HOW to LEVERAGING VIDEOS AND SCREENSHOTS ARE DISPLAY ON THE APP STORE

One of many first feedback on the ASO Stack Slack group after the Inventive Set function was added by Apple was that builders might use the screenshots slots 6 to 10 of the Product Web page (just about no person goes previous the primary few screenshots).

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  • Use screenshots to experiment
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And that’s precisely what it’s best to do. Don’t get too bizarre, however leverage these further spots to place screenshots that greatest align with a few of your Apple Search Advertisements key phrases or audiences.

Perceive how combos of video(s) and screenshots show

If you wish to leverage video and experiment with it in your Apple Search Advertisements, you first have to perceive how the completely different combos of movies and screenshots show on the App Retailer.

As a result of as we’ve seen, the belongings you utilize in your Inventive Units come out of your Product Web page.

You may then take an knowledgeable choice on what’s cheap so as to add and check, understanding the way it’s going to have an effect on your natural search outcomes and Product Web page.

Solely App Preview(s) in portrait and portrait screenshots

Whether or not you might have 1 or extra portrait App Preview movies, in case your screenshots are portrait:

• Search outcomes: App Preview #1 is displayed subsequent to Screenshot #1 and Screenshot #2
• Product Web page: App Preview #1 (and some other portrait App Preview movies) are displayed earlier than the screenshots)

Solely App Preview(s) in panorama and panorama screenshots

Whether or not you might have 1 or extra panorama App Preview movies, in case your screenshots are panorama:

• Search outcomes: App Preview #1 is displayed by itself, taking the complete width
• Product Web page: App Preview #1 (and some other panorama App Preview movies) are displayed earlier than the screenshots)

Solely App Preview(s) in panorama and portrait screenshots

Whether or not you might have 1 or extra panorama App Preview movies, in case your screenshots are portrait:

• Search outcomes: App Preview #1 is displayed by itself, taking the complete width
• Product Web page: App Preview #1 (and some other panorama App Preview movies) are displayed in a bit known as “A Nearer Look” under the screenshots, description preview and developer title

What’s attention-grabbing to notice right here within the context of Apple Search Advertisements Inventive Units is that this arrange provides you the chance to have 2 panorama movies obtainable to align with particular key phrases or viewers, with out interfering an excessive amount of along with your present Product Web page itemizing (if in any respect – panorama App Preview #2 and #3 will barely be seen).

App Preview #1 in panorama, App Preview #2 in portrait and portrait screenshots

In case your first App Preview is in panorama and also you even have one other App Preview in portrait and your screenshots are in portrait:

• Search outcomes: App Preview #1 is displayed by itself, taking the complete width
• Product Web page: portrait App Preview #2 is displayed earlier than the screenshots and App Preview #1 (and some other panorama App Preview movies) is displayed in a bit known as “A Nearer Look” under the screenshots, description preview and developer title

App Preview #1 in portrait, App Preview #2 in panorama and portrait screenshots

In case your first App Preview is in portrait and also you even have one other App Preview in panorama and your screenshots are in portrait:

• Search outcomes: App Preview #1 is displayed subsequent to Screenshot #1 and Screenshot #2
• Product Web page: portrait App Preview #1 is displayed earlier than the screenshots and App Preview #2 (and some other panorama App Preview movies) is displayed in a bit known as “A Nearer Look” under the screenshots, description preview and developer title

For Inventive Units that is additionally an incredible set as much as leverage video, as a result of right here too you possibly can have 2 panorama movies to optimize creatives for particular key phrases or demographics (just about with out anybody noticing).

App Preview #1 in portrait, App Preview #2 in panorama and panorama screenshots

So far as we all know, this isn’t attainable (be at liberty to appropriate us within the feedback!).

Click on right here to observe different nice App preview examples.

3 EXAMPLES OF (POTENTIALLY) GREAT USE FOR CREATIVE SETS

After all Inventive Units are pretty new, so there usually are not that many checks within the wild. Or at the least they’re not that simple to seek out.

Though some apps may already be working some checks, we additionally imagined what they could possibly be testing.

We hope that seeing these examples (and our opinion about them) will spark some concepts to your personal app on the best way to leverage Inventive Units in addition to utilizing video(s) for a few of your Inventive Units.

Bumble

Bumble is a good candidate for experimenting with Inventive Units.

Why?

As a result of the Bumble app can now be used for various functions: courting, but additionally making mates and enterprise networking. And that is one thing they’re making an attempt to push.

In the event you take a look at their 2 portrait App Preview movies, App Preview #1 is clearly about assembly folks for courting (and effectively produced) and App Preview #2 about making mates and enterprise networking.

And listed below are their screenshots.

With Inventive Units they will now show completely different Apple Search Advertisements to folks which are in search of various things and subsequently utilizing completely different key phrases. For instance:

• Courting key phrases: show a Inventive Set utilizing App Preview video #1, screenshot #1 and screenshot #4;
• Making mates or going out key phrases: show a Inventive Set utilizing App Preview video #2, screenshot #2 and one other screenshot (to be added within the slots 7-10);
• Enterprise networking key phrases (or model search like “Shapr”): show a Inventive Set utilizing App Preview video #2, screenshot #3 and one other screenshot (to be added within the slots 7-10).

Assuming that Bumble created some advert group(s) with enterprise networking key phrases (they’re already working Apple Search Advertisements), somebody that’s focused with the default advert for Bumble would see the under. Not very compelling.

Therefore leveraging Inventive Units!

They will additionally align their Apple Search Advertisements Inventive Units with the viewers. For instance:

• Within the remaining screenshots they will add, one could possibly be focused extra particularly to girls and the opposite to males;
• Concentrating on a selected metropolis, they may add the corresponding screenshot (like “Greatest courting app in NYC”);
• They might use the shopper sorts and goal returning customers (those who have downloaded the app) to allow them to know in regards to the different 2 options (making mates and networking).

What about utilizing video much more?

Bumble at the moment has 2 portrait App Previews.

Because of this they may add one other video, which we’d suggest to be a panorama video. As we’ve seen it will show within the “A Nearer Look” part under the screenshots on the Product Web page.

Now this panorama video might have completely different functions:

• If about courting, Bumble might check if an Apple Search advert with a full width video works higher than their present combo (one video, two screenshots);
• If about making mates and/or enterprise networking, they may use the complete width video to transform higher folks focused with mates or enterprise associated key phrases;
• Messaging could possibly be extra normal and the video be about all 3 worth propositions: courting, making mates and networking.

So many potentialities! And should you can afford to place your brand on the LA Clippers jerseys, you possibly can in all probability check most of those

Starz

As you’d think about the Starz app enables you to watch films and reveals from the channel.

Starz has a panorama App Preview, and a set of portrait screenshots.

As you possibly can see their video could be very a lot ad-like (judging by the tip display screen, it might truly be a business), and though it could be considerably “in your face” there are a number of superb issues about it.

For instance what they’re doing displaying the TV reveals full display screen (with the title of the present overlaid) nearly proper from the beginning is a good way to seize the eye. It positively is smart as a result of that is the expertise they’re offering: having fun with TV reveals full display screen.

That is a lot better than what another TV reveals apps are doing, particularly once they give attention to navigation first.

Again to Inventive Units. Let’s take a look at Starz’s screenshots.

They clearly decided to spotlight the Energy TV Present. Undecided how many individuals are trying to find this TV present, however this can be a good instance of a Inventive Set that could possibly be created.

They might make a Inventive Set utilizing screenshots #2, #3 and #4 and goal these key phrases, or television reveals key phrase for demographics which are more likely to like that present (say Males 18-24).

In the event that they wish to promote their app by means of one other present (perhaps to girls), they nonetheless have plenty of screenshots that may be added to create one other mixture.

For others, they may strive (vs. the default textual content advert and video advert) a inventive set that makes use of screenshot #1, screenshot #2 and one other screenshot to be added in slots 6-10.

What about leveraging video much more?

Their present App Preview #1 provides an incredible overview of the app whereas clearly displaying the form of television reveals that may be watched.

Starz might add 2 extra panorama App Preview movies to align with both key phrases or audiences. For instance:

• Every extra video might spotlight a selected television present (like Energy that appears necessary to their viewers, or Vida). Every Inventive Set would use a video and goal the demographics almost definitely to love that present. They might nonetheless discuss in regards to the app (streaming, downloading, and so on.) round displaying this “star” content material;
• Assuming there are completely different genres of television reveals within the app (and other people search for them on the App Retailer – that’s what key phrase reputation in Apple Search Advertisements is for), completely different movies might every goal “humorous reveals” or “drama reveals”, and so on. The start of the video, and the copy, would then be centered on the style of television reveals;
• Starz already targets the “television reveals” key phrases, and so they might strive completely different video creatives to see what performs greatest. For instance proper now the “Obtain” worth proposition seems after the 10s mark within the video, which could be too late. It’s additionally not explicitly talked about in any screenshots so it’s very attainable that folks take some time earlier than seeing it (if in any respect). So a video that’s centered on this “obtain television reveals” message can be price testing.

Another choice for Starz is so as to add a portrait App Preview, which might subsequently be displayed earlier than the screenshots on the Product web page. The video might:

• begin by highlighting the “free trial” message of the present first screenshot (wherein case they need to use the primary screenshot for one thing else);
• begin by highlighting the “obtain” message above.

This portrait video might then be utilized in mixture with 2 screenshots so as to add different Inventive Units.

Once more, there are many potentialities. It comes all the way down to analyzing what your customers like essentially the most about your app (or what you wish to emphasize), after which give you creatives (screenshots and/or movies) that spotlight this.

Forge of Empires

What about video games?

Right here too you might have some good alternatives, particularly for the extra complicated video games the place there are a number of sport mechanics or points.

Let’s take a look at Forge of Empires. They’ve 2 panorama App Previews and portrait screenshots.

Their App Preview movies might use some sharpening (particularly the textual content banners) however the mixture of movies and screenshots continues to be attention-grabbing, particularly within the context of Apple Search Advertisements.

As we’ve seen, as a result of the movies are panorama (and the screenshots portrait) they show within the “A Nearer Look” part additional down the web page. In order that second video will not be going to get seen a lot.

What could possibly be improved nevertheless is that at the moment the two panorama movies are very comparable:

• They begin precisely the identical;
• The primary scene about experiencing the eras is barely longer;
• They added a scene about discovering new applied sciences earlier than the tip display screen.

These present screenshots usually are not an incredible match for Inventive Units as a result of they had been created as a single picture.

However with the ten screenshots restrict that Apple has, Forge Of Empires might simply add new screenshots to align with particular key phrase themes or audiences (though completely different demos appear tougher to establish on this case).

The three following themes, every time aligning key phrases and Inventive Units, could possibly be leveraged:

• city builder – screenshots specializing in the map, the completely different constructing you possibly can create or the town administration (commerce, and so on.)
• civilization video games – 3 screenshots displaying completely different eras;
• battle video games – 3 screenshots specializing in battle technique and battles.

After all they will’t check all of those without delay since that will be too many screenshots so as to add.

With the movies although, they’ve the chance to see if including Apple Search Advertisements Inventive Units utilizing movies which are aligned with these themes get them higher outcomes (TTR, installs and later engagement).

Proper now they appear to be testing App Preview #1 vs. App Preview #2, whether or not within the natural search outcomes or in ASA. However these 2 movies are very comparable, and it will likely be laborious to attract conclusions apart from perhaps on the size of the video that works greatest for them.

Hold this in thoughts in case you are creating a number of movies to your Inventive Units: they in all probability should be extra completely different than what has been executed right here.

An instance of that is what DomiNations did on their Product Web page (3 panorama App Previews): the movies have completely different beginnings and spotlight various things, which makes them attention-grabbing to App Retailer guests and in addition permits to make completely different Inventive Units with every.