If you want to promote something, you must understand the Points Wall. This article will give you a comprehensive understanding of the Points Wall!
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1. What is the Points Wall ? The "Points Wall" is a page within an app that displays various points tasks (downloading and installing recommended high-quality apps, registering, filling out forms, etc.) so that users can complete tasks and earn points. To put it simply, it is similar to a user seeing a bounty list (this list can be understood as a "wall") in a certain application. There are various other applications on the list, and different applications correspond to different points. As long as the user completes the task according to the rules (download and install the application, register, fill out the form, etc.), he can get the corresponding points reward. "Points Wall" is another new mobile advertising profit model provided by third-party mobile advertising platforms to application developers in addition to "ad banners" and "interstitial ads". The points wall is charged based on CPA (Cost Per Action). As long as users complete the points wall tasks (download and install recommended high-quality applications, register, fill out forms, etc.), developers can get a share of the profits from advertisers. 2. Quality evaluation criteria of offer wall: 1. Scale: The scale of your own platform and the scale of external playback. The larger the scale, the better, but the premise is that the quality is good. Generally speaking, channels have stronger control over the quality of their own products, and the quality will be better. 2. Composition: The points wall is divided into online earning, redemption, game , tool , etc. Generally speaking, the online earning category has the worst quality. If the online earning category accounts for a large proportion of a certain channel, then the quality of this channel may not be good, and cheating usually occurs in online earning media. 3. Retention : next-day retention, weekly retention, monthly retention. The higher the retention, the better, but some channels manually intervene in retention, so you need to be careful. If conditions permit, you can ask the channel to modify the conditions for obtaining points: download and activate on the same day, and use for 3 minutes on the next day. This way, the retention rate the next day will look better, and it will also be beneficial to the hedging rankings . 4. Price: CPA unit price. Under the premise of the same quality and quantity, the lower the price, the better. 5. Quality: order conversion rate , order signing rate, ROI, etc. Retention and volume can be achieved, but cheating will be difficult when it comes to payment, especially for products with high average order value. 3. Evaluation of the effectiveness of the offer wall 1. Ranking position (brand): Comparison of the ranking position before and after the ranking. 2. The increase of natural quantity. Comparison of the average daily natural volume before and after the ranking. Natural volume refers to the total volume brought by the AppStore minus the volume brought by the channel. The natural volume must be able to be counted, and then we can see what the cost of this part is. The lower the cost, the more volume it attracts, which means it can be done frequently. If the cost is high, it means it does not attract volume. In order to control costs, it can be done occasionally. 4. Some rumors about the points wall 1. Traffic Argument: If a company can buy out all the domestic points wall advertising resources in a single day, then its app will be enough to sprint to the top of the AppStore free list . The truth: This statement is a bit vague. The number of iOS activations achieved in a single day refers to the overall scale of the entire industry. According to the data obtained by touch, it is about 1 million, and it is estimated that it will reach 2 million soon. In addition, the points wall cannot be bought out, and you can only buy the first recommended position on all points wall platforms. With a high bid and unlimited budget, the maximum number of activations that can be purchased in one day is about 200,000; and the second place will not actually be much less than the first place. Even if you don’t encounter a lot of awesome products, you can still make it to the TOP5. 2. Quality Argument: Although most of the points wall is real installation volume, the user retention rate is extremely low and is no different from a fake one. The truth: The quality of points wall users is indeed very poor. Everyone has a clear idea about making a points wall, which is to obtain more natural users through the changes in rankings brought about by the points wall. Natural users are all high-quality users, and this is the real purpose of making a points wall. Currently, no one is really trying to acquire users directly through the points wall. Moreover, the current domestic points wall business is generally simple and crude. If this product can be operated more finely in the future, it is not impossible to directly bring in high-quality users through the points wall. For example, only a few simple rewards are given for product activation, and other rewards are given to players for subsequent registration, upgrades, copy clearing, payment, etc., which can also attract a group of high-quality players. Or you can just use other forms such as video, interaction, etc. 3. Time Argument: Points wall ads will only have traffic at 18:00, and the golden time to attract real traffic during the peak traffic period is missed until midnight. The truth: First of all, although the peak period of traffic on the points wall is between 6pm and 9pm, its volume is very large and can also be used to rush to the top of the list during the day. Moreover, there is a gap of several hours from the launch of the points wall to the adjustment of the Apple ranking. It is generally difficult to reach the peak on the first day of launch, and you have to wait until late on the first day or the second day. 4. Technology Argument: Points Wall does not have any advanced technology or sophisticated algorithms. Although the birth of the points wall is a breakthrough in the platform industry, it is actually just another form of in-app Banner, a substitute. The truth: The technical requirements of the points wall are very high. Because there are actual reward incentives, users will try every means to obtain rewards through the points wall. This will inevitably lead to user cheating. How the points wall determines whether a user is cheating is a relatively complex technology. If anti-cheating is not done well, it will cause great losses to both advertisers and platforms. This is just one of them. In addition, measures such as improving user retention involve certain technical difficulties. 5. Mindset Argument: Many advertising platforms have expressed uncertainty about the future of points wall advertising, and the general mentality is “how long you can make money is how long you can make money”. The truth: This is related to the general desire for quick success and instant benefits in China. Let’s not talk about the points wall for now. Even banner-style ads are slowly being abandoned by many advertising platforms because they feel the cost is high and the effect is poor. 6. The Future Argument: The importance of the points wall has fallen behind display ads and recommendation walls that are mainly interstitial ads. With pursuers in front and newcomers behind, the points wall will eventually fade out of the stage of history. The truth: On the iOS platform, as long as Apple does not change the ranking rules, the importance of the points wall will not lag behind other forms of advertising. The disadvantage of the recommendation wall is also obvious - no volume. The cost of interstitials is still very high. Again, every form of advertising has its own uses, and as long as users have a demand for points rewards, this form of advertising will never die. The Touch Advertising Platform insists on providing a variety of advertising formats, and customers will choose according to their actual situation. V. Operational matters 1. Check the list: It is best to check it every 3 hours to see which apps are on the list and which apps have changed their positions. Write these phenomena down. 2. Check the channels: frequently check the mainstream points wall media to see which ones are investing in points walls, what the unit price is, activation definitions, etc. 3. Look at the report: look at the natural volume, retention, and order conversion . Look at the relationship between the position on the list and the natural volume. Use data to discover problems in channels, kick out channels with poor quality, and screen out channels with good quality. 4. Anti-cheating. All pay-for-performance channels such as CPC, CPS, CPA, etc. will be accompanied by fraud, especially large-scale collaborations. Therefore, from the first day of operating the points wall, you need to understand the ways in which channels cheat and how to prevent cheating, and then you need to communicate with the technical staff to establish the API. 5. Others: new versions, new additions, activity, comments, and activities are all important. When rushing to the list, try to choose the day after the new version is released, push it on the day, and coordinate with activities to increase activity. You must pay attention to comments and use various means to guide users to give good reviews. It would be even better if there are promotional activities, as such activities can also bring in some high-quality new additions. 6. Good list effect: It is best to use other activity modes in conjunction with the points wall, such as purchasing a certain amount of CPC advertising and some brand promotion. 6. Some advertising channels of the points wall : : : : : : : : : : : : : : : This article 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 |
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