How to get traffic from the App Store after bidding

Hello everyone, I am Bobo. What I will share with you today is still a series of methods for promoting Apps in the application market , but today I will mainly talk about how to gain volume and attract new users more efficiently from two aspects: hot events and App Store bidding.

1. Mobile Internet is in its infancy, but application promotion faces difficulties

A current trend:

1. A red ocean appears in the mobile app promotion market, and the Matthew effect is prominent

2. Channel traffic is complex and diverse, making it more difficult for apps to stand out

3. The investment environment is becoming more rational, and careful budgeting has become the new normal

2. Leverage Marketing

First, let’s talk about hot spot marketing . At present, App promotion is generally difficult because of the high promotion costs. Whether it is placement or optimization in the App store , the cost is relatively high. For large enterprises, the investment in promotion funds is relatively large. But for small and medium-sized enterprises, there is not so much funding. Many companies that can do long-term promotion and optimization in the application market are generally those after the B round. Before the B round, small companies in the A round will only do promotion for one month at most and do not have the funds to continue the promotion for a long time. Therefore, in this case, it is very important to learn hot spot marketing .

1. Smartisan Technology Conference - iFlytek Input Method

Let’s take the iFlytek input method, which became popular again due to the Hammer conference some time ago. At the Hammer conference on the evening of the 18th, Luo introduced a product from a rival company, iFLYTEK Input Method. Since there were more than 10,000 people attending the press conference and more than 1 million people watching the online live broadcast , such a large exposure caused iFLYTEK Input Method to jump from around 100th place on the list to around the top 10 on the 18th and 19th.

Lao Luo is an Internet celebrity . Now the promotion has entered the era of Internet live streaming and Internet celebrity live streaming promotion. There are two ways to manipulate the rankings : organic manipulation and real-person manipulation, but the fastest way to manipulate the rankings is through live streaming by internet celebrities, which has gradually become a mainstream promotion method. It can dramatically increase a product’s exposure , downloads, rankings, etc. overnight.

Let’s take a look at the changes in iFLYTEK Input Method in the domestic Android market .

This is an overview of iFLYTEK input method in various domestic Android markets detected on the software application ranking analysis platform, and j briefly lists the 360 ​​market and Xiaomi market. A product that has skyrocketed in the Apple market has been very stable in the Android market, and has even had a slight decline in the Xiaomi market.

Why is this? We can make the following conjectures:

When we in operations do not have sufficient budget in the early stages of product promotion, we can use hot events or major changes to check the changes in the product in the application market, so as to study the changing rules of the application market and have an intuitive understanding of the application market.

This is the change in comments on iFLYTEK Input Method in the past six months. At the beginning, it was very low in May, and suddenly there was a surge in June. We learned that there was a version update in June, and then it returned to the low point. After another version update, the status remained at around 200 comments. After Luo Yonghao’s press conference, there was a surge in comments, with the number increasing to more than 1,000. If your product can combine hot spots, then your product reviews will easily rise to more than 1,000. There is no risk at all, and comments have a certain influence on the list. As the comments increase, the list also rises. So what should we pay attention to when optimizing comments? The following 5 points must be avoided.

2. Wang Baoqiang's divorce incident - Weibo

Let me give you another example. I believe everyone is aware of the Wang Baoqiang incident. This incident affected Weibo, causing it to jump from around 40th place in the IOS overall ranking to the first place, where it remained for several days.

Let’s take a look at the changes in the domestic Android market during the Wang Baoqiang incident. The overall situation remains stable, without any major fluctuations. Only the Huawei market changes with the popularity of the event, which is consistent with the changes in the Apple market.

III. Overview of the Application Market

Let’s talk about the application market. The picture below shows the current application market structure, which is divided into two echelons.

The “routines” of App Store promotion include the following aspects:

IV. How to get traffic from the App Store after bidding

Let’s talk about advertising in the App Store in detail.

Advertising in the United States is now open. We have helped domestic customers try advertising overseas and found that the effect is quite good, with a higher CPA conversion rate than Facebook . This shows that Apple’s bidding advertising is still quite competitive. Let's think about the problem from another angle. From the perspective of the application market, it wants to know what products the ad space will show. The higher your bid, the easier it is to get the ad space. It is affected by many other factors.

First of all, the App Store considers maximizing expected profits, which is the biggest and best profit for them. Revenue = bid * download volume. The more product downloads there are, the more likely you are to get an ad spot. Factors that affect download volume include search matching, brand awareness and the product's ability to attract traffic.

So how can we seize this bonus period of the App Store? Consider the matching degree, brand awareness, and ability to attract traffic.

5. Conventional App Optimization and Promotion

1. Let’s take a look at the common optimization influencing factors

2. The effect of point wall placement

3. Real-person measurement of time and effect

Pay attention to the time and effect of real-person measurement. For example, if you want to see the effect at 9 a.m., you need to check it at around 3 p.m. the previous day. In this way, you will see an obvious ranking improvement at 3 a.m. or 9 a.m. the next day. The shorter the time period for rushing to the top of the list , the better the effect.

4. Give an example

5. A map of traffic sources obtained from each application market.

The quality of App Store users is the highest in the application market, and more users can only be acquired through optimization. Traffic entrances such as the overall ranking, category ranking, ASO , and hot search ranking are all worthy of investment. It is recommended that the investment amount account for about 50% of the total marketing budget. Industry products focus on ASO optimization , while universal products focus on list optimization.

Baidu market is a market with a high degree of commercialization, with CPT/CPD delivery as the main method. Keyword ranking optimization is mainly carried out through CPD bidding of the gold medal keywords in the Chunhua backend, combined with the optimization of some category rankings, downloads, and comments. Generally, the product quality is considered qualified only when the download volume reaches tens of millions or millions. The recommended ratio of funds for advertising and optimization investment is 8:2. For example, if you have a budget of 100,000 for Baidu market, spend 80,000 on official cooperation and 20,000 on optimization. The recommended investment amount is about 15% of the total marketing budget.

The 360 ​​market overall ranking and category rankings are based on the total download volume and recent download volume. The keyword ranking is based on the number of searches, downloads and opens. The recommended ratio of advertising and optimization investment is 6:4. The recommended investment amount is about 15% of the total marketing budget.

The current recommendation for the App Store market is to focus on optimization, mainly optimizing category lists, keyword rankings, and optimizing associated words. The recommended ratio of advertising and optimization investment is 3:7. The recommended investment amount is about 15% of the total marketing budget.

Xiaomi market recommends focusing on optimization, mainly on category list optimization, download volume and comment optimization, and the advertising and optimization investment ratio is recommended to be 2:8. The recommended investment amount is about 5% of the total marketing budget.
Huawei, Meizu, OPPO, and VIVO recommend combining optimization with promotion, with a recommended advertising and optimization investment ratio of 5:5. The recommended investment amount is about 2% of the total marketing budget.

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

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