Mobile App Marketing (ASO) Flashcards

In ASO, what is the recommended approach when two high-value keywords compete for limited space in the Apple keyword field?

Answer: Choose the keyword with lower competition relative to its search volume

The optimal choice balances search volume against competition difficulty — a keyword with moderate volume but low competition offers better ranking opportunities than a high-volume, high-competition term.

Which type of screenshot performs best for increasing App Store conversion rates, according to industry research?

Answer: Screenshots with lifestyle imagery and benefit-driven captions

Screenshots combining real UI with lifestyle context and concise benefit-driven captions communicate value quickly and consistently outperform plain UI screenshots in conversion tests.

What does 'organic uplift' mean in the context of combining ASO with paid user acquisition (UA)?

Answer: The increase in organic downloads driven by the install velocity from paid campaigns

Paid UA campaigns drive a burst of installs that boost the app's download velocity and chart position, which in turn increases organic visibility and downloads — this secondary effect is called organic uplift.

A gaming app receives mostly 5-star reviews praising graphics but 1-star reviews complaining about crashes. What should the developer prioritize for ASO health?

Answer: Fix the crash issue first, then prompt satisfied users to rate again

Fixing the root cause of negative reviews (crashes) and then triggering a rating prompt for newly satisfied users is the most sustainable way to recover and improve overall rating.

Which Google Play metadata field has the highest character limit and is fully indexed for keyword search?

Answer: Long description (4,000 characters)

Google Play's long description allows up to 4,000 characters and is fully crawled by Google's algorithm, making it the best place for comprehensive keyword inclusion.

What is a 'feature graphic' in Google Play ASO and when does it appear?

Answer: A 1024x500 banner image displayed when the app is featured or in certain browsing contexts

The feature graphic is a 1024x500 image required by Google Play that appears when an app is featured editorially or shown prominently in certain store layouts.

Which ASO metric indicates that users are finding the app store listing through search but not installing?

Answer: High impressions, low conversion rate

High impressions with a low conversion rate means the app is visible in search results but the listing — icon, screenshots, title, or ratings — is failing to persuade users to install.