APP promotion channel promotion summary: the boss no longer has to worry about users!

Before I did it, I had heard of various methods of promoting APP . Some say that you can build channels without spending any money, and if you build more than 100 channels, you can get 10,000 users every day; some say that users are gained by spending a lot of money, and one user costs dozens of dollars, so where will the users come from without money? So what is reality like?

Before I did it, I had heard of various methods of promoting APP. Some say that you can build channels without spending any money, and if you build more than 100 channels, you can get 10,000 users every day; some say that users are gained by spending a lot of money, and one user costs dozens of dollars, so where will the users come from without money? So what is reality like?

The following are social applications we operate , which mainly use translation features to solve language barriers and provide a social platform for friends at home and abroad to share online at the same time. We estimate the cost of domestic users to be 3 yuan per registration. The following is a summary of the promotion over the past 100 days:

1. Free

1. APP recommendation websites recommend themselves

The most beautiful applications, Coolan.com, DEMO8, Mumayi Discovery Channel, etc. If your product is unique and novel, you can also get reviews and recommendations from the most beautiful applications. PS: The recommendation is simple. As long as the product is interesting and fun, users will share and spread it on their own initiative. For example, once the Footprint APP was recommended in the Most Beautiful Apps, the server was overwhelmed by the surge in users within a few days.

2. First release cooperation with major app stores

Keep an eye on the schedule and show more courtesy to the official person in charge of the app market .

3. Forum Post Bar Promotion

Baidu Knows, Baidu Tieba, Mop Forum, Tianya Community, Douban (Douban has an AP recommendation channel), Guokr Group, Android Forum, etc. (soft articles cannot be too soft) PS: The time and manpower investment costs are high, but the user activity is higher.

4. News submission

Chuangyebang , IT Ear, 36Kr, Internet Analysis Salon, NetEase Recommended News, Gupo.com, etc. The articles can analyze the industry trends of APPs, APP financing status, interviews with founders, etc., with a little bit of your own product features in the middle, and compare with other products. Remember not to write about your own products throughout the article. PS: This method is mainly for brand promotion.

At the end of January, on the first day of the article’s publication, it directly brought in more than 3,000 registered users. User activity was also very high and continued to increase steadily. It is somewhat similar to the third forum post promotion, but with higher exposure .

5. Social Media

Weibo and WeChat promotion (this section is temporarily vacant and needs advice from experts. Friends who have experience in this area can add my WeChat to chat)

2. Paid articles

1. App Store

The app stores that have been tried include: Xiaomi App Store , Huawei App Store, Wandoujia App Store, and Baidu App Market.

A, Xiaomi: There is application search and information flow display. However, our product belongs to the social category and cannot be displayed in the information flow. We can only run the application search for a D. The bid must be 5+ to gain a certain volume.

B, Huawei: There are two modes: CPD and CPT. However, in the two months since the launch, there has been no vacancy in CPT. So there is only one mode, CPD, with a bid of 5+

C, Wandoujia: There are many locations and the bids are high. Among them, there are options for network alliance recommendation (you can buy 1 D by bidding 0.6, but the conversion rate is not high, so it is not recommended), and then there is the keyword bidding mode (you can add countless keywords, get positions through bidding, users download the app by searching for keywords, the conversion rate is good, so it is recommended). The last one is the expensive recommendation position (I tried it for 2 days and didn’t dare to try it again).

D: Baidu: You can buy a D by bidding 2+, and there are hundreds of them a day. The higher the bid, the higher the exposure.

Most app stores charge using a CPD model, which is very costly and has average volume. The cost varies depending on the platform, roughly 3 to 5 yuan per download. Baidu's D is the cheapest.

2. Advertising platform

Since the app store cannot get the volume, we have to find other ways. Advertising platform is a more convenient channel now, with a background, real-time monitoring, hosting, and self-control. If you have a large amount of funds to sign an annual contract, you can go to the official headquarters to open an account. Generally, you can go to a third-party agency to open an account (third-party agencies have rebates, can provide custody, and are equipped with optimizers). If you go to the official one, you can only watch the background every day.

Based on our current account opening results, we make a simple ranking (personal opinion only).

Tencent Zhihui pushes: Equipped with optimizers, the billing method is CPC (mainly 15-second video ads posted before Tencent Video PC and mobile terminals, and picture ads in Tencent News client). Among them, Tencent News client and Tencent mobile client have higher traffic, and the initial CPA cost will be higher than 10 yuan/piece. After one week of optimization, the CPA cost can be controlled at 5 yuan/piece. There is also a chance (when the character is exposed) that the cost can be reduced to 1 yuan, and the user activity is high.

NetEase Youdao: Equipped with optimizers, the billing method is CPC (mainly including NetEase Youdao Dictionary bottom-line banner, Kantianxia information flow, dictionary discovery, and Baidu Magic Picture advertising space). Among them, the two positions of Kantianxia information flow and dictionary were found to have good conversions, but the cost was also higher than 10 yuan each. PS: There are many foreign language apps and websites, and the bids for them are very high.

Toutiao: Does not provide optimizer billing methods CPC and CPT. There are restrictions on the materials (social products cannot use materials with human facial portraits). We mainly use CPC to deliver, starting from 1 yuan per click, otherwise there will be basically no traffic. During the campaign period, the CPA registration conversion cost is higher than 10+ and is being optimized. Continuing efforts in optimization (no optimizer, high difficulty in optimization, it is said that an optimizer will be provided when opening an account with an agency). Note: The registration cost for dating is 10+, for travel 20+, and for finance 50+.

Tencent Guangdiantong : Equipped with optimizers (only provide optimization suggestions, specific operations need to be performed by yourself), billing method is CPC. There are many advertising models (mainly App Store downloads, native advertising, text link advertising, etc.). Communicate more with optimizers according to different products. The CPA activation cost is about 3 to 5 yuan.

Wifi Master Key : It is equivalent to an alliance with a background. You just need to upload a few banners and an installation package and you don’t have to worry about it. The CPD billing is 0.6 and the CPC billing is 0.3, and you will get exposure. But there are only a few hundred people every day (the activation cost is 3 yuan, but the registration cost is relatively high, you can try to activate it with the software).

Sina Weibo Fans Channel : Equipped with optimizers, the billing method is CPM, one CPM is more than 20. At the end of the first phase of delivery, the exposure was high, but the conversion was not ideal (delivery was suspended).

(Under testing, not in the ranking) Shenma Search: Equipped with optimizers, billing method is CPC, (mainly displayed by UC browser search), optimized keyword bidding model.

(Under overseas volume testing) Google Ads: Equipped with optimizers, the billing method is CPC (similar to the GuangDianTong backend, mainly displayed on foreign APP banners, search engines, etc.). After optimizing for a period of time, the activation cost can be controlled at 2 yuan.

For advertising platform ads, the key lies in the optimization of image materials, copywriting materials, delivery time, region, target audience, etc., which requires optimizers to conduct more analysis. The quantity and quality of users brought are still objective. You can choose to try it, and cherish it.

3. Alliance

As long as you have money, online alliances can take up more than half of your total amount, but the quality of customers is low, which is a step that most financing companies will take.

Most online alliances are divided into two categories: A recommendation positions (small quantity, relatively high quality) and B points wall (large quantity, low user quality).

How to find channels? You can join a channel group or channel website (CPA Home, CPA168, etc.). It is very easy to find 10 channels a day. Finally, we have stabilized long-term cooperation with more than a dozen K-level companies. (If necessary, I would like to recommend it to everyone).

3. Conclusion

Whether it is free or paid, the first thing to do is to analyze the product positioning and user groups. Different models are needed at different stages. When the APP was first launched, we started with free channels , paid close attention to user comments in communities, forums, and various application markets, and provided timely feedback for product upgrades.

Once the product is relatively stable, funds are in place, and payment channels are in place, users can maintain a stable growth stage.

At this time, free resources are available to maintain existing users, mobilize their activity, and guide them to share. User self-sharing can increase the scale to a higher level (this is also a process we will improve next).