APP promotion丨Analysis of the advantages and disadvantages of mainstream promotion channels

Classification by traffic rating

Search engine classification by user behavior

This classification method means that users actively go to search engines to search for a keyword , such as Baidu, 360, etc.

The main advantage of these traffics is that users have extremely strong rigid demand . For example, searching for keywords such as "wedding photography" is definitely because there is a strong demand for wedding photography, and the order conversion rate is the highest.

So what are the disadvantages of this traffic? Even on today’s search platforms, the purchase cost of some keywords that are in urgent need of search conversions is getting higher and higher.

There is a problem here. For example, I may spend a lot of money bidding for the search ranking of the keyword "wedding photography". Then the first five or ten pages I see on Baidu will all have advertisements. From the perspective of user experience , the mentality must be to click from the first page to the fifth or even the tenth page to compare the advantages and disadvantages of each merchant.

If your product is extremely advantageous, you may be in a more advantageous position when users compare prices.

However, if your product is relatively undistinguished and at a disadvantage compared to other competing products, you may spend a click, but the final conversion may be taken away by other competitors.

Classification of advertising effects according to information flow

Classification by application market effect

There is another promotion channel for APP, which is the application market. For example, the app store can optimize the search ranking and improve the ranking of search keywords. It can also make category rankings, such as shopping rankings or financial rankings. Games can improve their rankings in game rankings or overall rankings.

What are the advantages of application markets like Android App Store and Xiaomi? Most application markets charge based on CPD downloads, so the download cost is lower than the previous two channels.

So when it comes to APP marketing , the first channel to choose must be the hard-core channel of the application market . So what are its disadvantages? That is, the business market is relatively small in scale, the quality of users varies, the authenticity of the quantity, etc., and the level of commercialization is also different.

Today, the editor analyzed the advantages and disadvantages of mainstream promotion channels from a theoretical perspective. Later, I will also teach you how to match appropriate promotion channels with marketing cases . Please continue to pay attention to later articles.