CPs, if you still think that volume is the most important thing, you are totally wrong!

Is the volume from promotion really meaningful?

Every App needs to gain and buy traffic through various channels . Gaining traffic through promotion is the most important thing. The second thing is monetization after gaining traffic . Customers either make purchases within the App, such as purchasing props or goods, or clicking on paid ads. The third thing is the subsequent refined operations .

Among them, gaining volume is considered to be the most important thing. Where does the traffic come from? The department that spends money on promotion is actually under great pressure. How can the money be spent more valuablely? And the money should be spent in different dimensions, in a three-dimensional and stylish way. The first type is traditional offline advertising (outdoor, subway, bus, etc.). This type of data cannot be counted or quantified. For all feedback on effects, the data are determined by the channels. You may not believe it, but there is no other data to support it. The second category is television advertising. Although there are research organizations that provide various data such as ratings, it is still not quantifiable, nor can it be counted and tracked in real time. It can only be based on the one-sided words of agents and media platforms. The third category is Internet advertising , which can be scientifically quantified.

For the marketing department, spending money is also a painful thing because it is a huge responsibility. You have to explain to your boss which areas are well spent and how other areas should be adjusted. You have to constantly explain which is more cost-effective and effective, a magazine ad at an airport or an outdoor ad on a certain street. We all need to explain this to our boss, especially now that the market is so transparent. Of course, we also need to evaluate the effectiveness of our work and optimize and improve it.

Now some companies and media channels claim to be doing attribution. Everyone is talking about attribution, but have they really done it? Attribution itself should be a global data tracking and feedback. Sister Xi previously wrote an article titled "If you don't know how to do attribution analysis, it's no wonder your channel conversion and user growth are getting worse!", which generally talked about the concept of attribution and the four common attribution models. Most companies use the last-click interaction model to attribute all the credit to the last-click channel, which is obviously unscientific.

Someone clicked on an ad in the Through Train and made a purchase, but we cannot say that this conversion should all be attributed to Taobao Through Train. Before that, he may have had an impression of the product because he had seen a TV commercial, and his impression was deepened when he saw the airport light box while on a business trip. He may have caught a glimpse of an outdoor advertisement on the roadside in a cafe, or seen a picture forwarded by someone on WeChat Moments , and he may have thought about buying it and trying it one day. Suddenly one day, I searched on Baidu and then went to Taobao to buy it.

In fact, the information he was exposed to from each channel during the whole process had an impact on the decision made by his brain, so the advertisements from each channel contributed to this conversion. So how can we evaluate this matter scientifically? To quote Shi Jiangang: It is these previous preparations that trigger the decision-making mechanism of your brain. The decision-making mechanism of the human brain is actually determined by the density between sodium ions and potassium ions. Every time you see that advertisement, that value in your brain continues to rise until it prompts you to make the final decision to buy.

It is necessary for advertisers and promotion executives to understand these, understand people's decision-making mechanisms, and understand what prompts them to make purchases. Only in this way can we truly and scientifically optimize promotion strategies , optimize advertising spending structure, and ultimately optimize output results.

However, in order to attribution global data, we are limited by the difficulty of combining data between regions and the difficulty of combining digital and non-digital data. These problems cannot be solved. True attribution cannot be achieved under a single limited condition, and the attribution is definitely not the action of the last click. This kind of attribution itself has problems and is a fallacy.

App promotion should change from volume-gaining thinking to ROI thinking

When it comes to App promotion, what is the most valuable thing we can do? In fact, for CP, the most important issue is whether the keywords I bought after the placement have brought volume, conversions, purchases, and subsequent survival. This is ROI thinking .

In this Internet age where dividends are disappearing, volume is certainly not the most important thing. The input-output ratio of an investment is the most important. The investment effect is actually the result of input and output. You can’t just look at CPA. Some keywords may be more expensive, but their conversion rate is also better. In actual calculation, they may be cheap. For example, if you, a game CP, invest in the word "game" at a very high price, how do you know that you can still invest in it next time? We have to understand its subsequent conversion and even the subsequent user repurchase behavior. When we have more information about this word, we have the right to make decisions.

Try to answer these three questions when doing ASM delivery

Do you know how many downloads each keyword you placed brought?

Which keywords generated purchase conversions?

What is the ROI of keywords and how to adjust the delivery according to ROI in real time?

In fact, the data on volume should not guide decision-making, but the above questions. Purchase conversion is of course important, and no one would make a completely free app. You see 100 downloads for a certain word, but not a single purchase. Another word may only have 20 downloads, but a high purchase conversion rate, so its effect will be better than the word that brings 100 downloads. This word that brings 100 downloads seems to be effective, but if you add more downloads, you are actually making a wrong decision!

Some people say that Apple Search Ads also has an attribution API, which mainly tracks and attributes app downloads from search ads through the search ads attribution API. In terms of results, Apple's attribution API is still relatively simple and rough. It can trace back which keyword each download came from, but it cannot provide any further information. Even the attribution concept he mentioned itself can lead to bias and misunderstanding. Advertisers not only want to know which keyword each download comes from, but may also want to see the number of registrations, payment ratio, purchase conversions, etc.

Go back to the real needs of CP. For example, if 100 people come to buy your products, what words bring about their purchase conversions, etc. Through this information, you will know how to increase the delivery of which words. These are more important than gaining volume. Therefore, the ROI of keywords is the most important (ROI return on investment is the value that a company should return through investment, that is, the economic return a company gets from an investment activity, that is, the average revenue per user, focusing on the revenue that the operator gets from each user over a period of time).

App promotion should not only consider CPA cost, but also conversion and profit growth. We need to know the return on investment of each keyword in ASM delivery, that is, the ROI value of the keyword. Even more information, such as AR PU, the average revenue per user (focusing on the revenue the operator gets from each user over a period of time).

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The author of this article @溪姐 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!