Master the mainstream APP application market channel operation strategy with zero foundation

This article introduces paid CPD promotion in app stores , mainly introducing the details that should be paid attention to in CPD promotion in several current mainstream app markets, including App Store , Huawei, Xiaomi, OPPO, and VIVO.

After an APP goes online, in addition to the initial application for release to the app store and coverage of mainstream app stores, it is necessary to further expand the number of users, so it is necessary to start considering various channels to buy traffic.

Common APP promotion methods include: promotion within the app store, information flow on major platforms, exchange of traffic between APPs, etc. This discussion mainly focuses on paid CPD promotion within the app store.

The current mainstream app stores include those from mobile phone manufacturers such as OPPO, vivo , Huawei, Xiaomi, Gionee , etc., and third-party ones such as App Store, 360 Mobile Assistant , Baidu Mobile Assistant , Alibaba , etc. These app stores all support paid promotion . As manufacturers gradually reduce their traffic , the third-party market traffic will become less and less. The following mainly introduces some details to pay attention to in CPD promotion in several mainstream app markets.

1. App Store CPD Delivery

The App Store's delivery backend is the same as its Guangdiantong backend, but you need to apply to open the App Store delivery backend yourself, otherwise you can only deliver CPC information flow. You can also recruit agents to open accounts.

App Store is the only channel in all Android markets that can specifically upload channel packages (the entrance is difficult to find: http://op.open.qq.com/index.php?mod=appinfo&act=gdt&owner=1901004650). This makes it convenient for CP to track channel conversion data more accurately. However, it should be noted that the channel package uploaded must be different from the main package of the developer's backend, otherwise the upload will fail. However, in actual verification, our package that only added statistics without any other modifications can be uploaded normally. You can verify this.

Once the backend is successfully opened, you can start advertising. An advertisement in App Store is from advertising plan - advertising (promotion target) - targeting - advertising position - scheduling bid - copywriting creativity. Among them, CPD ads are displayed based on bids and search terms, so some targeting settings will not take effect. I have only added relevant search keywords in the targeting position.

App Store’s CPD can set up multiple sets of creatives at the same time, which can increase overall exposure on the one hand, and test materials on the other.

In addition, for initial testing, if the budget is not very large, you can limit the consumption within the plan, but the daily limit can be adjusted as high as possible. If the daily limit is too low, the system may determine that you do not need such a large volume, and the initial allocated exposure will be very small. After all, even if it is paid by CPD, there still needs to be enough exposure in the first step of promotion.

Regarding the effect, maybe because the match between our educational products and App Store users is not very high, the effect is not very good, so App Store has not invested a lot. It is said that game and social products have better effects, and the CP of products in this area can pay more attention.

2. Huawei’s CPD Delivery

The Huawei market is recognized by all CPs as a channel with relatively high user quality, as 90% of Huawei users are over 26 years old, and this group of people has relatively good paying ability, so financial channels generally focus on Huawei channels. Of course, the overall price of Huawei CPD is also relatively high.

Huawei's promotional locations are divided into general recommendation area, application search, channel incentive recommendation area (points area), and Star List (there is also a cloud folder that is not in the same system).

The general recommendation area and application search are relatively commonly used locations. The competition in the general recommendation area is relatively fierce. For products that need to be branded , you can increase the bid for this location. Because Huawei can only run one task in the same type of location, there is no need to submit multiple plans to increase exposure like other channels.

Bidding can be divided into ranking bidding and direct search bidding. Generally speaking, direct bidding is higher than ranking bidding. At the same time, it is not possible to set direct advertising space for brand words.

Huawei's application search position can bid for keywords, and the price of each word can be adjusted in real time. Huawei's download rate has a relatively large impact on the account weight. It is recommended that you increase the bid according to the quantifier when operating the account to increase the download rate . At the same time, Huawei's initial brand words are enabled by default. In order to reduce unnecessary consumption, you need to remember to add brand words to negative words. I personally added the top two words to the negative words at the beginning.

You can add 100 keywords at a time, and it will also recommend some words, but the words it recommends for our product are very inaccurate. As for whether it is necessary to enable the automatic matching function, I personally think that it needs to be considered in combination with our own products. Because our products are more vertical, the popularity of related words is not high. If we do not enable automatic search matching, it will be difficult to gain volume.

But there is no doubt that the number of users matched by a keyword must be higher than the quality of the quantity it matches. We should pay attention to the relevant quantifiers in the report-search data, and immediately add quantifiers that are irrelevant to the product to negation.

Report-Search Data

You can pay attention to the ranking of keywords in real time. Huawei CPD has a relatively large impact on keywords in the short term. You need to keep an eye on the words whose rankings change after they are launched, especially the words with large volumes. When optimizing the price in the later stage, you need to combine the rankings. I usually lower the bid for the words that are ranked in the top 3 and have no competition. If the ranking drops, I will make another bid (the idea is similar to the points wall ).

Another possible reason is that Huawei may consider user experience . For keywords that are not covered by Huawei, there will be no display even if they are placed. If the related words are more important, you can resubmit them in the developer backend keywords to let them cover them first.

3. Xiaomi’s CPD placement

The main advertising types include homepage focus images, featured list ads, search ads , and search rich media.

The main advertising display formats of Xiaomi Market are premium lists and search ads, and the plan settings are: advertising plan-advertising group-ad creative format.

You can add up to 100 keywords to the search ad creative, and up to 50 negative words. If the negative word is the same as the search word, the keyword will be processed according to the logic of the negative word. The length of a keyword cannot exceed 15 characters. You can bid for a specific keyword separately, and adjust bids for certain words in the plan for more refined operations .

Searching for rich media is another form of presentation, which requires the preparation of image materials and text of no more than 20 words. Rich media is an industry competition. If the industry competition is fierce, a relatively high price will be required to get exposure.

4. OPPO’s CPD placement

OPPO's advertising backend is relatively simple. You cannot add keywords for search ads in the background yourself, nor can you add negative words. When the background is just turned on, it will automatically match some words, which can only be seen after the next day. You need to wait until the next day to submit modifications based on the matched words and the words you prepared. This process requires the agent to submit for media review. Generally, the review on the same day will take until the next day to pass. The ranking positions of brand words in its search ad positions are 2, 3, and 6, and those of common words are 1, 3, and 6.

Another point to note is that when the delivery plan is initially set, the OPPO Welfare Club resource position is turned on by default. OPPO will give users points incentives for downloading from this position, which is similar to the nature of a points wall. It is not an active download based on user needs, so the retention rate will be very poor. Therefore, it is recommended that the agent in the Chinese position apply to close it as soon as the delivery background is opened, and then start creating a plan after the closure is successful. It is said that some CPs forgot to close it at the beginning, and the consumption was very fast at the beginning. When they found out and came to close it, it took a few more days because its review takes about two days.

OPPO's CPD delivery has a significant effect on boosting the ranking of product keywords. Our product coverage has increased from more than 100 at the beginning to more than 1,000 after the delivery (our product itself is vertical and there are not many related words). I am not sure about the loss of words after the delivery was stopped because I am still investing. Friends who know this can add to it, but based on my current test results, some words that moved to the second position after the CPD delivery still remained in the second position after I lowered the bid.

5. Vivo’s CPD campaign

The advertising background of vivo is similar to that of OPPO. The advertising positions on the search results page are mainly in positions 2 and 3. The only difference is that the autonomous operation space of the vivo background is a little larger. The main forms are the homepage recommendation area and search terms. Other situations are similar to OPPO, so I will not explain them in detail here.

According to my observation, our product's keyword ranking has not improved much after the CPD was launched. From the perspective of ASO , vivo will only capture keywords from the title , subtitle, and application tags. Other things such as product introduction and editor's recommendation are of little help in covering keywords. Application weight will affect the background's capture of keywords, and application weight is affected by downloads, CPD delivery, and comments. However, vivo has recently issued very strict instructions on the behavior of brushing volume, and the penalties for apps that are judged to have brushed volume are very severe.

Compared with information flow, launching in the application market is much simpler. If you are new to APP promotion, you can join more related communities and ask more questions from seniors to avoid many detours. You can also take the initiative to find some related articles to learn. Of course, because channel policies change frequently, I personally believe that there is no such thing as a one-size-fits-all solution. Everyone should still combine the characteristics of their own products and channels, and make timely adjustments based on policies. Don't just follow orders or books, and let actual data speak for itself.

Source: Ethereal