Ampere Business Bank: How Relevant Keywords Helped To Increase New App’s Impressions By 1615% And Downloads By 770%

Service:
Sector:
Banks & Finances
Author:
Published:
February 20, 2024
Team:
Iryna Kuznietsova
ASO Specialist
Maxim Melnik
Head of ASO at RadASO
Kateryna Bukharova
Project Manager

Newbie Apps have to compete with brands that are already well-known. Especially in the financial field, where users often prefer tried-and-true famous brands. The RadASO team has prepared a guide on how a new app can gain and increase trust among app store users thanks to text ASO.

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The Client

Ampere Business Bank is a convenient online banking system for businesses. A universal service to instantly add a business account and manage multi-currency accounts with a single app. It allows sending and receiving money around the globe, exchanging currencies at favorable rates, and using free corporate cards.

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Promotion Goals

To expand the app’s geography, improve its visibility, and increase the number of installations.

Main Challenge

This app appeared in the App Store in September 2022 and was unknown to users. But it had to compete with popular brands, which were much more trusted. And that is a crucial aspect of the financial niche. There were almost a hundred well-known banking apps among the competitors.

Team Actions

Note. The team uses the unique proprietary automation tool RadASO Tech Boosted Solution at every stage of their work. This is an indispensable instrument for the automated collection of data about competitors, search terms (keywords), positions, and SAP.

Step 1. Collecting the competitors. The team focused on the apps with similar functionality.

Step 2. Competitor analysis. Identified the main competitors of the client app and found out the following:

  • which countries they choose for their promotion
  • which countries are the leaders based on the number of installations in this niche.

Step 3. Setting localization priorities (for countries where competitors have the majority of installations): English (U.K.), English (Canada), French (Canada), French, German, Danish, Dutch, Italian, Norwegian, Portuguese (Portugal), Spanish (Spain), Swedish, Catalan.

Ut to this point, the client app was only using one locale for English (U.K.) out of the 39 available in the App Store.

Step 4. Collecting the app’s semantic core. RadASO Tech Boosted Solution allows for faster and more qualitative data procession in semi-automated mode. The semantic core accumulates every search term competitors rank by, their titles and subtitles, plus the search suggestions from the store:

Prior to their cooperation with RadASO, the client app had irrelevant search terms in the Keywords field: “small” and “company.” These keywords yield irrelevant search results, therefore, using them does not benefit the client's application:

Step 5. Preparing metadata for approved locales with cross-locale use. For example, in Spain, there are two localizations at the same time: Spanish (Spain) and Catalan, and for Canada – English (Canada) and French (Canada). To see the full list, please follow this link.

To put together metadata, the in-house tool Metadata Wizard was used, which is a part of RadASO Tech Boost Solution. It helps to filter search terms using various parameters:

  • SAP (Search Ads Popularity);
  • app’s current position by this search term;
  • app’s all-time best position by the search term for;
  • number of competitors in the top 10;
  • total number of apps in search results;
  • conversion (if that metric is available from Apple Search Ads).

Based on these parameters, the RadASO team came to a decision to prioritize the inclusion of certain search terms in the metadata.

Promotion Results

Increased number of positions in the top 3:

Top 4-10 position dynamics:

Top 11-50 position dynamics:

As a result of new positions, we can see the app’s visibility improvement in the countries with updated metadata:

There was also a growth in the number of installations for certain countries:

Apart from the countries with metadata-related improvements, the app’s visibility increased in other countries, too (due to the English U.K. locale that works in almost every country):

By comparing the numbers of impressions and installs in targeted countries for 30 days before and after the release, one can see the improvement in those metrics:

Campaign
Expenditure
Impressions
Taps
Installs
TTR
CR
Installs/Impr
Avg CPT
Avg CPA
Common term
-65.64%
-49.85%
-64.01%
-63.52%
-1.69%
0.81%
-0.98%
-5.13%
-6.06%
Data collection
-44.45%
-29.55%
-44.22%
-50.2%
-0.7%
-6.39%
-0.6%
0%
11.65%
Competitors brand
98.56%
80.41%
103.76%
92.01%
0.38%
-3.58%
0.12%
-2.38%
2.94%
Our brand
21.39%
23.01%
33.84%
32.65%
3.14%
-0.72%
2.27%
-8.33%
-6.82%
Discovery
-100%
-100%
-100%
-100%
-3.61%
-30.16%
-1.09%
-100%
-100%
Total
-0.6%
7.92%
11.72%
12.3%
0.2%
0.35%
0.16%
-11.36%
-12.31%
Group
Spend, $ %
Impressions %
Taps %
Installs %
Installs/Impr October, %
Installs/Impr November, %
Installs/Impr %
Avg CPT, $ %
Avg CPA, $ %
Competitor 1
42,98
83,11
63,3
50,48
3,74
3,08
-0,66
-12,2
-5,66
Common term
3,26
-3,73
3,92
26,67
0,57
0,75
0,18
0
-18,8
Competitors brand
120,26
59,82
47,02
0
0,49
0,31
-0,18
47,37
119,4
Data collection
15,12
-0,55
0,36
73,33
0,5
0,86
0,36
13,73
-33,51
Competitor 2
0,27
13,2
8,47
10,11
1,12
1,09
-0,03
-6,56
-9,02
Competitor 3
21,51
-2,06
-6,67
-8,33
0,43
0,4
-0,03
32
32,95
Our brand
3 575,62
3 646,79
3 544,9
3 553,66
37,61
36,68
-0,93
0
0
Competitor 4
-29,36
-35,77
-24,07
-33,7
0,61
0,63
0,02
-7,46
6,25
Relevant Competitors
69,42
26,03
51,35
48,95
6,3
7,45
1,15
12,2
14,29
Competitor 5
32,21
17,63
57,48
53,16
1,71
2,23
0,51
-15,71
-13,77
Competitor 6
-9,31
9,42
22,92
17,89
5,3
5,71
0,41
-27,08
-23,44
Total
33,96%
13,44%
87,29%
127,08%
1,36%
2,73%
1,37%
-29,09%
-40,74%
Custom region
Impressions
Units
1/7/2021 - 1/15/2021
1/16/2021 - 1/24/2021
Change
%
MoM
1/7/2021 - 1/15/2021
1/16/2021 - 1/24/2021
Change
%
MoM
United States
12 970
39 436
26 466
204 %
88 220
1 116
1 904
788
71 %
2 627
UK + Ireland
8 731
10 197
1 466
17 %
4 887
438
462
24
5 %
80
Germany + AT + CH + LU
1 974
6 235
4 261
216 %
14 203
203
291
88
43 %
293
France
1 500
4 390
2 890
193 %
9 633
182
237
55
30 %
183
Netherlands / Belgium
1 593
3 599
2 006
126 %
6 687
159
201
42
26 %
140
Ukraine
697
4 010
3 313
475 %
11 043
85
189
104
122 %
347
Canada
2 569
3 614
1 045
41 %
3 483
145
178
33
23 %
110
Northern Europe
1 273
2 024
751
59 %
2 503
117
175
58
50 %
193
Australia + NZ
1 754
3 324
1 570
90 %
5 233
137
160
23
17 %
77
Vietnam
352
2 712
2 360
670 %
7 867
32
144
112
350 %
373
Thailand
679
2 016
1 337
197 %
4 457
57
142
85
149 %
283
Arabic World
268
1 745
1 477
551 %
4 923
40
119
79
198 %
263
Spain
844
2 058
1 214
144 %
4 047
78
108
30
38 %
100
Eastern Europe
458
1 070
612
134 %
2 040
63
95
32
51 %
107
Italy
826
2 145
1 319
160 %
4 397
77
94
17
22 %
57
Turkey
338
2 309
1 971
583 %
6 570
34
87
53
156 %
177
Rest of World
426
1 457
1 031
242 %
3 437
48
81
33
69 %
110
Japan
553
5 113
4 560
825 %
15 200
18
80
62
344 %
207
India
234
1 169
935
400 %
3 117
15
75
60
400 %
200
Brazil
294
1 332
1 038
353 %
3 460
34
67
33
97 %
110
Hispanic America
318
784
466
147 %
1 553
42
51
9
21 %
30
Indonesia
206
525
319
155 %
1 063
20
41
21
105 %
70
Korea (South)
308
2 055
1 747
567 %
5 823
22
36
14
64 %
47
Malaysia
119
663
544
457 %
1 813
11
27
16
145 %
53
Taiwan + HK + Macau
145
532
387
267 %
1 290
9
24
15
167 %
50
Rest of Europe
82
287
205
250 %
683
12
22
10
83 %
33
Portugal
17
273
256
1 506 %
853
2
18
16
800 %
53
Israel
23
120
97
422 %
323
3
9
6
200 %
20
China / Singapore
78
134
56
72 %
187
6
7
1
17 %
3
Total
39 629
105 328
65 699
166 %
218 997
3 205
5 124
1 919
60 %
6 397

Conclusion

The text ASO implementation allowed an increase in the number of the app’s impressions and installs in target countries. Going forward, the RadASO team recommends two equally important steps.

Firstly, working on the graphic АSО improvement will allow for better conversion and higher install numbers.

Secondly, the ASA (Apple Search Ads) campaign is worth launching, plus other marketing strategies can be used (ads on Facebook, Instagram, other mobile apps, the website, and radio) to improve the brand’s popularity.

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