Simo is the Head of ASO at AppTweak, bringing expertise in app store optimization to drive growth. With a background as a former growth marketing manager at Deezer, he combines strategic insight with practical experience. Simo specializes in developing concrete solutions for app store challenges, focusing on A/B testing methodologies and innovative approaches like Brand Defense Cost Modeling to maximize app visibility and performance.
Apple Search Ads' popularity scores, crucial for App Store Optimization (ASO), are changing significantly weeks after a temporary issue affected scores. AppTweak identified new, more selective changes impacting keywords with special or hidden characters. This suggests Apple's data cleanup efforts but raises concerns about overcorrections affecting legitimate brands. The permanence of these changes is uncertain, potentially impacting ASO strategies.
Apple's latest UI change in the App Store search tab now shows header images for top charts, replacing search suggestions. This suggests users rarely tapped on those suggestions due to high friction in the search tab. The new design is more visually appealing and refocuses attention on top charts, seen as a vanity metric. ASO practitioners should rely on data to assess the impact on Browse impressions and downloads.
Run a Meta Ads audit with 100+ data points using a structured, automated checklist. Review campaigns, ad sets, ads, creatives, targeting, budgets, and delivery settings to spot hidden issues and missed optimizations. Built for agencies and teams managing multiple accounts who want consistent audits, faster reviews, and clear, actionable insights—without manual digging.
