Apple Store apps are frequently removed from the shelves and subtitles are rejected. How can we ensure accurate and safe promotion?

The recent frequent actions of the Apple Store have left developers at a loss, and they have been shouting that the strictest Apple Month in history is coming. At 4 a.m. on June 23, 13 apps under Xtuan were removed from the App Store at the same time. On August 5, a large number of apps were removed from the Apple Store, including all apps under the big-name product XX Toutiao. There are many issues involved in the removal of many apps, but the most important factor for removal must be the security of promotion. Is your app still being flashed? Is your app still running large-scale point wall campaigns (App Radar focuses more on the accuracy and security of point wall campaigns)? …The removal of many products is another warning from Apple to everyone at a time when bidding ads are emerging, and it once again emphasizes the safety of promotion to the majority of app promoters. Especially for many small and medium-sized apps, they must promote their products safely in the early stages of product promotion, slowly accumulate users and exposure, so the most necessary means is optimization, including ASO optimization , subtitle optimization, description optimization, comments, etc. In addition, while doing ASO optimization, you can also appropriately invest in CPA to bring in a certain amount of natural volume and list downloads.

Recently, many CPs have reported that their app subtitles are always rejected. Apple has indeed become stricter in app subtitles in the App Radar test. According to the previous standards, the required title or the same subtitle as the previous version is set. After submission, it is rejected by Apple due to the title problem. Most developers will receive similar emails as follows:

The main problem is that inappropriate keywords or descriptions are added to the app title. After receiving the email, you read your subtitle n times, but you are still confused and don’t know what the reason is. Then the review terms released by Apple during WWDC in June can explain the problem of subtitle rejection:

Therefore, while optimizing the word count of the subtitle, try to avoid keyword stacking in the subtitle. The selected keywords should have the following characteristics:

1. Related to the product;

2. Core high-weight hot words, mainly directional words;

3. Can greatly increase the coverage of hot words;

4. Avoid using competitor words in subtitles.

Therefore, when optimizing the subtitle, you can focus on these four characteristics and add keywords that are core to the product in the subtitle to increase sales, improve product exposure, and avoid rejection issues.

At present, bidding ads have been tested in the United States for more than two months; during this period, various problems often occur in the Apple market, which may also be some preparations for the advent of bidding ads. Then the ranking in bidding ads is of course the focus of cp. However, the factors affecting the ranking of search ads mainly include two aspects: relevance and bid.

In Apple’s search ad bidding system, it can be simply understood as “relevance * CPT unit price = search ad ranking parameter”. Relevance is mainly related to the app description, keywords and advertising effectiveness ( click-through rate , installation rate, etc.); CPT unit price is the highest price paid by the app developer for each user click on the ad. Among them, the degree of relevance is mainly determined by "metadata" and "user behavior". Metadata, or Metadata, is mainly related to the App name, title, keywords, and application description. By improving their ability to optimize metadata, app developers can increase the relevance of paid search ads, thereby improving the ranking of the app under a certain keyword.

User behavior mainly refers to the subsequent behavior of users after clicking on bidding ads, such as click-through rate, conversion rate , retention rate , activity, etc. This factor needs to be paid special attention by application developers, because Apple pays relatively high attention to user experience. If the above user behavior index of an APP is 0, Apple will even force the advertising to be stopped. Therefore, when placing ads, you can consider user behavior and add core keywords to the description.

The recent problems with major apps should make many CPs think deeply about not letting their products get taken off the shelves. Currently, Apple is tightening its review of subtitles in the market, so which aspects of the review will be tightened in the future? This is a mystery when Apple's bidding ads come out; however, in the promotion process, only accurate and safe promotion is the kingly way! Do a good job in ASO optimization, subtitle optimization, description optimization,...! Recently, many CPs have reported that product downloads have declined to varying degrees, and a large number of machine-brushed products have been cleared by Apple. Many signs indicate that Apple is paving the way for the upcoming advertising search system. App Radar will also update Apple news in a timely manner later!