The New Frontier of Performance Marketing: Apps

Read Time: 3 Minutes 48 Seconds

When Steve Jobs first unveiled the iPhone in 2007, few would have predicted just how ubiquitous a device it would eventually become, breaking all manner of sales records with well over two billion sold since launch. Just over a year later in 2008, Apple’s App Store was released, and apps themselves have seen a similarly meteoric rise as they became part and parcel of our digital lives.

2020 was something of a landmark year for the market – as the pandemic set in, there was a surge in usage as digital habits shifted dramatically. Total downloads hit 218 billion over the year, up 7% year on year, with some verticals, in particular, experiencing huge growth. Gaming was one such example, but this was also seen across a wide range of categories such as Education, Fitness, and Health as users sought to look after their physical and mental well-being.

2020 Trends

There were two key trends that set last year apart; a marked increase in engagement, and consumer willingness to transact within apps. The average mobile user spent around 4 hours a day on their mobile in 2020 (up from 3 and a half hours in 2019), with 88% of that time being within apps specifically. Meanwhile, total consumer app spending reached $143 billion, rising by an incredible 20% year on year. This sets the scene of a market that is only set to grow over the coming years.

There is however a bump on the horizon that app owners will have to navigate – Apple’s imminent full rollout of the iOS14 update across their devices. Apple has long positioned itself as champions of user privacy in the tech world, and included within the latest version of their operating system is a fundamental switch in the way the sharing of user data is managed – opt in, rather opt out, will become the norm. Soon, all apps will be required to serve a notification that asks users to allow them to be tracked across other websites and apps or opt out. Predictions on the opt out rates are high, with some estimating it could be as high as 80%.

This has significant implications on app marketing – with the likely loss of a significant amount of user-level data weakening platforms that make use of highly granular audience targeting. There will also be a reduction in tracking capabilities, with downstream events beyond the install (such as sign ups, in app purchases, and purchases) becoming less reliably tracked.

The Performance Model

So where does this leave advertisers and agencies looking to map out their future app strategy, but faced with increasing uncertainty when it comes to tracking? A performance model is one logical route that advertisers can take to help them navigate this new landscape. By working under such a model, app owners can minimize their own risk, whilst ensuring that they pay out commission based on the value that they assign to installs, subscriptions, or revenue.

Another important consideration that advertisers will need to take is their choice of channel mix.

Apple’s own Search Ads platform (ASA) remains relatively unchanged amidst the upheaval, making it an increasingly attractive channel for advertisers to shift budget towards. ASAs allow for the placement of ads directly within Apple’s App Store, and unlike other channels that often make use of audience targeting options reliant on highly specific user data, ASAs are primarily contextual and intent-based – the ability to generate high value installs is driven primarily through the targeting of highly relevant search terms via keywords. These keyword targeting capabilities, in tandem with a pool of users whose presence on the App Store indicates they are actively in-market, means conversion rates for installs can often be close to 50%.

Organic acquisition on the App Store is also a channel that advertisers should refocus their efforts on. In a post iOS14 world, App Store Optimization (ASO) will also become increasingly important as a safe and reliable source of users and installs.

The close alignment and integration of paid and organic efforts across ASA and ASO will be crucial to setting up a successful long-term strategy. At NMPi, our approach is to consider the channels as two sides of the same coin. A strong paid campaign can have a direct impact on boosting organic rankings, therefore close monitoring of both channels is important to fully measure the success of your marketing efforts. A joined up reporting approach, comparing organic and paid performance down to the keyword level, can help provide a holistic view to ensure ad spend is being allocated as efficiently as possible.

The New Frontier of Performance Marketing: Paid Social

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It goes without saying that Facebook is faced with a myriad of issues heading into 2021: the as yet unknown full impact of the iOS14 tracking changes; ongoing rumbles over the future of Section 230 in the US, the hemorrhaging of WhatsApp users over privacy updates, and the accusations of abuse of monopoly powers in their acquisition of Instagram & WhatsApp, to name a few. That being said, when was the last time that Facebook’s future wasn’t threatened by seemingly insurmountable obstacles?

Ultimately, Facebook’s user numbers and ad revenue continues to grow substantially YoY – even during a worldwide pandemic. The fundamental reason for this is simple, it offers value for your time as a consumer, and your advertising budget as an advertiser. And we see Facebook continuing to be an essential part of any brand’s marketing strategy.

The State of Social 

For social marketers, there were some silver linings to the torrid news cycle over 2020. Social platforms in general saw a huge surge in both time spent per user, and overall user volumes. Globally by the end of 2020, over 4.2 billion users were active on social media platforms, with 53 million in the UK alone. This will continue into 2021, with permanent new societal & purchasing habits formed amongst all demographics.

Social is no longer just a space for discussion and the sharing of personal content, it’s now an established channel for remarketing, prospective customer acquisition, and engaging existing customers to support retention. Despite this, it is still undeniably a form of push marketing, meaning it naturally occupies and operates in the earlier stages of the path to purchase.

As a consequence of its position, Paid Social is likely to see lower conversion rates than other digital marketing channels. Moreover, as many sales with a Paid Social touchpoint will get attributed to channels sitting in the conversion-focused part of the funnel, Social will often offer a lower immediate and less consistent ROAS. The imminent arrival of the iOS14 update and the subsequent changes to tracking will only serve to amplify these issues.

Performance Model 

So, we are left with a channel that has enormous potential in both performance and scale, but one that is rife with uncertainties around the future of tracking, reporting & optimization. With ongoing macro shocks and platform changes, operating at maximum efficiency and reacting quickly to changes is more important now than ever before. The solution? Operating on a performance-based model.

The key benefit of operating on such a model is that the risk is taken away from advertisers. Additionally, because the advertisers will only pay on successful transactions, our goals are directly aligned with theirs, namely drive as many conversions as possible.

So how do we deliver certainty in such uncertain times within a notoriously volatile channel? Ultimately, our approach is centered around a considered audience strategy, integrated creative approach and feed-based strategies which combine to create a truly cross-channel approach.

Audiences within Facebook require a dual approach. A granular approach to segmenting first-party data is key, identifying your highest performing previous customers, or seasonally relevant users (such as previous new season purchasers), and then feeding them into lookalike creation to ensure you’re targeting the strongest possible new users. However, granularity for granularity’s sake should be avoided when directly targeting audiences, as this only impairs Facebook’s optimization if they’re not being hit with tailored creative and/or copy.

As mentioned here, ensuring your creatives are aligned with your audience strategy is key. Identifying an audience of likely new season purchasers is pointless if you’re then going to hit them with discount-focused creative. Ensuring a seamless relationship between your creative & delivery teams is essential, with learnings & strategy passing bilaterally and across your media channels.

Maximizing on feed-based campaigns offers a huge scale of tailored creative and granular audiences across both dynamic prospecting and retargeting. These can be taken to the next level by combining targeting insights from Facebook’s data with your own first-party data, via custom labels indicating margin, stock, previous performance, and more.

All of this helps create a truly cross-channel & performance-driven approach that ensures consistently strong results alongside an optimal customer experience.

These strategies were all used to good effect on a recent campaign with Nobody’s Child where we drove a 450% YoY ROAS increase for Paid Social activity, with over 35% of revenue coming from new customer-focused campaigns. Explore the case study here: Switching to Performance with Nobody’s Child.

The New Frontier of Performance Marketing: Automation

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Aside from the well-documented budget-based benefits of performance marketing, one of the more attractive attributes of working on a performance model is the continual push to drive incremental revenue and efficiency from all areas of possibility. Analysts and account managers are continually searching for additional opportunities to maximize performance – aligning their targets with your business goals. And Automation can play a crucial role in this.

The Value

First and foremost, automation enables the ‘freeing up’ of valuable time – time which can then be used to focus on in-depth account strategy and the analysis of campaign performance. By automating the more trivial daily tasks such as reporting, you have the ability to dig deeper, adding more scope and granularity to their clients’ campaign.

Aside from this, automation can also play an important role in influencing campaign media buying decisions by incorporating client-provided and external data into the system. There is a vast range of internal and external factors that can contribute to campaign volatility and fluctuation, and for a campaign to drive performance it’s important to create processes that help identify these factors – identifying, flagging, and taking action to account for their impact.

With the help of automation, external and internal data can be combined to help predict, account for, and rapidly react to micro-level changes – a method which helps save time and use technology to drive efficiency with smarter data-informed decisions.

Automation In Action: External Data

If we take a look at an industry like Sports betting for instance, it is a highly competitive market where CPCs can easily exceed $100. In instances like this, maximizing efficiency is crucial for hitting ROAS goals and avoiding large volumes of wasted spend.

When we look at bet intent, we see that it peaks in the hours before each game then falls sharply once the game begins. For the industry’s major players, budgets can be large enough to maintain aggressive bidding and hold top positions throughout the day. However, for many, this isn’t possible and they have to plan the right moments to fight for the top spots in the high intent peaks.

The challenge here comes from the large number of matches taking place each week at varying times throughout the day and week. Looking at the US where there are 4 main sports; within these 4 sports, there are over 5,000 professional games taking place each season. Trying to manually adjust bidding and budgets down to a team-specific keyword level to account for all of these games would overwhelm even the most organized of PPC teams.

Situations like this are where automation really comes into its own. For instance, you can create a system that could automatically adjust media buying – not just on game times, but on other external factors such as recent form, game location, and the significance of a matchup. APIs can be used to collate sports schedules and countdown the hours to each team’s games, then overlaid with APIs that can pull and calculate recent form, rival games and stadium location.

Other examples of external data used for automation is the incorporation of weather data and seasonality into bidding and forecasting which cause many retail brands to see peaks and troughs in their customer behavior. As spring comes around and weather begins to brighten, many begin looking forward to the summer and a well-needed wardrobe update. With retail clients, we often see demand for summer wear and swimsuits spike through the hottest days of spring as people begin to ditch their winter coats and plan lighter alternatives. By pulling weather data from APIs and analyzing the patterns in buying behavior we can identify trends. Through the use of scripts, we can create variables and automate bid changes and multipliers to alter bidding and account for changes in expected demand.

Automation In Action: Internal Data

Recognizing pricing as a major influence in purchasing decisions, price competitiveness can be an essential part of account performance for advertisers and – when measured using an automated strategy – can reap substantial benefits. Scraping data from Google Marketplace allows advertisers to determine how competitive their products are in comparison to others competing for the same ad space. From here they can adjust their bidding strategy to put additional budget towards products that are price competitive and likely to produce strong conversion weights.

Another use of internal data can be carried out using Google Analytics scheduled reports. Here brands can look at sitewide product level or other Ads accounts potentially managed elsewhere. The flexibility of the performance model often supports international expansion into new territories when your internal team doesn’t have the budgets or capacity. In this case, the domestic territory is often managed in-house with brands seeking an agency to manage ROW.

You can match and support activities outside of your campaigns by tracking product performance of other accounts – identifying certain areas which are either under or overperforming. If certain products or categories within these accounts are underperforming, campaigns can be adjusted to scale aggressiveness.

The New Frontier of Performance Marketing: Amazon

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It’s far from surprising that over the last 12 months the growth of Amazon has outstripped all other competition. Profits have surged as users flock to the Amazon marketplace for the familiarity and security that it provides. In a year when the pandemic struck down all varieties of companies around the globe, the behemoth that is Amazon prospered. Net profits soared by 84% YoY, with sales hitting $368 Billion – a truly eye-watering amount of money.

This growth is a key topic of interest for performance marketers. Amazon’s sponsored advertising platform has also been growing rapidly over the past few years, with more sellers taking to advertising to drive their Amazon performance. With such a focus on user experience, Amazon has created a positive feedback loop environment, where the more sales you drive, the greater number of product reviews you are likely to receive, leading to a better organic rank, higher CTRs, and more sales. Leaving those unable to gather reviews floundering at the wayside.

With more than two thirds of clicks coming from the first page of search results, and one third coming from the first two rows of products alone, it has never been more important to rank at the top of the page. Advertising is the most effective strategy to do this and hence start your positive product feedback loop. But what is the best way to run these Sponsored Amazon campaigns? With Amazon taking a whopping 10-15% of product sales, how can you make advertising profitable?

A Performance Model?

Since Amazon is such a performance-focused platform, marketing’s performance model fits in better here than most other channels. With such tight margins and additional costs compared to other channels, the performance method could be considered crucial to success on the Amazon marketplace. With seller fees calculated per product sale, performance marketing fits naturally into the overall Amazon strategy for any product.

Before launching any campaigns through Amazon it’s important to consider the following:

  • Decide what products you can advertise
  • Decide which products allow a profitable margin for advertising
  • Determine a minimum ROI for advertising spend for each product
  • Use your ROI target to inform your budget spend

Considering these points ensures that, when launched, any campaign will be efficient and return the investment. Additionally, approach Amazon advertising with a product-first approach, utilizing a one product per campaign structure to maximize visibility and control over the product campaigns. A product-first mindset is key to success on Amazon, users are there to buy and explore your brand – not to browse.

At Incubeta NMPi, our performance model enhances the way that advertising is run on Amazon – ensuring maximum efficiency and incrementality from our expert run campaigns. With our granular campaign structures, we are able to allocate budget by product – ensuring each product campaign is optimized to its ROI target. This strategy allows our clients to be confident that each product sale will be accompanied by money in the pocket. Our approach has worked wonders with our existing Amazon clients, driving efficiency, profitability, and growth through Amazon – in a fiercely competitive market.

Introducing The New Frontier of Performance Marketing

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There’s no doubt in anyone’s mind that we’re on a rollercoaster ride of uncertainty worldwide, and as the industry shifts daily to support emerging trends we, as marketers, need to be ahead of the game. Consistently preparing for all eventualities, maximizing opportunities, and being both proactive and reactive to sudden market changes.

It’s times like these that we’ve seen the performance model come into its own. With unexpected trends and social restrictions, advertisers have craved a flexible strategy that can both support short-notice changes in governmental regulations, and guarantee ROI. And what’s more appealing than a risk-free approach that drives results without upfront costs?

The Opportunity of Performance

The market is saturated with uncertainty and as the pressure to cut budgets increases, advertisers shouldn’t be pulling back their marketing spend and online investments. It’s more important now than ever before to have an effective online marketing strategy. Brands need to have a strong online presence and working under a guaranteed ROI pure performance model – where the agency covers the media spend and tech fees while working on short-term contracts – is the sweet spot advertisers should be reaching for.

The performance marketing industry has come a long way, and as the marketing landscape shifts, we should be recognizing the true value of the performance model and all that it can offer.

The performance model has changed over the years offering great results for our clients across PPC, Programmatic, Paid Social, Amazon, and Apple Search Ads – all available on a cost-per-acquisition basis.

Flexible performance marketing has never been easier, agencies can work to specific KPIs operating under different CPAs for different products based on differing margins, different campaign types, and territories. Increasing online presence in a way that is commercially viable for everyone.

A new frontier of performance marketing.

Cross-Channel Optimization

At  Incubeta NMPi,  we deep-dive into the details,  creating bespoke performance strategies for our clients led by expertise and innovation. This month we’re thrilled to introduce our first performance series ‘The New Frontier of Performance Marketing’. For the next four weeks, we’ll be shining a spotlight on each of our newest additions to the performance offerings, and how you can advertise within these channels on a risk-free model.

Roses, GOATs, and More: February’s Top Marketing Trends

As we turn the page on a year we all look to forget, 2021 has already been off to a fast start. February has shown us not a lot has changed – Valentine’s Day will always be a special time of year regardless of a pandemic and Tom Brady will continue winning Super Bowls. It comes as no surprise that this month’s advertisements have gotten more creative, revolving around COVID-19 one way or another.

Finding a New Game Plan

Whether it’s for the game itself, the halftime performance, or the advertisements, every year, hundreds of millions of people tune in for the Super Bowl. The messaging for Super Bowl ads has always been about embracing happiness, good times, and an emotional approach. And now, more than ever, we need some inspiration. That’s where the likes of Huggies’ “Welcome to the World, Baby” and Michelob Ultra’s “Happy” ads resonated true inspiration across their audience.

As the Super Bowl kicked off, many were caught off guard by the lack of big-name brands on TV, including Coke, Pepsi, Budweiser, and Hulu, as they sat out of this year’s event. Going to show that many marketing budgets were greatly impacted by the results of COVID-19. Distribution methods for content have also greatly impacted the content we watch and how we watch it.

With the pandemic still raging in the US, many bars and restaurants remained closed, leaving more people home to watch the game. Led by the ever-growing cord-cutting phenomena, this year’s Super Bowl was the most-streamed TV event to date. This certainly changes the marketing approach for many companies moving forward, proving Connected TV (CTV) and Over-The-Top (OTT) media as great alternatives for household targeting.

The biggest catch here is that more brands are proactively keeping an eye out on the long-term shifts of where their consumers spend time and consume content. This unique pivot focuses on a holistic omnichannel marketing approach to engage with an audience through more effective household targeting.

Who Said Chivalry is Dead?

Yes, the most romantic time of year was a bit different from previous ones, but maybe that’s what made it better. During these difficult times, more people are looking to connect with loved ones. While a drop in evenings out to eat during a pandemic was expected, this meant that consumers spent more on their loved one elsewhere. saw a huge spike in roses delivered this year with 22 million compared to the 18 million from last year. Some brands had to get creative this year to allow their candy to stick out versus the competition. The likes of Berkshire Hathaway’s See’s Candies, which started selling Valentine’s Day items online earlier this year. The 100-year-old brand paid homage to their rich history by selling an I Love Lucy-inspired collectible tin series to bring a nostalgic feel to the holiday.

The big winner in all of this? Cooking at home. Yes, some extra time in the kitchen with a loved one, cooking their favorite meals – a great way to spend the holiday. But what about takeout and food delivery? Funny you ask.

DoorDash and fast-food chain Shake Shack ran a promotion for Valentine’s Day featuring Boyz II Men, with limited menu items and date night kits to set the mood for couples. Shake Shack sold the “Berryz II Men” milkshake and kits included “Berryz II Men” scented candles, T-shirts, and lanyards.

Other brands trying out new Valentine’s Day-themed opportunities included Dunkin Donuts, which offered couples the chance to tie the knot or renew their vows at their ‘I Do Drive Thru,’ complete with proper safety measures. Dunkin also launched their first wedding merch collection just in time, ensuring couples around the world can be decked out for their own nuptials.

Here at NMPi, we were able to find success through new avenues for the holiday. With our client LoveHoney, an adult shop, this Valentine’s Day, we ramped up advertising on their plus-size lingerie set. Our efforts included implementing three new creative formats for Valentine’s Day to further our dynamic targeting efforts and convert users that had already been to their site. Our holiday strategy led to a higher click-through rate and a 20% increase in conversion rate for the plus-size lingerie set, Get The Look.

In the midst of the pandemic, brands have had to connect with consumers in different ways to comply with safety protocols and changing sentiment. Experimenting with innovative marketing campaigns, especially in our current environment, proves as another great opportunity to drive brand engagement.

NMPi by Incubeta Launches Trailblazing Amazon Ads Optimization With Awin.

Read Time: 2 minutes

It’s been a whirlwind start to 2021 for NMPi by Incubeta, and we’re thrilled to announce an exciting development, in the form of an Amazon Ads Optimization service, through Affiliate Partners, Awin.

NMPi by Incubeta & Awin have worked together to develop a bespoke service offering Amazon Ads optimization that can be reported and paid for on a CPA basis. This is a partner first for Awin, and NMPi by Incubeta is excited to be using our Amazon Ad’s expertise & knowledge to provide impressive results via this service.

We’ve spoken at length about making the most of Amazon Ads before, and our resident Amazon expert, Senior Performance Manager Peter Munton, has expressed his excitement for this new opportunity:

“This offering is an amazing service because it is the first of its kind, integrating paid Amazon advertising into Awin’s reporting system. This new service will enable the client to compare the performance of their Amazon campaigns directly alongside that of their current affiliates. We’re excited to see where this takes us and the success we can bring to clients’ campaigns.”

James Bentley, Awin UK Strategy Director, has explained more about this “huge frontier of opportunity and value” in Awin’s Blog about this new offering.

This particular partner-based service is currently being rolled out to Awin clients, but this isn’t the limit to our bespoke Amazon offerings! If you’d like to learn more about how to unlock your Amazon Potential with NMPi by Incubeta, register for a Free Personalized Amazon Report today

Incubeta UK Welcome Sally Laycock as New CEO

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We’re thrilled to announce the appointment of Sally Laycock as the new UK CEO of our parent company, Incubeta. Based in London, Sally will succeed Luke Judge, who has headed up the company as US and UK Group CEO for the past 5 years. John Cawdery who was appointed as US CEO in September last year will continue to lead Incubeta in North America.

Having joined Incubeta in 2008, as Financial Controller, and rising to Chief Financial Officer in 2017, Sally’s constant positivity and rigor has made her an invaluable and admired member of the Incubeta family. Her operational expertise and intimate knowledge of Incubeta has been instrumental to their success and growth as a business, and we can’t wait to see all that she’ll achieve in her new role as UK CEO.

In the last twelve months, Incubeta has gone from strength to strength, achieving double-digit year-on-year profit growth, and as UK CEO, Sally will continue to drive Incubeta’s growth trajectory through the innovation of services and products. Sally will also join the global Incubeta steering committee to provide active input for the group direction.

Sally, reflecting on her new position, says “Having worked side by side with Luke for many years, I have certainly learnt from the best and I am honoured the baton has been passed on to me. I want to ensure we carry forward the legacy of a strong people culture which has been built up over the years with a particular focus on creating an environment where people feel comfortable to be themselves at work. This is something I am absolutely passionate about. Over the past 13 years I have watched employees at Incubeta thrive and progress. I’m so proud of what we have all achieved together and I am excited to be at the helm to ensure this continues.”

Luke Judge, current CEO of UK & US comments, “It’s been a privilege over the last 13 years to be a part of Incubeta’s success and achievements. I am immensely proud and grateful of the amazing team that works incredibly hard to make the company what it is. I know Incubeta UK is in the safe, capable and caring hands of Sally who will continue to do great things and lead the company with positivity and rigour.”

Lars Lehne, Group CEO adds, “Luke has done an amazing job of leading Incubeta to the success it is today in the UK and US markets. He will be sorely missed by all. As the digital landscape continues to evolve and become more mature, Sally’s extensive knowledge and experience will drive Incubeta to achieve its objectives and further its growth. I’m very much looking forward to working with Sally in her new role as UK CEO and witnessing the great things she will achieve as this new chapter begins.”

We are thrilled to have Sally appointed as new UK CEO and we look forward to Incubeta’s continued growth and development as a global brand and beyond!

This blog was originally published on Incubeta.

Seamless Search; Your Questions Answered

Read Time: 4 Minutes

Last week we were thrilled to host our second virtual event of 2021 – Seamless Search; Ask Us Anything. Incubeta’s Senior Commercial Manager, Sophie Dixon, was joined by our Director of Strategy Damien Bennett, to discuss our new proprietary technology – expanding on the methods by which brands can use Seamless Search to achieve the best results possible for their business.

Since our launch event in September, Seamless Search has been recognized as  “Best Martech Solution” at the Wires, and “Best SEM Solution” at the Martech Breakthrough awards. And we’re grateful for the recognition of the results that Seamless Search drives.

Our ‘Ask Us Anything’ session took a deep-dive into Seamless Search itself, answering a range of questions from the audience, to provide more of an understanding of Seamless Search’s capabilities, and how it can solve key business challenges.

The Origins of Seamless Search

The concept of Seamless Search is very much an idea that’s always been in the background. For many years we’ve had clients asking how incremental their paid search activity is – particularly focusing on the true incremental value of their search activity once you remove the cannibalization of their organic coverage performance. While the market was somewhat saturated with tests trying to assess this impact, none of the tests were optimal. Most weren’t comprehensive – running on a broad range of keywords, with many keywords within these sets producing remarkably different behaviors, which ultimately impacted the accuracy of the results. We realized that using advancements in machine learning, we could produce a comprehensive and confident answer to whether or not you should pay to appear for keywords that you already hold a high organic position for.

Initially, Seamless Search started as a project to develop and run an advanced and accurate incrementality test, however, what it ended up becoming was much more comprehensive. As we started building out the test methodology, we considered the benefits of automation – making the insights derived from the test actionable through bid adjustments based on the incrementality of the two channels.

Seamless & Search Ads 360

It’s important to stress that Seamless Search is an extension of SA360, not a replacement. Platforms such as SA360 are there to manage the scale of paid search activity, whereas Seamless Search is there for specific keywords that have a question mark around the incremental value of paying for them. Seamless Search acts as a complementary platform to the existing paid search software that advertisers are already using.


When one assesses the interplay between paid and organic search, there are multiple factors that can impact incrementality – which can be split into external and internal:

  • Internal factors are those that you can control, such as; current paid position, current organic position, and promotions.
  • External factors are those outside of your control, such as; competitor paid coverage, competitor organic coverage, and wider marketing activity.

Seamless Search takes all these factors into account, using ML to understand the different combinations which produce an incremental click. Once identifying the optimal position to appear in a paid perspective a bid adjustment is then made.

Seamless Search & Google Ads

When discussing the difference between Seamless Search and Google Ads/Organic reporting it’s important to remember that Google Ads/Organic Reporting is looking at a single channel, whereas Seamless Search looks at the revenue attributed to that channel, minus the cannibalization. Seamless Search handles the reporting and actioning on a basis that would not be possible through Google Ads or Search Console.

ROI Uplift

The best way to witness the ROI driven by Seamless Search is to analyze what happens when you add the two channels together. As it stands, using data from existing Seamless Search clients, we’re seeing the best of both worlds. Advertisers are seeing both an increase in revenue and an increase in ROI, as Seamless Search is finding areas where the advertiser can increase their coverage, and also identifying areas where the advertiser can create efficiencies..


Aware that Seamless Search is a new platform to market, we’re helping all prospect clients build a business case by providing them with a projection of the likely impact that Seamless Search will have on their overall search results. This helps businesses decide whether or not the platform is the right fit for them. Click here to request your Incremental Revenue Forecast.

During the onboarding process, you will be provided with specialist-led guidance which will comprises of two sessions to enable the use of the Platform: i) Session one: A demo covering the platform functionality ii) Session two: An open Q&A session with the team which will be scheduled the following week. Pre-recorded videos providing an overview of the platform and its basic functionalities will also be available to support the users. There is also an option to opt for customized training on the more advanced uses of the platform, although this comes at an additional cost.

Click here to watch the full Seamless Search; Ask Us Anything session, or visit our Seamless Search FAQ page for more information.

This blog was originally published on Incubeta

ASO Optimization

Read Time: 4 Minutes 50 Seconds

According to Apple, 65% of all App downloads are generated through app store searches by users searching for a specific keyword. Research provided by AppTweak shows that 38% of these downloads came from a generic keyword and that the division between brand and generic keywords varied drastically between brands.

A famous brand such as Uber would receive as much as 80% of its downloads through its brand term. Whereas a less well-known brand could receive almost 75% of its downloads from generic keywords.

So how do I optimize for the App Store?

App Store Optimization (ASO) is similar to traditional SEO, where certain techniques are used to get your website to the top of the Search Engine. While there are similarities to traditional SEO, ASO is a completely separate discipline with its own unique set of algorithms.

Much like the Search Engine algorithms, the true algorithm for ranking in both Apple’s App Store and the Google Play store is not actually known and can change regularly.

However, there are certain criteria that we do know that will help influence the ranking of your App:


  • Title, Keywords & Description
  • Total number of downloads & velocity
  • Conversion Rate


  • Quality Reviews
  • App Retention (Uninstalls)
  • Backlinks (Google Only)
  • Quality Imagery/Screenshots
  • Including an App Preview Video
  • Category Selection
  • Icon Design
  • Periodic testing

Google Play Vs Apple IOS App Store

The mobile app store market is dominated by two major players: Apple and Google.

Similar to SEO, Google Play Store works more like a real search engine, with its algorithm often providing more precise results, whereas, the Apple iOS App Store is driven more by phrases.

Various factors are taken into account by both these algorithms with a number of similarities and differences:

App Name

The App title is a strong ranking signal in both Apple and Google stores; therefore brands should always include the most important keywords in their app title.

However, the actual app title serves a very different purpose within each store. In Google Play search results, only the app icon and app title show, therefore the title needs to explain to users what the app is actually about. However, in the Apple App store, this is less important, as advertisers are also allowed a subtitle, screenshots, or video in the search results which help convey to the user what the app is about.

In terms of character limit, the Apple App Store has a standard limit of 30 characters, and a limit of 50 characters for Android apps. The character limit for a Google Play description is 4000 characters. Unlike the App Store, Google stores use keywords in the app description as a ranking factor.

Subtitle (iOS) Short Description (Android)

Similar to the title, the subtitle and short description play a significant role in app ranking visibility. Both Apple and Google use keywords in the subtitle to index the app – repeating a keyword in the app title and short description might improve one’s chances of ranking in the Google Play Store as keyword density is an important ranking factor. In the Apple App Store, repeating keywords is a waste of valuable space, as it will not help one rank higher.

The subtitle for Apple and the short description for Google are displayed in very different locations. iOS the subtitle appears under the app title in the search results, below the screenshots on the app page. Whereas, in Android, the short description doesn’t normally appear in the search results, but is featured in the app listing – below the screenshot above the long description. The subtitle ultimately serves a different purpose in conversion optimization.

iOS Keyword  Field

Apple has a similar attribute to the Meta Keywords used in old SEO strategies,  – 100 character limit, invisible to the user but offers an option to add relevant keywords that describe one’s app. Google Play does not provide this attribute, using keywords solely from the subtitle and long description

Long Description

The long description is used to convey the Apps main features and benefits. The long description is not a ranking factor in the App Store, and for the Google Play store, the recommendation is to maintain a keyword density of 2-3% for the most important keywords.


The Apple Store can feature up to 10 screenshots whereas Google Play is limited to 8. In the Apple App Store, the first 3 screenshots are normally displayed, however on the Google play store, screenshots are hidden in the app listing

In comparison to Google Play, screenshots have a much more important role in the Apple App Store in terms of Conversion Rate.

App Previews (iOS) vs Promo Videos (Android)

You can add up to a maximum of 3 App Preview videos in either portrait or landscape mode for Apple with the first video appearing in the search results alongside the first 2 screenshots. The remaining two videos will show on the app page before the screenshots.

Apple guidelines stipulate that the videos should be short and to the point, showing the user’s journey through the app. App previews play a significant role in conversion optimization for the Apple Store and testing different creatives is a great way to improve downloads.

In comparison, Google leverages its relationship with YouTube here with all videos required to be in the landscape format, YouTube’s default. Google refers to the videos as ‘Promo Videos’ and allows just one video per App. However, Google allows for a lot more freedom and creativity here, allowing users to showcase their Apps more freely than you can on the App Store.


Unsurprisingly, Google takes into consideration the number of backlinks to your app webpage. This helps Google determine the authority of your app, much in the same way it does for traditional SEO. More backlinks will indicate more authority, which will in turn mean Google trusts and rates your app.

Digital PR promotion can help improve the number of backlinks to your webpage.

Apple does not factor Backlinks into its Algorithm.

This blog was originally published on Incubeta.