5 things you must know about APP promotion, have you passed them?

Many students who do APP promotion spend their whole day on "going to the App Store to update and optimize", "looking for channels , looking for channels, looking for channels", "reducing costs, controlling budgets and reducing costs", and "doing data, doing data, and doing data". Some students are already familiar with the complete guide to APP promotion channels on the website and the most effective promotion methods.

ASO became popular in 2014, and has gone through the 1.0 era of rankings, the 2.0 era of search, and now the 3.0 era where the cost is high. In 2015, information flow ads such as Toutiao, UC, and Guangdiantong exploded, and the app stores were very popular in 2016 and 2017. So where is the traffic dividend in 2018? Which channels should we focus on?

Communication skills

Although I personally think that APP promotion is more of a technical job, you need to be familiar with promotion channels and understand certain technical principles. These are the basis for completing advertising online more quickly and controlling costs more effectively.

But after countless painful experiences, I have to say that communication is really the prerequisite for everything . You have to compete with agents and channels, and you have to make arguments with your bosses, because this is a job that requires a large budget. Only with the trust of the boss can you give enough budget to carry out a series of work smoothly.

Technical capabilities

Technical ability is definitely a magic weapon for all students who do promotion.

① First of all, you need to be familiar with the display mechanism of mainstream online advertisements , such as Toutiao, Guangdiantong, MP, App Store CPD, etc. Don’t think that you can just hand it all over to the agent. Some of you have worked as the second-party operator and are quite experienced in this area.

Students who have no experience, especially those who want to work on these channels, should communicate more with agents or media and read more advertising product documents.

Doing so will help carry out the work and also allow for better prediction of results in advance. If you are not familiar with it, you may waste more time to reach the ideal cost level. This is also a hidden cost.

② Understand basic data statistics principles and be familiar with third-party statistical tools . For example, Umeng , TD, Baidu Statistics, etc., are very necessary, especially for start-up companies whose products are in the early stages and are not perfect in all aspects, but want to seize the opportunity and test the waters as soon as possible.

For example, ASO requires API connection, and information flow requires monitoring of different advertising data. All of these require dealing with technology.

③Data analysis ability : Good data analysis ability is not only the basis for optimizing advertising effects, but also an essential skill for effectively identifying false traffic.

So far, anti-fraud of traffic and prediction of user lifetime value remain a challenge in the market. In daily work, some individual groups may falsify false traffic due to personal interests. It will undoubtedly cause considerable cost losses to the company, and in fact, it may also have a negative impact on yourself if you are not careful.

Keep an eye on real-time hot spots

Some students think that this is something that operations students should pay attention to and consider. Students who are involved in promotion are more focused on various promotion channels and methods such as CPC, CPD, and CPA.

But sometimes, paying reasonable attention to hot current events outside and making use of them can bring unexpected gains in customer acquisition.

For example, when mini programs come out, have you ever thought about how to use them to promote them? Live quiz shows are said to be the first hot topic in 2018, especially social , dating, e-commerce , and gaming apps, which have a lot of room for interaction with users. More attention should be paid to all-round promotion methods. If you also want to try to explode the volume, this is crucial.

Keep an eye on industry trends

As the saying goes, "know yourself and know your enemy, and you will win every battle." Here, we especially emphasize paying attention to the promotion methods of industry competitors.

If you frequently see ads for competing products on the same channel, it means that the other party has invested a relatively large budget in this channel, which means that either the cost is good or the user quality is good.

For example, you can also study the channels it invests in, the landing pages , and so on. You can also use your own personal connections to learn more about the promotion costs of mainstream channels in your industry.

You can attend salons and industry conferences. Although half of your time will be wasted on irrelevant content and a lot of it is publicity from the other party for the purpose of signing contracts, you can still discard the dross and retain the essence. For example, sharing of successful cases and experiences can all be used as reference. At this time, you can gossip about things happening outside that you may not know about due to your busy nine-to-five work.

Dedicated and supportive

Promotion is a job that is closely related to operations, products, and technology. Only by timely promoting product optimization and updates while placing advertisements and continuously polishing products can costs be optimized.

Although the customer acquisition costs of advertisers of the same industry and the same type of products for the same period of time on mainstream online channels are generally consistent, for example, information flow channels now basically support CPA delivery. While this liberates operational optimization costs in some ways, it is also the inevitable result that the overall customer acquisition costs of the industry tend to be similar.

One point I want to emphasize here is that students who promote APP should pay attention to the situation of "the pot calling the kettle black when you are fifty steps away", worry about the difference in cost of a few cents or one dollar, conduct attribution analysis and insist on optimization.

Today, the editor introduced several basic elements necessary for APP promotion. I wonder if you have all the above qualities. Welcome to leave a comment in the comment area below.

The author of this article @51coo compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century