The inside story of Android market promotion channels and tips on how to avoid pitfalls!

What I want to share with you today is the Android market. Why do I talk about this? If someone told me a year ago that someone was promoting your APP and doing a good job in the Android market, I would definitely say that he was crazy. No matter how you look at the data, you always feel that the quality of iOS is higher. Although the customer acquisition cost is slightly higher, the paying ability is very strong and the retention rate is higher. All the data show that iOS users are better.

In fact, in the past six months, starting from the second half of last year, the traffic of the entire Android market has been greatly improved in both quality and quantity, so my sharing today is all about the quantity of Android. If you created a WeChat public account in 2012, you might not be here today but earn money lying at home;

When Douyin came out, you created a Douyin account and now you have three to five million fans. You have already become an Internet celebrity. All traffic has a so-called bonus period. If you can seize the time node of the red flag period of traffic, it is still a relatively profitable thing.

Today I will share five parts. The first one is why I say Android traffic is so good. The second one is what channels and means may be used for mainstream Android promotion in the entire market. The third one is to synchronize the current cost situation of promoting and acquiring customers on the APP side of the Android application market. The fourth one is to talk about the pitfalls I have stepped on. Finally, it’s welfare time.

01

Android traffic cannot be ignored

The first picture is a chart released by MobData in Q3 2018. These data are provided by many third parties in their reports, but the data released by each third party is different. I randomly picked the data provided by an organization.

In Q3 last year, Apple's market share was about 20%, and the entire Android market accounted for 80% of the traffic. I'm talking about quantity. The number of Android phone users is four times that of Apple. In fact, this picture only talks about this one. The top brands include Huawei, OPPO, vivo, and Xiaomi. There are so many Android phones.

The second thing I want to talk about is that the most mainstream Android brands now include Apple. In which regions is it the number one brand? Which is the so-called number one brand and the most loyal mobile phone brand to most ordinary users in this province? Apple is concentrated in the coastal areas of the southeast and the coastal areas of Jilin and Liaoning in the northeast.

Apart from Apple, we can see that OPPO dominates the entire Northwest. Huawei also owns the central market and Heilongjiang. I want to ask, if you want to get a live broadcast user for Android promotion, what brand or manufacturer is most suitable for you to promote? Isn’t it the one about the Northeastern old friend? What brand do you want to promote? Regarding Apple and Huawei, this is just for reference. Now every city has its own brands that are most favored by users.

The third is the impression of changing phones. When a user wants to change their phone, 87.8% planned to switch to Android and 32% wanted to switch to Apple in Q1 2018.

By Q3, only 24% plan to switch to Apple, and 75% are ready to switch to Android phones. Everyone has seen Huawei’s advertisements some time ago. People are watching the Huawei P30, and many people are considering whether to switch to a Huawei phone.

According to my personal prediction, I think this number will continue to adjust as people change their phones in the future, and the number of users who want to switch to Android phones will far exceed 80%. This means that Apple's market share will become smaller and smaller, and Android's traffic will become larger and larger. What I’m saying here is that Android has a large quantity, but what about the quality?

This is the price range of different mobile phone models and several mainstream brands. You can imagine a lot of things from this picture. For example, Xiaomi had a large number of users before. Is it really a good idea for you to promote Xiaomi when you want to promote your products?

In fact, it’s not that great. Why does Xiaomi have so many mobile phones that cost only one thousand yuan? Think about what kind of mobile phones many people buy for their parents? The price of Redmi is 700-1100 yuan, which is why Xiaomi has so many mobile phones priced below 1,000 yuan.

VIVO is slightly worse than OPPO, with a little more phones priced at around 1,000 yuan. In all third- and fourth-tier cities below OPPO, in the eyes of those users, OPPO is basically one level higher than VIVO.

We used to joke that vivo is for small town youth, OPPO is for small city youth, Huawei is a little higher, and Apple is of course over 4,000 yuan. What is quality?

Last year, there was a picture that went viral, saying that people who use Apple phones are hidden poor. At that time, many people thought it was a joke, but when this set of data came out, they realized it was really a joke.

Why are there so many Apple loan users and why are they so enthusiastic about taking out loans? Because of poverty. 34% of Apple mobile phone users have a monthly income of less than 3,000 yuan. I don’t need to tell you whether you believe it or not, but in fact, many of these reports can be found on the Internet. There are more women, and 18-34 years old are the mainstream. Users below the middle and high level account for 33%.

What is this concept? What kind of people are using Apple phones? Of course there are high-end ones, but there are too many undergraduate and graduate students with high incomes. Apple phone users are of this quality.

Looking further, 60% of Huawei users are male, 72% of all users are married, and 70% have associate or bachelor's degrees. Huawei users have much higher education than Apple users. With such high education levels, is it appropriate to invest in a product that allows users to upgrade from associate to bachelor's degree? It is definitely not suitable for them to work at Apple. They already have the academic qualifications and their monthly income is between 5K and 20K. This group of people are Huawei users.

This is OPPO, 58% are female, 55% are married, the majority are users with 3-10K, and the majority have college degrees.

Let's look at VIVO again. The reason why they target users with lower educational qualifications is actually because the two mobile phone manufacturers have different strategies. VIVO targets users with lower educational qualifications, which include a large proportion of migrant workers, but not all of them. Don't blame me if you use vivo.

At that time, the first girl who bought OPPO thought that OPPO’s camera was good and its spokesperson was also good. The price range of OPPO and VIVO was mainly 3-10K, and you would find that there were more people buying VIVO at 3-5K, and this was the user group.

This is Xiaomi, 64% of them are male, 57% are married, 36% have a bachelor's degree, and the monthly income is concentrated between 5-10K.

After looking at so many pictures, do you still think that the quality of Android phone users is worse than that of Apple users? No. Is the quantity worse than Apple? More than four times. In my opinion, Android is a bonus traffic pool.

The data shows that the market share of Android phones will become larger and larger, while the market share of Apple phones will become smaller and smaller. The income structure of Android phones is not worse than that of Apple. In the end, the Android market is still relatively good.

02

Android promotion channels

The second part talks about the complete list of Android promotion channels.

Basically, I have listed several mainstream SEM, information flow, interactive advertising, app store, CPA, ASO, these are the mainstream online promotion methods of Android. Of course, I won’t talk about the others such as exchange volume, official accounts, free information, KOL, offline, ground promotion, etc. These are just the six mainstream promotion methods. I will tell you about the general situation of each promotion method one by one. Some students may be familiar with one or two, and I hope to lay a simple foundation.

(1) SEM

Everyone knows about SEM. It came out when we were working on the PC side. It was mainly used for search. When you search for a word, Baidu or Sogou will directly display the advertisement in front. The normal SEM cooperation process is to find an agent, open an account, recharge, set up an account, create a landing page, CPC bid, data analysis, adjust bids, data analysis, optimize landing pages, data analysis, adjust bids, and repeat it in an infinite loop.

SEM basically all offers rebates, and you have to grab good frameworks, especially the Black Five frameworks. The frameworks are right there, and when you want to invest, they will ask you about your daily budget. If the quote is thirty to five thousand, ten to twenty thousand, the agent will say you'd better get in line while other clients of mine are waiting. They all make three hundred thousand or five hundred thousand a day.

Baidu has the largest number of users, many agents can advance payments, accounts have quality criteria, and optimizers are the most important. SEM, like information flow, optimizers are the most important in my eyes. Excellent optimizers must know which words to bid and how much, and how much competitors' companies are paying, and can very keenly capture this to reduce your costs to an infinitely low level.

This is what SEM looks like. I particularly like to click on things from competing companies. No matter what, I feel very happy.

(2) Information flow

Information flow, three pictures, large pictures, details, there will be many information flow channels, the cooperation process is the same, find one you want to invest in, such as Toutiao, Tencent, Sina, Weibo, etc., there will be countless information flow channels, as long as any APP with traffic is considered an information flow channel, find a suitable channel, some directly find the official and some find agents, open an account, recharge money, make materials, select items CPC, CPM bidding, data analysis to adjust the orientation, data analysis, optimize the landing page, data analysis, optimize the materials in an infinite cycle.

Information flows basically also have rebates. Now the general feedback on Toutiao and Guangdiantong is pretty good. Many agents can also advance payments. The accounts still have to be of high quality. Choosing an agent is the most important thing. Optimizers have to be forced. I myself spent a lot of money on Toutiao last year, but I was particularly unhappy. At one point I even thought that Toutiao was a bad channel with high costs and bad data.

When I was working on a new project this year, I found that a colleague in another team in our company who was in charge of promotion was promoting his product on Toutiao. I asked him why he was still promoting it on Toutiao, and he said it was pretty good. I took a look at the data and found that the cost was really low, and the subsequent data conversion was also good. I was shocked why it was so good. He said maybe it was not good when you invested?

I said I didn't know, so I found a few more agents, opened new accounts and started running again. In the end, I found two agents who were running really well. It gave me the feeling that the quality of users of different media is changing. Don't stop investing in a media just because you invested in it before and thought it was bad.

The second point is actually the issue of agency, because a good agency will have very good optimizers. If your daily budget and monthly consumption are high enough, you will be assigned a better optimizer. In fact, the biggest factor that determines your cost and effect is the optimizer.

The cost of launching an A from different optimizers may be three or even five times. Under normal circumstances, it can reach three yuan. A worse agency or worse optimizer will charge more than six or seven yuan. If you think that this channel cannot be successfully implemented, it is very likely due to the level of the optimizer. Different agencies are good at different industry APPs. Basically, you can ask KA which agencies are suitable for my type of product and ask for some recommendations. If you want to invest in a media in batches, find three to five, or even eight to ten agencies to run at the same time.

(3) Interactive Advertising

Interactive ads look like this, with a roulette wheel of red envelopes falling from the sky. You will definitely win a prize if you click on it. The prize may be from a second-tier e-commerce company, or some random thing with benefits. I want to talk about a problem. This is my personal judgment. Interactive advertising will only get worse and worse. There are not enough fools.

You have all been fooled before and now you know what it is. If it happens again, would you go again?

No, when you invest in this type of channel, you will find that the quality of users is getting worse and worse, and now users are a stock market, and there are not enough new users to fill this fool's circle.

But in fact, it is still possible to invest, and the process is still the same. There are more than a dozen companies doing interactive advertising on the market. What do they do all day?

They are creating this template, and I even know that some companies have two or three thousand templates for this game. This is to prevent people from being fooled once and then try something else next time. The cooperation process is to first choose the interactive channel you want to promote, and then find an agent to open an account, recharge, make materials, select directions, etc.

Note: There are tens of thousands of media that interactive advertising connects to, similar to the alliance of information flow. What is the concept? An interactive advertisement will be connected to numerous media. Those of you who have placed an advertisement yourself know that during the testing period or the official launch period, you have no idea which media your advertisement will be targeted to.

You don’t know it, it’s not displayed in the background, but in fact the agent or official who operates it for you knows it.

Each media has a numerical code, but they will not tell you, nor can they tell you which designated media the advertisement was placed in.

During the test, based on the premise of good communication between both parties, I usually choose three to five media to invest in interactive advertising. If the quality of this wave of media is good, I will tell the optimizer that you don’t have to tell me, but can you help me remember these three media, because I think the quality of these three media is pretty good. Now save them, and then change three more media infinitely. You will have a bunch of high-quality media in your hands. The purpose is that when you want to release a large amount of media, you can tell him which media you tested in the first wave and which ones in the fourth wave, and all of them will be launched. This will greatly improve the cost and consumption level.

Secondly, when investing in interactive advertising, you must emphasize the authenticity and match between the follow-up page and the advertisement. Otherwise, if I tell you that I will give you a house, do you believe it? If you believe it and find out that you didn’t get it, you will know it’s a scam. Once the benefits mentioned in your advertisement are available, there must be a landing page to follow up after entering the APP. There must be benefits such as first-order discounts for new customers, first purchases, benefits, coupons, and even one-yuan withdrawals and interest rate increase coupons. The quality varies, but you can still try this channel because the cost is relatively low.

(4) CPD

The next one is the CPD of the App Store. The App Store is actually the most mainstream promotion channel. Many products in the gray area of ​​Black Friday may not be able to be advertised, but they can be advertised with CPD. The problem is that the price is still a bit high, not to mention the quality.

CPD has various positions, including free, award-winning, recommended, etc. These are all different display positions. The user quality in different positions is completely different. This so-called quality includes the cost. You think this kind of installation gift is the same as the previous points wall 1.0. The boot-up must-have is more suitable for tools. Campaign recommendations and search inscriptions may be of relatively high quality. The costs of different positions are also completely different.

The application market cooperation process is to choose a store to invest in. It may be a manufacturer's or a third-party. The principle is to find one that matches your users. Think about where your APP users are most likely to be. These application markets must be prioritized for testing.

After making your selection, find an agent or open an account directly, recharge, make targeted materials, bid CPD, and adjust the position through data analysis. Different app stores are suitable for different scenarios, and the quality and price of different positions vary greatly.

Each app store usually releases a market data report once a week or twice a week, which includes the prices of different types of products and the approximate CPD of customer acquisition from different locations. You can just ask the agent for these reports.

There are also free positions, or free things. The first one is the first launch in the application market in the Android era. Three years ago, it was no problem to make a first launch with a volume of several thousand. Even earlier, it could reach tens of thousands. Now, it is good enough to make a first launch with a volume of several hundred.

Secondly, you can apply for official status in major Android markets. When your app is searched, there will be a word "official" behind it. This can greatly increase the conversion rate from exposure to downloads of your app.

(5) CPA

I personally feel that CPA is a very complicated thing in the entire promotion process. There are countless small channels in the market, and there are countless individuals or small and large companies doing this thing. The traffic in their hands is in various places, such as point walls, small app stores, H5 site alliances, etc. For this kind of promotion method, you don’t need to know how he helps you promote it, or on which media he promotes it.

Some big products require location reporting, but most possible locations do not need to be reported. What is the CPA volume for your cooperation? have. Do you want it?

Yes, you need to know how much it costs, whether it’s prepaid or payable later, how you evaluate it, and then run it first. After it’s finished, you will get daily data feedback or be given a background to see the user quality, and then settle the payment. But what is the problem? The amount of moisture here is enough to make you question your life.

When I was promoting a product before, a CPA channel said that the product line was being promoted outside and asked whether I wanted to do a quantity measurement. want. How do you assess? The first thing he asked was how long the payment period was. I told him that the payment could be settled in a week, and he said ok, how did you evaluate it? I said that we need to have a certain share, and it doesn’t matter if the data is slightly worse than other channels. He said it’s okay, I can run it, and there will be retention.

After we officially started running, I saw that the data was pretty good and normal. For example, the user flow from my other channels, or fission channels, was roughly like this. It might be slightly lower than mine and was also of the parallel type. It seemed okay to me.

A colleague of mine said on Tuesday, Wednesday or some other day of the week: I have submitted an application for approval, please approve it for me, it's for payment.

Me: Which one?

He: That channel

Me: How’s the quality?

He: Not bad.

I didn't know what I was doing that day, so I said: Why don't you wait and pay next week.

So I didn’t pay.

In the second week, I remember on the 12th day

He said: Please help me approve the payment.

I said: Have you seen the quality?

He said: No, take another look.

After reading it, I found that the data retention rate had been increasing, but it dropped on the tenth day. I just looked at my colleague like this.

He: Forget it, I cancel it.

Later, my colleague sent the screenshot directly to the partner, who also looked at the picture and said, "How can your company be so abnormal? Look at the 11-day retention rate."

My colleague was also embarrassed and asked: "Isn't this a natural quantity? Is your data a natural quantity? It is definitely not.

The agent was very interesting: "Then are you going to give me the money?"

My colleague said, “Guess.”

That's the truth. Why? Let me estimate that 85% to 90% of all CPA quantities are fake. The water content of CPA is very, very large. How much does an A cost, or how much does a secondary user cost if the settlement method is not followed, the official still needs to verify it.

Many clients are also very bad. They hire a lot of CPAs to run the job, but they won’t pay if the quality isn’t up to standard. Now in the circle, you see a lot of clients trying to cheat on sales again. This market is very deep.

(6) ASO

I would like to first give a definition of ASO. The purpose or result of ASO is actually the same as the result of the official CPD search keyword. When a certain word is searched in the app store or APP STORE, your APP can be ranked higher.

The users of ASO are the task volume, and completing tasks is a means. Can the quality of these users be high? By the way, a 3-5% retention rate is good. A 10-20% retention rate shows that your product is amazing. This is just a means, and the purpose is to improve the ranking and bring about natural volume, because this part of users, like the search keywords, are very accurate.

ASO is divided into two categories, one is machine brushing and the other is real person points wall. Machine brushing is to simulate operations to get your words up, which is against the rules. It was considered a violation before but now it is illegal. The effect of machine brushing is very fast and guaranteed. There is a fee for the second, third and first place on the list, and no fee is charged for less than a penny. However, it requires seven days to complete the work and then select the words. The downside is that the risk is relatively high. The words and the list may be cleared. In serious cases, your APP will be removed, and even the developer account will be blocked.

There hasn't been much attention in Shanghai yet, but there are a lot of companies in Fuzhou and Shenzhen that make this kind of machine brushing, which look like the one on the left. Basically, it was defined as completely illegal at the time and they started to arrest people. There are still people in this circle who make machine brushing. Anyway, as long as the profit is high enough, someone will take the risk because the cost is very low.

The points wall is a real person. Let a person go to each app market and search for a certain word. It takes three minutes to find the APP, download and open it. The ranking will rise, which will bring natural volume. Its disadvantage is that it is not as fast as machine brushing, but it is not so bad. After the ranking goes up, the maintenance cost is relatively low. It is more expensive than machine brushing in the early stage, but cheaper than machine brushing in the later stage and the risk is relatively small.

There is also a machine brushing called front-end display volume. When an APP is launched, the first thing to do is to brush the front-end display volume including downloads and comments. For small products, it is recommended to brush to 300,000 downloads and 100 comments. This is mainly to improve the conversion rate.

On the left is machine brushing, and on the right is the points wall. Machine brushing is actually a means of continuous upgrading. People did this in the past, but after doing it, they found that it was all fake and the effect was very poor.

For example, the points wall goes out to crack down on these people. We can see that normally the shelf has a power supply. As long as a mobile phone is plugged in for a long time, it is judged to be fake. For example, when there are policies, there are countermeasures. For example, the shelf was fixed before.

We judge that if a mobile phone remains at the same angle for a long time, then there is a problem when it is hung on the wall. We didn't expect that once this thing is cracked, the shelves will be sold like crazy and the shelves can be swayed. This kind of gray industry and the formal industry are fighting each other to prevent continuous upgrades. Just as Professor Yang said, the upgrade time may be really three days. It is very fast to crack it and continuously upgrade. Our points wall has two versions a month, and one and a half versions are for anti-cheating.

03

Android recommendation channels and costs

Let’s talk about the customer acquisition cost of the Android channel. Before I talk about it, let me make a recommendation. If you want to launch a new product or product, I suggest you try these channels.

For example, if you want to invest in SEM, the priority is definitely Baidu. If the cost of Baidu is not acceptable, don't try others. For information flow, I suggest you try Toutiao and Guangdiantong. Relatively speaking, the feedback has been good recently. You can test the interactive advertising electric chair. For the application market, I suggest you use the official CPD and ASO real-person points wall in combination.

Many people like to discuss the channel cost and effect in WeChat groups. I just want to ask, who will answer you? Why should I tell you? Do you go to the market to grab the volume and increase my cost? Is it possible?

Impossible, unless we have a really good relationship, it's okay for me to tell you. Under normal circumstances, there is no reason for me to answer you by asking outside, and I will lose my job. Let me put it bluntly, our company's promotion is all made with money, and any experience in promotion is earned with money. Why would he tell you these experiences? Will teaching your apprentice lead to starvation of the master? So few people will tell you these things.

I just mentioned the weekly or biweekly report. This is the data from the Android App Store. This is the data for the overall market, from January 24 to February 23, 2019. This is the average CPD for installation essentials, points downloads, and search terms in different positions.

For example, it can be divided more finely. This is the Internet service industry. The customer acquisition cost of videos, short videos, music, live broadcasts, novels, etc. The recommended list position and search titles are relatively higher quality positions. They are not required for startup. What is the approximate cost?

There are many financial management services, including P2P, loans, etc.

There is such a report for each sub-category of parenting, maternal and child care, consumption, travel, health, and consulting. Those who are investing can check whether their investment level is above or below the average. Those who have not invested but are planning to invest can check out the approximate CPD cost of this channel.

This is the cost of ASO, because there are too many application markets. This is Huawei's. It is estimated that the costs of different app stores may be different due to different market shares and user numbers. The popularity of ASO keywords is based on Apple's popularity, and some of the following data are speculative.

For example, what is the popularity, what is the ranking, how much volume is needed per day, and what is the approximate daily cost. This is the conversion rate from your APP search exposure to download, and the conversion rate from download to installation and activation. The following is the search volume of words with different popularity, the download volume, and the approximate CPD cost.

The price of front-end downloads is not expensive. The first thing to do after the APP is launched is to brush it up. Everyone must emphasize one thing: safety. Different agency companies or people with computer rooms doing this have different effects. Safety is still the first priority. My current strategy is basically conservative. I brush 10,000 downloads a day, and even if it’s a little slower, there are still 300,000 in a month.

04

999 pitfalls of Android promotion

Let me talk about the 999 pitfalls of Android promotion. This is the process of creating a product from scratch, a project from scratch, from having an idea, doing demand research, to making the product MVP.

Testing must begin when promotion begins. The entire operation and product teams are doing data analysis, optimizing product promotion testing and recycling before large-scale deployment. Every promoter must see what stage the product and project are in the company. Most of them are in the promotion and testing stage. It is important to understand that the purpose of promotion at this stage is more to obtain data.

For example, the cost of acquiring customers and the quality of channels, these are all reserve work. The ultimate goal is to prepare you for large-scale deployment. The early promotion tests are for this purpose. You should have a clear idea of ​​how to control costs by stockpiling channels.

The second function is more about getting users and then looking at their quality and behavior in the APP, payment, conversion, retention and repurchase, etc. The purpose is to infer the ARPU APP value of your product. Only after you calculate this value, if this value is ten yuan, it means that all your future customer acquisition costs and promotion channels must be less than or equal to ten. You make one yuan for buying one volume, and one million a day, and finally you can make one million back. All the purposes are playing with data. This is a numbers game.

Many students have not figured out the purpose of this promotion position. Is it just to spend money to buy traffic? It is possible that the faster you buy, the faster you die.

In my eyes, all products can be divided into two categories, one for long-term monetization and the other for short-term monetization. For short-term products such as lottery and gambling, first attract users, and then find ways to get users to recharge money to play. Then think about how long they can play, because as long as they play the APP, the value of the APP is high enough. First, increase the conversion rate and the payment rate, recharge rate and other conversion rates of this product. After improving the promotion reserve channels, the next large-scale investment will start to make money. Finally, consider whether the product can be optimized to make them live longer, squeeze more money out of the users, or embed multi-dimensional monetization methods into the product.

The second type of long-term monetization products is what I am working on now, which is news. Recently, many people have been working on incentive news and novel projects. The promotion cost of this kind of project is three yuan, two yuan if it is done well, and four yuan if it is not so well done. If the market share is high enough, the promotion cost will be seven yuan. Think about it, if you buy 10 million volumes, the money you spend is 50 million. After spending 50 million and 10 million users come in, if the retention rate is 50%, it will become 2.5 million the next day. What is this thing for?

It is impossible to make money in the early stage. The money can only be made back through the users watching ads, clicking on ads, reading novels and sometimes paying for membership for a long period of time in the later stage. For such products, the retention rate should be improved. The second step is to reserve channels, adjust the revenue structure of the product, adjust your ARPU value, and finally scale up the investment.

(1) SEM will be used by some software to generate invalid clicks, which will consume the money in your account. I just said that I am happy when my competitors click on your ads and consume your money. Also, when you are investing, many third parties are swiping your ads. Many incentive news will have a search for hot news, which can earn you a certain amount of money. They ask you to click on it, and after the search, a full advertisement will pop up. They ask you to search for hot news and randomly view a news item for ten seconds, which is consuming their search terms.

(2) The second type of bad agent will deceive newbies and let them make money without any rebate. This is much better now. The market has become more and more transparent. Many third-party platforms list out which channel has the highest rebate and which company has the highest rebate.

(3) Baidu SEM is divided into KA, small and medium-sized, and external agents. If you want to invest here, do not look for Baidu's small and medium-sized optimizers. The ability of Baidu's small and medium-sized optimizers is not good.

(4) Interactive advertising: Some media will encourage users to spend your money. This is why interactive advertising is tested on a media basis. Normally, you can win the first prize by clicking on an interactive ad and drawing a prize. Now, many media are very bad and want to make money. Because making money for the media means how to make money. Users in the media will share money with the interactive ads by clicking on them. If you win a prize, you can only click to receive it immediately, which means you have to spend money. Some media will even encourage you to receive the prize, and you can even get a certain amount of reward by watching eight interactive ads today.

(5) There are also faster CPA channels that allow post-payment at the beginning, so some of the cooperation has very good quality. When you have settled three or four times, he will say that after cooperating for a period of time, we will do better with pre-charge. What is the benefit of pre-charge now? After charging, the price will drop by 30%. You think it is more cost-effective to pre-charge more. When you pre-charge more, the subsequent volume is fake.

(6) There are countless channels to increase the volume of CPA. You can search for it yourself outside. There are enough groups and enough people. There are many channels to increase the volume. You can increase retention, registration, activation, consumption, ordering, repeat purchase, game recharge, leave a phone number and receive a call back. Everything you can think of can be increased. This is why there is a lot of fake traffic.

(7) Those who make promises about results are all idiots.

(8) Some ASO points walls may be manipulated by machines to cause you to be removed from the shelves. This is difficult to prevent. It is still difficult after all. What you can do is to try to do less than 1.5 yuan. Why do I give such a value? Because if we calculate the cost of completing a task for a user, some users may get 80 cents, while others may get 1 yuan.

Assuming the cost is one dollar, the user can get a rebate of between 15-25% from the master who brought him in, and his master can get between 20 to 25 cents, which means the cost is one dollar and 25 cents. After calculating the company's tax point, the company's profit cost and operating cost, I don't believe that the price can be reported below one dollar and fifty cents.

(9) There are also tricks in the official CPD of third-party application manufacturers. Many people say that it is always safe to invest in official CPD, right? This is something I can't go into too much detail about. There are more or less some tricks involved in the volume of the Android App Store, as there will be fourth parties involved in consumption. As for which markets don't have it and which don't, I'm not sure.

I can only tell you how the Android App Store has invested so much, but why is the activation conversion so poor and the retention so low? Think about it, the investment location is already very good. The fact that users download apps from here shows that they are bored. Will they not activate the app after downloading it? It is impossible. Will even the search position lead to inactivation? Impossible, what is the reason for such bad data? This is the reason.

(10) Regardless of the promotion method you use, at least 60% of the traffic in the market is invalid.

A few things to remember:

(1) Especially when the APP is being promoted, all channels recommend that you test it. The testing cost should not be higher than RMB 10,000, and the testing period should not exceed two weeks. My habit is to ask a few questions when looking for a channel. The first question is, what is the minimum recharge amount, 5,000 or 10,000? If 5,000 is possible, then 50,000.

How long is the second refund cycle? Some companies have very long account periods and say they can refund for three to five months. If the third effect is not good, can a refund be made? Then you can charge a daily budget of 800,000 or 1,000 and test it for ten to five days and you will know.

Why do I recommend trying all channels? Because the money belongs to the company, and the experience is our own. All the experience and ability of promoters are built up with money, which means you must accumulate your own experience while spending money. The company always says that if you don’t have a dime in the budget for free promotion, you should consider changing companies or polishing your basic skills.

When you have no money, you don’t focus on the cost of acquiring customers. You will focus more on the user’s conversion rate, or even the conversion rates of each stage of customer acquisition. This is a very good time to improve your basic skills.

(2) If a test failed before, it does not mean it will fail now.

(3) All promotional activities should be based on data, observing user retention, usage time, payment status, etc. to judge user quality, and continuously optimize the materials in the promotional advertisements based on conversion data such as MCDA.

(4) Countless small channels are not as good as one big channel. The test just mentioned is to test all of them. The ultimate goal is to have channels that are large enough to complete the KPI, because you are more focused once you find such a channel. Basically, if the company is not that big, finding 1-2 such large channels is enough.

You can spend 300,000 or 500,000 on channels in a day, but the boss may not necessarily spend 1 million a day. How many companies have the budget to spend 30 million a month on promotion?

For Android market promotion , please contact Qinggua Media: 18205969981

Related reading:

1. How to promote wedding photography? Mayu platform marketing and promotion strategy!

2. Prepare for 618! The latest guide to Tencent information flow & QQ advertising!

3.618 headline traffic estimation and advertising placement suggestions!

4. APP overseas promotion, detailed explanation of ASO skills!

5. Get the operation guide of Toutiao game advertising quickly!

6. How to accurately target maternal and child products? How to promote the driving training industry?

Author: Rong Binyuan

Source: Bird Brother's Notes