Five-step optimization of APP promotion channel effects to make the purchased traffic worthwhile!

How to make refined use of the traffic during the promotion period to maximize the value of the traffic purchased by users? Let’s focus on the following:

1. Select the best region

Within one channel, different groups of people and regions will bring different conversion effects. In conventional promotion methods, we usually choose to promote through channels across target provinces, but ignore the different effects that may be brought about in different cities. By using U- ADplus , a tool for monitoring promotional effects, to conduct a regional analysis of a single event, we can see the conversion effects in different regions during the promotion period. From the percentage of regional analysis we can conclude that:

1. The conversion rate in one province will be higher than that in other provinces;

2. Among provinces with low conversion rates, there are also cities with good conversion rates and high rankings.

Combining these two conclusions, we will target cities with high conversion rates and good results as target cities for precise delivery and increase delivery; we will eliminate cities with low conversion rates and transfer funds from these cities to the target cities. For example, a travel app plans to promote its products during the National Day Golden Week. It will first choose Beijing, Shanghai, and Zhejiang, which have large target populations, for a general promotion. Through regional analysis, it is found that the conversion rate of the user group in Zhejiang Province is not high, but the user conversion rate in Hangzhou, Zhejiang Province is significantly higher than that in other cities. This shows that it is far from enough to only look at the data of the overall provinces and municipalities for a general promotion, and it is also necessary to refine the cities below for a general promotion. Therefore, we combined the city analysis in the regional analysis of U-ADplus, a broad-effect monitoring tool of [Umeng+], and listed the top cities as target cities. We transferred the promotion costs of cities with low conversion rates to the target cities, effectively utilized resource allocation, and carried out precise delivery. This will achieve the effect of spending the same amount of money but increasing the conversion rate by at least 30%.

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The method for selecting the best time is similar to that for selecting the best region. By using U-ADplus, an advertising monitoring tool of Umeng+, to conduct a single time period analysis, we can see the click and activation volume in different time periods under one channel. You can pick out some short-term patterns from this data. For example, after an App is launched during the target time period, it is found that the conversion rate is highest between 11 and 12 o'clock, indicating that users may pay attention to the promotional copy during this time period. Therefore, when the next step of delivery is carried out, the delivery volume in this time period will be increased, and the promotion in other time periods will be reduced, thereby improving the ROI of this time period.

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Overlap refers to the overlapping promotional content between different channels when conducting cross-channel promotions. Repeated promotion means doubling the investment in a product without doubling the effect.

For example: a product was promoted in channels A and B respectively, but overlaps were found in the device number data retrieved from different channels. The overlaps indicate that there were overlapping promotion channels during channel promotion. A product paid twice the money for the overlapping part, but only bought back one activation number, failing to maximize ROI. However, the product needs to identify which of these two channels is more valuable. At this time, we need to filter out these overlapping devices, retrieve their last click time, and use the last click time (LastClick) to determine which channel can effectively convert and attract users, and which channel only contributes to clicks but not activations. Therefore, refined promotion operations can be carried out through channels that contribute effective users.

4. Attribution Analysis

When advertising is delivered in different channels, the same device can be clicked through different channel links. The data will be deduplicated, and the activation number will be based on the LastClick channel and recorded in this channel. We can use the LastClick attribution analysis of U-ADplus, a popular advertising monitoring service of Umeng+, to see which channel has more activations and which channel has a higher conversion rate. You can also use this data to communicate with channel partners, use the data to prove the value their channels bring to the product, and optimize channel promotion plans.

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The above four points are mainly about channel optimization from the perspective of data, while creative optimization needs to be optimized from the perspective of promotional copy. When promoting, many people only write one or several general promotional copy. The copy content can only let most users know about the App, but the copy content does not explore the psychology of the user group and cannot trigger the activation of potential users. The target market is too large. A lot of money was spent on making users aware of the App, but the activation of the target group was not achieved, and the target conversion rate could not be achieved. We can segment the market and write multiple promotional copy based on the preferences and needs of the target group. For example, when a dating app is preparing to promote, it first targets the post-90s generation in first-tier cities. When writing the copy, it seizes the characteristics of the target user group, namely, they like new things, are slightly obsessed with appearance, and love to share. The copy is written as "I downloaded this app purely for the appearance, you can try it too", "Simple interface, I like to like, I don't like to block directly, which makes dating more pure", "I like new things, I like to be unique, I like all beautiful things, using XXApp makes everything simpler", "Fun! All the interesting dating games are here, click me, don't miss it!" Each copy is created as a unit for click monitoring. When promoting through channels, we can monitor the click and activation rates of these copywritings to determine which copywriting is more popular with users. When conducting subsequent campaigns, eliminate the copy that users are not interested in, continue to combine product features, optimize and promote high-quality copy, so as to attract users' attention and create greater activation volume.

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After learning the above five steps, we can judge the effect of channel optimization, which time and region can be focused on promotion, which channel provider's channel is better, what kind of copywriting is more acceptable to users, and apply refined operations to promotion to make the money spent worth it!