Microsoft 365 · B2C · Word, Excel and PowerPoint apps
Use search ads to find keywords that bring paying users, then target them organically
Unknownapple-search-adsasoanalytics-attribution
What they did
Run multiple Apple Search Ads campaigns; use the MMP to check whether a keyword drives only monthly active usage or real subscriptions, under strict cost-per-install limits. Move high-performing ASA keywords into organic ASO metadata or bid more on them.
- Stage
- scale
In their words
Sub Club by RevenueCat · Optimizing your Keywords and Monetization ― Part 2 with Ramit Arora, Microsoft“But yeah, if we do find from ASA, we find some things that are high-performing, we can obviously bring it back to our general ASO like organic, or we can just bid more there”
“like trying to really make sense that if this is the keyword that is only driving monthly active usage or is it driving real subscription. Because we have very strict CPI limits”
Related topics
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More from Microsoft 365
All 16 Microsoft 365 tactics- Sell subscriptions inside the app through the App Store, not just on the websiteAbout 5x higher trial-to-paid than other direct channels, plus lots of organic traffic
- Pack many once-a-month tools into one subscription so people keep payingGuest says suite-level retention holds up; bundle is 50-60% cheaper than separate apps
- Support every new Apple feature on launch day, like Dark Mode and Vision ProGuest credits it for keeping a leadership position; no numbers
- Buy attribution and messaging tools before the mobile apps had product fitDidn't work: privacy problems and big bills for tools barely used; redone years later
- Rank for both your brand name and the tasks people will pay forAims to hold a top-3 spot in most categories; no results given
- Rank every idea by how many users it affects; fix failed purchases firstFound 5-6% of purchases failing; simplest fixes often turn out biggest
More from this episode
- Microsoft 365: Pick App Store keywords for the jobs people do, like resumes or invoices
- Microsoft 365: Swap out keywords you've ranked top 3 on for a year; add new ones monthly
- Microsoft 365: Cap Android install costs far below iOS, since Android users pay much lessAndroid CPI caps up to 50x lower than iOS in some cases
- Microsoft 365: Put 'Try free for one month' on the buy button, not 'Buy now'Worked in tests; no lift numbers shared
- Microsoft 365: Show paywall benefits as cards with GIFs instead of lines of textConverted better in tests; no numbers shared
- Microsoft 365: Show the yearly price as a monthly amount, like $8/month for $99/yearVery successful in an A/B test; no numbers shared
- Microsoft 365: Put the pricier Family plan first as the default, above the Personal planBoth plans sold more; the cheaper plan sold a lot more
- Pre-select the $4 monthly plan instead of the $40 yearly plan20% more people converted to paying, per the host
- Add a video to the paywall because people don't readHost reports really good results; no numbers