APP Promotion丨3 major marketing scenarios to explain the way of precise delivery

What are the advantages and disadvantages of mainstream promotion channels ? Today, the editor of Qinggua Media will take marketing scenarios as an example to teach you how to use and match the above channels , screen out the best channels, and interpret the delivery analysis.

First, let’s look at scene 1 in the picture above. Miss S is 22 years old and her labels are: mild myopia and beauty expert.

In the scene, Miss S discusses contact lenses with her best friend on QQ, mentioning keywords such as beauty contact lenses, glasses, and inmix. At this time, a buy-one-get-one-free product recommendation activity for Bausch & Lomb colored contact lenses recommended by Kede Glasses Network appeared on the right side of the QQ chat window.

Scenario 2

Scenario 2: Ms. G is 29 years old. She is labeled as a white-collar worker. She has lived in Shenzhen for a long time and recently plans to travel abroad.

Ms. G told her best friend on QQ that she wanted to go to South Korea and asked where to buy a plane ticket . At this time, an advertisement for a Korean visa appeared on the right side of the QQ chat window. When she clicked on it, she saw Ctrip 's flight recommendation page.

Or Ms. G searched for the keyword " Korea travel " on Weibo and found that the Weibo homepage recommended airline ticket booking apps such as Skyscanner to her. I opened QQ space and found that Zhubaijia recommended a short-term rental service for traveling.

Scene 3

The third scenario: Mr. Z is 32 years old, married, currently living in a first-tier city, and has a mortgage.

Mr. Z's financial situation is relatively good. His biggest way of managing his finances is to buy stocks, and he also has the habit of reading news clients every day.

When he finishes checking the stock market and opens Toutiao , he will find that a financial management tool , Grassroots Financial Management, or a stock trading software, Niuguwang, is recommended to him in the information flow .

Why is it that every time we open Weibo or Moments , some people see Cartier advertisements, while others see Jumei or Ford advertisements?

The above picture shows some of the most important distribution channels at present. For example, in the Weibo Fans backend, when you launch a product, your target audience can also be targeted.

For example: My product is Xiaohongshu , and I can target people who use products similar to mine. For example, NetEase Kaola will choose to target fans who follow the “ Yangmatou ” account.

What else can I choose next? Xiaohongshu’s target audience is “between 22 and 25 years old”, “females”, and “Beijing, Shanghai, Guangzhou, first-, second- and third-tier cities”. You can also choose interest dimensions and shopping habits, users who have made e-commerce purchases, etc. Users who can select these tags can be targeted for delivery.

The above picture shows the advertising position of Tencent traffic , as well as the dimension labels in the background. Tencent’s resources include, for example, advertisements in WeChat Moments , banners at the bottom of official accounts , and advertisements on the right side of the QQ chat window.

It can be seen that the population dimension division provided by Tencent Guangdiantong for advertisers is more detailed, including which business districts can be specified and whether the Internet access scenario is office or home working . As well as whether the network used is 3G, 4G or WiFi, the user's education level, marital status, and the weather conditions in your city, etc.

These two charts are some data analysis provided to the marketing department, including the analysis that the marketing department’s internal staff should conduct for each channel placement.

This chart shows the cost of a certain information flow distribution channel, from exposure click rate to CPC and CPM. If it is an APP, there are also activation costs, activation rates, number of activations, etc.

What happened in the area marked in light purple? That is, its average CPM bid is very low, and the CPM bid includes its CPC click.

What does CPC mean? The cost per click is very low, probably the lowest among all the plans here, but its activation rate is also very low, equivalent to between 1/2 and 1/3 of the average activation rate.

This set of data mainly shows that your click cost is low, but the activation rate is very poor. When you put this material out, many people may click on it, but when the material jumps to the app store landing page , many people jump away.

Maybe the direct relationship between your material and the landing page is relatively weak, or you used some headline materials to induce clicks, which will be relatively weak for the final activation and conversion .

The second is the area marked in yellow. Its exposure is relatively normal, its CPM is relatively normal, and its CPC is also normal, but its activation rate is 6.92%, which is still half of the average activation rate of about 11% .

So what's the problem? The landing page originally automatically redirected users to the app store after reading it, but now it has been changed to require users to click a download button after reading the landing page before they can download it. Therefore, users may jump out again because the click action has a relatively small threshold, and the activation rate has dropped relatively.

Looking at the area marked in red, its click-through rate is 0.47 to 0.59, and the average CPM is 5.92 and 8.86. Its click cost is between 1.26 yuan and 1.5 yuan. The cost has increased relatively speaking. The activation rate is also relatively good, and has increased a little bit. However, its CPA cost is slightly higher. What is the reason?

This is because it increased exposure in regional distribution, but the click-through rate decreased after the increase . This shows that although the dimension of the covered population has been increased and the regional coverage has been achieved, the direct conversion rate of the product has become lower.

For example, for a product purchased overseas, let’s assume that its target audience is first-tier cities, but he launched the product in fifth-tier and sixth-tier cities. Its activation and CPC costs have increased because the accuracy of the coverage population and regional matching have deteriorated.

The exposure of the blue area in the last row is 9282. Compared with the previous exposure, this exposure is drastically reduced. Its average CPC cost is 1.5, which seems a little bit high. What does this line of data indicate?

This means that your exposure numbers are actually very, very small. They are not enough compared to the information flow channels you put them in, and the sample is too small to illustrate the real traffic level of this channel. Therefore, this plan does not have much data reference.

The above figure lists the delivery quality of ABCD channels (which may represent Fanstong , Guangdiantong, Toutiao Momo , etc.).

CPA is the activation cost, registration conversion rate, order rate in the channel, average customer unit price, new volume, actual consumption, etc. This shows that when we measure the quality of a channel, we can not only assess the activation cost, but also the customer unit cost.

For example, you spend 10 yuan to acquire a user in channel A and 100 yuan to acquire a user in channel B. However, the user acquired at 10 yuan in channel A only contributes 1 yuan, so the ROI is 0:0.1.

If you spend 100 yuan on channel B to acquire a user, and he spends 10,000 yuan on the platform, then the ROI is 1:100. When I was choosing a channel, channel B was actually a better channel.

In addition to the average order value of conversions, what else should we look at?

We also need to look at the upper limit of the number of new users that the traffic platform can acquire every day . If your activation cost is very low, but your user conversion is good, but you can only bring in ten users a day, then such a channel does not have much value to me.

On the contrary, if the cost is slightly higher, but the amount of new users brought in every day is very large, then such channels can be the focus of attention.

Today, the editor will explain to you how to screen high-quality promotion channels and conduct delivery analysis, and summarize the three most important points for you.

The first thing is to choose more than two channels, and be sure to conduct comparative tests among them to select the channel that is most suitable for your product.

The second is that when you test, you should lean toward the channels with the lowest user cost and the best quality , and try to neutralize them.

The third is that in addition to the mainstream promotion channels, we must continue to explore new channels . The blue ocean of traffic has just been commercialized, and there are many more and broader things that need to be explored.

I hope that after reading this article today, everyone will have a deeper understanding of APP promotion . If you have any inspiration, please leave a comment below to discuss and exchange ideas.

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