APP promotion: Detailed explanation of ASO promotion in Apple Store!

APP promotion: Detailed explanation of ASO promotion in Apple Store!
 ASO traffic entrances are divided into app store and outside app store. Outside the store: Baidu SEM, information streaming media (such as Fanstong , Guangdiantong, Toutiao...) , inside the online alliance store: boutique recommendations, rankings, search Today we are mainly talking about search, so here comes the question: for the same location, why do some products have only hundreds or thousands of new additions a day while some products have tens of thousands of new additions a day?

 Then my answer is word selection . The most critical step in doing hot searches is word selection. The ten most popular search positions are actually display ads. People will click in to download, activate, and stay active only when they see them and are interested. Those who think the effect is not good may have overlooked the fact that user needs can be guided. How can this be done?

 Let me give you an example. For example, your boss gives you 100,000 yuan to bring you 100 million users. Your boss really deserves a beating. Although you try very hard to complete this task, running around outside all day, using your connections, and changing resources... you try very hard, but the final result is still not good. The boss is very angry and calls you into a small dark room, invites you to drink tea and scolds you. You feel very depressed and can only quietly search for a game in the Apple App Store to ease your mood. You look at the list and don't see anything interesting. A friend recommends a good game, so you click on the search section. Suddenly, you find an app called Didi Da Ren in the popular searches.  Your eyes must suddenly light up and you must feel that your boss is in trouble tonight. What this example means is: I came to the Apple App Store to download games to ease my mood, and then I happened to see Didi beating people, so I downloaded the game because I was in a bad mood. This is what I meant by saying that user needs can be guided.  Core idea 1: You need to create your own words for popular searches

What is coinage? Created words refer to words that have not yet been included in the Apple Store. You can use ASO100 or other tools to search for some unpopular words, but searching for these words in the Apple Store will return results. What words are we going to create? I suggest that a combination of brand words + industry words will have better effects. For example, if your company is in the group buying business, your name would be Baidu Nuomi Group Buying, and if you are in the tourism business, your name would be Ctrip Travel. What is the benefit of creating this word? 1. The search ranking is generally in the first place. We all know that if you want to do a hot search, you must ensure that the product search is in the first place before you do this word. If your word is in the tenth place, then you are just helping others by doing this hot search. But basically, your brand words are at the front of the words you created, so your results are ranked first, so the first problem is solved. 2. The search result may be the only result. That is to say, if your word selection is good enough, only your application will appear in the search results when searching for this word, thereby improving the conversion rate . You don’t have to worry about competitors taking advantage of your sales. 3. After a period of time, the words you create will appear in your drop-down associative words. For example, if you search for Didi, the first result is Didi for hailing a taxi, the second result is Didi for beating people, and the third result is Didi for abortion... You can still get some traffic from Didi. 4. Even if this word is not doing well, it can still guarantee brand exposure, because the brand word is at the forefront and the exposure of the brand is very large. How to create words? How to be hot? The words will become popular only when people continue to search, download, and activate them. Based on this logic, this word is easier to create. Use a points wall to let users search and download this word, and Apple will earn revenue in about 7 days. For example, if you create a keyword today to direct traffic to the points wall, it will appear in your drop-down associated keywords in about a week. At this time, when you use tools such as ASO100 to test these keywords, you will find that they have a certain degree of popularity. To help you understand, let me give you an example.

 Get this APP, which was launched by Luoji Siwei in November 2015, is a product that focuses on listening to knowledge and reading in fragmented time. Everyone who studies knows that the biggest cost is the cost of time. The search results show that the application coverage covers 1771 words, of which 24 are in the top 10.

However, although the word "Get Reading" does not appear in the list, you can take out your mobile phone and search for the word "Get Reading". This word cannot actually be found in the tool and is not popular, but it can be found by searching in the app store. It includes both brand names and industry names. If you spend the same amount of money on popular searches, is it better to do "Get" or "Get Reading"? I think everyone has the answer in their hearts. Popular search terms - combined with hot spots

Idea: Cover the keywords of hot events and publish them in combination with accelerated review. Generally, a hot event only lasts for 3 or 4 days. The first stage is the incubation period, the second stage is the outbreak period, and the third stage is the decline period. The time is very short, so tools for accelerated review are used. If I can predict a certain time when a certain word will explode, I will cover it in advance, and it can be released in 1-2 days through accelerated review. If this word becomes a hot search, you can imagine that the traffic will be very large. I mentioned a case before. In July, there was the Uniqlo video incident. A certain APP made the term “ Uniqlo video” a popular search, which happened to be when the topic was very popular, so the traffic was very large. This is what I said before, that users can be guided. No one will go to the app store to search for Uniqlo videos, but if they happen to see one, they will want to click on it. Clicking on it will download your app. The final result was that on July 19, the application was ranked around 700 in the overall list, and it rose directly to 280 on the second day through popular searches, so it can be imagined that its ability to attract traffic is still very considerable. You might think that you have been cheated and there will be bad reviews, but the result is unexpected. In the days before the 20th, the reviews on the app are almost all 5-star good reviews.

 After saying so much, my smart friends should be able to see that I can actually get the volume from other people. 

For CP, finding a good promotion method will be repeated, so we see that there will be some applications on the hot search list in the short term. Therefore, if the search results for the hot search terms are unique, you can cover his search terms. A little trick when covering is that it is best to separate keywords with commas when you write them. After separation, Apple may forcibly cut out this word and then release it through accelerated review. If the search result is unique, your worst result will be second place. If this word becomes a hot search again, you will be able to get some volume.

There are two results for aso: covering more keywords and making the search results of these words appear at the front. Effective keyword coverage is achieved by optimizing subtitles and 100 keywords.

The words in the subtitle have the highest weight, so the words that are most difficult to optimize in this industry can be placed in the subtitle. In order to avoid Apple’s review, you can connect them into a coherent sentence and place them after your brand name. There is no need to change the subtitle very frequently, as frequent changes will affect the accumulation of popularity. I took a rigorous approach to study the average length of the titles of the top 1,500 on the list. 16 characters, so you can see that if your own application is still running naked with only one brand word, it is obviously out of date. Most of the apps have subtitles. The reason for adding a comma is to make Apple emphasize the word. If you think a word is very important to you, you can write it in front or behind the word separated by a comma. Here is a small reminder: the words that appear in the title do not need to be repeated in the 100 words. It does not have the effect of keyword stuffing. Except in this case, for example, if you are a social software, some compound words need to be written in it. Core idea 2: ASO’s exclusive tool for removing invalid keywords

It is actually an EXECL table. You can put the words covered by your home in column A. Of course, it is best to process these words. Delete the words with popularity lower than 4605, and delete the words ranked greater than 50, because it is difficult to optimize the words ranked after 50 using normal means. At the same time, break the 100 keywords you wrote into individual words and put them in the second line, then run the program and we can see which effective hot words are covered under a certain keyword. We can clearly see how much contribution each of the 100 keywords has made, how many words are covered, and we can also identify whether these words are relevant to your application. If it covers a lot of words but is not relevant to my application, I suggest removing this word. This tool will be helpful for you to remove invalid keywords. Add valid keywords

I personally think that the simplest and most brutal way is to filter from your competitors. Of course, this will use some tools such as ASO100. You can also use this very stupid tool of mine to add new effective keywords. You can put the keywords covered by competitors but not by you in column A, and then break these words into individual words and put them in the second row. In the end, the result you get is that you may not have covered these words. You can see at a glance which words of competitors are particularly good and related to my application. Help you to filter out these words and put them into your keyword plan. I have used this method to cover more than 3,000 keywords. You see those words that can cover 6,000 or 7,000, and they are actually the ones that found Apple loopholes. How to predict trends and find future hot words. The Uniqlo video I mentioned earlier is one example. Another example is that the national husband Wang Sicong threatened to make an entertainment product, Panda TV. Before this, many friends had put the words in Wang Sicong's hands, and after Wang Sicong released this product, they were able to get some traffic. The tool used here is Baidu Hot List. This tool can see what words people have been searching for recently and help you judge future trends. Another one is Baidu Index, which is used in conjunction with the previous ones. For example, if the index of the app store is very high, you can go to the Baidu Index to see if this word has a positive trend. If the Baidu Index has not changed much, then you should be careful, because this word may have been brushed up by CP. For example, in May and June this year, when the stock market was at its best, the word "stock" reached a popularity of over 10,000, while the word "WeChat" only had a popularity of 1,000. I think it is difficult for the word "stock" to reach the same level as "WeChat", and it is largely due to CP manipulation. Improve search result ranking

What we usually use: 1. Points wall, which solves new problems. 2. The first point that many CPs overlook is information flow advertising. ASO is not a panacea. Some bosses think that ASO is free and easy to use, so why should I buy information flow advertising? But in fact, if you want to make ASO more effective, you still have to cooperate with regular delivery, which can solve the problem of activity. 3. It is comments. The mainstream way is to exchange comments with other friends. We can see the existence of a large number of QQ groups. Another area that can promote product development is to provide guidance within the app. This area must be done well, otherwise you will receive many 1-star bad reviews. It is best for app guides to choose two moments to ask users to comment. The first moment is when users enjoy using your app the most. The time may be different for each product, so it is easy for them to give you a positive review. The second is that you find a way to screen out your core users and ask them to make reviews. Core point 3: You can try the clone version + brush to quickly improve the ranking

 When it comes to clone apps, it is actually using the same app, modifying the icon, and submitting it with a different developer account. I suggest that you can use some industry terms in the app name. For example, I mentioned the word used car before. Maybe when a user searches for the word used car, he sees your app Haoche Wuyou, but he may not have heard of it and ignore it. But if he searches and sees the name of your app is called Used Cars, he might download it and take a look. Making the application name industry-specific can also help with conversions. An example you can see is the clone version application made by Weiche. You can see that it does not match what I said before. It was uploaded by a developer account. The first name is Weiche, and the second name is its main function called Check Violations. You can see that the ICON is different, the application name is also different, but the actual downloaded content is exactly the same. So what are the benefits of the clone version? 1. The price is cheap. The price of the points wall is still relatively expensive. Compared with the points wall, the price of the book clone version + brush is more cost-effective. 2. Risk transfer: If the clone version is downgraded or removed from the shelves, it will not have a big impact on you, and users can still find you by searching for your brand words in the app store. You can use the clone to test some of your more radical ideas because the results don't matter to you. 3. Quickly verify the ASO effect. If you choose 20 words and find that the volume has not changed much after a week, you can be sure that the word selection is a failure. This can be used to quickly verify whether ASO is meaningful to you. 4. Even without using any unorthodox methods, the clone version can be placed in different categories. There is an extra set of 100 keywords to write. Thank you everyone!

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