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"In response, Chinese firms pioneered web-to-app strategies, guiding users from a web page to an app download landing page, which makes it particularly effective amid privacy challenges," Wang said.

Creating great ads and in-app landing pages for different segments takes time and skill. Nevertheless, it’s an important investment that will benefit your campaigns’ conversion rates.

Adapt your SEO skills to optimize mobile apps for better discoverability and downloads in the Apple App Store and Google Play Store. App store optimization (ASO) is a bit of a mystery for many SEOs.