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Apple Search Ads certified Wuzzon campaign managers

Apple Search Ads Certified

Last week Wuzzon was certified as an official Google Ads Partner, and has decided to up the ante by completing all the courses in order to be dubbed Apple Search Ads certified. All Wuzzon’s campaign managers have experience with Apple Search Ads campaigns, with great results in regards to app user acquisition, return on investment, and quality consumers. By taking and completing the course, Wuzzon’s campaign managers have proven their competence and specialism in this platform dedicated to iOS app users.

Apple Search Ads Certification

Apple Search Ads Certification course

The Apple Search Ads Certification course is made up of eight lessons, with a test at the end of each lesson. The topics include the following areas in Apple Search Ads campaigns:

  • Promoting your app
  • Choosing keywords
  • Structuring your account
  • Managing your budget
  • Showcasing your creatives
  • Creating campaigns
  • Managing campaigns
  • Maximizing insights

It was necessary to earn a score of 80% or higher out of the 50 question exam in order to pass the course, and indicate app marketing proficiency.

Apple Search Ads Certification2

Apple Search Ads Campaign Management

Apple Search Ads Basic is a user-friendly dashboard which allows almost any app owner to set up their own campaign. The Basic version of Apple Search Ads relies fully on machine learning to reach the desired results and costs. As a time-saving version, Basic is very attractive to many app owners who do not have much experience or time for campaign management and optimization in app marketing.

However, for those who are interested and willing to dive deeper into the possibilities that Apple Search Ads offers, the Advanced platform presents many more options and opportunities for growth. In this hands-on service, campaign managers can adjust budgets, keywords, target groups, and more in order to reach the ideal app users without spending more than necessary on machine learning.

Apple Search Ads Insights

While it is not necessary to integrate a third-party attribution tracking platform, it is advisable in order to enhance the insights and results of the campaigns. Since the Apple Search Ads platform only tracks the taps (similar to clicks), and installs (LAT on or off), the quality of the users is difficult to measure without further insights in in-app activity. By integrating the Apple Search Ads campaigns in a third-party tracking platform such as Adjust, Branch, or AppsFlyer, campaign managers can analyse the return on investment, and thus adjust the campaign/keyword budgets accordingly. This leads to the best results for the lowest price.

Want to know more about how Wuzzon’s campaign managers can help your app get the best iOS installs in Apple Search Ads? Get in touch with us now!

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Offical Google Partner

Official Google Ads Partner

Wuzzon has been a proud performer and consultant on Google Ad Campaigns for a few years, with specialisation in Google App Campaigns. Thus, it cannot be more than natural that they recently qualified for the Google Partner badge. While most digital marketing managers may know and use Google Ads for their Search, Video, Display, and Shopping advertising, Wuzzon campaign managers have thrown themselves into the App Campaigns, with terrific results.

Google ads partner badge

Google Partner Badge

With positive experiences in Google Ads, with primarily Android based campaigns, Wuzzon campaign managers have remained on top of the ins and outs of the constantly innovating Google Ads, formerly known as Universal App Campaigns. As an app marketing agency, they focus completely on the possibilities that lie within the app campaigns, but have proven their knowledge on all digital platforms in Google Ads by passing the partnership requirements as Google Partners in the Google Skillshop.

What does Google Ads Partner mean for Wuzzon?

This means that Wuzzon is on the right track, and remaining on top of the changes and new possibilities within the Google Ads platform. Since the certificate is only valid for a year, the campaign management team must prove themselves again next year, and continue to stay informed in all the newest opportunities within the Google network.

google ads partner

Wuzzon as Certified Google Ads Partner

The campaign managers at Wuzzon are all familiar with setting up, optimizing, and improving Google Ad Campaigns. While the app campaign possibilities are perhaps more limited than the web campaign opportunities, we know the best practises to improve the conversion ratio for turning an impression into a download, and targeting valuable users with a ROI. This gives us a head start on new campaigns for the algorithm to grow on, and grants us new insights through lots of A/B testing.

We’ll be showing off our new shiny badge amongst our other credentials on the homepage. 

Next Steps: Google Partner Premium. Stay tuned for more development!

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Wuzzon’s App Marketing Specialism

Wuzzon’s App Marketing Specialism

At the beginning of 2019 Wuzzon decided to make the move to App Marketing permanent. With this grand gesture, we became an app marketing company, with expertise in many different aspects under the umbrella term “app marketing”. From app store optimization, to social media marketing, and in-app marketing, Wuzzon offers many different services to app owners. As soon as an app is live, you can trust Wuzzon with the following promotional aspects to help guide mobile users to your app: App Store Optimisation (ASO), Apple Search Ads (ASA), Google App Campaigns, Social Media marketing, and App Install Campaigns.

Whether you are a new app owner or an existing app owner, there are always aspects to improve on. While you can use your reviews to give you an insight into your user experience, you can also let us review your app and provide you with advice on how to make your app more attractive for mobile users. By improving your ranking through ASO, it will be attractive for you to let us set up ASA and/or UAC campaigns. You can support this with target specific campaigns in Social Media marketing, such as Facebook or Twitter, and bring the most traffic in for you’re improved new app with App Install campaigns, through the vast publisher network from Wuzzon. Afterwards, you can recover less active users through the use of retargeting of in-app-messaging, as an app does not only grow through new user acquisition.

App Store Optimisation

App Marketing

With such a fast-paced market such as app marketing, it is difficult to stay on track with all the new possibilities and changes that are continuously being made. Not only do requirements and preferences of consumers change, but so do those of app store algorithms. This is why it is important to have Wuzzon’s App Store Optimization specialist, Anastazia, review both the iOS as well as Android app, to make sure you can improve, or maintain your ranking.

Keeping in mind that there are many factors to decide the ranking of an app in the app stores, optimising your app to support the algorithm’s requirements will improve your app’s visibility within the store. This means that, with the improvement of your ranking, you will be more visible in the app’s category. Furthermore, with the improvement of your use of keywords through App Store Optimization, the app’s visibility can also increase in in the searches. Improving the following aspects can improve your ASO score: app metadata (app name, description), screenshots or preview videos, keywords used in the metadata, and timing of updates.

Apple Search Ads and Universal App Campaigns

Apple Search Ads is a somewhat new possibility in regards to search ad marketing in the Netherlands. Since it’s been implemented, we now have two possibilities for marketing within the app stores’ search results page. Now we have the Google App Campaigns on one end for Android installs, and Apple Search Ads on the other for iOS installs. By being able to target direct searches, it is possible to target more directly towards the consumer you wish to find.

Wuzzon's App Marketing Specialism

Wuzzon’s growth hacker Isabelle has experience with the the different app store advertising platforms, and with the high quality traffic that it brings with it. Since consumers searching in the Google Play Store or the Apple App Store are searching for a specific product or service, you can be sure that they will be active users, not encouraged to download the app by anything more than their necessity for your app’s services. This is a specified searching and advertising option, where our campaign managers optimize towards not only your app’s search results, but also keep in mind what the competition is doing, to stay on top of the game.

Wuzzon's App Marketing Specialism

Social Media Marketing

For an even more specific targeting through social media, our Social Media Marketing specialists are experienced in social media campaigns, such as through Facebook Ads. By targeting certain audiences, with specific interests or characters, social media advertisements are often used to promote towards a very specific group. With social media impacting many aspects of our decisions nowadays, it is important to know where, and how you can best promote through the multiple social platforms. These advertisements do not only increase installs, but also familiarity and branding through exposure.

App Install Campaigns

In the past 12 years, Wuzzon has created and cared for their extensive mobile network, and therefore have a large and broad reach in publishers. This broad and diverse network is made up of all sorts and kinds, which is why Wuzzon plays the role of a guide through the thick jungle, to find the best traffic sources that fit your app. Through a process of optimisations and experience, with data tracking in full integrated attribution tracking platforms, Wuzzon’s campaign managers bring high quality traffic through sources that you cannot reach through more specified platforms such as ASA/UAC, or social media platforms.

We work on a primarily CPI (cost per install) basis, with the occasional CPA (cost per action) campaign, to reach the KPIs. Whether you are looking for more registrations within the app, or a return on investment through revenue provided by consumers who downloaded the app, Wuzzon’s network can send more traffic than social media or search ad platforms. Through attribution partners, Wuzzon is able to view and optimise to the best sources, and share this data with our advertisers.

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Attribution Tracking Platform Implementation

As we understand that not all old or new app owners are already integrated with attribution tracking platforms, we offer our services as experts in this field. We have years of experience with high esteemed platforms such as Adjust, AppsFlyer, and Branch, we are experts in setting up the apps to report and track the correct in-app events. While some tracking platforms such as Google Analytics may offer insights to the app user information, we have found that for the best quality information (including uninstalls as well as returning users), these attribution tracking platforms are vital.

Not only can you track each marketing platform separate, such as Facebook marketing, Google Ads, Apple Search ads, and media buying platforms, but you can also track the sub-sources for optimal data analysis. Furthermore, through the detailed information from the attribution tracking platform you also have a strong basis for retargeting.

Fraud Prevention in App Marketing

While most attribution tracking platforms have their own fraud prevention system, we have also set up our own anti-fraud system to fight against typical fraud problems we see in the industry. Through the use of TrafficGuard, set up with our own WuzzTrack system, we can now prevent fraudulent clicks on many different levels. Not only can these clicks detect typical fraud such as clickbots or click farming, but also detect clicks that are suspicious in their in-app behaviour, or timing of events.

Wuzzon's App Marketing Specialism

Naturally, transparency is key in both fraud prevention as well as optimisation. This is why the use of a fraud prevention system, as well as attribution tracking platforms work well. While Wuzzon is completely GDPR compliant, we also place transparency as a high priority, especially in regards to fraudulent behaviour.

In-App Messaging and ReTargeting

In-app messaging is a new form of communication with a user from within the app. Not only is this an opportunity to rekindle the enthusiasm that a user once had for an app, but it can also be used to sustain high engagement customers. Through the use of platforms such as Leanplum or Clevertap, we are able to retargeting inactive, or less active, users of the app. The use of push notification, or in-app messaging can directly target information on sales or discounts to existing users. Here we can target small segments of created audiences to reintegrate top existing users to boost sales. This way, you don’t only need to rely on new user acquisition, but can also focus on the high performing in-active users.

Wuzzons App Umbrella

Not only does Wuzzon provide these services for app owners, we offer a complete app marketing package. This entails all of the above where we take the app through App Store Optimisations for the best ranking in the stores. With the app optimized to be picked up by the AI algorithm for the most visibility in the app store, the app is ready to be promoted with the best ranking keywords in Apple Search Ads, and Universal App Campaigns in the app stores.

Brand awareness often happens through Social Media, where it is promoted at a targeted group of interested users to create an audience that can be retargeted for reattribution. To gain a higher volume of installs, and optimized reach of users, Wuzzon’s own network will boost traffic. Through the use of our many sources, we can send traffic from sources you won’t usually reach through UAC/ASA of social media platforms.

Of course it doesn’t stop there. App marketing is a continuously ongoing process, through which optimizations, data analysis, remarketing, and reattribution all play a large roll in the acquisition, as well as retain of the app users. This is why Wuzzon’s team of specialists each play a role as campaign manager, to help guide you through the maze that is marketing, and provide you with the best return on investment!

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Increasing Organic Traffic in App Stores With App Store Optimization

Increasing Organic Traffic in App Stores With App Store Optimization

Just as SEO increases the likelihood of someone arriving at your website, the implementation of ASO has a hugely positive impact on the visibility of your app in the App Stores. Through simple changes in the metadata of your app, the creatives (such as app icon, screenshots, and promotional video), and improving your reviews and rating, your ASO score can increase dramatically. 

The App Store algorithm, which programs the apps that are shown in the results pages of a user’s search query, need information in order to match an app correctly with the search requests of the user. The more accurate information they have available to them through ASO, the more likely they are to place the app high in the Search Engine Results Page for a similar query. This can thus increase an app’s organic downloads through search engines, as well as conversion ratios by 25%.


Since 50% of app downloads in the Apple App Store come from search queries, App Store Optimization can have a huge effect on the amount of organic app downloads, and thus cut User Acquisition costs.

Increasing Organic Traffic with App Store Optimization

Increasing the amount of organic traffic does not only send you quality downloads, but also increases the so-called App Power, or strength of the app in the App Stores. While user engagement and other features also play a role in determining the rank of an app in the App Stores, many of these factors receive a huge boost through App Store Optimization, and lead to an increase in the overall ranking of the app in the App Stores. Furthermore, the higher the app power and keywords rankings go up, the more likely the app is to show up in the “relevant for you” section in higher ranking apps.

The top 100 apps in an App Store category generally have to rank for at least 65 keywords. Of these 65 ranked keywords, the app has to rank at #1 for at least 7 keywords, and #2 and #3 for at least 10 keywords.

Including App Store Optimization with other app campaigns such as Apple Search Ads or Google Ads can also lower the chances of cannibalization, higher costs, and paying for low engagement user downloads.

So why isn’t everyone using App Store Optimization?

App Store Optimization takes time,a lot of A/B testing, and is different for the Apple App Store and Google Play Store. It’s not a favourable one-time fix, but an ongoing process. Furthermore, while it positively influences the app’s visibility in both App Stores, the effect of increasing the visibility in the app is not easily quantifiable, nor are the effects easily measurable. However, through extensive analysis and A/B testing on certain keywords and creatives, an app owner can be 100% certain to increase their chances in the App Stores. 

With all the competition and amount of apps in the App Stores, increasing an app’s ranking and visibility is a challenge on it’s own, but without App Store Optimization, almost impossible to maintain.

This is why App Store Optimization is not a one-time improvement, but an ongoing analysis of:

  • fluctuation of the search volume of keywords in each App Store
  • placement of high search volume keywords in the metadata
  • competition and ranking of high search volume keywords
  • density of keywords in the metadata (for Android only)
  • use of keywords in the Keyword Field (for iOS only)
  • keyword rankings of competitors
  • reviews and ratings
  • seasonal influences
  • new competition influences
  • Apple Search Ads and Google App campaigns

Even though it is important, App Store Optimisation is a long process, with a lot of testing and analysis, and thus, not for everyone. This is why Wuzzon has an inhouse ASO specialist, with all the know-how of optimising apps in the App Stores.

Interested in how App Store Optimization can improve your visibility and thus organic traffic in the App Stores?

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One Billion Smiles for Wuzzon

One Billion Smiles for Wuzzon

Wuzzon has a Big Hairy Audacious Goal (BHAG) to obtain 1 billion Smiles by 2030. A BHAG is a goal that realizes a new way of working within a company. This goal ought to be scary, challenging and to be perceived as almost impossible to achieve by constantly working out of your comfort zone. 

A BHAG is bigger, longer and more powerful than a regular goal. They often are over a timespan of 10-30 years, but they are tangible and something everyone just gets, without further explanation. 

Why Smiles?

In the industry of app marketing, it is important to realize that we are not working with machines, but with people. We are the connection between the advertisers and its consumers. 

Advertisers want their consumers to become happy from the app they offer, we want to be in-between to make every party happy. 

Our drive at Wuzzon is to make our clients, consumers and publishers happy. We want to contribute to what makes people happy. A personal approach with an intrinsic value of doing it in the right way. When we select advertisers, we pick companies that make the lives of their customers easier or makes them happy. 

How do we measure Smiles?

To get to the 1 billion Smiles by 2030 we have to measure them in some kind of way. In the last month we started with a special Internet of Things button. This button is programmed to collect Smiles. One click on the button is one Smile. This way, we can see how many smiles we’ve collected and have a physical button for people to click. 

In the signature of every mail sent out by a Wuzzon employee we have a Smile button, to measure the email interaction and if it was a pleasant interaction. 

What do we do at Wuzzon to get Smiles?

Within the company we are always working on collecting Smiles. The way we do this is by organizing events for advertisers and attending events ourselves. We also like to go to workshops, work related or even something completely different. This allows us all to grow and learn new things and leads to happiness. 

Every morning we start the day with a morning huddle with all employees. In this huddle we all share our results of the previous day, our priorities of the day and ask for any help, when necessary. On Mondays we have added a part, which is Compliment Monday, where we compliment one another about a job done or say thanks for the help provided.

In 2019 we ran the Dam tot Damloop from Zaandam to Amsterdam, this resulted in a lot of Smiles for Wuzzon. 

We find it very important to have a healthy dose of happiness in our office. By having daily lunches with the team and organizing events, such as going to the Winter Wonderland Christmas party last december. 

In 2020 we are going to keep collecting Smiles and research ways to collect even more Smiles.

In the pie-chart below, you can see what is important for the Wuzzon team, regarding the Smiles. 

Stay tuned for our Smile Meter on the website, where you can see the live count of Smiles.