How to Prepare an App Description for Google Play? Quick Guide

App Store Optimization
App Localization
Apr 24, 2023

When users search for an app on Google Play, they go through several steps: they make a query, and review the description, rating, and reviews. The texts of the long and short descriptions are the first interaction point between the user and the developer.

For users, these texts serve as a source of information about the product "from the creator". By reading the descriptions, the user forms an impression of whether this app is relevant to their needs or not. For developers, creating app descriptions is a starting point in preparing marketing materials.

Creating App Description

We have prepared a guide to help you easily create app descriptions and fill in metadata in Google Play, along with an example that you can use as a template.

To work with the form, you need to first copy it to a new document.

Preparatory Stage – Creating a Semantic Core

First and foremost, you need to compile a semantic core: the first two columns of the table should contain the keywords and phrases that should be present in the descriptions.
Gather keywords that bring traffic. You can use:

  • Google Suggest;
  • conversion data if you are running Google Ads campaigns;
  • statistics from the App Store SAP.

Title

The title is the name of the application. When creating a title description, remember:

  • The words in this field have maximum weight for search, so the title should contain keywords and phrases from the list
  • It should be clear from the title what the application is intended for – this will improve its search rankings.

The title has a limit of 50 characters (including spaces). You can see how many characters you have left on the right side of the window as you fill in the field.

Short description

Short description – an announcement that should capture the user's attention. The short description is located on the first page of the application, and the information provided here determines the user's further interest in the product:

  • Highlight important points for the target audience;
  • Use keywords and phrases organically in the description.

The short description should contain a maximum of 80 characters. The number of available characters for this field is displayed to the right of the window.

Full description

In the full description, describe your application using keywords and phrases. In Google Play, the maximum length of the description is 4000 characters, but it is optimal to use 1000-2500 characters.

Capture attention with the first sentences, creating a desire to read further.

  1. Focus on the main function of the application and describe the tasks it solves.
  2. Then highlight the cool features, and describe the functions, important details, and useful capabilities of the application.
  3. Mention what's new in the product, showing that it is evolving and improving.
  4. Include a call to action, such as "download", "buy", or "read."

To improve text perception, follow these rules:

  • Make your text visually appealing by using short paragraphs and lists.
  • Use short yet meaningful sentences. Users don't need watered-down language or unnecessary embellishments.
  • Utilize simple and easily understood words that won't intimidate potential customers with specialized terms.
  • Pay attention to grammar. The more errors, the less trust in your application.
  • Avoid repeating the same ideas multiple times as it can be irritating.
  • Don't overuse keywords. Incorporate them organically into the text.
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

App Localization

An effective way to promote a mobile application is to expand into foreign markets. In this case, there is a need to translate the application and metadata into foreign languages, which is called App Store Optimization (ASO) localization.

The absence of description in the native language can deter users from downloading the application, as they may not understand its purpose, even if the application itself has been translated.
Use templates for creating descriptions during product localization if you are developing an application in multiple languages.
Use the source language (in our example, English) as a reference and inspiration for creating descriptions in the translated language, but DO NOT rely on automated translation tools!

For maximum useful information on the intricacies of mobile app promotion, check out Radomir Novkovich's Telegram channel RadASO.

Radomir Novkovich is the developer of a unique analytical tool for app ranking in top stories, and the founder of the mobile marketing agency RadASO. RadASO is the first company that takes on the risks associated with app store optimization (ASO) and offers a "Pay-for-Performance" ASO service.

Localization opens up great opportunities for growth, which should be taken advantage of to establish your presence in foreign markets.

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.
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.'
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.
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.
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.

Your app description on Google Play is the first item of information that users receive, and it's aimed at getting them interested. To simplify the process of creating the text part, you can use our template and follow the steps below:

  • Build your semantic core.
  • Come up with a title using keywords and phrases.
  • Create a short and full app description, also incorporating keywords and phrases.
  • For broader audience reach, work on app localization using our template.

A compelling description is one of the key factors for a successful start of your app.

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