How Aura enhanced app visibility and performance in weeks with MobileAction

Aura, one of the fastest growing online safety solutions for individuals and families, has utilized MobileAction’s capabilities to improve both organic and paid campaign performance, especially while entering a competitive parental controls app category. Led by its Senior Growth Marketing Manager, Joseph Frantel, Aura sought to enhance its visibility and performance within the competitive landscape of Apple Search Ads.

The challenge

Aura initially faced challenges in accelerating performance marketing efforts for its app. These challenges included a need for more visibility into the competitive landscape and for more comprehensive data on high-volume keywords for optimization in both organic and paid channels. Additionally, there was a need for competitive insights on custom product pages and other ad placements beyond the App Store. Joseph described the situation as follows: “Before partnering with MobileAction, Aura manually managed ASO with a partner, manually handled Apple Search Ads campaigns and conducted market research without sophisticated products.”

The solution

MobileAction has become a pivotal solution for Aura. Joseph states, “MobileAction offered the most accurate data that aligned well with Aura’s internal metrics during the trial period.” This data included Apple Search Ads campaign performances, volumes for top terms, and insights into how competitors bid on terms and manage their custom product pages. 

Key features that transformed Aura’s strategy included Search Ads Intelligence’s Search by Keyword. This is a tool that shows impression shares of searched keywords along with the apps that are running search result ads on a given specific keyword. The report provides insights on ranking changes and keyword competitiveness over time to Aura. In addition to Search Ads Intelligence, CPP intelligence, offered research into competitors’ custom product pages for creative inspiration. Additionally, ASO Intelligence’s Keyword Tracking delivers relevant information on how Aura ranks, the appearance of results pages, and improvements over time. 

During this period, Joseph mentioned, “MobileAction’s customer support team was super helpful, and they were always available to answer questions, assist with data retrieval, and incorporate product feedback to enhance the tool’s capabilities.”