If you don’t learn arithmetic well, you can’t do operations well; App operations still need to be forced

La la la, I haven't written for a long time; for the forgetful puppet, oops, who just said to give me a red envelope;

A friend wanted to open a store, but he didn't know what business to start with, so he asked Mupujun if he could start with mobile phone recharge and game virtual currency recharge;

The puppet said: No; just like when an App is bidding, it needs to consider the user unit price and the stop loss line;

Let’s take a real-life example

A beautiful girl spends 3,000 yuan a month in Beijing, which is used for rent, water, electricity, property, meals, mobile phones, etc. If the 3,000 yuan is flat, the stop loss line is 100 yuan a day;

Selling virtual point cards and mobile phone charges, it is reported that now if you top up 100 yuan with China Mobile, the agent can get 0.7 yuan back, China Telecom can get 1.6 yuan back, and China Unicom can get 0.4 yuan back; WeChat charges 99.9 yuan for 100 yuan; Taobao charges 99.5 yuan for 100 yuan; that is, the profit is only 0.2 cents; point cards are better, let's assume that she has an average profit of 0.5 yuan for each order;

Then you need 100 divided by 0.5 to equal 200 orders per day; this is not profitable, it takes time to break even; 200 orders, if Taobao gets one order for every 63 clicks, you need 200X63=12600 clicks per day, which is called CPA in the app market ;

How do you get 12,600 hits? This is the click volume that stops loss. If you pay for promotion , the consequences will be disastrous. So in such a fierce market, it is better to do an "idea" e-commerce ; such as selling a hidden poem to send to your girlfriend on Valentine's Day or birthday, selling a service to wake you up in the morning, etc. Because the Taobao index can show the search and transaction volume, you can get a conclusion by searching the number of existing stores: the conclusion is that doing anything is better than doing virtual currency or recharging;

After giving the example, let’s get back to our App promotion. Although it is very helpless, the current ASO , to put it bluntly, is keyword coverage , keyword ranking, overall ranking and category ranking;

Free promotion of App operation

Let's calculate the cost of a startup App company. Let's talk about the members first: the boss is one, the programmers are two, the artist is one, the HR/administration/finance is one, the content operation is one, and the substitute is one; there are seven people in total; the boss is a jack of all trades who can make products, handle business, and handle operations, and the programmers are all free; the two programmers are paid 15,000 yuan each, and the others are paid 8,000 yuan each; that is, the salary cost is 62,000 yuan (let the boss be taken care of by the boss's wife first); let's calculate an office of 100 square meters, 6 yuan per square meter per day, and the venue fee is 18,000 yuan a month; so, for such a simple small company, the monthly cost is 62,000 yuan + 18,000 yuan, plus insurance, taxes, electricity, water, and miscellaneous fees, rounded up to about 90,000 yuan, and this is under the premise that the jack of all trades is taken care of;

That is to say, you need to have a net profit of 90,000 yuan a month to stop losses; 90,000 yuan, 30 days a month, 3000 yuan a day; in an app, the most valuable thing is the user. A new app is online for one day, and the total number of downloads in all markets is less than 100; the cost of 3,000 yuan a day means that the budget for each user is 3000/100=30 yuan; and if an app can normally have 100 downloads a day, the cost is 30 yuan per download;

And the operation is to find a way to turn 30 yuan per user into 20 yuan, into 10 yuan, into 5 yuan, into 3 yuan, into 2 yuan, into 1 yuan, into 0.5 yuan, into...; how to achieve it?

There are many ways and methods of promotion and publicity around the application market. Under the premise of only one operator, the first release must be done. Taking the simplest first release as an example, according to the first release of many apps, the first release in the Xiaomi market can increase the number of downloads by at least 100 per day. Twice a month, each time for three days, there will be an additional 600 downloads, and on average in 30 days, there will be an additional 20 downloads per day. The previous estimate was 100 new downloads per day, but now it has become 120.

Most app markets can launch their apps twice a month, but the results vary. Except for Baidu, the launch data of other markets is similar to or lower than that of Xiaomi. If Xiaomi launches its app while launching 360 app in January, it can get 20 more downloads per day on average. After four launches in a month, there will be 140 downloads per day on average.

Ok, the weekly launch is over; then do a simple resource exchange, such as mutual promotion of Apps in WeChat official accounts, and put the downloaded QR code. I have tested it once before: mutual promotion with ten WeChat accounts, each with about 500 followers; 20 new downloads in one day; the exchange can be done twice a week, and the total number of downloads is 2x20x4=160. For the sake of calculation, 150 downloads are calculated, with an average increase of 5 downloads per day; plus the previous daily average of 140 downloads, the current daily download increase is 145;

Even if we do the first release and mutual promotion with the minimum requirements, there are an average of 145 downloads per day; 3000/145 < 20.8 yuan, saving 9.2+ yuan per user compared to the previous 30 yuan; although it is not of much use; because it is still a download, download to activation to registration to retention to paying users, this is my God...

Or it is because the promotion efforts are small, the meat on the ant's leg is not enough for the shrimp to bite; so many of Mugoujun's friends only change jobs to companies with budgets;

App operation and budget promotion

The calculation just now was 90,000. What would happen if the promotion budget was increased by another 90,000 per month?

A friend of mine gave away Xiaomi phones in a Xiaomi market event, which resulted in more than 5,000 downloads. The investment was five Xiaomi phones totaling 10,000 yuan, which means each downloading user earned about 2 yuan.

Optimize the keyword in the first position through WeChat wall or H5 wall; the download volume for each task is about 2.6 yuan; you should know that the point wall is to make the keyword position higher and obtain user downloads through the natural volume of the position. The download volume of the position varies according to the popularity of the keyword, but the average cost per download will be lower, and some can be discounted to a few cents per download;

There is also the Android Market and Android's CPSA operation. As we all know, Android's CPSA is very cheap. Previously, you could get 10,000 downloads for only 50 or 60 yuan. The price seems to have increased recently, but it is still very cheap. The method is the same as the App Store's points wall. The converted download cost will be even cheaper. However, the Android Market is more about directly purchasing CPD, CPT and other advertising resources.

We just talked about the first launches of Xiaomi and 360, now let’s talk about Baidu. To place an ad in Baidu, you need to open an account. According to Baidu’s activities, there will be a rebate policy for opening an account. In 2015, it was the first time that 100% of the money was returned to the account. This year, the rebate is based on the proportion of the recharge amount. This is the account opening stage. Secondly, every time you recharge your account, you can get a rebate of about 26% through Baidu’s agency company. The account opening rebate is 100%, and the recharge can get another 26%. This is money that can be directly saved.

Baidu's first release requires an account opened in Baidu before you can apply. In addition, Baidu's Saturday 9 o'clock slot, special events, holiday events, etc. can be applied for first. The key is that the investment cost of these activities is very cost-effective, and only some gifts or cash red envelopes are needed to give to the downloaders; in this way, a lot of costs are saved;

Summarize:

This is an era where money makes money. The Internet era is different from the traditional marketing era. It is not just about content being king, and good wine needs no bush. Instead, it requires finding new ways, thinking ahead, and winning today's market based on predicting the future.

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