APP promotion: Detailed explanation of basic ASO optimization in the six major Android application markets!

When I was just getting started, I read various articles and tutorials online, explored various areas, and tried constantly. Only then did I slowly learn some introductory knowledge. Later, after some actual operations, I gradually entered the industry.

Because I know very well that there is no systematic teaching and professional courses for ASO optimization positions, and the tutorials out there are basically of varying quality. Therefore, I have always hoped to write some basic articles that can help more people get started faster and understand the ASO position so that they can quickly enter the company and start operations.

Therefore, the main purpose of this article is to help some students who have no basic knowledge in ASO optimization or those who want to enter this ASO optimization position but don’t know how to start learning.

The articles are all the most basic optimization introductions, which are easy to understand. If there are any unclear points, the articles are accompanied by official documents with more detailed introductions.

Contents of this article

1. Android ASO optimization foundation: App Store optimization

2. Android ASO optimization of OPPO App Store

3. Android ASO optimization foundation: vivo app store

4. Android ASO Optimization Basics: Xiaomi App Store

5. Android ASO optimization foundation: Huawei App Store

6. Android ASO Optimization Basics: Baidu Mobile Assistant

1. App Store Optimization

The optimization idea of ​​App Store is also conventional: title + keywords + description, and then combined with some paid CPD promotion to improve the overall package weight and obtain more natural volume.

Then we will introduce some basic introductory knowledge, such as how to change the name, how to apply for a discount for the APP, how to design a beautiful APP display page, etc.

App Store developer backend address:

http://open.qq.com/login?from=http%3A%2F%2Fop.open.qq.com%2F

Detailed tutorial :

http://wiki.open.qq.com/wiki/%E6%B3%A8%E5%86%8C%E5%BC%80%E5%8F%91%E8%80%85

Registration requires a QQ number. After registering with QQ, log in and select corporate developer, submit the business license, and get certified. After the certification is passed, you can submit the APP for review and listing.

What needs attention here is that now, to put an APP on the shelves, it must have software copyright , indicating that the APP belongs to your company. Otherwise, it will basically be rejected during the review.

• title

Now App Store requires that the name of the product on the shelves should be consistent with the one on the software . If it is inconsistent, it will be rejected during the listing review.

If your name is inconsistent with the software, you can submit a work order in the App Store developer work order system to change the name. Then you will need relevant copyright certificates, such as: software copyright book, trademark certificate, which will usually be repaired successfully within two to three working days.

• Icon

App Store is different from other channels: you need to upload two icons , one with a size of 16*16, in PNG format, and within 20K in size, and the other with a size of 512*512, in PNG or JPG format, and within 200k in size.

The icon is the most important way to show users the content of your product. Therefore, when there is discount information in the content of the APP, or when there are some major holidays, it must be changed to reflect the humanity of the product and the emphasis on user experience.

• Preview Page Size

480*800 is recommended, size should not exceed 1M, and 2 to 5 photos should be uploaded.

• describe

The description of App Store is 500 characters . Generally speaking, some keywords in the description have a certain chance of being included in the keywords of the product, so when filling in the description, important keywords should be deliberately repeated one or two times.

• Keywords

You can define one yourself and fill it out, which requires it to be associated with the attributes of the APP , but the App Store system will also review it and reject it if it does not comply. However, the effect is not obvious after testing.

• Special Offers

This can be applied directly in the background, and the displayed address is the daily discount of App Store.

The specific rules are as follows:

http://wiki.open.qq.com/wiki/%E4%BC%98%E6%83%A0%E6%B4%BB%E5%8A%A8%E5%8F%8A%E8%90%A5%E9%94%80%E6%8A%80%E5%B7%A7

• Micro download page production

The entrance is: App Store Developer Backstage - Micro Download - Apply for Custom Functions - Custom Download Details Page

This page is mainly used when the APP is called up in WeChat. A page displays relevant information to increase the brand's popularity and user favorability. This needs to be applied for in the background. Generally, if you apply on the same day, you will receive an email reply and go online the next day.

• Channel package related

The definition of a channel package is that different channels correspond to installation packages with different labels, which makes it easier for us to control the quality of each channel. The same principle applies to the channel package of App Store. First, the technical side needs to prepare different installation packages, and then upload them directly to the background after installation.

To summarize:

Because App Store is backed by WeChat, its traffic is definitely huge. However, with so many products nowadays, if you want to stand out, you need to do your best in some small details, and then cooperate with paid promotion to get more traffic and exposure.

2. OPPO App Store

OPPO App Store Optimization Strategy: Free Title + Paid CPD

OPPO developer website:

https://id.oppo.com/login?callback=https%3A%2F%2Fopen.oppomobile.com#/resource/update/index?app_id=3736714

The first login also requires registration, and then submitting the company's information (generally business license, legal person's ID card photo, account opening license, mobile phone number, etc.) for authentication.

• title

Title official document address:

https://open.oppomobile.com/wiki/doc#id=10004

Because there is no place to enter keywords in the OPPO App Store, the only thing that can be modified is the title.

The official requirement is that the APP name should be consistent with the parsing package. If it is occupied, you can add a subtitle. The subtitle should not exceed 10 characters. It is recommended to fill in the company's abbreviation and brand. Do not use irrelevant fields or other popular fields.

The platform will review the product and has the right to delete or modify it. After it is put on the shelves, the subtitle will be displayed after the name, such as: Browser (OPPO), and the title of the installation package will be read. This requires you to update the version every time you change the title.

Therefore, before uploading the optimized version, you must communicate with the technical staff about the description of the version title, so that the technical staff can edit it according to our optimized title when packaging. Communicate in advance to avoid the cost of repeated communication.

• Icon

The icon must be consistent with that in the installation package. Size: 512*512px, image format: PNG, less than 1M.

• App Store Preview

Upload 3-5 screenshots, JPG and PNG formats are supported. Screenshot size requirement: 1080*1920, a single image cannot exceed 1M.

The notification icon in the top status bar of the screenshot must be removed, and other brands of mobile phones must not be used as borders or promotional images in the picture. This is the same for Huawei, Xiaomi, and vivo.

• describe

There are no special requirements for OPPO's description. The word limit is no more than 1,500 words, and at least no less than 20 words.

Just follow the descriptions of other app stores. In principle, the discount information and product features should be written in the first three lines, and then the general description should include the official website, customer service contact number, WeChat public account, etc.

• Obtaining user permissions

After the release of Android P (the latest version of Android), more attention has been paid to user privacy. Therefore, companies like Huawei and OPPO in the Android App Store require developers to fill in the purpose of their products obtaining user permissions.

The official gave an example:

Official review rules address:

https://open.oppomobile.com/wiki/doc#id=10004

The official review document details some things to note when modifying titles, icons, and descriptions.

Promotion address:

https://open.oppomobile.com/wiki/doc#id=10008

The promotion is somewhat similar to the promotion in App Store. The specific rules are as follows. CP is also required to provide the promotion information itself, and then OPPO developers will provide a promotion entrance in the store as an exposure for traffic display.

Official introduction of paid CPD:

https://open.oppomobile.com/wiki/doc#id=10065

The promotion of paid products in OPPO App Store also requires finding an agent to open an account . Different products have different core agents, so you need to open an account based on the industry your product belongs to. Only after the account is opened can you continue to launch it again.

OPPO's agent website for various industries:

https://e.oppomobile.com/marketing/contact.html

CPD paid promotion involves many things. The general logic of launching a new product is to first attract sales at a higher price, and then slowly reduce the cost after the volume goes up . The agency will give a bid range for the specific bid, and then you can slowly adjust it according to the actual cost you can afford.

In short, the higher the weight of your product, the more traffic you can get even if your bid is not high. On the contrary, if your product has no weight, you will need to pay a higher price to get more traffic.

3. vivo App Store

The basic idea of ​​vivo app store optimization: free title optimization + paid CPD placement

The URL of vivo developer backend is:

https://id.vivo.com.cn/?_201904121200#!/access/login

It should be noted here that currently vivo developer registration is only open to corporate users and is not open to individual developers for the time being. If you are not registered, you need to submit qualification certification. The corporate developer needs a business license and the legal person needs an ID card.

• Title and subtitle

Because a major source of keywords for the vivo App Store is the title, the title should be taken seriously here .

In addition to keeping the name consistent with the product in the soft cover, you also need to add a subtitle to increase the inclusion of product keywords.

The title of vivo is not read from the name in the apk installation package. You can change it yourself after uploading the apk installation package. However, it should be noted that vivo has issued a new policy rule. For details, please see the following URL:

https://dev.vivo.com.cn/documentCenter/doc/12

The application's primary name can only be changed 4 times per year, and unused times cannot be accumulated

Therefore, every time you change the product name, you need to be cautious. The general suggestion is that unless the product is significantly revised or it is to cooperate with important event promotions, it is not recommended to change the product title at other times.

Image source: vivo developer background

• Icon

Support jpg/png format, the size must be equal to the width, no less than 256*256 and no more than 512*512, within 50k, only support rectangular icons, detailed specification website :

https://dev.vivo.com.cn/documentCenter/doc/101

• App Description and App Updates

The application introduction must be at least 50 characters . There are no other specific requirements. You can fill it out according to your actual needs. The version description should also be filled out according to actual needs, as long as it is no less than 5 characters.

• App Screenshots

Upload 3-5 clear screenshots. The size is 480*800 for vertical images, and the format is jpg/png/jpeg. Each image has the same size, and a single image does not exceed 2MB.

• Special Offers

vivo's app store also has promotional activities, but currently only products participating in paid CPD are eligible for the promotional activities, so I won't explain too much here.

• Paid CPD delivery

What I want to say here is that vivo's paid advertising , like OPPO, requires finding an agent to open an account (click here for the detailed address). Other optimization strategies will not be elaborated here. Please refer to the optimization of the OPPO App Store that I wrote for details.

Account opening website:

https://dev.vivo.com.cn/documentCenter/doc/16

To summarize:

In vivo App Store, there is only one place where you can manually increase the coverage of product keywords, the title. For the others, you need an auxiliary measure, such as:

1. Paid CPD placement increases the weight of the product.

2. Do some proper optimization of downloads and comments (at present, all major app stores are checking this very strictly, so please pay attention)

3. Find a channel for intermodal transport cooperation.

Wait, first build up the weight of the package, and then the scale will gradually increase.

4. Xiaomi App Store

The backend operation of Xiaomi App Store is similar to that of Apple , as both allow for 100-character keywords and allow for localization of multiple language versions (Traditional Chinese and English in addition to Simplified Chinese).

• title

The default is to read the title in the APK. It is allowed to be different from the installation package , that is, it does not have to be the same as the package name. It is 8 characters long and needs to be carefully considered.

How to fill it in, because the keywords in the title have the greatest weight when included in the app store . My personal suggestion is: Main title—XXXX, but be careful not to exceed 8 characters.

• Fill in keywords

100 characters, which is similar to the App Store. The difference is that Apple allows you to enter competitor words, but Xiaomi does not allow it at all.

The rules for filling in the form are all based on making full use of these 100 characters. Try not to repeat unless there are words you particularly want to cover. I personally recommend repeating them 2 to 3 times. In addition, these words should be placed as close to the front as possible and separated by the English “;” sign.

• Picture material

Icon: Directly read the apk installation package

• Mobile preview

App store brand display image: size no less than 720*1280

• Brand display picture

Unlike other app stores, Xiaomi's app store has a brand display picture at the top after clicking on the details page , which is not available in other app stores.

Personally, I suggest that you fill it out if conditions permit. After all, it can increase the conversion rate of your products to some extent.

• other

For the first release of special topics and application for preferential activities, please refer to the official documents.

Other points to note when passing the review of Xiaomi App Store

1. The guarantee letter for special industries needs to be stamped with the company seal and uploaded. In many cases, Xiaomi and Huawei App Stores will attach great importance to this.

2. If your app has not been reviewed within 72 hours after submission, you can go to the Xiaomi official developer exchange QQ group : to apply. At this time, report the APPID and package name of your product.

5. Huawei App Store

Optimization strategy: free + paid CPD delivery.

The free optimization effect of Huawei App Store is average, but after paid promotion, third-party keyword detection websites, such as Bird Brother ASO, show obvious data changes compared to before the launch, so it is strongly recommended to invest in Huawei's paid CPD launch.

Strategy: Free: Title + Paid (Main Recommendation)

• title

The optimization strategy of Huawei App Store is basically the same as other app stores, but it should be noted that the title requirements of Huawei App Store must be consistent with those in the software copyright , otherwise it will be rejected.

This point must be paid attention to to avoid wasting time on such trivial matters.

• Keywords

This section also has 100 characters , but recently the 100 characters in the Huawei App Store background have been hidden , but if it has been covered before, it will still be effective.

Paid: CPD delivery

It should be noted that not all products can be put on Huawei's paid promotion . Some special products (for example, financial management) need to apply to the official first, and can only be put on the market after being approved by the official.

Therefore, you must be careful not to recharge foolishly right away, otherwise if your app fails the evaluation, you will not be able to promote it.

For a normal evaluation application, you need to submit your business license, software copyright, APP package name, APPID, and send an email to Huawei's mailbox. Generally, you will receive a reply within two to three days. Just get a confirmed reply and pay for paid promotion.

Huawei's CPD delivery is the same as other app stores, and is divided into two parts:

One is the recommendation list , which is the page when we open the Huawei App Store. Also, when you finish downloading an APP, there will be many recommended APPs at the bottom.

The other part is the search list , that is, when we search for some specific keywords, the ranking of the APP displayed below requires bidding ranking.

There is a formula for this bid. Generally speaking, ranking = APP quality * bid .

That is, the higher the quality of the APP, the higher the ranking it will get, and the lower the bid will be. Conversely, if the quality of your product is average, you will need a higher price to get a higher ranking.

In addition, Huawei's paid promotion supports adding keywords, bidding on individual keywords, and blocking negative keywords. You can choose keywords based on the actual functions of your products.

6. Baidu Mobile Assistant

Baidu Mobile Assistant, many products cannot be accessed, so few people have come up with a tutorial like this. However, as an ASOer, I was lucky enough to get a black card product, and I would like to share some experience with you here.

First of all, how can you get your APP listed on Baidu App Store?

As we all know, Baidu has relatively high requirements for APP listing, especially for financial apps. If they were not listed before 2016, they must have an ICP certificate, called the Telecommunications Value-Added Information Service Certificate, if they want to be listed later. It is not registered with the ICP Ministry of Industry and Information Technology.

At this time, the editor still recommends not to hit a snag at the cusp of the storm. It is best to make an Android shell, and then switch the content inside through technical means after it is reviewed and approved.

In addition, when making the shell, try to make it more universal and not too complicated, because the first time an app is listed on the Android App Store is often the most difficult. Once it is listed for the first time, subsequent updates will be a matter of minutes.

Some other points to note when listing and reviewing:

• If they say your product experience is not smooth and reject it, they will usually tell you what model the product was tested on.

In this case, you can just find a mobile phone of the same brand, record the screen using your own software, and publish it on Baidu Cloud. The review will be done at the address where this is specially filled in. Generally, it will be passed directly after reviewing it.

• Baidu's various special categories of products have very strict qualification requirements, and some qualifications are rejected.

In this case, you can be sure whether you can get complete qualifications, because it is easier to talk if you have complete qualifications. If that doesn’t work, try changing the category of the software when it’s put on the shelf, and maybe it will be put on the shelf.

These are the things I encountered when I put them on the shelves. Other ASOers are welcome to discuss them together.

Second point: the release of some free resources

The main free resources are shown in the picture below:

Here we first talk about the placement of Baidu keywords, detailed document introduction:

http://app.baidu.com/docs?id=808

The specific rules are no longer described in detail as they are clearly written in the document. 20 tags, 50 characters , official review required after submission.

One advantage is that you can see the download volume of your APP under each keyword. The advantage of this is that you can optimize the words with no volume at any time, and at least keep the remaining words with volume.

And the coverage effect is very obvious. As long as you submit it, it will be covered 100%. However, there has been no specific research on how to quickly improve rankings.

However, I guess many people don’t know that Baidu can add keywords, so once you know it, hurry up and optimize your own keywords.

Third point: Release of preferential content

Detailed documentation: http://app.baidu.com/docs?id=806

What is meant here are those APPs that have coupons themselves, and they can directly apply to publish their own discounts on Baidu Mobile Assistant.

Generally, you need to prepare the following: 1. Information about the discount you are considering. 2. Prepare relevant materials according to official documents.

Here are some official release rules for you to feel for yourself.

Baidu Mobile Assistant Release Rules

After preparing all of the above, just wait for the official review. After the official review, your discount content will appear on Baidu Mobile Assistant.

For other applications, first launch applications, content cooperation, just apply according to your product type. If conditions permit, go through all of them. If not, just pick the two optimizations I mentioned. You can still do some basic optimizations.

Well, this is the introduction to the basic optimization of ASO for the six major app markets: App Store, OPPO, vivo, Xiaomi, Huawei, and Baidu Mobile Assistant. If you have any questions, you can leave a message below the article for discussion.

Author: Zhang Tao

Source: Zhang Tao