In November, user behavior returned from ASO keywords to the list, You Get?

Under the myth that ASO keyword search ranking is omnipotent for APP promotion , keyword search has always been heavily declared for its unparalleled ability to attract natural traffic.

In this regard, Dianru Mobile gave a different opinion.

Recently, Dianru Mobile sorted out the results of ASO optimization cases in October. In October, Dianru Mobile operated a total of 12 ranking products and optimized 200 keywords. From the perspective of the effect of obtaining natural traffic, the same ranking in the category list created a new high in monthly natural traffic since October last year, while ASO keyword searches have stabilized from a decline.

During 2014-2015, optimization around the rankings was common in the industry, and the rankings had more exposure . In early 2015, ASO optimization quickly became popular. Until now, the entire industry seems to have entered another cycle. User behavior has begun to return from ASO keywords to the rankings. In November, it is recommended that advertisers focus on ranking optimization when promoting their products, supplemented by ASO keywords, which will be more conducive to the acquisition of natural traffic.

According to the mobile App Store optimizer of Dianru, the reasons for this change mainly come from four aspects:

First, due to market reasons , as the industry has flocked into ASO keyword optimization, there are currently many junk products ranked high in keyword searches, with poor readability and practicality. Apple has always been strict in reviewing the list, and its product ecosystem is relatively better. At the same time, after more than a year of crazy pursuit, ASO keywords have begun to return to rationality.

Secondly, although 65% of downloads in the App Store come from user searches, most search behaviors occur when users know which specific APP they need to find. The reality is that Internet advertising can basically only play a role in fuzzy searches.

Third, users’ search trends are based on interests, and tend to be based on searches under large tags. For example, if users want to read novels, most of them tend to choose to read and search under the list category, rather than searching for novels directly in the App Store.

Fourth, the improvement of Apple’s list classification, such as the addition of game sub-categories and shopping categories, has further fostered users’ behavior of searching for apps based on the category lists.

 So, what should we pay attention to when optimizing the rankings in November?

The annual Double Eleven e-commerce war and the resulting user mobile effect make November increasingly unique. Whether it is brand exposure, Internet promotion demand, or user download and conversion behavior, they all reach a peak period within the year.

Common sense blind spots: 1) When it comes to ranking optimization, advertisers’ first reaction to the promotion ranking time is 6 p.m., believing that users’ attention to mobile devices is highest at this time. In fact, the selection of ranking points should be based on the attributes of the product and target users. 2) To test the cost-effectiveness, advertisers usually believe that the higher the ranking, the better. However, after actual delivery results, if the products on the first page of the App Store are not familiar to users, the natural volume generated is not much different regardless of the ranking.

November Special: First and foremost, in November, users pay more attention to e-commerce and shopping products than other categories. However, since users stay on mobile devices longer at this time, from an overall perspective, November will be a good opportunity not to be missed for product promotion. And it is not limited to e-commerce and shopping categories. The optimization of category lists will be the highlight.

In addition, the most difficult part of optimizing the list in November is not just the fierce competition during the optimization period, the key lies in maintaining user enthusiasm. The download and conversion behaviors generated by users during this period are usually impulsive, and the possibility of user loss in the later period will be relatively high. Maintaining popularity and controlling costs make the planning of the promotion cycle extremely important.

Note: Focusing on the rankings does not mean not using ASO keywords. It is just the general direction of App Store strategy in the near future. ASO keyword optimization is very important, and I hope advertisers will not misunderstand. Generally speaking, integrated promotion of rankings and ASO keywords is more cost-effective. At the same time, specific strategies need to be formulated based on the type of product and different promotion stages.

Mobile application product promotion service: APP promotion service Qinggua Media information flow

The author of this article @点入移动 compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!