Analyze app visibility changes easier with historical search volume

Elena Wibmer
historical search volume app radar
elena
Elena Wibmer
Product Marketer and App Marketing Expert
Elena is an app marketing and product expert at App Radar. She’s intrigued by searching for new app store tricks to share with her clients all around the world, with a special focus on organic and paid user acquisition.

Having difficulties with analyzing your mobile app visibility? Well, not anymore! 

With our latest release, we introduced historical data for search volume values. This feature mainly helps you to understand better changes in the visibility of your app, such as: 

  • Why do I get lower visibility in the App Stores? Is it because my brand got less, or my targeted generic keywords got less popular? 
  • Why do I get lower impressions with Apple Search Ads? Did my targeted keywords lose visibility? Or did one of my competitors get a higher share of voice? 

In this article, we will explain how you can benefit from this new feature in App Radar and how it can help you better understand changes in your mobile app visibility.

What is search volume and why is it important?

Choosing the right keywords for your mobile app is essential. But what actually moves the needle is the search volume behind those keywords. 

Keyword search volume shows you how many people are searching for a keyword in a specific market. In other words, it tells you how popular the keyword is among mobile users. In App Radar's all-in-one user acquisition tool, you will get search volume values between 5 and 100: 

  • 5 means the keyword has a negligible search volume. In other words, no one is searching for this term
  • 100 means the keyword has a very high search volume. In other words, everyone is searching for this term

Learn more about search volume in our article What is App Keyword Search Volume? 

We usually recommend aiming for a mix of higher and lower search volume keywords. But the keyword strategy also strongly depends on the maturity of your app. Remember: choosing which keywords to tackle should always be based on a combination of different values such as search volume, difficulty, and (if applicable) keyword ranking. Lastly, relevancy is also crucial in choosing a keyword for your app store metadata. 

Important to mention is that search volume values are not static. As users' search behaviour changes, so do the search volume behind specific keywords. During certain times of the year, people are looking for different search terms, and hence the search volume of those keywords gets a boost while others lose volume. But how can you know that and react? Let's dive into the possible scenarios! 

Why do I get lower app visibility in the app stores?

Seeing your app losing visibility might be concerning at first sight. However, the good news is that App Radar is here to help you figure out the reasons behind it and take action based on that. There are several scenarios that you might encounter. So let's look at each of them separately. 

From time to time, brands might experience a decrease in brand awareness within a particular market and store. By using an ASO tool like App Radar, you can check the search volume history of your brand name. It helps you to understand whether there is a correlation between a decline in search impressions and the search volume behind your brand name. 

What should you do now:  First, try to better understand the situation by looking at a longer timeframe. Try to understand if seasonality could play a role in your analysis. Do you typically see a drop in traffic during this time of the year? Or could it be that you stopped any marketing campaign focused on brand awareness? In any case, you might want to look into it with your branding team and discuss whether it's worth boosting brand awareness more through different marketing strategies, such as running social media campaigns. 

If you are optimizing your app's metadata by targeting generic keywords, you may lose app visibility on the store due to one of the following reasons:

  • Seasonality. For example, a keyword like "swimming" might become popular in summer, vs. a keyword like "skiing" might gain more popularity over the winter months. 
  • Market trends. For instance, the keyword "Black Friday" will usually have a very high search volume around black Friday days and have a more significant drop shortly after. 
search volume graph app radar
Search volume graph for the term 'black friday'. Source: App Radar.

Note: if generic keywords you use in your metadata are getting less popular, it means that less search traffic is being driven to your app.

What should you do now: if you notice a more significant decline in search volume for one of your targeted generic keywords, consider replacing it in your metadata with a keyword with better search volume. 

Here are some tips on what you might want to look at in case you are trying to figure out a decrease in visibility: 

  • Check if you lost rankings on any crucial keyword(s) with high search volume. If yes, continue with an analysis: when did the drop happen?
  • Have you made any metadata changes during that time period and stopped targeting these keywords?
  • Check if your store ads (Apple Search Ads + Google Ad Campaigns) have seen any changes. A reduction in ads will have a significant impact on search traffic.

Why do I get lower impressions on Apple Search Ads?

A drop in impressions for keywords that usually perform well can be upsetting. But don't worry, App Radar is here to help you. 

Did my targeted keywords lose visibility?

Similar to the scenario mentioned above, it might be that the search behaviour of mobile users changed. In other words, you bid on keywords, but people are looking less for those keywords. 

search volume for tracked keywords app radar
Search volume for tracked keywords 'kcal' and 'calorie counter app'. Source: App Radar.

What you should do now: Research some new high-volume keywords that could be added to your campaigns and thereby balance the loss in visibility. 

Did my competitors get more aggressive with keyword bidding?

If you see that you are getting less traffic within your Apple Search Ads on specific keywords, it might be worth checking if some of your competitors got more aggressive on certain keywords. 

Use App Radar's Ad Intelligence features to see if competitors might be the reason for your visibility loss: 

  • Check the keywords your competitors are running ads on
  • Identify top bidders per keyword for every language
  • Spot which competitors have the highest ad spend per keyword
  • Monitor who is getting the highest share of voice per keyword 
  • Discover which apps get the highest ad visibility per country
share of voice for keywords app radar
Identify who is getting the most ad visibility for specific keywords. Source: App Radar.
search ads intelligence app radar
Discover which apps get the highest ad visibility per country. Source: App Radar.

What should you do now:  If you notice that your competitors impacted your app visibility loss, you should try to understand their strategy better and see what you could improve based on that. If a particular keyword got less visibility because of a competitor bidding higher on it, you might consider increasing the bid more aggressively. 

Here are some tips on what you might want to look at if you want to figure out why you got lower impressions on Apple Search Ads:

  • Increase the bids step by step. Your CPT might not be high enough, and competitors are winning the auction.
  • Check the relevancy of your keywords. Even an increased bid will not help you overcome the fact that keywords must be relevant to your app. Remember that ads get displayed based on a combination of relevancy and bid amount.
  • Improve organic performance. A solid organic keyword performance will help you appear more relevant to the algorithm and make it easier to appear on top of the search results with your ad.

Sum up: historical data on search volume

App Radar's latest release shows you historical data on search volume. In other words, you can now analyze how the search volume of specific keywords evolved over time and influence your app visibility. This feature mainly helps you to understand better changes in the visibility of your app, such as: 

  • Why do I get lower visibility in the App Stores? Is it because my brand got less, or my targeted generic keywords got less popular? 
  • Why do I get lower impressions with Apple Search Ads? Did my targeted keywords lose visibility? Or did one of my competitors get a higher share of voice? 

Make your app marketing decision more straightforward and faster with App Radar!

Improve your app visibility today!

Try out our new Historical Search Volume feature.

Start a Free 7-days Trial
elena
Elena Wibmer
Product Marketer and App Marketing Expert
Elena is an app marketing and product expert at App Radar. She’s intrigued by searching for new app store tricks to share with her clients all around the world, with a special focus on organic and paid user acquisition.
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