APP optimization methodology, how to become a qualified information flow advertising optimizer?

Let me share with you the methodologies summarized by optimizers in various industries. They are highly operational and replicable, and many of them are good ideas that are currently popular. These industries include APP, e-commerce , games , O2O , photography, beauty and other industries. Today, I will focus on talking to you about the promotion methodology of the APP industry.

Practice shows that in APP delivery, the key is to grasp the user's psychological pain points, increase attractiveness and reduce dissonance, and improve advertising interaction rate and short link click-through rate . At the creative level of copywriting , optimize it like this:

• The copy should be concise and clear (preferably no more than 15 words)
• How to use numbers wisely (three steps to teach you…)
• Use special symbols [essential], emoticons [crazy]
• Making good use of celebrity effect (Song Zhongji said)
• Can inspire curiosity or fear (The secret to making $50,000 a month is…)
• Segmented population (essential for white-collar women)
• Segmented scenarios (best companion for midnight snacks)

The following is an example of how to launch different types of apps.

Take a Wi-Fi tool APP as an example

Material Analysis

1. The pictures are mainly based on actual tutorial pictures, which are real-life pictures and step-by-step illustrations of how to use a new function. They are close to real life and give users a sense of presence.

2. The copy should fully cooperate with the actual photos, mainly directing the user's attention to click on the card picture.

3. The copywriting tends to be colloquial.

4. Using expressions correctly can enhance the effect of context.

5. The selected functional points are what most users are most concerned about.

Take a bicycle APP as an example

Material Analysis

1. The pictures are mainly based on real usage scenarios, showing the multiple possibilities of usage scenarios and the simplicity and ease of use.

2. The copy is relatively rigid, emphasizing ease of operation, applying the phrase “I don’t know how to use this function on my iPhone …”, and emphasizing the so-called “cost-effectiveness”.

3. The materials come from real shooting.

Take a dating app as an example

Material Analysis

1. The pictures mainly focus on handsome men and beautiful women. They should be "appetizing to the eyes", conform to the aesthetic taste of most people, and be consistent with the context of the copy.

2. The copy should arouse users’ feelings of “envy, jealousy and hatred”, thereby awakening their inner potential social needs and guiding them to click on pictures or download tags.

3. Sources of materials: Weibo internet celebrities , various social apps , INS, Meipai beauty software, etc.

Take a music app as an example

Material Analysis

1. The pictures should mainly be posters of popular singers, and should be highly recognizable and widely disseminated. ( Xue Zhiqian , bigbang, TFboys, Eason Chan, etc.).

2. The copy should bring fans and singers closer together, use intimate terms and create a context close to the feeling of a fanatical fan (imagine yourself as someone’s fangirl, and everything you say when you’re obsessed with the singer can be optimized into copy).

Take a real estate APP as an example

Material Analysis

1. The pictures are mainly real photos. Real photos (with a strong sense of reality) are better than posed photos (with a strong sense of decoration) and are more acceptable to users.

2. Copywriting: Court auction: total price, area, unit price, apartment type + transportation and other things (the copywriting is ranked according to the most important points that users are most concerned about when buying a house), for example, "In ××, it would be really nice for a young couple to have a one-bedroom apartment like this."

3. Sources of materials: Soufun.com, Fangduoduo.com, Ujuke.com, Wukong.com, Centaline Property, Lianjia.com, etc.

Take an educational APP as an example

Material Analysis

1. The main purpose of the pictures is to display the learning objects and creative pictures of words to arouse the curiosity of users.

2. The copy should emphasize the outstanding learning effect, such as "×× uses this APP to (achieve a certain difficult-to-achieve effect)".

3. Use exaggerated expressions to guide users to click to view pictures, thereby increasing user interest and interaction rate.

E-commerce apps are one of the apps that place ads in information flow in a relatively large amount and in a relatively continuous manner, so there are a lot of useful things worth learning in terms of methodology.

1. Copywriting Type

The types of copywriting used by e-commerce apps are mainly the following:

• Recommended Amway products (good product recommendations, discount recommendations)
• Story type (best friend jokes, boyfriend jokes, relative jokes, old classmates reunion jokes)
• Limited time discount (limited ID, limited time, limited number of people, limited discount)
• Black technology (copywriting often uses words such as "shocking", "unexpected", " first release ", etc.)
• New arrivals (latest arrivals this spring, summer, fall, winter…)
• Specific groups of people (girls around 20 years old...college students voted the highest...)

2. Material Type

In terms of material types, there are women's clothing combinations, seasonal clothes (chiffon skirts, knitted jackets), bags, cosmetics, women's gadgets (hair ties, earrings, necklaces), etc.

Men are more suitable for clothing combinations, sports shoes, small high-tech products, etc.

Materials for both men and women include some novelty gadgets, household appliances, mobile phone cases, novelty foods, small high-tech products, daily necessities, etc.

3. Material search direction

Basically, both men and women can focus on clothing matching, package themselves as fashionable people, and teach others how to dress. Generally, this kind of material needs secondary processing by artists. The source materials basically come from their own APP, Taobao , big Weibo accounts and individuals, WeChat public accounts , portals, peer APPs, and some of our competitors' advertising channels . Artists need to perform secondary image editing and processing before they can be used.

4. Material judgment criteria

① Aesthetics: whether the color tone of the picture is in line with the seasonality, and whether the combination of the 9 pictures is neat and beautiful.

② Authenticity: whether the materials involved in the picture are commonly used in daily life and whether the pictures are realistic.

③Desire to click: the matching degree between copy and pictures, the strength of discounts, and the novelty of materials.

5. Common copywriting routines

Limited time discount (limited ID, limited time, limited number of people, limited discount) + various pictures

Example: The top 9 most popular bags this spring, special price 9.9, limited to one purchase per ID>>

Black Technology

Example: Apple phones actually have this feature, ... / Black technology anti-peeping mobile phone film, first release to buy ... + Novelty items

Story

Example: My cousin's monthly salary for internship is 3,000 yuan. She often complains that she doesn't have enough money to spend, but she keeps getting new clothes. It turns out that...+ Various pictures

Hot topics

Example: #杨幂机场照# The flight jacket is so cool….

Reverse thinking

Example: I heard that spendthrift girls shouldn’t click here, or you will…/I heard that boys who can’t find a girlfriend…

Take a comprehensive e-commerce company as an example

Material Analysis

1. Clothing materials are the most important, and the main focus is on dressing and matching.

2. The colors are relatively fresh, and the copy highlights the combination + discount.

Material Analysis

1. Bags and shoes are secondary, with the latest models, out-of-stock models, and celebrity models as the main content of the picture.

2. Highlight new models and discounts in the copy.

Take a beauty e-commerce company as an example

Material Analysis

1. Produce series of materials based on brand, single product, hot sale, function, etc.

2. The copywriting style is grass-planting and story-telling.

Have you got the above essential tips on APP marketing?

The author of this article @肖肖肖APP干货铺is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, information flow advertising, advertising platform