4 min read

Why V.O.X?

V.O.X's marketing strategy, known as Leverage Marketing, focuses on providing not just methods but an approach aimed at increasing the likelihood of success in app marketing.

Takehiro Yamaguchi

Table of Contents

V.O.X's Approach

Our approach is characterized by providing the app marketing strategy itself. A strategy typically refers to methods or plans to achieve specific goals. However, we define strategy as 'a pathway to increase the likelihood of success.' We aim to express our intention to contribute to our clients by creating replicable marketing strategies. By offering the strategy itself, we widen the range of value we provide. Consequently, we believe this approach increases the potential to benefit not just marketing personnel, but also managers and executive-level staff, reaching various levels within a company.

Leverage Marketing

Leverage Marketing is our unique marketing strategy. This approach differs from conventional marketing strategies. In addition to traditional marketing strategies, we adopt a 'one-to-many' approach. This means implementing a strategy where a single action can yield multiple high-impact results."

The key feature of this strategy is its expansive impact. In conventional marketing, for example, investing 1 million dollar in Apple Search Ads (ASA) would typically result in sales of 1.5 or 2 million dollar, a straightforward 'one-to-one' cost-effectiveness calculation (see: Process 1).

Of course, this approach is crucial for all types of businesses, and we value it highly. However, we also incorporate a 'one-to-many' approach. Beyond the 'one-to-one' state, we use the data obtained from ASA operations for App Store Optimization (ASO) to increase organic users and effectively apply it to Google Play. Conversely, we also improve ASA ad performance through ASO (see: Process 2). Moreover, using the information gathered so far along with our knowledge, we can efficiently improve the product page, the 'face' of the app (see: Process 3). This approach enables a strategy that enhances user acquisition across all channels, including organics and ads, by using the product page with improved Conversion Rate (CR) (see: Process 4).

Optimizing individual advertising channels is undoubtedly important, and we meticulously do this every day. However, from a broader perspective, it's crucial to identify the most impactful areas and create a path to elevate the level of app marketing itself.


1. Apple Search Ads: We recommend starting with ASA as the advertising channel. ASA is unique in its ability to provide actual data on the effectiveness of various keywords, which needs to be maximally utilized. Additionally, ASA is one of the most significant channels in terms of scale and impact in iOS marketing. Improving ROI in ASA requires expertise in keywords, ad operation techniques, and ASO measures. We maximize the advertising impact of ASA individually while also leveraging the various real data obtained during ad operations.

2. App Store Optimization: Next, we reutilize the keywords obtained from ASA for ASO to increase organic users. This ASO improvement contributes to ASA's 'Relevance (Score),' potentially lowering ASA's cost-per-click. Additionally, ASA itself can directly impact ASO. Visualizing the interplay between ASA and ASO is also critically important. Using the keyword data from ASA and Google Play, we simultaneously optimize ASO for the Google Play Store, significantly contributing to the increase in Google Play organics.

3. Improving Product Page Creatives: Utilizing the keyword information, operational data, and ASO results, we next focus on enhancing screenshots and icons. Properly conducted A/B tests improve the CR, thereby increasing overall organic and advertising impacts. Specific keyword-level A/B testing also significantly contributes to organic numbers from searches. An improved high-CR product page benefits all advertising channels.

4. Expansion to Other Advertising Channels: With the high-CR product page, effective advertising investment in various channels like Google Play, Google Ads, Facebook, Instagram, Twitter, and AD Networks becomes possible.

This can lead to improved metrics across all advertising channels. While providing a marketing strategy backed by solid data and proven results, we aim to create the standard of this.

'Maximizing UA = Maximizing Paid UA + Maximizing Organic UA'

Marketing Growth = Corporate Growth

We believe in the equation 'Marketing Growth = Corporate Growth' in business. In business, periods of stagnation are known as 'Growth Plateaus,' and marketing is no exception. Challenges amplified by the impact of IDFA, issues with advertising effectiveness, organic challenges, and challenges related to knowledge and resources can all be causes of stagnation. Leverage Marketing was created to overcome this stagnation. We believe that one of our values is to work with our clients to overcome the obstacles to marketing growth.

Growth plateau in app marketing

Our Stance

We believe that our marketing strategy offers a unique and valuable approach, even when compared internationally with strategies in the United States and Japan. Moreover, beyond what we can express here, there are numerous other pieces of specialized knowledge and know-how essential for the growth of marketing. Currently, we are offering this marketing strategy to in-house clients as a SaaS solution named "V.O.X - Visualize The Optimum X".

As app developers and advertising agents, we have spent over 15 years continuously running countless PDCA cycles and employing extensive data analysis and scientific approaches. The service we provide is the result of these efforts, and its precision and quality are being refined even at this very moment. We believe that this stance of ours is one of the reasons why we have received so much support from numerous clients.

Note:'Relevance (Score)' in ASA is a concept akin to Google Ads' Quality Score. The Quality Score in platforms like Google Ads is a metric that rates the relevance of an ad, the appropriateness of the keywords, and the quality of the landing page on a scale of 1 to 10. The higher this value, the lower the cost per click (CPC) and the greater the tendency to acquire more traffic. However, Relevance (Score) is not a metric directly published by Apple. Yet, the official page states that 'Apple Search Ads evaluates the relevance of an application to a specific search query based on factors like the app’s title, description, and keywords,' suggesting its acknowledged existence among app marketers. We have been able to obtain data supporting the correlation between metadata and TTR (Tap-Through Rate), confirming its existence and impact."

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