App store marketer: what one does and when to hire one Store-only help fixes the page, not the funnel.

an app store marketer is the person who gets an app found and chosen inside the App Store and Google Play. they own keywords, the product page, screenshots, A/B tests, custom pages, in-app events and ratings, and often run Apple Ads (formerly Apple Search Ads). hire one when your page gets traffic but too few downloads.

this page covers what the role does, how it differs from an app growth marketer, the three ways to buy it, questions to ask, and the red flags that cost the most.

What an app store marketer does

an app store marketer runs everything between a person seeing your app in the store and tapping get. in practice that is keyword research, metadata, creative for screenshots and previews, product page tests, custom product pages, in-app events, featuring nominations, ratings and review replies. many also manage Apple Ads, because search ads and organic keywords share the same data.

a typical month looks like this:

• keywords. research, then update the name, subtitle and keyword field on iOS, and the title and descriptions on Google Play.
• creative. new first screenshots or an app preview, briefed around one clear outcome.
• tests. one product page optimization test or store listing experiment, with a result written up.
• pages for audiences. custom product pages or custom store listings matched to ads and campaigns.
• events. in-app events or Google Play promotional content for anything timely.
• ratings. prompt timing, review replies and a list of product complaints passed to the team.

the full lever list, with Apple and Google limits side by side, is in app store marketing: how to get an app found and downloaded.

How an app store marketer differs from an app growth marketer

the difference is scope. an app store marketer works inside the store: rank, page and conversion. an app growth marketer owns the full funnel, from the ad or video that creates demand, through the store page, into onboarding, retention and payback. one improves the door. the other decides who walks to it and whether they stay.

	app store marketer	app growth marketer
main question	do people find us and install?	do we get users who stay, at a CAC we can afford?
owns	keywords, product page, store tests, ratings, often Apple Ads	paid social, creative testing, UGC, Reddit, store, onboarding, retention
judged on	page conversion rate, search downloads, rating	retained users, CAC, payback
blind spot	what happens after install	deep keyword and locale work

both roles matter. the mistake is hiring one and expecting the other.

ASO specialist vs agency vs doing it yourself

there are three ways to get this work done: an independent ASO specialist, an app store marketing agency, or doing it yourself with a keyword tool. the right choice depends on how many apps and languages you have, how much creative you need, and whether anyone on your team has time to run tests every month.

option	cost model	what you get	when it fits
independent specialist	monthly retainer or fixed project fee	one senior person doing the work directly, fast decisions	one or two apps, a few locales, you want direct access
agency	monthly retainer, sometimes plus a setup fee or a share of ad spend when they run Apple Ads	a team with designers, localization and tools	many apps or locales, heavy creative volume
do it yourself	keyword tool subscription plus your time	full control, the learning stays in house	pre launch or early, low budget, a founder who likes testing

i have not listed prices because they vary widely by market and scope. for how growth help is priced in general, see how much an app growth marketer costs.

Interview questions for an app store marketer

good interview questions force a specific number or a specific decision. ask about conversion rates, tests they ran and lost, and how they handle Apple’s and Google’s rules. a real practitioner answers with results from real pages. someone who has only read about ASO answers with keyword tool screenshots and general advice.

1. “what was the product page conversion rate before and after your work, and how did you measure it?” good: App Store Connect or Play Console numbers with dates.
2. “tell me about a test that lost.” good: what they changed, what they learned, what they did next.
3. “how do you choose between the keyword field, the subtitle and the name?” good: a clear view of relevance, search volume and readability.
4. “when would you build a custom product page instead of changing the default page?” good: tied to a specific ad, audience or keyword.
5. “when do you trigger the rating prompt?” good: after a success moment, never on first launch, within the system limits.
6. “what would you not do for us?” good: no fake reviews, no bought installs, no competitor trademarks in keywords.
7. “how do you report?” good: downloads and conversion, not only keyword positions.

for the wider hiring process, including a paid test project, see how to hire an app growth marketer.

Red flags when hiring app store help

the red flags that cost the most are the ones that break store rules or hide weak results: keyword stuffing, fake or incentivized reviews, bought installs, and guaranteed rankings. any of these can get an app rejected or removed. Apple’s guidelines say manipulating reviews or chart rankings can lead to removal from the developer program.

• keyword stuffing. packing the name or description with competitor names, trademarks or unrelated terms. Apple’s App Review Guidelines (2.3.7) ban it, and Google warns that repetitive keywords can get an app suspended.
• fake reviews or ratings. bought, incentivized or filtered reviews. the same Apple guidelines treat this as manipulation.
• custom “do you like us?” screens before the prompt. Google’s In-App Review guidance says not to ask opinion questions before or during the review flow.
• guaranteed rankings. nobody controls the ranking formula. a guarantee means guessing or cheating.
• keyword position reports with no download data. ranking for a word nobody searches is not a result.

When an app store specialist alone is not enough

a store specialist alone is not enough when the store is not your bottleneck. if few people search for your category, if paid social drives most installs, or if new users leave in the first week, a better page will not fix it. you need someone who owns creative, channels and retention, with the store as one part.

signs you have outgrown store-only help:

• most installs come from ads or social, not store search
• page conversion is decent but CAC keeps rising
• day 7 retention is weak, so every install costs more than it looks
• you are about to scale paid spend and nobody owns creative testing

in accounts where i have managed $300k a month in ad spend, the store page mattered, but creative volume and retention decided the CAC. that is the full-funnel job. if that is where you are, here is how working with me looks.