  • Google’s algorithm can index text on screenshots, so you need to include some relevant search terms from the semantic core.
How do you promote your app on Google Play? RadASO offers a full range of app marketing services: text and graphic optimization, building and implementing a strategy for App Rating Prompts, A/B testing, and Paid User Acquisition. We know how to beat your competitors!

3. App Promo Video

Video on the app’s page in Google Play is an optional element that notably affects the conversion. With its help, you can demonstrate the app’s operation or gameplay. Also, a video can attract extra attention, which will positively impact the user’s decision.

Points to consider while making the video:

  • all videos on Google Play are played via YouTube in landscape format;
  • don’t make your videos too lengthy 15 to 30 seconds is more than enough;
  • the video and screenshots must look unified and have the same style;
  • the Feature Graphic also impacts conversion this element takes up most of the screen and is mandatory if you have a video on the page.
Note. You should analyze visual optimization trends for your niche and the market in general. This way, you will always know what is relevant in a specific category at the moment. Never hesitate to test different approaches, elements, colors, etc. The more frequent A/B testing you do, the sooner you’ll find out what receives the most positive response from your target audience.

Details on Google's requirements for graphic content and store listing best practices are available in Play Console Help.

Read more about graphics in mobile app promotion on the App Store and Google Play (ASO) - how to optimize graphic elements.

Working with app’s ratings and reviews on Google Play

While ranking an app, Google’s algorithm takes into account its user ratings and reviews. High ratings and positive reviews can persuade users to download the app, while negative comments and 2-star ratings usually don’t inspire confidence and drive people away.

Ratings are especially critical for Google Play, as users can apply a rating-based filter to their search results. That’s why you need to consistently keep your app’s rating at 4.5 or higher.

How to get more reviews and ratings:

  • Use App Rating Prompts to show in-app messages to your active users asking them to rate your app and leave a comment in the store. You need to carefully choose the right moment for App Rating Prompts – usually, that’s after users perform some action or reach a new level in a game.
  • Reply to the comments and analyze them. This is the best way to understand the pain points of the users’ real-life experience with your app.
Attribute
Value
Format
PNG
Color space
Display P3 (wide-gamut color), sRGB (color), or Gray Gamma 2.2 (grayscale).
See Color Management.
Layers
Flattened with no transparency
Resolution
Shape
Square with no rounded corners
Attribute
Value
Format
PNG
Color space
Display P3 (wide-gamut color), sRGB (color), or Gray Gamma 2.2 (grayscale).
See Color Management.
Layers
Flattened with no transparency
Resolution
Shape
Square with no rounded corners
Word
Frequency in service
Qimai(China)*
AppTweak
Mobileaction
Appfollow
课程 (course)
5387 (high)
56 (mid)
5 (low)
34 (mid)
外语 (foreign language)
5699 (high)
35 (mid)
5 (low)
34(mid)
播放 (play)
5496 (high)
35 (mid)
5 (low)
35 (mid)
*Search index in China provided by Qimai and based on multidimensional calculations such as search results, downloads and relatable keywords.
App Store
Google Play
1. Icon impact on user choice
Important, but not more than a video with screenshots, as they take up most of the screen
Icon is displayed with several other icons in search results, and therefore it has the greatest impact on the user's choice
2. Icon localization
1 icon for all locales
Can be localized for each country
3. Screenshots quantity, orientation
From 1 to 10, any orientation
From 2 to 8, any orientation
4. Screenshots the most important are the ones that are visible before you start scrolling
  • Vertical screenshots: 3 are visible
  • Horizontal screenshots: only the first one is visible
  • Vertical screenshots: 4 are visible
  • Horizontal screenshots: only the first one is visible
5. Screenshots size
Large — the content is legible
Much smaller — the captions are quite illegible
6. Video quantity
Up to 3
One video that must be uploaded to YouTube
7. Video orientation
Any orientation
Horizontal orientation prioritized
8. Video autoplay
Plays automatically for 30 seconds without sound
You need to click on it to play
9. Application cover
Displayed on the application and developer pages
There is no cover
10. Graphics update
After release only
Whenever

Google Play Tags

Google uses tags to determine the app’s category so that it can show it to users who are searching for that particular app type.

In Google Play, you can select up to 5 tags to display on your app’s page and in search results.

Note. The tags must clearly represent the app’s functions and help new users understand if this app meets their needs and expectations.
Device or context
Icon size
iPhone
60x60 pt (180x180 px @3x)
60x60 pt (120x120 px @2x)
iPad Pro
83.5x83.5 pt (167x167 px @2x)
iPad, iPad mini
76x76 pt (152x152 px @2x)
App Store
1024x1024 pt (1024x1024 px @1x)
Source language
Target language
How much longer (+) or shorter (–) the text in the target language is
English
French
21.18%
English
Spanish
19.52%
English
Italian
17.91%
English
Deutsch
16.67%
English
Dutch
13.80%
English
Portuguese (Portugal)
14.29%
English
Portuguese (Brazil)
12.96%
English
Polish
9.33%
English
Russian
9.11%
English
Czech
3.70%
English
Arab
–6.25%
English
Japanese
–39.68%
English
Korean
–44.04%
English
Chinese (Simplified)
–61.97%
English
Chinese (Traditional)
–63.80%
*Search Ads Popularity (SAP)shows the popularity of the search term from 5 to 99.

Mobile App Promotion on Google Play

Promotion Strategy

Start with research and goal setting. Define the app’s target audience, how strong the competition is in the niche, what advertising tactics are used by the competitors, and which markets are in high priority. Then, formulate the goals you need to reach, for instance, by the end of the year. All goals must be measurable, so that you can later track whether the KPIs have been achieved.

While building the marketing strategy, be guided by the product’s life cycle. If an app or a game is only about to be launched on the market, you can stir up the interest of your potential users with promo-teaser content.

Launch is the most crucial moment when you can make the loudest statement about yourself.

Or, let’s say, the app has been around for a long time and consistently has a decent number of installs every month. In this case, the toolset for its promotion may be different.

Localization

Localization is essential for a naturally-feeling in-app experience. This process implies working with text, graphics, and app content adaptation to linguistic and cultural peculiarities in different countries.

Thanks to localization, the app becomes more accessible to users, which improves customer satisfaction.

Read more about how proper localization led to a 452% increase in impressions and a 1600% increase in downloads in China.

Targeted advertising

With social networks, one can reach their relevant audience all around the world. This tool’s key advantages are precise targeting adjustments and the amount of traffic it brings to a webpage from social networks.

When you launch your ad campaign, tailor it according to your goals. The algorithms will show your ads to the target users who are inclined to perform a certain action (e.g., watch a video, like, comment, register, buy, etc.).

In social media marketing for apps, it is best to use Meta services (Facebook, Instagram, WhatsApp), TikTok, Snapchat, and the Google UAC service, which was created specifically for mobile app promotion.

Device
Spotlight icon size
Settings icon size
Notification icon size
iPhone
40x40 pt (120x120 px @3x)
29x29 pt (87x87 px @3x)
38x38 pt (114x114 px @3x)
40x40 pt (80x80 px @2x)
29x29 pt (58x58 px @2x)
38x38 pt (76x76 px @2x)
iPad Pro, iPad, iPad mini
40x40 pt (80x80 px @2x)
29x29 pt (58x58 px @2x)
38x38 pt (76x76 px @2x)
Search term
Translation
SAP* English (U.S.)
SAP* English (U.K.)
truck games
games with trucks
62
39
lorry games
games with trucks
32
jail games
prison games
29
8
prison games
prison games
32
24
*Search Ads Popularity (SAP)shows the popularity of the search term from 5 to 99.
App Store
Google Play
What can be tested?
  • Short description
  • Long description
  • Icon
  • Feature graphics
  • Screenshots
  • Videos
  • Screenshots
  • Videos
  • Icon (has to be uploaded to the build*)
Number of simultaneously running tests
5 tests (each test is valid within a single country.

You can choose a default country test (details below): then it will run in all countries where there are no localized graphical or textual materials.
1 test (the test can be immediately extended to all countries where the application is available or opt for specific countries as needed)
The number of test variants that can be tested with the current version in the store
Compared with a maximum of 3 new variants
Can a test be launched while another item is under review?
Yes
No
Mandatory formats for screenshots uploaded to the store
6.5
  • 6.5
  • 5.5
  • 12.9 (if there is an iPad version)
*Build – is a new version of the application. Updating the icon is only possible when updating the application version in the store. In other words, the term "build" refers to a specific version or variant of the application that is ready to be downloaded and installed on the users' devices. It contains all the necessary files and data for users to install and use the application.
More about optimizing graphic elements in the App Store and Google Play can be found in the article 'Graphics in Mobile App Promotion in the App Store and Google Play (ASO) – How to Optimize Graphic Elements.'

Incent Traffic

Incent is traffic with the involvement of real users performing specific actions for a reward. Usually, those are installs or generating search traffic using certain keywords. All these actions are aimed at getting an app to the top of the search results.

Important! Incent usage is forbidden on Google Play. The risk is that the app will be filtered out of the search results or even entirely removed from the store.
Device size or platform
Screenshot size
Requirement
Screenshot source
6.5 inch (iPhone 13 Pro Max, iPhone 12 Pro Max, iPhone 11 Pro Max, iPhone 11, iPhone XS Max, iPhone XR)
1284 x 2778 pixels (portrait)2778 x 1284 pixels (landscape)1242 x 2688 pixels (portrait)2688 x 1242 pixels (landscape)
Required if app runs on iPhone
Upload 6.5-inch screenshots
5.8 inch (iPhone 13 Pro, iPhone 13, iPhone 13 mini, iPhone 12 Pro, iPhone 12, iPhone 12 mini, iPhone 11 Pro, iPhone XS, iPhone X)
1170 x 2532 pixels (portrait)2532 x 1170 pixels (landscape)1125 x 2436 pixels (portrait)2436 x 1125 pixels (landscape)1080 x 2340 (portrait)2340 x 1080 (landscape)
Required if app runs on iPhone and 6.5 inch screenshots are not provided
Default: scaled 6.5-inch screenshotsAlternative: upload 5.8-inch screenshots
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)
1242 x 2208 pixels (portrait)2208 x 1242 pixels (landscape)
Required if app runs on iPhone
Upload 5.5-inch screenshots
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)
2048 x 2732 pixels (portrait)2732 x 2048 pixels (landscape)
Required if app runs on iPad
Upload 12.9-inch iPad Pro (3rd generation) screenshots
5.5 inch (iPhone 8 Plus, iPhone 7 Plus, iPhone 6s Plus)
2048 x 2732 pixels (portrait)2732 x 2048 pixels (landscape)
Required if app runs on iPad
Upload 12.9-inch iPad Pro (2nd generation) screenshots
Price
Traffic Source (Self Reporting Networks)
Facebook
Google
X (Twitter)
Apple Search Ads
Cohort reports
Impression tracking
Audience segmentation
At extra charge
Custom Dashboards
Custom Reports
At extra charge
Advertisement Cost
DAU/MAU (Stickiness)
Raw Data Export
At extra charge
At extra charge
At extra charge
API Reporting
Search term
Translation
SAP* French
SAP* French (Canada)
soldes
sale
25
5
aubainerie
sale
14
*Search Ads Popularity (SAP)shows the popularity of the search term from 5 to 99.

App’s Webpage Promotion

A landing page can help you turn visitors into users. Here is how you can make the app’s landing promotion even more efficient:

  • ensure that the page is mobile-friendly and easy to browse on a small screen;
  • use call-to-action: buttons with clear and short calls like “Download now” will persuade users to perform a desired action go to the app store;
  • add Social Proofs: reviews and user-generated content will showcase the in-app experience and inspire trust;
  • perform А/В testing for different elements of your page (buttons, colors, etc.) to find the most effective ones.

SMM

Growing the app’s brand page or a community for your game takes a lot of effort and investment. However, it can yield certain results: the more users interact with the content, share it, and participate in prize competitions, the more popular the app becomes and the more installs it gets.

Promo Video

This is a truly universal marketing tool. You can post a promo video on your web page or on social media, add it to your in-store app’s page, use it as a video advertisement, etc.

Important! Tailor the video for each individual goal and platform. Also, this video must be informative (educate users on the app’s capabilities) and showcase real-life user experience (how one can use the app).

In-app Advertisement

In-app ads allow you to find relevant audiences in other apps. If your audiences have similar interests, like cooking or apps for kids, you can place your ads in apps with similar content.

There are various formats of in-app ads:

  • rewarded video these ads offer to watch a promo video in exchange for an in-app bonus or prize;
  • in-app banners these ads stay on the screen while a user interacts with the app. That’s the same principle as on web pages;
  • interstitial ads these ads overlap the app’s interface. Usually, they pop up when a user moves from one action to another;
Source: Google
  • mini-games these interactive ads demonstrate and allow users to test certain features of a promoted app or game.

There are services specializing in in-app ad placement that will offer you a pool of apps with a particular theme.

PR activities and Collaborations With Influencers

This includes integrations in popular blogs, posting articles about the app or game in thematic media, participation in offline events, QR codes on billboards, etc. There are a plethora of options!

Device
Icon size
iPhone
180px × 180px (60pt × 60pt @3x)
120px × 120px (60pt × 60pt @2x)
iPad Pro
167px × 167px (83.5pt × 83.5pt @2x)
iPad, iPad mini
152px × 152px (76pt × 76pt @2x)
App Store
1024px × 1024px (1024pt × 1024pt @1x)
Icon format
PNG
Color models
sRGB or P3 (see "Color Management")
Layouts
Aligned without transparency
Sizes
Shape
Square without rounded corners
All the current requirements for icons are specified in the specification.

A Checklist For Google Play Store Advertising

There is no universal way to promote Android app on Google Play, so you will need to find the one that works best for you. Try all methods, monitor the store’s updates, and, most importantly, never quit. Below, you’ll find a checklist by the RadASO team with the main steps:

Identify your app’s target audience and the markets you will promote it in.

Analyze the competition.

Build a semantic core.

Prepare text metadata and localize them for each target country.

Design the icon, screenshots, feature graphics, and video (if possible).

Create the app marketing strategy based on the specific KPIs we want to achieve and the current stage of the app’s life cycle (pre-release teaser, launch, or maintenance promoting an existing app).

Analyze this iteration’s efficiency and plan the following actions.

How do you promote your app on Google Play? RadASO offers a full range of app marketing services: text and graphic optimization, building and implementing a strategy for App Rating Prompts, A/B testing, and Paid User Acquisition. We know how to beat your competitors!
Icon format
32-bit PNG (with alpha channel)
Color models
512 х 512 pixels
Layouts
1024 КБ
Sizes
square, without rounding and shadows (Google automatically rounds the corners and adds shadows)
All the current requirements are specified in the specification.
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