Creativity can be a fickle beast, flowing lavishly one day and merely dribbling out like sap from a tree the next. In the world of ASO, creativity plays a huge role in the ideation of experiments, helping uncover variants that can increase conversion rates by double digits and then some.

Google Play has rolled out their Play Points engagement program to the US market following a successful release in Japan and Korea earlier this year. Google Play Points is a reward system designed to “to show appreciation to our users and help increase engagement with your games and apps”. Users gain Play Points for making purchases within the Play Store — including apps, games, in-app items, music, movies, books, and subscriptions — and for downloading select apps and games.

In this article, we’ll take a look at the metadata contributing to an app’s search ranking as well as what’s indexed and what we did to get our humble app featured on the AppGallery homepage and increase impressions from 50 to 40,000 in one week.