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Mobile Promotion: Key Differences Between App Store and Google Play Store

When it comes to promoting a mobile application, two giants stand out: the App Store (iOS) and Google Play Store (Android). Each of these platforms provides access to millions of users, but they also have significant differences. Understanding these distinctions is crucial to choosing the best platform for your application.

In this article, learn the main differences between the App Store and Google Play Store.

The ecosystems and users of the App Store and Google Play Store

The App Store and Google Play Store have different ecosystems. The App Store is only for iOS devices, such as iPhone and iPad, while Google Play Store is the main platform for Android devices. The choice therefore depends on your target audience. If you're targeting iPhone and iPad users, the App Store is a must-have, while Google Play Store will allow you to reach Android users, who make up the majority of the global smartphone market.

The process of submitting and approving visuals on the App Store and Google Play Store

When it comes to submitting visuals to promote your mobile app on the store listing, the App Store and Google Play Store processes are different.

The App Store is known for its rigorous approval process, which guarantees a certain quality but can result in longer approval times. In contrast, the Google Play Store tends to have a faster approval process, but this can sometimes result in a greater variety in the quality of apps available.

Difference between App Store and Google Play Store for ASO (App Store Optimization)

If your mobile app is available on both the App Store and Google Play Store, you can reach a wider audience and acquire more users.

However, the two platforms use different algorithms so keyword optimization is done differently. Here are the 3 sections (metadata) in which you can include your keywords:

App Name: The keywords you include in this section will have the most impact in terms of ranking and SEO. So use your main keywords in the name.

Both app stores have a 30-character limit for the app name, but the way it appears in search results is slightly different. In the Google Play Store, users only see the title and icon. The name of your mobile application must therefore be explicit. On the other hand, on the App Store, users also see subtitles and screenshots, which means you can get a little more creative with the name of the app.

Subtitle (Apple) or short description (Google): iOS apps require a subtitle of up to 30 characters, which appears in search results below the app name and screenshots. Some like to include their slogans. Others prefer to add as many relevant keywords as possible.

As for Android applications, a brief description of up to 80 characters is allowed but this does not appear in the search results. Users can only see it when they click on the download card below the screenshots. This is the second most useful keyword box on the platform and is essentially an overview of the long description.

List of keywords (Apple) or long description (Google): The App Store allows a list of 100 characters in which you can specify the keywords of your choice. This information is invisible to users, but it will be indexed by the algorithm and is an essential factor for ranking.

When it comes to the Google Play Store, the long description is the third most important keyword section and offers up to 4,000 characters to promote your mobile app and include relevant keywords. Be careful not to stuff your text with so many keywords that it no longer reads naturally.

Monetization on the App Store and Google Play Store

The two platforms have different monetization policies.

The App Store has generally been considered more lucrative due to the tendency of iOS users to spend more on apps and in-app purchases.

Google Play Store, despite having a larger number of users, has sometimes experienced lower average revenue per user due to the variety of Android devices and payment options.

Key Differences Between App Store and Google Play Store: What to Remember

Choosing between the App Store and Google Play Store to promote your app depends on your target audience, your monetization goals, the complexity of your app, and your tolerance for approval processes. Both platforms offer unique opportunities, but understanding their differences is essential to making the best decision for your application and goals. Regardless of which platform you choose, a solid marketing strategy and App SEO Optimization (ASO) are essential to maximizing your app's visibility and success.

Addict Mobile is a mobile marketing agency specializing in mobile advertising and promotions solutions, offering user acquisition, advertising campaign optimization, performance analysis, visibility and conversions, and retargeting services.

Need advice or support to develop your business?

AppASO is an ASO and Digital Marketing agency, 100% dedicated to the promotion of mobile applications.

Founded by Camille TROMBINI (ex-AD4screen and Saint Gobain) and Fernando MARTINEZ (ex-digital Strategy lead at Publicis and Havas Media), the agency is located in Paris Opéra and Madrid.

At AppASO, whatever the sector (banking, insurance, retail, health, travel, etc.), we help advertisers optimize and scale the growth of their mobile applications.

Companies such as Crédit Mutuel, Kiabi, CIC, and Sézane trust us.

We have successfully achieved our clients' objectives by developing strategic mobile marketing models and orchestrating AdTech and MarTech tools.

Our method? A unique strategy thanks to our three teams: ASO, Media and Studio.

This first to market approach aims to increase the acquisition, retention and turnover of the mobile application.

We are committed to offering a tailor-made, comprehensive and quality service.

😊 Let’s get in touch! 😊

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