On a budget? 6 Experiences in Selecting and Optimizing Channels for Channel Promotion

The core of APP promotion is to calculate the input-output ratio. Under a limited budget, you need to figure out the accounts and then try to optimize the input-output ratio. Next, let me talk about how to choose channels and how to optimize channels when doing channel promotion .

1. To measure the value of a channel, you need to understand what your core indicators are

Why promote? In fact, many people have not thought the problem through here. The purpose of promotion is not as simple as acquiring users. If you simply calculate the relationship between spending and users, then in the end you will only be left with one question - why did I spend all my money and my app didn't improve at all. The so-called "investment-output ratio" refers to the ratio of input to output. The input is money, which is the promotion budget, and the output is not just the number of users (login/registered/valid). The output refers to the effect you hope to achieve.

If your app can be monetized directly, then your output is the income of users on the app; if your app is a UGC product, then your output is content; if your app is a tool-type product, then your output may be specific indicators such as daily active users or daily dwell time. To measure the value of output, it is mainly necessary to see what your App needs most.

The first step is to figure out what you want, and the second step is to calculate the input-output ratio. Here we need to mention a concept - life cycle. Purchased users will gradually churn away. We can make a rough calculation based on the churn data and the data that generates corresponding value to work out the lifetime value of a single user. At this point, we can get the data we really want: "investment-production ratio" = single user lifetime value / single user acquisition cost. As long as you understand this ratio, you will know your acceptable range. Then we can make a one-size-fits-all approach: channels with a return on investment above this ratio are good channels, and channels with a return on investment below this ratio should stop being invested in.

2. Different apps have different effects on the same channel, so trial delivery must be conducted on all potential channels

Now that you know how to calculate the input-output ratio, the next step is to start looking for channels. Channels are really easy to find these days. For example, media such as Shangfang.com release channel whitelists and other information every year. If you are an experienced marketer, you will have a channel list on hand. If you are a novice, you can just get into the buying group and shout, and a bunch of sales will immediately add you as a friend. What is always lacking these days is channels. The promoter is the party A, so there is no need to be too servile.

Today's channels can be roughly divided into three categories. The first category is app stores, which are large in quantity and high in quality. The major channels for Android are Baidu (including 91/Android Market), 360, UC (Jiuyou, more focused on games), Xiaomi, etc., and those for iOS are App Store (you can't spend money), 91, and Syncios, etc. The second category is apps with large daily activity, which are small in quantity but high in quality, such as Moji Weather, Meitu XiuXiu, etc. The third category is online alliances, which are large in quantity but low in quality, such as Youmi, Duomeng, etc.

There are so many channels. For the same type of channels, there will definitely be various friends who will give you advice, saying that this channel is good or that channel is bad. But in the actual promotion process, you will find that different apps perform differently in the same channel, because the user attributes of the channel are there. TA doesn’t like game apps, which does not mean that TA also doesn’t like social apps. TA likes Q-version stand-alone games, which does not mean that TA also likes Western fantasy MMORPGs.

The only way is to conduct trial launches on every channel that you think is feasible. Never sign any big framework at the beginning. Try it with a small amount first and be flexible before you can turn around. Once you are tricked into signing the framework, and find out after launch that the results are not good, then the money is equivalent to being given away. After the launch, you need to quickly check the results. If there is no increase in volume, you should keep pestering. If the channel can accept it, continue to cooperate. If it cannot, just laugh it off and keep in touch.

3. Know how to fight against unscrupulous channels that increase traffic

When it comes to buying traffic, we should not hesitate to assume the worst of others. Nowadays, any game with less than 80% retention rate on the next day is not a good game. Once it has been released outside the province, it cannot be released as a comic app. You said that things like channels not cheating probably only exist in fairy tales which are all lies.

● The primary anti-cheating method is to deduplicate devices and IP addresses. This statistical method can save you at least 30% of your budget.
● The intermediate anti-fraud method is monitoring, monitoring the channel’s retention rate and user lifetime value. As long as the retention rate is too low and the life cycle value is significantly lower than that of similar channels, it is basically cheating. This type of channel can be dealt with by deducting the volume.
● Advanced anti-cheating methods are to analyze core data indicators. For example, if you find that the user retention rate of a certain channel is very high on the second day, very low on the second day, and very high on the third day, then this is cheating.

For example, if you find that the online time (number of times the app is opened) of users on a certain channel on day X is much lower than the average data, then this is cheating. For example, if you find that users of a certain channel log in during certain time periods, which is quite different from the login time periods of users from similar channels, or even concentrated during working hours, then this is cheating. The principle of anti-cheating is to deduplicate statistical methods that may be used for cheating, and to monitor and compare the core data of the App at the channel level. This is a game of strategy where the devil is always stronger than the good. We must constantly optimize and keep up with the times.

4. Continuous material optimization attempts can improve conversion rate

Your App type is fixed, the functions are fixed, and the interface is fixed. But your image materials can be changed, your function descriptions can be changed, your promotional focus can be changed, and your slogan can be changed. When promoting your App, you need to set a main promotional point and a supporting promotional plan, but you can make detailed modifications for different channels. Only by trying different types of materials and promotional points, and even slogans, on one channel many times, and analyzing conversion rate data, can we find the most suitable promotional method for this channel. After understanding the user preferences of the channel, it is still necessary to change the materials regularly, otherwise users will become aesthetically fatigued. More users and lower costs are in the details.

5. You must use both kindness and force when negotiating channels

As Party A, the publisher of the App is the financial sponsor. Sometimes you may find it difficult to expand your reach, but no matter what, you are the one who has the final say. For channels with average relationships, you need to meet more often (as the saying goes, meeting makes you feel close), use more titles to appear impressive (the title on the business card must sound impressive), and have a meal together to enhance the relationship. Try to deal with the top management as much as possible; it is pointless to argue with the frontline employees. Another thing is that you must take the initiative, especially for agency-type companies. Payments do not need to be made too promptly, and it can even be a deterrent. Transfer the money slowly, the good location will come out and the delivery will be provided. Making the payment obediently will only make the other party think that you are a cash cow that does not require any gambling.

6. Activities are always a powerful tool to improve conversion rate

As for the channels, they are also very tired of the same old click-scams. If your App can be accompanied by activities (benefits) for users when promoting it, it will help you gain better exposure and display for your App. Because activities are good for users, in the fiercely competitive channel melee, each channel is trying to find ways to differentiate its products. If you can provide different plans for different channels as an activity exclusive to a certain channel, you will be able to obtain more resources. Users also like it.

7. Final words

When it comes to promotion, these are just some basics. In the specific practice process, you will encounter endless details, and the optimization of each detail can bring higher profits to your App.