Tips for APP promotion, double the effect!

Many optimizers often encounter such troubles during the app store search process:

Why can’t I get any volume even though I’ve set the keywords ?

Why do the set keywords get volume, but the conversion rate after download is not up to standard?

How to optimize search terms, bids and budgets?

Next, let’s take Xiaomi App Store as a reference to talk about the App Store search ad prompt routine~

First of all, we must be very clear about what search keywords are. Users search for apps in app stores every day, and the characters, words, pinyin, etc. entered before downloading are all search keywords. It is mainly composed of three categories of words, and the proportion of downloads and advertising consumption is shown in the figure:

Note: The outer ring represents the download volume share of each keyword category, and the inner ring represents the advertising consumption share.

Brand words: Brand words are mandatory words, which can enhance brand communication while reducing competition from competitors. At the same time, adding keywords around the brand can also help users search and quickly reach the brand.

Industry words: Industry words can be used to guide users who do not have a strong brand awareness to download. At the same time, industry-related hot search words and words that are highly relevant to products can also increase product volume.

Competitive keywords : Competitive keywords can bring in large search traffic . Making good use of search sug and other resources to intercept traffic can expand the scope of acquisition.

The three major categories of keywords are the basis for building the prompt structure. For the further subdivision of these three types of words, the author summarizes six strategies for word suggestion and three major search word optimization misunderstandings, breaking them one by one. This is the secret book of search word optimization. Mom doesn’t have to worry about your search word optimization anymore!

Competitive product keywords: Adding competitors’ brand searches and related words can attract more target users of competitors who have weak brand awareness, thereby intercepting competitor traffic and gaining volume.

The six prompting strategies have been mastered, but the young lady is still worried, after all, she said she would work hard to organize them. Therefore, we have carefully compiled for you the common misunderstandings about prompting seen from an "angel's perspective". Come and see if you are one of them.

1. The more popular search terms, the better?

Keywords with high search popularity are not necessarily strongly correlated with the products being launched. Selecting and mining words that are actually relevant to the products is the key to improving back-end conversion rates.

2. Can the bids for search terms in different categories be unified?

Traffic and bids are in dynamic fluctuations every day. The customer competition corresponding to each keyword is different. The number of competitive customers in each industry and keyword also varies greatly. Targeted word segmentation bidding is an important strategy for gaining volume.

3. Focus the budget on a small number of core words?

The consumption is focused on a single word, and the bidding stability is relatively poor. The budget can be averaged to increase the vocabulary and reduce the risk. At the same time, increasing the diversity and quantity of keywords is the basis for gaining volume through word suggestion.

After reading the above cases, the author said that he must take out the word prompting structure made by other people’s children and classify and calculate the keyword costs for everyone.

Author: Xiaomi Marketing , authorized to publish by Qinggua Media .

Source: Xiaomi Performance Marketing