Seeing other people's app rankings rising rapidly, what preparations do you need to make before promoting through the points wall channel?
| With the diversification of ASO promotion channels, points wall has gradually landed on the historical stage of mainstream iOS promotion channels. Since then, countless iOS CPs have become addicted to it, just like taking opium. In the past year or so, many people have spent a lot of money on this channel, tasted the taste of victory, and experienced the pain of failure. I hope that those CPs that have not yet implemented point wall promotion can be prepared, and those that have done so can optimize. If you plan ahead, you will succeed; if you don't, you will fail. The same is true for channels. Before doing point wall promotion, you need to prepare the following four aspects: 1. Market Research A. Which CPs are the regular users of point walls at present? What are their general playing methods? Make a table with the names of the top 100 apps in the AppStore, their corresponding rankings, the names and contact information of the people responsible for promotion, and how they were listed (natural volume, points wall, ASO, or if points wall, which channels were used, the contact information of the person in charge, and the unit price). There are some things that the CP may not tell you, such as the unit price of advertising and the core methods of rushing to the top of the list , after all, they involve company marketing secrets. There are some things such as whether to launch a points wall, which channel to use, etc., which the general CP will tell you as long as they are not too secretive, because these are basically public. If you spend some time asking, you will always get the answer. It would be better for them to do you a favor. After doing all this, the form is full of useful information . Then comes the statistical analysis, which apps don’t use a points wall, which apps are listed with a points wall, which channels these apps go through, and what their approximate unit prices are. In this way, we will know how CPs play. Next, we move on to the second step of investigation. B. Mainstream points wall channel. After the first step of investigation, through statistical analysis you will find out which mainstream channels CPs use, who the contact person is, and how much the unit price is. Evaluation of the channels that have been contacted, etc. Personally, I think the factors for evaluating a points wall channel include: the scale of its own points wall, quality (retention, activity, order conversion, registration rate , payment rate, etc.), docking efficiency, communication efficiency, operational planning capabilities, supporting resources, industry relations, etc. Of course, the performance of each product in each channel is different, so it is recommended to test the mainstream channels. After all, practice is the only criterion for testing truth. The current mainstream channels include Duomeng, Youmi, Midi, Yifenji, Anwo, Mopan (which has already received financing and recently acquired Jifeng, its strength should not be underestimated in the coming year), Kuaiyou (which has done full cases for several well-known CPs and is said to have helped Quanmin Gunfight stay in the top 1 for a week), etc. It is recommended that you try all of these, and then find a few channels that are more compatible with you and engage in long-term cooperation. 2. Effect Statistics The importance of effect statistics has been mentioned many times in previous articles, so I will not repeat it here. Since the points wall is an authentic iOS channel and directly jumps to the App Store, effect statistics (activation volume, order volume, retention, activity, etc.) are a difficult problem. There are 2 solutions known so far: A. Third-party short-link statistics, such as umtrack of Umeng , can count clicks, activations, retention, activity, etc. This is suitable for applications and does not require counting orders. B. API connection: the channel transmits IDFA to CP, and CP compares it with its own database to calculate activation volume, retention, order volume, etc. This is suitable for e-commerce that needs to calculate ROI. 3. Analysis of Apple’s ranking algorithm To get on the list, you need to know the principles behind it, that is, the logical rules behind it. According to the experience of countless people, the factors that influence the list are new additions, activity, positive reviews, retention, etc. The editor thinks that it is not much different. After all, these indicators are factors to measure product quality. Only products with excellent quality can be on the list. Therefore, we must be prepared based on these factors and think about how to increase new users, improve retention, and increase activity and positive reviews. IV. Delivery plan Before launching a campaign, you need to determine the campaign plan, including the budget, cycle, goals, methods, etc. The delivery budget, delivery cycle, and delivery target refer to how much money you are prepared to spend, how long it will take, and what ranking you are going to achieve. The delivery method includes the activation definition (a few minutes of online use, registration, searching for specified words, etc.), the time to post on the wall, the length of time on the wall, whether to focus on the release, and the type of points wall (whether to limit the points wall, etc.). |
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