APP promotion, how can a single APP reach tens of millions of downloads?

First of all, application promotion should mainly start from the application market . The application market is currently divided into Android, 360, Baidu, App Store , and Apple app store. Doing a good job of promotion in one market is far better than casting a wide net in various markets, but the effect is average. At present, there are about 2.6 million applications in the country, and there are at least 150 competing products in each segmented field. How to stand out in such fierce competition is the key to success.

1. The rules of the 360 ​​mobile phone market are mainly based on "total downloads" and "recent downloads". If the number of downloads is the same, I will check the reviews of the APP. Therefore, ensuring superior download volume is a prerequisite for achieving excellent rankings. So far, it is relatively safe to maintain an average daily download volume of around 30,000 for 360 mobile phone market download optimization.

2. Baidu’s app market ranking is also mainly based on “recent download volume”. However, Baidu's management in this area is not very strict, and it is safe for many people to add one million new items a day during optimization.

3. App Store is currently unable to optimize by download ranking. The control is stricter now. This phenomenon will last for a short time. It is not expected to ease until next month.

Editor's Note:

We can see that major application markets are accustomed to using the number of "downloads" and "comments" to evaluate an APP and rank it accordingly. The "average daily downloads of X million" mentioned later is a means of optimizing download volume. We can use the method of brushing to quickly increase the number of downloads, thereby improving our ranking on the list.

1. Baidu App Market

Baidu has invested the most in search, after all, it started out as a PC search engine. The keyword ranking program of Baidu's application market has been integrated with his Phoenix Nest system. Therefore, the search ranking results in the application market are the comprehensive results of Baidu bidding and user natural selection.

2. 360 App Market and Tencent App Market

There is currently no complete bidding ranking system. But they are also actively making adjustments.

The basic principle of ASO is relatively simple. As we all know, when users search for keywords in the market, many related applications will be displayed.

If our app ranks high in the search result list, our app will get a lot of natural downloads. So what we operators have to do is to work hard to improve the ranking of our own applications.

At present, because the search users are very targeted, the conversion rate is very high and the user quality is also very high. To make a simple data comparison, the conversion rate of search users is 40% higher than the conversion rate of the best converting banner on the advertising platform.

The app market is already a high-quality channel, and this search and download method is the highest quality method in the app market. This shows that ASO is a battleground!

1. The first is to cooperate with the official, like Baidu we mentioned earlier. Baidu can conduct keyword bidding in the background. You can submit dozens or hundreds of keywords to Baidu backend at one time. Baidu backend will add the keywords we submitted to our bidding system in Baidu backend.

The current bidding prices are: 0.6 cents for application products and 0.8 cents for game products. We can strive for a better position by increasing the bid.

There are many key points involved in the optimization process. The most important thing is word choice! The words we choose should be suitable for the product and try not to be too popular. Words that are too popular will be dominated by products that already have a dominant position. It is difficult for us to surpass it through means. In the early stage, we need to start with the words that have the highest degree of fit and are not particularly competitive. This will continuously optimize products, optimize search quality, and enhance overall strength.

2. The second way is to use optimization methods to encourage users to search for keywords that we are more interested in, and then download our products, open our products, and use our products. It would be best if they open them the next day or seven days. The app store will then record this event.

The app market learns that a user has downloaded, opened, and used your product through this word. It will think that this word is highly compatible with your APP. As this event occurs again and again, and its probability and frequency of occurrence have surpassed other products, you will have a good ranking for this particular word.

What should we pay attention to when optimizing?

The first thing is to pay attention to the characteristics of word selection. We should pay most attention to industry words, competitor words and some hot words. In principle, these words can be selected from a large number of words. But the higher the fit, the higher the ranking will naturally be. If your app's natural ranking for this term exceeds 100, users may search for this term but still not be able to find your app after flipping through five or six pages. Then users will lose interest in searching and downloading, causing you to lose users.

Currently, Android provides many channels for users to download apps. The best one is Tencent's App Store, which has been tried and tested and has good results. Baidu can also do it, but the top ranking positions have been sold officially. It was one of the earliest application markets to start selling search location apps. Some other companies are still researching, while others have not yet realized this problem. 360 and Xiaomi App Store can also try to do it. But it still mainly depends on the number of downloads, which can bring up other things.

There are many people working on Apple. There are many ASO companies on the market. Compared with the Android market , the Apple market has higher quality requirements.

Currently, there are two types: real people and machines. The current mainstream method is to use the points wall , but it does not work well at present. So the WeChat wall appeared, and the effect is still good at present. However, some small WeChat walls may be used too many times by each Apple account because they are created more frequently. There will be problems with apps being removed from the shelves and punished.

The solution is that we ask the channels to send us the ID numbers of the Apple phones that have been used. We count these Apple ID numbers to ensure that each account does not repeat too many times and to ensure the quality of users.

Editor's Note:

1. Word selection is a relatively important part of ASO. Apple divides the popularity of search terms into 0-12000. The higher the value, the more frequently the word is searched. Just like the word "WeChat", its popularity is over 10,000, and it can bring tens of thousands of downloads in the app store every day. Generally speaking, the more popular a word is, the more competitive it will be.

2. Optimization method issues. For example, if you have a financial management app called "XX Bao", you use prizes to attract users to search for the word "financial management" in the app store . At this time, your "XX Bao" ranks sixth in the search results. Then users download it, use it, and so on... After a period of time, when someone searches for "financial management", your "XX treasure" will be ranked second or third in the search results.

3. Regarding Apple ID issue, Apple prohibits developers from increasing download volume in the App Store. Therefore, if an Apple ID frequently and unreasonably downloads apps, it will be discovered by the Apple Marketplace, and the apps it frequently downloads may be suspected of being downloaded illegally. If further discovery shows that there is indeed fake downloading, the APP may be removed from the shelves. Similarly, the comments may be deleted for this reason~

Platform: Baidu App Market

Products: Reading products

Purpose: To accumulate initial users

First, choose some free channels, and basically run through most of the free channels in about a month. It can bring several thousand quantities, but it cannot meet the needs.

Some products have their own channels. For example, if the developer has a website with a lot of visits or an excellent traditional business, such channels can be utilized. And it can easily increase the number of users.

We also need to make our products look good and unique, so that users will have a strong interest in downloading them. It mainly focuses on Icon optimization, application introduction optimization, and beautification of application screenshots. These aspects need to be continuously improved. Just like a person's appearance, it becomes sexier.

In addition to appearance optimization, data optimization is also required. Make your downloads and reviews beautiful. Imagine an app with 10 million downloads and an app with only 10 downloads. Which one would you choose? This is the user's general selection habit and cannot be changed. Only by making your data look good can you attract users.

Official market cooperation: many application markets have CPD and CPT paid cooperation. The price is not cheap, but at least you can open an account first to show your intention to cooperate. This will get rid of a lot of products that have no intention of cooperation. So far, it only costs 3,000 yuan to open an account on Baidu. Xiaomi only costs 10,000 yuan in 360 areas, and the account opening price ranges from 5,000 to 10,000. Then we can try a simple promotion to see the relationship between our bids and user growth, and see the promotion costs of each product. There is an estimate for the product, and then conversions can be added within the product (such as SDK advertising). If the conversion generated by each user is approximately equal to the promotion cost, it is a good situation. Even if the user does not convert, we can still estimate our user cost.

If the conversion is sufficient, we can connect to the overall promotion benefit chain and make ourselves a part of the promotion chain. In this way, although we will not see an increase in the amount of money, the number of users will increase.

Well, this is all the content of last night’s lecture compiled by the editor. I read it carefully, and it is indeed rich in practical information on APP promotion ! If it is useful, take it back and practice it secretly~