There are tens of thousands of apps in mainstream app stores , and it is not easy for a new app to stand out. As an advertising agency, we come into contact with many CPs and encounter many problems when helping them promote their APPs. I have listed down several common misunderstandings during the promotion process, hoping to contribute a little to your product promotion. Misconception 1: New product launch channels are too narrow There are two main channels for the early promotion of new products. One is to increase exposure by voluntarily participating in free activities in the app market , and the other is to promote through paid channels . Paid promotion mainly acquires users in the form of CPA and app market. Although the current CPA volume mainly comes from banner interstitials, push , and point walls from ad networks and SDK platforms, mobile phone users are often easily disgusted with this form of advertising. Naturally, the quality of CPA delivery will also be questioned by customers, and user retention, usage time, etc. are often difficult to achieve CP satisfaction. During my communication, I found that many new products do not try application markets with high user quality such as 360 Mobile Assistant Dianjing, Baidu Mobile Assistant , Xiaomi, and Huawei when promoting them. Even second-tier application markets such as Jifeng, Mumayi, and Wandoujia are rarely involved. However, these markets play a very positive role in controlling budgets and reducing activation costs. Many CPs tend to struggle blindly in CPA and are prone to suffer from decision-making difficulties and fear of gains and losses, which is particularly unfavorable for promotion. The first thing that promotion channels need to pay attention to is comprehensiveness, and then precision. Only by taking a point to lead the whole and connecting them in series can good results be achieved. Myth 2: In the early stages of promotion, the app market strictly evaluates new users Frankly speaking, some CPs are born not to like CPA, and are more willing to try mainstream market forms such as CPD, CPT, CPC, etc., believing that only in this way can they obtain high-quality users. Although this option is forward-looking to a certain extent, for new products, when many CPs try these forms, they often evaluate whether the channel’s new users and retention in the short term meet the standards. Once the short-term costs are too high, they will arbitrarily abandon this form. This approach is unacceptable in my opinion. I once took over a client who provided educational products. I promoted the product by launching Coco Store . I spent 5,000 yuan on the first day and brought in 600 new users. But the customer felt the cost was too high and never invested again. One thing to note is that before the launch, the app only had 50 new users per day. In terms of cost-effectiveness, an investment of 5,000 yuan in exchange for a doubling of new users is undoubtedly worth it. If you persist, the results may be better. Later, the client requested to launch Baidu Hand-Assisted CPD again, but after a period of time, the user retention rate of sending emails was about 30%, so Baidu was abandoned again. What I want to say here is that as a new product that is constantly updated, it requires a process of gradual market acceptance and adaptation. Increasing product exposure in various channel markets also needs to be gradual. We must look at the future prospects with a developmental perspective. Simply evaluating retention in the short term is undoubtedly a short-sighted behavior. Myth 3: Unable to correctly evaluate performance platforms For precise performance platforms like Toutiao, Xinlangfuyi, and Guangdiantong , the calculation method followed in the background is eCPM=CPC*CTR*N. The quality of the advertisement depends on the click-through rate of the material and the accumulated quality during the historical delivery process. Therefore, the higher the click-through rate of the material or the higher the historical delivery quality of the order, the more opportunities there are to gain exposure, and under the premise of the same exposure, the lower the click cost. Regrettably, many CPs often fail to grasp the rhythm of such platforms. After the first test launch, if there was no effect, we concluded that the platform was ineffective and stopped launching it. **The carpooling software is the client I am currently serving. From the beginning of April to now, their monthly advertising on Toutiao is no less than 500,000. Like many products, when this product was first launched on Toutiao, consumption was low and the activation cost sometimes reached 30 or 40 yuan. The customer was about to give up, but felt that something must have gone wrong. Then we optimize the materials, copywriting, and increase bids to give the ads a greater chance of being shown. At this time, consumption has increased and activation costs have decreased. We lowered the bid price later, and the activation volume and activation cost made the customer very satisfied. Therefore, for precision platforms like these, do not be impatient, accept the poor results in the early stages, follow the rules, analyze the reasons, and you will get good results. Generally speaking, there are two common classes of mis-evaluated expectations. One is that I heard that other applications had poor effects when launched on certain channels, so I didn’t dare to try it easily. This is also the most common reason I have heard for many products not to easily try new channels. For example, Fanstong currently has several products for college students that are very effective and have been renewed for the campaign. But when the author recommended Fanstong to another college student product, the CP said that the effect of the launch by a certain company (the product of that certain company is not of the same type as this product) was not good, so they would not do it. One point that needs to be emphasized is that the product launch effects of different types of merchants in different industries cannot be generalized. Products in the same industry are investing in this channel, and competing products are also investing in it. If they don’t get good results, why do it? Therefore, if the users of some channels are in line with the user characteristics of your products, you might as well make some attempts. After all, it is not easy to increase the volume of products nowadays, so you should grasp what you should grasp. The second is to ask for quotes everywhere and try to get rebates. Asking for quotes everywhere is something that CP must do when placing media ads. As a result, in order to get customers, the agency companies competed for rebates without any scruples, fighting to the death. But now, based on experience, the customers who provide stable services are not obtained by competing for rebates, but more depend on professional quality. Because agencies can only get a meager profit from the media, in order to provide better services to clients, agencies need to hire optimizers, media planners, material designers and other personnel, which are all company costs. If the meager profits are given to the customers, these people will often become negative in serving customers, because they are unhappy with their work and there is no point in working hard if they cannot earn any money. Previously, a client wanted a high rebate when he launched Guangdiantong, so we gave up on this client. The customer opened a GuangDianTong account from another company that offered high rebates. As a result, the subsequent effects were not good, and the agency could not come up with a good optimization strategy. The customer wanted to switch to other companies, but the transfer process was rather complicated, so Guangdiantong gave up. Therefore, the value and service you get will depend on the price. While evaluating the price, CP should evaluate the optimization capabilities of the agency more and not get hung up on the rebate. After all, achieving results is the bottom line.
