A must-read for novice marketers: A summary of 34 points wall channels and answers to frequently asked questions!
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The contents of this article include: Overview: What is the points wall ? Distribution channels Distribution price Effect evaluation Quality judgment Operational matters 1 Overview: 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. In addition to "ad banners" and "interstitial ads", it is another new mobile advertising profit model provided by third-party mobile advertising platforms to application developers. The offer wall is charged based on CPA (Cost Per Action). As long as users complete the offer wall tasks (download and install recommended high-quality applications, register, fill out forms, etc.), developers can get a share of the profits. The points balance is displayed in the upper right corner of the points wall, allowing users to understand the points dynamics in real time. The points wall uses cash rewards to incentivize users to complete targeted operations, and user behavior will be monitored during the process. WeChat Wall can quickly improve keyword rankings and list rankings by quickly importing activations, thereby bringing in exposure traffic, which can be converted into activations. The "wall" in the points wall refers to the concentrated advertisements, and the "points" (sometimes also called virtual currency) are points that users get by clicking on advertisements, and then spend these points in the application. For example: if you accumulate N points, you can play another level. Developers also receive advertising fees from advertisers when users click on the ads. 2. What is the difference between point wall and general advertisement? Advertising is like performing arts. If you want to support it, just click on it. If you don’t want to click, there is nothing you can do. The points wall is like selling tickets, which can only be used if you have points. Different ads are suitable for different app types. The ad banner will continue to display in a loop. If the user does not click on it, it will not increase the developer's revenue and will waste user traffic. The points wall is more direct. If you need to continue using it, then please accumulate points. If you do not want to pay in any way, you will not be able to use it. The offer wall is not suitable to be displayed all the time. 3. What are the points wall advertising channels? : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : The above picture shows the price ratio of the points wall advertisement of APP Camp on March 9. It is worth noting that the price is different every day. We can see that on that day, the advertising prices of various points wall platforms were mostly between 1-2 yuan, followed by 2-3 yuan; 4-5 yuan; only a small number of platforms had an advertising price of 9-10 yuan. The above picture shows the trend of the number of ads on the points wall of APP Camp within 24 hours on March 9. From the picture, we can see that the advertising delivery rate on the wall at 24 o'clock that day was the lowest (this phenomenon is closely related to the user group's habits of using mobile phones). 4. Effect evaluation: A. Ranking position (brand). Compare the ranking positions before and after the ranking. B. The increase of natural quantity. Comparison of the average daily natural volume before and after the ranking. Organic volume refers to the total volume brought by the App Store minus the volume brought by channels. Natural quantities must be able to be counted. Then look at the cost of this part. 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, you can do it occasionally. Quality judgment A. Quantity. The scale of your own platform and the scale of external communication. The larger the quantity, the better, provided that the quality is good. Generally speaking, channels will have strict control over the quality of their own products, and the quality will be better. B. Composition. Points walls are divided into online earning, redemption, game, tool, etc. Generally speaking, the online earning category has the worst quality. If a channel has a large proportion of online earning, then the quality of this channel may not be good, and cheating usually occurs in online earning media. C. Retention. Next day retention, weekly retention, monthly retention. The higher the retention rate, 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. In this way, the retention rate on the next day will be better, which is also beneficial for the hedging rankings. D. Price. CPA unit price. Under the premise of the same quality and quantity, the lower the price, the better. E. Quality. Order conversion rate, order signing rate, ROI, etc. Retention and volume can be achieved, but it will be difficult to cheat when it comes to payment, especially for products with high average order value. Five operational matters: A. Look at the list. It is best to check every 3 hours to see which apps are on the list and which apps have changed their positions. Write these phenomena down. B. Look at the channel. Frequently read mainstream points wall media to see who is investing in points walls, what the unit price is, activation definitions, etc. C. 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. D. Anti-cheating. All payment 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. E. Others. New versions, additions, activity, comments, and activities are all important. When rushing to the top of the list, try to choose the day after the new version is released, and 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 positive reviews. It would be even better if there are promotional activities, as such activities can also bring in some high-quality new additions. F. Good ranking effect. It is best to use other activity models in conjunction with the points wall, such as purchasing a certain amount of CPC advertising and some brand promotion. If you need ASO optimization service, please click this link: Introduction to ASO optimization service APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China. Welcome to follow our official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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