Monitor your best keywords across countries

Flavien Eyerby
Product Manager at AppTweak

6 min read

If you regularly follow our product releases, you should be aware that a couple of months ago we launched the Keywords feature in App Intelligence. This tool allows you to monitor up to 15 keywords across multiple countries at the same time. However, we wanted to bring this feature to the next level and improve its usage so that it will be easier than ever to monitor your most important keywords. (Re)discover this feature and check out the improvements!

A Cross country analysis in a few clicks

It’s always interesting as an app developer to know where you stand across all your different markets. You certainly have a list of keywords you want to monitor irrespective of the country. Branded keywords or keywords that are inseparable from your app.

The first thing to do in our keywords section is to make sure you analyse the right keywords across all the different countries.

we created a report with Candy Crush in 9 different countries to see how some keywords were performing. By default, we will show you the keywords we find in your metadata (title, subtitle, short description, long description)

For each keyword, it is interesting to dig deeper in the analysis and see how that keyword performs across countries.Here I’m interested in knowing how the word “Candy” is performing in English speaking countries. Title keywords are top priority keywords, you should closely monitor their performance across markets. What is striking is the preponderance of the United States vs the other countries in terms of Installs and Volume. Thanks to the comparative table available we see that installs in the US can be more than 10 times higher than in other countries.

Since we automatically only add keywords from your metadata, it’s possible that other important keywords are not initially included in the default lists. In the case of Candy Crush, it is also interesting to know how you evolve on keywords linked to other brands of the same publisher or other generic keywords such as: “puzzle”,”block”, “friends”, and “games”.

As you can see in the screenshots above, once you’ve clicked on the edit button, you can enter all the keywords you want to analyse and decide in which lists you wish to add them. For this example and since we selected only English-speaking countries, I want to add these keywords to all my lists. In a couple of clicks, all your lists will be changed!

Now that I have added all my keywords, I can see how Candy Crush is performing on the keyword “games” in all these countries. “Games” is a generic keyword that isn’t included in my metadata but drives a lot of daily installs to my app.

First, we notice that this keyword’s volume is especially high in Australia and in New Zealand. However, when Candy Crush succeeds to rank 12th in Australia, it only reaches the 32th position in New Zealand, meaning that the keyword doesn’t drive any installs to my app in New Zealand. Candy Crush should be careful since we see on the graph below that they have lost rankings over the past month in New Zealand, going from the 15th to 32nd position.

It is also useful to know how your app performs from a general point of view. Indeed, once you have entered the list of keywords you want to analyse, the other indicators at your disposal are adjusted. As a result, above your lists you will see a series of KPIs informing you on the performance of your app in each list for the 15 keywords you added. This allows you to spot interesting movements.

Here, you can directly identify in which country you are (over/under)performing and spot where actions should be taken. At first glance, it looks like Candy Crush is performing quite well in all these markets, with growing total installs in almost all of them. However, two countries stand out, first is New Zealand where the app is losing total installs, the second is South Africa where it is gaining a very high amount of installs (+62 daily installs). The situation in South Africa can be explained by the increase in installs for the keyword “games” when, as we saw above, the app is losing rankings for the keyword “games” in New Zealand.

Localize your translation and spot opportunities

Imagine you are working on finding the best keywords for your app. However, when you start working on non-English speaking markets, it gets trickier since, in many countries, people usually look for words in their native language more frequently than in English. What would be great is to have a way to easily translate generic keywords in the native language of a country. Thankfully AppTweak added this feature to this section! You will now be able to localize your translation to find new opportunities.

In the example above, I selected 3 countries where I want these generic keywords to appear in the language of each list. To do that, I just have to tick the box “Localize translation”.

You can play with this feature and add the keyword in both English and the local language to see which one is performing the best.

We took the example of the generic keyword “game” which is translated in “游戏” in simplified chinese and in “jeu” in French. As one can observe, the localized translation in Chinese doesn’t seem so interesting since the volume is half the one of the English equivalent and the app is unranked on both keywords. However, when we take a look at the french translation in France, “jeu”, we notice is way more interesting than the original keyword in English. “jeu” has a higher volume and Candy Crush is ranked 18th when, for the keyword “game”, the app is unranked and the volume is 10% lower.

As a result, this tool allows you to spot opportunities in native languages and could help you localize your strategy.

The last little trick this feature has up its sleeve is the ability to do the reversed operation described above and translate your keywords in English.

Most of the time, when you try to localize your app, it is hard to understand the suggestions since many won’t be in English. To save you some time, you can directly tick the box “Translate the keywords to English”:

By ticking this box, you will see all the translations in English which will help you remember easily what each word means. It will be very convenient for you while working on keyword lists with chinese keywords. No need to jump on google translation to remember what each keyword means!

A feature waiting for you

To summarize this feature, we can give you the main advantages and insights you will get from it:

  • Cross-country analysis in a few clicks
  • Identify (un)healthy markets
  • Ability to localize your keywords
  • Get the big picture with relevant KPIs

Go check it out and monitor your most relevant keywords internationally.

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Flavien Eyer
by , Product Manager at AppTweak
Flavien is a Product Manager at AppTweak. He works daily to make sure AppTweak stays the best ASO tool. He is also passionate about theater and hates coriander.