All Android ASO promotion methods in 2019!

In 2019, the number of Android users continued to increase, and more and more Android developers wanted to try ASO optimization, but they did not know much about the Android market and thought that the Android market was cumbersome and messy, so they did not dare to test the waters easily. The fact that products need to grow and monetize is also clearly in front of us. 2020 is coming soon. I hope my friends can master the ways of playing Android and increase their traffic in the new year.

The domestic mainstream Android market is divided into third-party market and manufacturer market. The third-party market includes App Store, Baidu, 360, etc., and the manufacturer market includes Huawei, OPPO, vivo, Xiaomi, etc. The Android third-party market has a large installation volume, a large distribution volume, a large number of applications, and a user base that is approximately four times that of iOS users.

iMedia Research authoritatively released the "2018-2019 China Mobile App Store Market Monitoring Report". The report shows that in 2018, the number of active users of China's third-party mobile app stores reached 472 million, and the number of users is expected to reach 485 million in 2020. The market size of third-party mobile app stores has tended to stabilize.

The figure below shows the top ten Android market rankings in 2019.

The Android market is very inclusive and all types of apps can be listed. In addition, Android's promotion methods are less restricted and diverse.

At present, there are five main ways of Android promotion: CPD, points wall, machine brushing, third-party buying, and points advertising space. Among them, CPD, points wall, and machine brushing are the most basic ways to play Android ASO.

1. CPD

CPD, or Cost Per Download, is to purchase various advertising spaces from the market to increase product exposure and charge according to downloads.

There are two types of exposure positions: one is the ranking position after searching for keywords, and the other is the ranking position on the list. The essence is to directly cooperate with the application market to open an account and bid for words and recommendation positions.

• Advantages: Coverage and ranking can be solved together, and the volume can be quickly increased. It is recommended to use CPD for products that need to gain volume from the market immediately after going online.
• Disadvantages: Once you stop investing, keyword coverage will quickly return to its original state.

2. Machine brush

Machine brushing refers to searching for keywords in large quantities and downloading APPs through code or real machines, thereby improving keyword rankings.

• Advantages: Fast results, tiered fees
• Disadvantages: The risk is relatively high. The Android market has gradually begun to regulate and crack down on machine brushing. Basically, the word will drop off the list for a period of time after the machine brushing is completed. If you continue to brush after being warned, there will be more severe penalties later.

3. Points Wall

Similar to iOS, by increasing the download volume of search keywords by real users and improving keyword rankings, machine brushing can be said to be a procedural operation of the points wall, and the logic is the same.

The difference between the two is that the security of the points wall is incomparable to that of machine brushing. Since it is the behavior of real users, it is essentially the same as the user source of channels such as information flow. The market cannot distinguish it from IP distribution, device identification, etc., so the delivery on the points wall is not only effective, but also safe.

4. Third-party purchases

Place application ads in other apps, that is, information flow.

• Advantages: You can choose the platform according to your budget, saving money, worry and effort
• Disadvantages: It is a great challenge for users to have tagging ability and high-quality media acquisition ability.

There are very few third-party advertising platforms with good conversion rates and large volumes. Suggestion: Have objective indicators to help evaluate the quantity and quality of customers that a channel can bring, and improve the input-output ratio.

5. Points advertising space

Each Android app store has a section similar to daily quality recommendations.

• Advantages: The free resource space in the store can bring tens of thousands of downloads to the product.
• Disadvantages: High competitiveness and high requirements for product quality.

Metric A = "Total installations/total downloads", i.e. the conversion rate from downloads to installations;

Indicator B = "score/5", that is, the product score is higher than the full score of the market;

Indicator C = "retained installations/total installations", that is, the retention rate of installations.

In fact, Android's search ranking rules are similar to Apple's.

Recently, some application manufacturers have launched the “app opens in seconds” and “app becomes an official” features .

The application opens in seconds, which means you can open it directly in the store without downloading. In order to ensure high frequency and convenience of use, you can open it and use it whenever you need it.

To add an official title to an application means that the word "official" will be added after the application. Adding an official title can enhance the weight of the APP. At present, the markets that have opened official apps to developers include VIVO, Huawei, 360 Mobile Assistant, Baidu, Meizu and App Store. OPPO and Xiaomi have not yet opened official labels.

Huawei Market

Huawei has more male users and more mid- to high-end users, so the payment rate is relatively good. The mainstream application preferences of Huawei users are: financial management, travel services, high-end business, news and information and other categories of products.

Huawei's metadata weight ratio: title>comment>application introduction.

• Title: 1-64 words, but it is not recommended to have too many words, about 10-15 words will be enough. (It is not recommended to add the symbol “-”, as the part after the symbol “-” may not be captured).
• The editor recommends a one-sentence introduction: You can add 80 characters, but only 20 characters will be displayed in the market. You can add some keywords to the newly launched application. After the traffic reaches a certain level, it will be more beautiful to change it to a one-sentence introduction.
• Application description: You can add 8,000 words and insert more keywords to increase the number of keyword coverage.
• Comment content: Huawei strictly reviews comments, but the weight of comments is also very high. Keywords in the comment content will also be included in the market. You can make 3-5 comments per day.

Keyword coverage method:

The first is the title, because Huawei has been more strict in reviewing titles recently. But at the moment, Huawei’s title would be easier to pass if it were a complete sentence.

The second is CPD delivery. This has a great impact on weight improvement. Then there is a certain amount of basic downloads. In the Android app market, there is a front-end download volume threshold. Generally, there should be at least 200,000 front-end downloads. This is very helpful in improving the weight of the APP.

OPPO Market

A large portion of OPPO's user base is dominated by women, so applications related to novels, e-commerce, and reading will be more effective.

Most of OPPO's market coverage is covered by core keywords, and the keywords that are easier to cover are long-tail keywords, so we can focus on repeating core keywords in the application introduction, which will also drive the coverage of long-tail keywords.

OPPO metadata weight ratio: Title > Comments = App Introduction.

• Title: 10 words or less. The application name cannot be the same as an existing application in the OPPO store.

Keyword coverage method:

Subtitles cannot be added in the OPPO backend and can only be modified in the installation package. The title name must be consistent with that in the APK package. There is no place to fill in keywords in the OPPO backend either. One-sentence introductions, descriptions, update notes, etc. are not included even after adding keywords.

The name of the app displayed in the store and the name displayed after installation on the device are significantly different and will not be approved. When the front-end download volume reaches a certain level, the keyword coverage will increase.

The APP name should be consistent with the parsed package. If it is occupied, you can add a subtitle. The subtitle should not exceed 10 characters. It is recommended to write the company profile and brand. Do not use irrelevant fields or other fields that are used to attract attention.

OPPO also attaches great importance to the weight of front-end downloads. If you do CPD, it will not have a big impact on keyword coverage. But it will improve the ranking of core keywords, which can also increase the coverage of some long-tail words.

ViVO Market

ViVO's mobile phone sales are also good. In terms of application market share, ViVO should be ranked second. ViVO has attracted a large number of female users with its beauty function, especially in third-tier and lower cities, and its population coverage has been relatively successful.

ViVO metadata weight ratio: title>subtitle>tags>introduction=comments.

Vivo's ranking optimization is unstable. Some products can be listed in 3-5 days, while others need at least ten days. But the good news is that once products with longer optimization cycles are listed, the optimization effect is basically stable.

Keyword coverage method:

• Main and subtitles: ViVO’s main keyword grabbing locations, but please note:

1) The main and sub-titles should be within 20 words in total. It is recommended that the title should not exceed 5 words, otherwise it will be downgraded or cleared.

The keywords in the title can be combined arbitrarily. If the keywords in your title can be repeated, it can increase the weight of the keyword and improve the initial ranking;

2) If the subtitle is longer than twelve characters, it will not be easy to pass the review;

3) The main title needs to be consistent with the name in the apk;

4) In the early stage, the only thing that could influence the keyword coverage of vivo was its application name;

5) The title must not be the same as the name of an existing APP. The title can only be changed four times per year, and unused times cannot be accumulated;

6) The main title must not use repeated (twice or more) words or reduplication of words, such as "微信助手微信助手".

Note: There is no place to add keywords in the background, and the content in the application introduction will not be captured.

• Application tags: The ViVO backend cannot modify application tags directly. If you need to modify them, you need to send an email for review. The following information needs to be added to the email content:
• Email title: [Application label] Application name;

Email content:

1) Company name; 2) Application name; 3) Package name; 4) Original application label (if there is no label, fill in None); 5) Detailed description of the problem.

Note : Modifications to app labels will be processed on Friday and require emails to be sent to [email protected] before Friday.

Xiaomi Market

Xiaomi phones have a high cost-performance ratio. Its brand focuses on cutting-edge technology and attracts enthusiasts who are mainly high-income people aged 25-34.

Metadata weight ratio : title>subtitle>keywords>comments=application introduction. The weight of the title is relatively high.

Keyword coverage method:

• Title and subtitle: The name may be different from the name in the APK package. The name and subtitle cannot exceed 8 Chinese characters or 30 characters.
• Keyword settings in the developer backend: The number of keywords cannot exceed 8, and the length of a single keyword cannot exceed 5 Chinese characters or 10 English characters. Please separate keywords with spaces, and do not enter semicolons. Do not enter illegal keywords or infringing content (such as third-party application names, etc.)
• Application introduction : Keywords that appear multiple times in the application introduction have a higher chance of being covered.

App Store

It is based on Tencent's huge traffic platform, so its application market share is still relatively high. However, due to the complexity of its group and its high degree of commercialization, its operability is relatively low.

Metadata weight ratio: title > subtitle > developer name = one-sentence introduction = app description.

Keyword coverage method:

• Title: The word limit is 20 Chinese characters or 40 characters. Special symbols or spaces will be rejected. The application name and display name must be consistent, otherwise they will be restricted from being displayed. Moreover, the application name can only be changed twice, but you need to submit a work order to apply for the change, so you should cherish this opportunity.
• Keywords: The one-sentence introduction of App Store should be limited to 5-15 characters. Descriptions and introductions are still very effective in covering keywords. App Store will capture introductions and editor recommendations as keyword coverage. Moreover, the closer the words are to the front in the introduction and the higher the repetition rate, the greater the keyword coverage. This is different from IOS.

360

With the increasing popularity of smart phones, 360's traffic has declined significantly, but it is still worth investing in.

Keyword coverage method:

• Custom tags: 360 backend keywords are now changed to custom tags. There are no special restrictions. Just add core keywords.
• Title and subtitle: no more than 30 characters. Generally, no subtitle is required.
• Application categories and tags:

1) Application classification: It will combine multiple data such as application title to determine the application type and help expand the application keywords;

2) Application tags. Up to 4 tags can be added in the background. Core keywords can be set (mainly popular industry keywords, and competitor keywords cannot be added);

3) An application can only select one category, but can select multiple application tags under different categories.

• Personal recommendation: limited to 13 words. It is possible to increase keyword coverage, but the coverage rate is very low; you can try to add punctuation to a sentence description for word segmentation, such as: serialized novel, novel reading, reader.
• Application Description: 50-1500 characters. Adding core keywords multiple times in the app description can increase keyword coverage, but the probability of coverage is very low and the effect is much worse than that of the title, subtitle, etc.

Meizu

Now, Meizu's market share is gradually shrinking and its market share is relatively small. Meizu pursues cost-effectiveness. Meizu's operability is mainly title and subtitle.

Keyword coverage method:

• Title plus subtitle: Previously, Meizu could add up to fourteen characters, but now the limit is ten characters or less to be included. You can also set 100 keywords in the background, but Meizu’s word combination and decomposition algorithms are worse than Xiaomi’s, and competitor keywords are not easy to cover. However, the closer you are to the front, the greater the weight.

Baidu

Like 360, its traffic has declined sharply, but although Baidu has a relatively small number of users, it also has a mobile Baidu, so it still has a certain amount, and it can direct traffic to Baidu through mobile phones.

Keyword coverage method:

• Title and subtitle: The title has the highest weight. You can add core keywords to the name of the APP, but avoid keyword stacking.
• Application introduction: Currently, it does not help much with keyword coverage, but it can improve APP conversion.

1. Title

Many apps are named after apps produced by large manufacturers. This may bring a lot of traffic in the early stages, but in the long run, it is easy to cause confusion, and the disadvantages outweigh the advantages.

As for the title, it is best to be simple and easy to understand, with no more than five words. If you want to add keywords, you can add them in the subtitle.

Many apps have the same keyword, such as Doudizhu, but their rankings are indeed very different. This is related to some Android algorithms. The keywords contained in the app description, title, and subtitle will affect the ranking.

2. Application Description

First of all, the description of the APP must be concise and clear. The description is an extremely important part of our ASO operations, and it is also an important time to make users quickly like our APP. Here, the overall description involves the issues of keyword density and language affinity. At the same time, the description should also be changed according to the marketing activities.

3. Icon

When designing an icon, try to reflect the core functions so that users know what you do and what type you are. For example, in the case of ofo, people can tell at a glance what your app does. Secondly, it would be better if it can resonate with users. This is mainly done through colors and cartoon images to resonate with users. The next method is direct expression through words. For example, the icon of Xiaohongshu is simply the two words “Xiaohongshu”.

4. Screenshot

The screenshots focus on showing some core features of the app. However, some apps don’t do this, such as Tencent Video, which will create different app screenshots based on the recently popular dramas. This is just to take advantage of the popularity, and if Tencent Video has a hit drama, they might even change the subtitle. The purpose of doing this is mainly to highlight the differentiation.

5. Tags

When uploading the APP, you need to fill in the label. Tags are an important criterion used by search engines to distinguish the relevance of your APP in addition to titles. If your game is a Landlord game, be sure to add Landlord.

6. Comments

In some Android markets, the risk of review bots is not very high. But the markets of OPPO and Huawei are strictly regulated. For example, for Huawei, even if you are a real person, you may be warned if you post more than five comments a day. Vivo's supervision on flashing devices is now relatively strict, and it is easy to be restricted from displaying external devices.

Is there a free way to do this? There are really two types.

One way is to guide users to leave comments , but you should not induce users to give positive reviews. This can easily be discovered and punished by the market.

Another way is to exchange positive reviews. You can find some QQ groups or other communities, and when commenting, you can also ask others to add keywords, brand words, etc.

The above content is organized based on recent operations. The Android market is the same as the Apple market, and the promotion rules are not static. If you want to achieve good results in the promotion process, you still need to pay attention to the rules of the Android market and adapt to changes. In addition, when developers choose the key application market for optimization, they should not only look at the platform traffic, but also consider the market situation, product nature and user matching.

Author: Love Profit

Source: Aiyingli