Once again, we decided to lift the veil on the mystery of the App Store Optimization (ASO) market for you. To do this, we interviewed three founders of different projects. From their answers, among other things, you will find out how difficult it is to start in the creation and optimization of mobile applications in the CIS, how much money is needed for this, and how to enter the profession.
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"In some niches, promotion amounts can reach tens of thousands of dollars per month," — Sergey Rybin, co-owner of the mobile application development team.
Hello, tell us how you got into the ASO field, where did you start?
Hi there! We're a small team working on developing mobile apps. Initially, we focused on creating utility apps like private browsers with VPN, phone cleaners, and similar tools. To generate revenue, we used in-app advertising through Google AdMob. At the same time, we invested in paid promotions to boost our app rankings in the stores and attract organic traffic. We also tried to optimize our app store presence using App Store Optimization (ASO), a technique I learned about from YouTube videos, particularly from the ASODesk channel, which has a lot of valuable information.
Tell us about your project. How long have you been working on it? What successes have you achieved?
These apps are essentially the ones I described earlier. At the moment, we've paused their development because we realized that promoting white apps requires a substantial budget. Based on our experience, ASO is effective when combined with paid traffic. Without it, tweaking keywords, screenshots, and icons might not result in a significant improvement in Google Play rankings. It's worth noting that this perspective comes from our team's experience, and others may have different insights into ASO.
Currently, we're working on developing gambling apps and directing traffic towards them. We've established our own media buying department for this purpose. Unlike branded apps, such as the ones I mentioned earlier, these slot apps don't require App Store Optimization (ASO). Instead, we focus on driving paid traffic to them.
What salary can newcomers in ASO expect today?
I can't offer advice on that since I haven't thoroughly researched the matter. Initially, we chose to handle App Store Optimization (ASO) internally. While it's a complex subject, it's certainly possible to grasp it independently. If we had decided to keep working on white apps, I would have continued learning and handling ASO on my own.
Why did you choose ASO at all? They say you need a lot of money to start.
As I mentioned earlier, if you combine ASO with paid traffic, it requires a substantial budget. However, if you handle the creation of the title, short and long descriptions, as well as screenshots with icons skillfully, it ensures that the app will attract a significant amount of organic traffic. Consequently, investing in ASO is sure to yield positive returns, especially if you have a white app and are willing to invest in its paid promotion.
What is the minimum amount to start getting traffic?
For App Store Optimization (ASO), you don't necessarily need money; it mainly requires time and effort. By delving into the information available online, you can grasp how to gather keywords and craft the textual and visual elements of your app. While there are ASO services that offer analytics, the free plans often suffice at the initial stage. On the other hand, for pushing the app with paid traffic and subsequently optimizing it with ASO, a significant amount of money is essential, depending on the niche. In certain niches, promotion costs can soar to tens of thousands of dollars per month.
Do you think it's difficult to start working with mobile apps and monetize them today? What do you need to start?
Absolutely, you can do it. To get started, you'll need an idea and a solid business plan. If you're thinking about creating another VPN, considering the abundance of them in app stores, breaking through and making profits might be challenging. However, if you have a genuinely innovative idea, even if you lack funds and a clear promotion strategy, you can still go for it. But be aware, if your app shows great promise, larger teams may catch wind of it and release a similar project.
In the world of mobile apps, just like any other business, it all starts with an idea. Next, you need to develop a step-by-step plan for its implementation. Finding an investor, calculating costs, and assessing risks come next. If you navigate these steps well, there's a chance your project will take off, and you'll have the opportunity to earn from it.
Where is the best place to gain knowledge for working with modern search algorithms for Google Play and the App Store?
Regarding ASO, if you're good at organizing information, you can explore YouTube, discover relevant videos, and teach yourself everything. If you don't have the time or inclination for this, you can opt for a paid course from an ASO service. These courses usually provide structured and easily understandable information.
To understand how to work with Google Play algorithms, you can delve into discussions on forums related to ASO services. Naturally, it's essential to go through the Developer Policy Center. There's a wealth of information about both ASO and SEO in the English-speaking corners of the Internet, so it's advisable to explore resources from abroad.
What advice can you give to ASO newcomers?
Thoroughly go through all the available materials on ASO. Simultaneously, once you dive into the subject, it's crucial to put what you've learned into practice. Every app in the store has contact information. If you come across an intriguing app with relatively few installations, reach out and propose your ASO services, even if it's initially for free. This approach allows you to gain hands-on experience and witness in real-life scenarios what you've been studying in theory. Once you see positive results, you can start offering your skills as paid services.
Additionally, consider approaching ASO agencies for potential employment. Having the ability to independently promote apps will be seen as a valuable asset. Demonstrating your passion for the field is crucial for potential employers, and technical skills can always be taught.
"ASO newcomers can expect a salary starting from $1,000+" — Roman Konstantinov, CEO of Finik.games
Hello, tell us how you got into the ASO field, where did you start?
Hello, I transitioned into mobile games and App Store Optimization (ASO) from my background in creating websites and SEO promotion.
Tell us about your project. How long have you been working on it? What successes have you achieved?
I run my own small studio, and we're currently juggling more than 10 applications. Thanks to ASO and niche analysis, we're still able to drive traffic, even in 2023. However, it's getting trickier each year. Just to give you an idea, some of our games hit 100 and 500k installations in 2023 purely through ASO.
What salary can newcomers in ASO expect today?
From $1 000+, but it all depends on experience.
Why did you choose ASO at all? They say you need a lot of money to start.
To get involved in ASO, you should be skilled in analyzing and utilizing various services, such as ASOdesk, ASOmobile, and Data.ai.
What is the minimum amount to start getting traffic?
From $500 to pay for the services I mentioned above.
Do you think it's difficult to start working with mobile apps and monetize them today? What do you need to start?
No, it's all about your passion for it. You have to genuinely love mobile games and continually grow in that field. Starting out, it's advisable to analyze the niche and the specific game you want to develop. Examine competitors' metrics, the amount of traffic they attract, and draw conclusions from there.
Where is the best place to gain knowledge for working with modern search algorithms for Google Play and the App Store?
Now there are many Telegram groups, thematic websites. I start every morning with https://app2top.ru.
What advice can you give to ASO newcomers?
Conduct more A/B tests.
"ASO is simplified SEO. Money turns around faster here. That is, you invested and took it back in a month," — Alexander Flint, founder of &Flint.
Hello, tell us how you got into the ASO field, where did you start?
Hi there! I got into ASO back in 2017. It all began with casino apps. We noticed that they were gaining popularity, so we thought, why not give it a shot? At that time, the process was straightforward and quick.
Tell us about your project. How long have you been working on it? What successes have you achieved?
We work on casino and betting apps, with a bit of dating and some paid content. We've been in this business since 2017. Our journey has had its ups and downs; we occasionally face bans, but we always relaunch and manage to attract traffic again.
What salary can newcomers in ASO expect today?
When it comes to salaries, we're not big fans of high fixed rates. Instead, we believe in offering a decent base pay along with a percentage. We find that people tend to work more effectively with this kind of compensation structure.
Why did you choose ASO at all? They say you need a lot of money to start.
ASO is like a simplified version of SEO, and the cash flow is quicker. You invest, and you can recoup your investment within a month. When it comes to the initial investment, it varies based on location, keywords, and competition. If you're entering a highly competitive niche, expect higher spending. For medium- and low-competitive niches at the beginning, I believe around $5,000 should suffice.
What is the minimum amount to start getting traffic?
The minimum amount to kickstart app development, including uploading, is around $300. Additionally, if you're looking to implement push notifications, budgeting at least $300 is necessary. If your choices align well, you should see some initial traffic coming in.
Do you think it's difficult to start working with mobile apps and monetize them today? What do you need to start?
Currently, working with apps has become challenging, especially in the last four months. Google Play frequently issues bans, and the App Store is also becoming more restrictive. Starting from scratch is quite tough. However, I do know of teams that have been in the market for just a year and have achieved excellent results.
Where is the best place to gain knowledge for working with modern search algorithms for Google Play and the App Store?
It's all about experimenting and documenting the process. Engage with blogs, communicate with people, and I strongly recommend either working in teams or at least forming connections with other teams to share knowledge. Because, honestly, without this collaborative effort, progress is hard to come by.
What advice can you give to ASO newcomers?
Read more literature, blogs, and don't be afraid to experiment."
"ASO newcomers can earn $500, which is a base salary, and further KPI depends on the company," — Lev, Head of ASO at Gorgona Media.
Hello, tell us how you got into the ASO field, where did you start?
Hey there, I began with a pretty typical journey. In 2021, I personally uploaded various games as apps. I took courses and adjusted the semantics. One of the most intriguing and fulfilling experiences was hitting 240 000 organic installs without any incentives and earning some good money. It was all new and incredibly fascinating back then, and the excitement hasn't diminished one bit.
Tell us about your project. How long have you been working on it? What successes have you achieved?
All information about projects is under NDA. I can only mention an ROI of ~500-600%.
What salary can newcomers in ASO expect today?
In the industry, a rookie ASO specialist typically earns a base salary of $500. The additional KPI (Key Performance Indicator) depends on the policies of the company you're working for. One straightforward approach is to enroll in courses from Dev2Dev, kick off a couple of your projects, and experiment with semantics to enhance your results.
Why did you choose ASO at all? They say you need a lot of money to start.
I've always been intrigued by making a shift to marketing. The entry barrier is relatively low here, especially when it comes to white apps. You can learn to put together semantics, handle incentives, and develop your own promotion strategy. Some have been saying, 'Affiliate marketing is dead, there's no money,' since around 2020, which is roughly when I joined this market. Granted, if we're talking about significant sums and advanced approaches, it's true—large investments in a team, resources, and other necessities are required. However, nothing stops you from launching a couple of apps and kickstarting your journey.
What is the minimum amount to start getting traffic?
It all depends on your knowledge and contacts. On average, I think $500 will suffice.
Do you think it's difficult to start working with mobile apps and monetize them today? What do you need to start?
I'm convinced the market has a past, present, and a promising future. For beginners, the general algorithm involves taking courses, uploading a couple of apps, testing different approaches, and drawing conclusions.
Where is the best place to gain knowledge for working with modern search algorithms for Google Play and the App Store?
Certainly, Dev2Dev courses are the best I've come across and watched. Additionally, read relevant online discussions and don't be shy to ask questions.
What advice can you give to ASO newcomers?
Keep testing, experimenting, and testing again. Look for fresh approaches, analyze what your competitors are doing, don't hesitate to borrow ideas, and success will undoubtedly follow.
Conclusion
Based on the feedback from our speakers, breaking into the ASO market might be tough today, but it's absolutely achievable. There are numerous resources and opportunities to connect with experts, making it more accessible. Like in any pursuit, the key ingredients are desire and persistence. Therefore, don't hesitate to give it a shot, and I wish you success in all your endeavors.
