How to Stop the Bleeding When the Algorithm F You Up?

𝐇𝐨𝐰 𝐭𝐨 𝐬𝐭𝐨𝐩 𝐭𝐡𝐞 𝐛𝐥𝐞𝐞𝐝𝐢𝐧𝐠 𝐰𝐡𝐞𝐧 𝐭𝐡𝐞 𝐚𝐥𝐠𝐨𝐫𝐢𝐭𝐡𝐦 𝐟𝐮*** 𝐲𝐨𝐮 𝐮𝐩? 😬

Today I will share a successful and insightful experiment that I have been running for a week with one of my clients.

Let’s start giving you some context:
On September 9th, we started to see a HUGE DROP in organic installs that was affecting to our overall numbers. We didn’t change anything in the campaigns, budgets (we were even spending more than the previous month) or the product but we were just having much less installs than usual and also less revenue.

I started to analyze the organic performance and saw that from that day on, we started to lose a LOT of important keywords in the top 10. Then, I saw that AppTweak detected an algorithm change (screenshot 1) on September 14th (when all the keywords already dropped).

Due to this change, we were having -25% installs and -10% revenue compared to the previous month. Moreover, I also saw how our main competitor was having the same trend in visibility so it was not only us, it was a generic issue in the category (screenshot 2).

But if you look again at the 2nd screenshot, you can see an important difference in the 2 lines: 𝐦𝐲 𝐚𝐩𝐩 𝐢𝐬 𝐫𝐞𝐜𝐨𝐯𝐞𝐫𝐢𝐧𝐠 𝐰𝐡𝐢𝐥𝐞 𝐭𝐡𝐞 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐨𝐫 𝐢𝐬 𝐬𝐭𝐢𝐥𝐥 𝐟𝐚𝐥𝐥𝐢𝐧𝐠 𝐝𝐨𝐰𝐧.

Why is this happening? 🧐

Because of a simple reason: Daily volume of installs.

Nowadays, this is in my opinion, the main variable that will determine your organic rankings (if and when your conversion rate for such keywords is at least, on an average level).

Since I don’t like inventing theories, I have data to back up this idea, so let me give you more context.

We couldn’t spend more because we simply didn’t have more budget for this month so I did a very basic thing: I reallocated the budget in order to start an install campaign in Google Ads with one single ad group that only contained the big keywords that we lost due to the algorithm change.

The ad group started on September 17th and we just generated an extra of of daily installs.

What do I see today (1 week later)?

Look at the screenshot 3 and look again at the screenshot 2 and you will find the answer🙂 We stopped the bleeding, we recovered 2 of our most important keywords and our visibility score started to go up again. Only with a small MAI campaign.

I have tested this theory with a much bigger budget previously (I shared it on my LinkedIn) and also saw positive results in the organic side when you push the daily volume of installs.

It is what it is. Money just rules.

Have a nice rest of the week!