Several strategies and difficult problems you must know about ASO

1. Hot word coverage

Covering hot words is a prerequisite. AppStore also has restrictions on keyword coverage, which is about 180 bytes at most, but it may also be truncated by the App Store, with about 150 valid bytes, which is 75 Chinese characters. The word selection strategy is to continuously update the vocabulary based on market response. You can refer to the popularity of keywords in Aso or appying. The words that can bring effective traffic should be retained. The popularity of effective keywords is not necessarily high, and the keywords with high popularity do not necessarily have the largest traffic. You need to make a trade-off here, mainly depending on whether the word is compatible with your App.

How do you test how much traffic a word brings? For example, for a "hookup app", if you rank first with the keyword "making friends", and maintain it for about 7 days, calculate the average increase in traffic and subtract the increase in traffic before ASO was done. This method is stupid, but practical and accurate. This premise is that the channels are relatively stable. Some products have many channels and new additions are unstable, so this method may not be applicable. We welcome discussions on more scientific methods of effect statistics.

2. WeChat Points Wall

WeChat Points Wall is currently the most effective means of keyword optimization. It guides users to search for keywords, find the corresponding App, and complete download and activation. There are two key factors to measure the capabilities of WeChat Points Wall: the number of users and the quality of users. Which channels can meet this requirement depends on the size of the channel and the market launch of its B2C products.

At present, some advertising platforms are forced to develop B2C products due to pressure, that is, to quickly realize and increase revenue and to attract users. After all, in the mobile Internet, users are king, and without control over users, everything is illusory. So which WeChat public accounts have the largest number of users? WeChat’s own guiding words, such as “limited download, 100,000 left” are all sleight of hand.

① How many advertisers are online?
②The proportion of new apps. What are new apps? It’s the app you haven’t heard of before;
③The last one is the most critical. For example, if you see an App with the keyword "selfie" on a WeChat points wall, first check its position, and then observe the ranking changes after 12 hours, 15 hours, and 18 hours, and you will know the strength of this WeChat points wall.

3. List Points Wall

List point wall is also a traditional point wall. Personally, I think the quality of WeChat Points Wall and List Points Wall depends on:

● Whether it is true quantity;
● Whether active.

Only real and active volume is effective for hedging lists and ASO. Below we compare the safety factors and sustainability of these methods (safety factor refers to the size of the risk, sustainability refers to future development conditions and whether Apple is likely to crack down on them).

● Safety factor: Coverage hot words > WeChat points wall > list points wall;
● Effect: WeChat Points Wall > List Points Wall > Cover Hot Words;
● Sustainability: Coverage of hot words > WeChat points wall > list points wall;
● Current scale: WeChat points wall > list points wall;
● I have implanted keywords, but my ranking is hundreds of places away. How can I optimize it?

First, attract some ordinary new users and buy some ordinary non-ASO CPAs, so that you will have ranking weight. After a period of time, you will see a significant improvement in your keyword rankings. Then you can combine it with ASO. Of course, if you do ASO directly, the result may be difficult, because no points wall user will look for it for a dollar. For these users, time is money.

① The main method of ASO is still incentive-based, so how to ensure safety?

Incentive ads are everywhere. We do ground promotion, and we give gifts to customers who scan QR codes to download apps. This is also an incentive. Why is it unsafe? The basis for safety is whether it is a real user. In this regard, WeChat points wall requires WeChat users. In fact, WeChat has already identified you. For example, in order to further monitor whether users are cheating, the "Chief Experiencer" has also developed a monitoring App software "Sleep Master". Any user who has downloaded an App will not be able to see the App again, because the monitoring software "Sleep Master" itself monitors WeChat accounts, Apple IDs, and device IDFAs.

② How much volume is needed to rank at the top of keywords? For example, the first one?

This requires measuring the popularity of keywords, the number of users of the App itself and the daily increase, and the market competition situation on that day. You can go to A-sao or appying to check the popularity. For example, "stock speculation" and "overseas purchasing" are very popular recently, with the popularity of 8418 and 7947 respectively. At this time, the cost of doing these two words will be relatively high, and the possibility of success is greatly reduced.

Market competition depends on the number of products promoted online and whether the recent changes in the rankings of competitors are abnormal. If the recent changes in the rankings of major competitors are drastic, it means that they are manipulating the rankings or doing a WeChat points wall, or even a list points wall. At this time, you need to consider how to avoid the peak.

Summarize

For CP, both security and effectiveness are required. The source of security is whether the user is real, and the source of effectiveness is the shielding of users who download repeatedly. There are very few channels that can do this. It is recommended to achieve this by checking the AppStore background and connecting with the channel's API technology. Another issue is the hot search issue, which is basically controlled by the ranking team. Some promotion platforms also have agents or cooperation. Depending on the strength of the ranking team, some guarantee that it can be on the hot search list, some guarantee how long it will stay there, and some guarantee that it will at least be in the top few positions (up to 10 positions)

The road to iOS promotion is long, and I will continue to explore. If you want to know more about the secrets of App promotion, please contact me directly, and we will let the promotion masters discuss with you face to face.