Introduction to OPPO App Store Search Ads

FAQ - Search Ads

Q1: Where are the ads in search channels displayed?

A: Search advertising is currently divided into two channels, including OPPO software store search and OPPO browser search.

【OPPO software store】

(1) Generic words come first on the association page and brand words come second on the association page.

(2) The first, third and sixth positions for generic terms and the second, third and sixth positions for brand terms on the results page.

【OPPO Browser】Lenovo page ranked second and third.

Except for the first ad position for common words, the remaining ad positions are marked with the "promotion" label to distinguish them from natural results.

Q2: How does the promotion plan match the promotion keywords?

A: When advertisers create an order, the system will carefully calculate factors such as the app name, category, and tags to obtain a set of "three highs" keywords, namely high relevance, high conversion, and high download volume. At the same time, after the promotion plan has been implemented for a period of time, the system will regularly detect the conversion efficiency of keywords and regularly filter out keywords of poor quality.

Q3: How to optimize the effectiveness of search advertising?

A: [Step 1] Pay attention to the usage rate of keywords.

(1) Pay attention to keyword coverage: The number of keywords matched by the system is generally between 300 and 400. Under stable delivery conditions, if the number of consumed keywords decreases compared with the data from the previous day, it means that the usage rate of the keywords has begun to decline.

(2) Pay attention to keyword exposure: Historical data shows that if your app’s exposure to this keyword continues to decline, it means that there is a problem with the efficiency of keyword usage.

(3) Pay attention to the advertising position of keywords: Under the premise that traffic remains unchanged, the competition for traffic brought by high-quality keywords is relatively fierce. If competitors get more traffic, the traffic allocated to your own app will naturally decrease. The most intuitive manifestation is that competitors gradually occupy the original advertising space of your app many times, which means that your competitiveness is gradually weakening and the usage rate of keywords is gradually decreasing. According to the traffic distribution of keywords, find the core advantage keywords and continue to pay attention to whether your app will appear in the advertising space under these keywords. Once you find that your app position has moved down or disappeared, you need to quickly analyze the specific reasons.

【Step 2】Optimize keyword usage efficiency

(1) Adjust the bid: The key to whether all keywords can be covered lies in the bid of the advertisement. Accurate bidding can greatly increase the usage rate of keywords. For newly launched apps, most of the keywords can generally be acquired under the bidding guidance of the business manager. When a problem with usage is discovered, the first thing to check is whether the bid has been adjusted recently. If the bid is too low, increasing it by 30%-50% from the original price can solve 90% of the low usage problems.

(2) Optimize conversion rate: For advertising in app stores, CTR is more determined by the brand awareness of the app. But in addition to the factors that influence brand awareness, the areas we can optimize ourselves include the icon, icon background image, details page, first sentence introduction, etc. Especially when changing spokespersons, celebrity endorsements can also attract users' attention.

(3) Combine with hot topics: Each industry has important promotional seasons, such as Taobao's Double Eleven event. While vigorously promoting marketing through various channels, it will also drive up the keyword search popularity of the corresponding industry. If the keywords matched by the system include these hot words, quickly adjusting the bid to seize the exposure of the hot words is also an excellent optimization method.

Related reading:

1. Introduction to the bidding and display charging standards for OPPO market advertising process

2. OPPO App Market Information Flow Optimization Methods and Techniques

3. OPPO App Store search advertising delivery process

4. OPPO App Store non-standard advertising process

5. OPPO App Store CPD Account Recharge Guide

6. OPPO App Store CPD Invoice Application Guide

7. OPPO App Store Information Stream Ad Review Specifications

8. OPPO App Store Information Stream Ad Design Specifications

9. Introduction to CPD advertising in OPPO App Store

10. Introduction to OPPO App Store Information Stream Ads

11. Introduction to OPPO App Store Search Ads

12. Introduction to non-standard advertisements in OPPO App Store