You need to know these when placing CPD in app stores!

First of all, we need to have a basic understanding of CPD delivery.

CPD, the full name is Cost Per Day/Download, which means charging by day or by download volume. The payment method based on download volume is a form of advertising cooperation.

What we usually call CPD delivery is generally charging according to the number of downloads, improving the keyword ranking by increasing the number of downloads. The charging formula is consumption cost = single download bid * download volume.

App stores generally provide APPs with resources such as recommendation positions and search rankings, so that advertisers can get the opportunity to display their APPs through bidding.

However, it should be noted that the rules for CPD advertising in each app store may be different.

(Introduction to VIVO App Store CPD Promotion Platform)

Now that we have talked about the delivery rules, let’s talk about the delivery principles of CPD. After all, only by mastering the principles can we operate better and be able to respond to changes with the same approach.

At present, most Android app stores adopt the CPD paid promotion bidding rules, which simply means setting up an advertising strip for the APP to be promoted.

Through real-time bidding, the APP is randomly displayed in several locations visible to users, thereby promoting user downloads and increasing download volume.

The calculation formula for this bidding method is eCPM = Bid ​​CTR 1000 = Bid ​​(Clicks/Downloads) 1000, where eCPM is a parameter to measure the effect and CTR is the download rate.

From the formula, it is not difficult to see that the exposure rate that an advertisement can achieve mainly depends on the bid and download conversion rate of the advertisement, so if you want to increase the exposure rate, you can often start from these two aspects. The factors affecting the download conversion rate include the quality of the APP itself, creative copywriting and advertising materials, etc.

Finally, let’s talk about what relevant staff need to pay attention to when trying to deliver CPD.

Each app store has different CPD resource positions. Generally speaking, the placement positions include homepage recommendation positions, points download area, search placement, etc. The main position is in the search placement.

Therefore, for optimizers, the main task when placing search terms is to select core keywords that can increase clicks and downloads.

At the same time, through the principles mentioned above, we can summarize the following points:

1- Before launching your app, you should first understand the rules of the app store, make a preliminary judgment on the quality of your app, and improve it to increase the conversion rate. When judging the quality, you can generally refer to the application level and score.

2- Raise the APP bid as much as possible without violating the rules to improve your bidding strength.

When the advertisement is first launched, you can also increase the bid appropriately to obtain higher exposure. After a successful start, you can modify and improve the advertisement. Once all indicators are improved, you can lower the price.

3- When choosing keywords, give priority to core keywords and avoid brand words and invalid words. After choosing, pay attention to the traffic changes brought by the keyword and consider whether to replace it.

4- Regarding CPD resource positions, generally speaking, the ones with more prominent effects include homepage recommendation positions, software quality recommendation positions, and ranking lists, while the effects of others will be relatively poor.

Among them, the points download location is a resource location that should not be selected if possible, because the quality of its users is not high.

Author: Le Xiang

Source: Enjoy aso