As a veteran who has been in the APP promotion industry for many years, I have seen many successful promotion cases and also accumulated a lot of experience in failure. Today, I would like to share with you using iOS as an example. With Apple's increasingly strict censorship and constant changes in algorithms, the effects of ranking manipulation and chart-topping are actually no longer as good as before. The traditional "jailbreak" market is also shrinking and can now be basically ignored. Another way is to promote through media advertising platforms such as Guangdiantong and Toutiao, but I believe everyone knows the cost and effectiveness of this kind of hard advertising promotion. In order to help the majority of practitioners get out of some misunderstandings, today I will start with my own real case of promoting the Qianzhuang Financial Management APP, and analyze the tactical strategies of Qianzhuang Financial Management in the promotion of APP (iOS), hoping to provide you with some useful thinking.
1. Start from scratch and focus on precision When I first came to Qianzhuang Financial Management, the APP was basically at the starting point. Not only was the number of downloads extremely limited, but the number of newly activated users each day was almost negligible.In order to quickly increase popularity in a short period of time, the first thing I did was to combine industry trends, user habits and product positioning to find suitable titles and keywords to improve the number and weight of search keywords. After a period of hard work and after the new version was updated, both the number of active users and the number of new investment users have achieved substantial growth.
2. The Crime and Punishment of ASO After achieving basic stability in natural volume, in order to further accurately position customers. I started to carry out precise optimization of keywords for Qianzhuang.com. At the beginning, I chose the best keyword "financial management" and used WeChat points wall to do ASO optimization, which achieved immediate results. Money house financial management immediately rose from around 50th place in the financial management keyword ranking to 6th place. But the volume increased so quickly that the preset volume of one thousand was basically gone within half an hour. Because the settlement method was activated at that time, it was later discovered that the actual registration rate was very low and the number of investment users was quite limited. This also indirectly shows that the data effect of ASO is far greater than the application effect.The results also proved this point. After three days of ASO, the ranking dropped back to its original position after two days. At this point I realized that it was time to make some more adjustments.
3. Combine forces to find industry rules I found a new channel, which is a points wall within an independent application, called A, which is based on registration and settlement, and mainly optimizes the keyword "financial management". I also found a WeChat points wall, called B, which is also based on registration and settlement, and mainly optimizes the keyword "investment". Let’s talk about A first. After doing it for a while, I found that the cost of adding new investment users was still very high, and a few days later I found that the keyword ranking had basically not changed, so I started looking for the problem. It turned out that one was that the volume was basically concentrated within a few tens of minutes, and the search was to copy the keywords and then jump to the App Store to automatically search for keywords. I realized that the search I received was downgraded by Apple, so I contacted the channel and asked them to change to manual search and increase the volume at a constant speed between 10 a.m. and 3 p.m. Let’s talk about B. After a period of time, although the cost of adding new investment users was still very high, the ranking of investment keywords quickly went up, from around 50th to 8th. But at the same time, I also found a problem. Although the B channel increased its volume relatively quickly, it started in the early morning. For financial products, the early morning, especially after 1 o’clock, is a low-peak purchasing period because everyone is asleep. So I changed it to start increasing its volume around two or three o’clock in the afternoon, which just happened to form a relay with A. After half a month of continuous traffic, Qianzhuang Financial Management achieved a leapfrog growth in the ranking of investment keywords. It once reached as high as No. 2, and the highest ranking for financial keywords was also No. 2. Although there have been some changes from time to time, it has always been in the top 10. In addition, the ranking of the financial classification list has gradually increased from outside 1000 to around 500, 300, 100, and 70. It is currently basically stable within 100. Moreover, the number of activations I import every day is only two to three thousand, of which less than two thousand come from two channels, and the rest are from natural sources, achieving a virtuous cycle of data and applications. The volume from the channel itself has generated a large number of new investment users, and the cost has dropped significantly, reaching a relatively high level in the industry.In particular, the natural volume brought about by the improvement of the list and keyword rankings not only has a large number of new investment users, but there are also often users who invest relatively large amounts. This is also the result of the high matching degree of keywords and relatively high ranking.
4. Some tips on App promotion (iOS) Through this experience, I also gained some experience in APP promotion (iOS), which I would like to share with you here:First, you need to fully understand your products and industry. As the saying goes, if you know yourself and your enemy, you can fight a hundred battles with no danger of defeat. As a promoter, you must have a clear idea of the product you want to promote. What are the functions, what needs of users can it meet, what is the user group positioning, what is the entire user usage process like, what are the current shortcomings, when is the peak usage period for users, how is it different between weekdays and weekends, what is the geographical distribution, etc. Only when you know your product, industry and potential users very well, can you make a better promotion plan and push it to users.Secondly, you need to be cautious when manipulating the rankings. Many people often wonder whether they really need to brush the charts, keywords, hot searches, comments, etc. This is indeed a shortcut, but it is also a road of no return. In fact, the fruit company knows your every move, it just depends on who has worse luck. In addition, the price of brushing the rankings is not cheap, and it is not very suitable in terms of cost-effectiveness. If you must brush, make sure to find a reliable source, and try not to brush comments. Keyword rankings can be brushed moderately, and the rest requires comprehensive consideration.Third, avoid blindly guiding the volume. Some people question why a lot of points walls are directed to the site, but the rankings of the lists and keywords are not at the top, or are difficult to maintain, or even drop very quickly. This is actually a weight issue. The product’s ability to attract traffic must not be too far away from its ranking. It is best to take one step at a time and not take too much each day. Of course these quantities must be of relatively high quality. From my personal experience, you can purchase the WeChat points wall or the points wall of an independent application, and the next is the points wall within the online earning products. There are fake traffic on the points wall. The fewer the fake traffic, the better the effect. As for traffic from points walls, try to use WeChat points walls or some other better in-app points walls, and use less online earning ones to increase the proportion of effective volume. Also, try not to jump directly to the details page. It is best to find the app and download it by searching for keywords. This is what is commonly called ASO, which can be said to kill three birds with one stone. First, the volume comes from the channel itself. Second, it improves the keyword ranking and obtains high-quality natural volume. Third, it improves the ranking of the rankings to within 150, which can also obtain high-quality natural volume.Fourth, grasp the timing. I have seen many articles before that talk about the time periods for ranking high, such and such time periods are better and so on. In fact, this is a big misunderstanding. The appropriate time periods for different products are different. For example, for financial products, the peak purchasing time is from 10 a.m. to 4 p.m., so more quantity can be purchased during this time period. For example, for stranger social products, the peak purchasing time is after 9 p.m., so more quantity can be purchased during this time period. Of course, it is also necessary to make some fine-tuning based on the timing of changes in the list to achieve the maximum effect with the minimum amount. Try to use multiple channels to increase volume in different time periods and methods, but not too many. Three or four are enough. At the same time, try to choose a single channel to release volume at a uniform speed. A big rise will inevitably lead to a big fall, and a uniform speed will make relatively more reasonable use of the volume. Finally, when choosing keywords, you must choose terms with high popularity and high matching degree. The entries that are ranked high and have ambiguous meanings have the greatest growth potential. The heat matching degree is easy to understand. The fuzziness is mainly to prevent the volume from being concentrated on a certain application. The ranking cannot be too low. It is best to be within 50 at present. If it is outside the top 100, it will be difficult to optimize and it will be difficult to accurately locate users. For example, the word "beauty", the popularity of beauty camera is higher than beauty, and most users who search for beauty are basically searching for beauty camera, so even if beauty is ranked high, the natural volume is very small. Of course, you can also do the opposite and choose a less popular word that ranks first for yourself. Generally speaking, it is the name of your product, except for well-known products. This way, it is very likely to be on the hot search list and bring in considerable natural volume. The above are some of my personal insights, and I hope we can learn and discuss together.
