Hi, Google has, indeed, adopted a very sophisticated system in determining the ranking of an App for a keyword. The criteria taken into account are listed as follows:
(1) Number of Installs
(2) Retention Rate (how many days an App stays installed on a device?)
(3) Rating (out of 5.0) and number of ratings and reviews).
(4) Number of backlinks to your App's Google Play page.
The most important criteria is (1), it weighs about 60-70% in determining ranking, therefore, main task is to get as many installs as possible in a short period of time.
So, if we look at the google strategy then we should go for both ASO (App Store Optimization) & Google AdWord with Social Media Optimization.
ASO :
I will prepare a Audit Report according to competitors, your app & Keywords. Will find best Keywords for both ASO & AdWord. ASO is to app organic growth in app store. I would like to elaborate this is my chat window. Can we chat ?
Google AdWord Campaigns Optimization:
- Keywords analysis
- Campaign (Display /Search/Remarketing) setup and Monitor
- Campaigns Optimization
- Add Keyword with different types like Broad and Exact
- Landing Page Optimization
- Ad Groups,
- Ad Copy,
- Negatives Keywords,
- Improving Ad Position
- Reducing CPC
- Location set up
- Add Extensions in Ads
Love to hear from you,
Rahul