APP application market distribution and launch strategy!

Currently, App distribution and delivery is an indispensable part of promotion. In application distribution, promotion is generally divided into free distribution and paid distribution.

Free distribution : Participate in activities in various application markets to obtain a large amount of traffic. Common distribution methods : first release, rankings, recommendations, and platform activities . Platform activities are divided into activities that you participate in yourself and activities that you are invited to by the platform. The effect is general and the quantity is limited.

Paid distribution : Paid delivery methods in the app market include: CPD, CPC, and CPM. The main promotion method is CPD (charge by downloads). The current mainstream app stores include those of mobile phone manufacturers such as OPPO, vivo, Huawei, Gionee, etc., and third parties such as App Store, 360 Mobile Assistant, Baidu Mobile Assistant, Alibaba, etc. As manufacturer traffic shrinks, third-party market traffic will become less and less.

The application market is a comprehensive platform and is not user-specific. Promotion is for display and to gain a good position. The more times you are shown and the better the position, the more registrations and downloads you will get.

Note: You can ask the agent about the first release position, as agents can usually get better positions.

PPC rules:

1. Find a core agent

2. It is most effective when the investment starts at the product protection month. It cannot be stopped in the middle, otherwise the weight accumulated previously will be reduced.

3. Download methods are divided into search download and application distribution. Generally, the search download bid is twice as high as that of application distribution, so both methods need to be coordinated.

4. There are multiple locations to choose from for app distribution. Different locations bring different volumes and different quality of downloaded users. This requires timely adjustments based on background data analysis.

5. When searching for hot words, please note that there should not be too many head applications under this hot word, otherwise the price will be high and the volume will be small.

6. Product weight is also an important factor in determining the ranking method, which is mainly determined by multiple factors such as good reviews, download volume, comments, and product retention rate. These can be appropriately brushed to increase the weight; (OPPO and Huawei are currently managed more strictly, so caution is required)

The specific market launch standards mainly focus on CTR (Click-Through-Rate) = click/exposure to regulate and maintain cost issues.

Adjustment method:

1. Price

(1) Set an acceptable price range and avoid drastically adjusting prices.

(2) It is recommended to lower the price in the early morning.

(3) Set high prices during low peaks and low prices during high peaks, thereby lowering the average value of the day.

2. Time optimization is adjusted four times a day, 9:00, 12:00, 16:00, and 20:00. In the early stage, the price should be adjusted according to the changes in real-time ctr and download volume.

3. According to the current market situation, traffic from 0:00 to 9:00 accounts for 10% of the total traffic for the whole day, from 9:00 to 18:00, it accounts for 65% of the total traffic for the whole day, and from 18:00 to 00:00, it accounts for 25% of the total traffic for the whole day. Based on this, we can roughly calculate the volume of the day and the expenses required.

4. Location

(1) Home page : The main source and a good location for acquiring users in application distribution. It needs to be adjusted based on the number of registered users in the later stage.

(2) Classification : Compare the locations with the highest traffic share in paid distribution. It is related to the bidding position, only the high-priced front row is valuable.

(3) Hot search installation : You can bid high prices, but there are only 4 positions. The exposure is particularly large. Once you get a position, if the downloads can’t keep up, the CTR will drop instantly, so be cautious when placing ads.

(4) Free gift for installation : The volume is larger than that of the homepage, the price is about half of that of the homepage, and the CTR is higher than that of the homepage. However, the retention rate will be about half lower than other positions.

(5) Essentials for starting up : The position with the highest threshold and the highest price. Positions are limited, and you have to compete on qualifications, price, CTR, and ECPM. (Basic condition: the average daily net download volume exceeds 6,000 in the past three months).

(6) Installation requirement : Only S-level customers are eligible to bid for this position.

(7) Search : The volume is relatively large, but the bid will be much higher than other positions, so appropriate placement is required. Currently, user search and download is the main download method in the application market.

Author: Kong Kong is me

Source: Kong Kong is me