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Search engine marketing is a powerful user acquisition channel for browser-based users on both web and mobile, with Google AdWords dominating the market. Advertisers bid on keywords or phrases in order to rank highly in the results and drive traffic to their app or site.
Apple recently announced that it will be launching paid search in the App Store, which will further increase the relevancy of search as an acquisition strategy.
In addition to paid search, SEO (and by association Content Marketing), ASO keyword optimization and Mobile Content Indexing can be significant sources of ‘free’ traffic to the app stores, or – in the case of Content Indexing – deep-link referrals back into the app for existing users.