In-depth analysis of Android mainstream application market promotion in 2019

As of Q2 2019, the domestic Android market share exceeded 70%. As iPhone sales decline, Android is on the rise and the quality of Android users is also steadily improving, so developers are also paying more and more attention to the promotion of the Android market.

Android's ecological rules are characterized by obvious official resource intervention and changing rules. Therefore, Android ASO optimization is more difficult than iOS, but in fact the core of optimization is exposure first and then conversion. The difference is that the algorithm rules and the focus of each data dimension in each Android market are different.

In response to the promotion issues of mainstream Android application stores, this article will share with you the optimization techniques and precautions of Android ASO from 4 modules.

Analysis of Android mainstream market

1. Huawei Market

First, let's look at Huawei. This is TalkingData's Q1 data analysis. As can be seen from the chart, men and married people prefer Huawei phones, especially high-income people aged 26-35. This ensures the quality of Huawei's users in the market. It can be seen that the proportion of men in the Q1 quarter was as high as 65%. However, data shows that Huawei's new P20 and P30 phones focus on beauty photography, so the proportion of female users has gradually stretched to 50%.

1. Application preferences of Huawei users

The mainstream application preferences of Huawei users are financial management, travel services, high-end business, news information and other categories of products, so the competition for ranking optimization is also the greatest. For example, the two words "financial management" and "love" of Huawei were once as high as the top 20. Because CPD bidding and distribution products occupy these favorable positions, it is more difficult to optimize other products.

2. Optimization features for the Huawei market

Huawei's metadata weight ratio: title>comment>application introduction. Similarly, after the keywords are covered, title>comments>application introduction.

Recently, Huawei's market optimization has caused some keywords to be locked in the rankings. According to our observations, Huawei officials are constantly adjusting advertising positions. For example: For a certain financial management keyword, the top five are all products with advertising space, and suddenly the position is adjusted to a position without advertising space. This will cause the ranking of the long-term optimized products to rise, but in less than two days, the position is adjusted back. This is a normal market adjustment.

OPPO Market

1. OPPO user attributes

Most OPPO phone users are women and married people. According to TalkingData data, official data in August showed that in the OPPO software store, application categories such as reading, e-commerce, life services, mobile games, and education are more popular. Among them, some educational products have better conversions. The reason may be that married people account for as high as 75%, and mothers play a more important role in parenting education in domestic families, resulting in higher conversions for such products than other markets.

2. Optimized features of OPPO software store

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

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.

The ASO optimization cycle in the OPPO market is 1-3 days. If it is a product with less competition, the fastest time is to launch it in the morning and it will be on the list in the afternoon. However, OPPO has also been adjusting its algorithm recently, and the rankings of keywords have basically become different for different people, especially for the A series and R series. But as long as our product weight and scale optimization are reasonable and stable, then even if each person has different faces, the impact on the product will not be too great.

If there are different situations for different people, just continue to optimize steadily. Generally speaking, OPPO software store is still more popular among promoters.

VIVO Market

1. VIVO user characteristics

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. Although the ages are concentrated between 19 and 25, it can be seen from the figure that more than 70% of them are married. In addition, VIVO mobile phones’ “music tradition” makes audio applications more popular.

The applications preferred by people of VIVO brand are: novel reading, e-commerce services, photo photography and other products are more popular. Because women account for a high proportion and pursue beauty and quality of life, there is huge potential for consumption upgrading.

2. Optimized features of VIVO software store

VIVO metadata weight ratio: title > subtitle > tags > introduction = comments. VIVO's ranking optimization cycle is relatively unstable. Most products can be listed in 3-5 days, and some products even have an optimization cycle of 10 days or more. However, once these products with longer optimization cycles are listed, the optimization effect is basically stable.

From the optimization data analysis, it can be seen that the review score is greater than 4.5 and the product is optimized in time after the update, which plays an important role in the ranking optimization effect.

4. 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. After the Redmi brand became independent, it has focused on the student and middle-aged and elderly markets, pursuing the ultimate cost-performance ratio.

1. Xiaomi market optimization features

Metadata weight ratio: title>subtitle>keywords>comments=application introduction. Xiaomi App Market can not only add 100-character keywords in the background, but also has a strong system word expansion capability. At the same time, you can also set the subtitle directly. In addition, Xiaomi App Market is also constantly updating the algorithm. From the perspective of optimized data analysis, ranking rules place more emphasis on the proportion of multi-dimensional elements.

Xiaomi's optimization cycle is generally 3-5 days, and Xiaomi is also the market with the most frequent locking of rankings among several mainstream Android stores.

Conclusion

For optimizing the Android application market, it is recommended to focus on Huawei, OPPO, VIVO, Xiaomi and App Store. CPD can be considered for other markets.

In addition, the algorithm rules of each Android store are different and are constantly changing, but the core things have not changed (such as download volume, activity, praise rate, etc.). In addition to doing a good job of ASO, developers also need to consider whether the quality of the App itself can retain users attracted through ASO for a long time. The two complement each other, and only by cooperating well can they help achieve sustained growth!

How to optimize CPD+ASO

1. What is CPD?

CPD is to purchase various advertising spaces from the market to increase product exposure, and is charged according to the download model.

Exposure positions are divided into two categories:

First, the ranking position after searching for keywords

Second, the ranking position of the list

The most commonly used part of CPD for products is the search term, and different display positions are obtained by bidding high or low on keywords. The number of CPD positions in the market may be adjusted according to the degree of competition in the product market.

2. Combining CPD with ASO

CPD is a quick way to directly reach target users, mainly competing with the average market bid. However, for products that place CPD orders, not every search will show their products. When competition in the industry is fierce, product bids may not keep up with the market, and the products may not be displayed at all. Therefore, for Android app promotion, the recommended optimization method is to combine CPD with ASO.

Due to the bidding model of CPD itself, this optimization has only a partial probability of being displayed. In addition, the rules of different application markets are different, so products with a small budget will not appear in the CPD position.

For example, OPPO has adjusted its ranking to suit different people. The advantage is that for products with CPD, the exposure of different mobile phones will be different, so that the product has a certain probability of being exposed. However, for products that have the budget for CPD but cannot get an ideal position, CPD+ASO optimization is relatively safer and more efficient.

For example, OPPO’s financial keyword with a popularity of 8353 ranks around 20th after using CPD bidding. Due to limited budget, I can never make it into the top 5. After using CPD+ASO optimization, it is basically stable in the top 3, so developers are advised to actively try it.

3. CPD+ASO delivery method

There are two ways to deliver CPD+ASO: one is to consume CPD&ASO separately; the other is to consume CPD&ASO together.

Effects of two delivery methods: CPD&ASO consumed separately < CPD&ASO consumed together

The latter is more effective but more expensive. Therefore, when doing CPD+ASO, the optimization method should be decided based on the budget.

TapTap mobile game platform

As everyone knows, TapTap mobile game platform is a sharing community platform that recommends high-quality mobile games. It is a platform where players and players, players and developers can communicate and discover high-quality mobile games. It is a UGC-dominated sharing community with strict user level divisions. The best game players gather here, so the conversion effect of the product is naturally not to be underestimated. Also due to the division of user groups, the conversion of large-scale heavy mobile games on this platform is not as high as that of light games.

The red part can be optimized

1. Connoisseur

Connoisseurs are basically at the top level of users, with exclusive logos. They will be recommended by the official, and they also have their own community of koc fans. Therefore, Connoisseurs’ four-star/five-star ratings are very important for product reviews, and products can be pushed to all users’ mobile phones in the Connoisseurs’ recommendation column.

2. Amway Wall

As the Amway Wall second only to Connoisseurs, it also has the right to expose products: it will be pushed to multiple homepages on TapTap (mobile homepage/latest reviews on PC homepage/pc Amway Wall). In addition, the Amway Wall is located at the front of the homepage. In fact, this position will be pushed down by other products and is updated on average every 30 minutes or so. Of course, as long as the product is on the Amway Wall, this display will not disappear when you click "View More" on the Amway Wall.

3. Tags

Tags are also a gateway to high traffic conversion. Selecting a tag in TapTap's "Discover" and then downloading it, or adding custom tags after users directly download the product, can both help optimize the rankings. However, the optimization weight of user-defined tags is higher in the two.

In order to seize the increasingly powerful game market, many developers have also optimized data on TapTap. However, because it focuses on the user's ecological environment and the supervision is relatively strict, it is necessary to be cautious when doing promotion optimization.

Android ASO delivery

Let’s take a look at some of the main factors that can help Android ASO optimization:

Downloads & Activations

Although major app markets will adjust keyword ranking rules from time to time, it cannot be denied that download volume is always one of the important factors in app accumulation weight and app rating.

Version iteration & metadata optimization

Each new version released helps you retain existing users while attracting new users; regularly update the App to retain existing users and attract new users. Metadata optimization display can focus on attracting target users for products in different periods, and can keep the App competitive in the market, and also help the App improve product weight.

Conversion rate/activity

The activation volume of the application is a very important factor in ASO; high activity and conversion rate mean that the product is of high quality, and various application markets are also happy to recommend such apps, thereby increasing the weight of the product and helping to optimize search rankings.

Strive for available exposure

There are many applications under each category in each application market. In order to increase exposure, each application market provides developers with many available exposure positions to bring traffic to their products, such as: homepage featured recommendation positions, category rankings, application debuts, etc. For applications that meet the requirements, we will try our best to negotiate with the official to increase the exposure of the App. This can quickly improve the product weight and lay the foundation for the subsequent product ASO optimization.

Final Thoughts

In fact, many Android developers want to try ASO optimization, but they don’t believe in Android ASO optimization due to the complexity of the Android market or other reasons. Here are some aspects that need to be avoided when launching Android point wall:

1. Is there any double-end deception? If the user behavior data is almost empty after the product is launched, you need to pay attention to whether the launch adopts silent download method.

2. Data. When the IMEI data code fed back is empty or garbled, you should consider whether it is a cheating phone.

3. User. If the data difference becomes larger when the optimization cycle is longer and compared with the product's own data, you need to check whether there are duplicate users on the platform where the product is launched, and then optimize again. Or, the market identification is inaccurate and the product is not launched in the designated market, which caused your confusion.

Author: Xiaohua

Source: Aiyingli