1. Recent Algorithm Adjustments and Response Strategies1. Are the lists and search results different for different systems and devices? In early April, we found that at the same time, there were differences in the rankings and some search results on devices with different iOS systems or different models.There were even differences on devices with the same iOS system and the same model . Moreover, this phenomenon is not only seen in China, but also in the App Stores in the United States, Japan, and South Korea. As shown in the following figure: We then studied this phenomenon. It was found that for keywords in each popularity range, there was no difference in the search results for different system versions and different device models obtained from Apple's interface; moreover, this difference in search results and rankings did not occur on previously tested devices. Therefore, we believe that the previous differences in search results and rankings were not affected by different iOS versions and iPhone models, but rather that the data of a few independent devices were abnormal . However, we will continue to pay attention to this phenomenon. If the number of abnormal data samples increases, it is likely to have an impact on the entire ASO industry in the future.2. The keyword update cycle is unstable There is another phenomenon that deserves our attention. The recent keyword ranking update cycle is very unstable. There has been a general delay in the optimization effect, and the ratio of effects appearing within 12 hours has decreased . Many App optimization effects appear on the second or third day after launch, and some delays are even longer! You can look at the recent rate of change of keyword search results based on the figure below. The change rate refers to the average number of changes in the top ten search results for each keyword. For example, a change rate of 2 means that on average, the search rankings of 2 apps in the TOP10 search results for each keyword have changed. When the rate of change is above 1, it means that the keywords have changed and there is no ranking lock phenomenon. The larger the value, the greater the rate of change in the app search ranking. Countermeasures: If you encounter a delay in the effect of keyword updates (or a temporary lock on the rankings), it is recommended to reduce the release of new words, and to continuously release key words (continuous days or one day apart) to consolidate the weight. This way, you may get a better ranking position after the effect is updated. After optimizing the ranking of a certain keyword, it is best to delay the observation time for 1 to 2 days, and then adjust the optimization strategy according to the actual situation. 3. The search index of some keywords fluctuates greatlyThe search index of some keywords has dropped abnormally, or even suddenly dropped to 0. For example, words like [2D] and [lottery], when we look at the historical search indexes for these words over the past six months, we can find that Apple has made adjustments to these words, and the search index fluctuations are very large. Countermeasures: The fluctuation of the search index of these words can be divided into two points for the change of promotion optimization strategy: 1. Words like [2D] can still be combined with past indexes for promotion optimization; 2. High-risk words like [lottery] have been locked in by Apple and are difficult to optimize, so they can be temporarily abandoned.4. Keyword rankings fluctuate like an electrocardiogramRecently, we found that the ranking of some keywords showed an electrocardiogram-like fluctuation, which we call [electrocardiogram] , similar to the following figure: Countermeasures: When encountering this kind of electrocardiogram-like fluctuation, there are generally three countermeasures: 1. If the keyword is a brand word, you can actively complain to Apple. 2. Temporarily avoid abnormal keywords and do not optimize.
3. Conduct interval testing with a cycle of more than 2 weeks and continuously observe the results.
5. Ranking of some keywords is difficult to meet expectationsWhen optimizing, if you encounter a situation where you cannot rank in the top few for certain keywords no matter you increase the amount or change the account, you can conduct in-depth research on these apps to see if there is any mystery . For example, in the figure below, taking the keyword " Yizhibo " as an example, it is difficult to see products from large manufacturers within the TOP15. Careful ASOers click on the details of each App and find that these Apps are surprisingly similar in the number of comments. As shown in the figure below, when checking the comments of these apps, it was found that the number of comments per day was basically the same in certain time periods, and the number even exceeded 2,000 in a certain time period. This phenomenon is impossible under normal comments. Through the data performance of these products, we can get a signal that positive reviews and quantity have a very good impact on product weight. Countermeasures: When the list is occupied, we can usually take the following two actions: 1. Lower the optimization expectations and estimation level 2. Expand other keywords2. How can a novice quickly judge recent algorithm adjustments? There are many ways to determine algorithm adjustments. Here are two that are easier to master.1. Judging by the changes in the top apps in the overall ranking The factors that affect an App’s Apple weight include: new additions, daily active users, number of opens, usage time, retention , developer account weight, in-app purchases, reviews , etc. From the two list screenshots, we can infer: ① If traditional large apps ( WeChat , Alipay , Taobao , etc.) are ranked at the top of the list, it can be judged that the weight of "active" in the recent period is higher in the algorithm (such as the screenshot of the list on 2017-11-25); ② If video apps are at the top, it can be judged that the weight of "usage time" in the algorithm is higher (such as the screenshot of the list on 2017-11-25); ③ If new games and new products (such as products that are popular in the circle of friends , cool music that is popularized by Douyin , etc.) enter the top of the overall list, this means that the weight of "new additions" in a period of time is higher. (Screenshot of the list on April 16, 2018) Countermeasures: Carry out differentiated promotion based on the recent weight changes we speculate. For example, if the weight of "newly added" is relatively high recently, then the promotion is recommended to focus on traffic acquisition, expand the weight advantage of new downloads, and even combine ASO to rush to the top of the list ; if the weight of "daily active users" is relatively high, then you can focus on the App's operational activities and focus on improving the App's internal data. 2. Determine the algorithm weight adjustment based on search results We can also judge the changes in the weight of certain keywords based on the search results . ① As shown in the figure [search results for "Senior High School English"], the top three names all contain the search term "Senior High School English". Although the fourth-ranked product has a larger number of downloads (as can be judged from the higher overall ranking), it is still ranked at the bottom. This may be because the product title has a higher weight. When similar situations occur, we need to embed key keywords into the product title to make full use of the high weight of the title position. ② As shown in the figure [search results for "fishing"], apps from major manufacturers such as [Fishing is Coming] and [ Honor of Kings ] have risen very high in the rankings. It is speculated that Apple may have increased the weight of developer accounts in searches. If developers in small companies encounter this situation, we need to temporarily avoid similar words and observe for a period of time to avoid unnecessary waste of promotion budget. However, there are two special cases: a) If the developer uses a personal account to post fake comments, this situation can be ignored; b) Some keywords with similar phenomena are not because the developer account has a higher weight, but because the keyword is protected, which is more common in brand words of large companies. For example, " Fantasy Westward Journey " has been protected for nearly a year. But it should be noted that the algorithm adjustment cases discussed in this section usually only occur on some words. Compared with the first part, it is not a change in the weight of the entire market. Therefore, this requires us to first observe the search results under the keyword when optimizing specific keywords to see whether these two situations occur, and adjust the optimization plan according to the actual situation of each word . 3. Recent common phenomena of accidental injury by Apple and how to file a complaint1. Apps were innocently removed from the listIf there is a sudden large number of downloads within a period of time, causing a surge in the ranking of the list, even if the users are real users brought in by a large number of advertisements, it may arouse Apple's suspicion and lead to removal from the list . In April, we found that two products were suspected of being accidentally affected. These two products had done a great job in promotion in the previous period and both entered the TOP10 of the overall list. One of the apps gained a lot of new users (all organically added) in a short period of time through TikTok, but was suddenly cut off by Apple. Main solution: There are 4 channels to communicate with Apple: 1. Email [email protected] 2. Call 4006701855
3. If you are punished, you will receive a punishment message in the solution center of iTC backend, and you can reply directly
When filing a complaint, you should mainly explain to Apple that the recent additions to your products are all legitimate customer acquisitions. You can provide the following content: screenshots of the promotion channels , screenshots of the effect settlement, and the activity, retention and other behavioral data of recently added users (there will be obvious differences between the retention, activity and behavioral data of fake users and those of normal users), etc.; you should also provide screenshots of abnormal data, such as screenshots of the iPhone rankings and the Qimai data ranking curve.
Appeal email template 2. App brand words are cleared for no reason or the keyword(brand words, main core words)search result rankings show electrocardiogram-like fluctuations . The main solution is to provide Apple with trademarks, qualifications, and an introduction to the core functions of your product (for example, for Meituan Waimai , you need to prove that your product is for food delivery; for Mu Niao Short-term Rental, you need to prove that your product is for short-term rental); then provide screenshots of ranking fluctuations and App Store search screenshots to prove that there is indeed an abnormality in the keyword rankings. Of course, in addition to the above-mentioned accidental injuries, similar solutions can also be used to deal with other penalties from Apple (removal from shelves, clearing rankings, clearing words, blocking, etc.). If the problem cannot be resolved within a period of time, you can also consider activating a backup app (a substitute app prepared in advance) and optimize it to the position of the main product to absorb traffic as a substitute to avoid traffic loss. If the product itself ranks high on the list, it is recommended to rush to the corresponding position; if the keyword is the strategy of the main product, the core keyword should be quickly optimized to a higher position to reduce traffic loss. If there is no backup app, you can also release a new alternative product, but the code and release time of the released alternative app must be controlled carefully, otherwise it may be suspected of being 4.3 and be removed from the shelves. Brand word or ECG cleared complaint template
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Product promotion services: APP promotion services, advertising platform, Longyou Games
