Use the points wall to increase APP downloads? Guide to the highest level of using the offer wall

The "Points Wall" is a page within an app that displays various points tasks (downloading and installing recommended high-quality apps, registering, filling out forms, etc.) for users to complete tasks and earn points. In addition to "ad banners" and "interstitial ads", it is another new mobile advertising profit model provided by third-party mobile advertising platforms to application developers. Users can get rewards by downloading corresponding games or applications through the points wall.

1. Significance

Basically no one can clearly explain the ranking rules of the AppStore, and the rules are always changing. It is said that the rules that affect the ranking are: download volume, daily activity, positive reviews, search results, product quality, etc., and each has a different weight. Therefore, the significance of the points wall is to contribute downloads to advertisers and increase the weight of downloads. The quality of the points wall itself is very poor (you can look at the order conversion rate, retention, ROI, etc. of the points wall channel). This channel is mainly used for ranking, and now some people also do it for ASO. Of course, it is not ruled out that some willful CPs are for momentum.

2. Effect Evaluation

A. Ranking position (brand). Compare the ranking positions before and after the ranking.

B. The increase of natural quantity. Comparison of the average daily natural volume before and after the ranking. Organic volume refers to the total volume brought by the App Store minus the volume brought by channels. Natural quantities must be able to be counted. Then look at the cost of this part. The lower the cost, the more volume it attracts, which means it can be done frequently. If the cost is high, it means it does not attract volume. In order to control costs, you can do it occasionally.

3. Quality Evaluation

A. Magnitude. The scale of your own platform and the scale of external communication. The larger the quantity, the better, provided that the quality is good. Generally speaking, channels will have strict control over the quality of their own products, and the quality will be better.

B. Composition. Points walls are divided into online earning, redemption, game, tool, etc. Generally speaking, the online earning category has the worst quality. If a channel has a large proportion of online earning, then the quality of this channel may not be good, and cheating usually occurs in online earning media.

C. Retention. Next day retention, weekly retention, monthly retention. The higher the retention rate, the better, but some channels manually intervene in retention, so you need to be careful. If conditions permit, you can ask the channel to modify the conditions for obtaining points: download and activate on the same day, and use for 3 minutes on the next day. In this way, the retention rate on the next day will be better, which is also beneficial for the hedging rankings.

D. Price. CPA unit price. Under the premise of the same quality and quantity, the lower the price, the better.

E. Quality. Order conversion rate, order signing rate, ROI, etc. Retention and volume can be achieved, but it will be difficult to cheat when it comes to payment, especially for products with high average order value.

A friend of mine pulled out the data of all the points wall channels he cooperated with, took the average of retention, order conversion rate, average order value, revenue, ROI and other data, and then gave each channel a score. He terminated cooperation with channels below the average, and continued cooperation with channels above the average for optimization. The editor thinks this is a great move. Everyone can follow this example.

IV. Operational matters

A. Look at the list. It is best to check every 3 hours to see which apps are on the list and which apps have changed their positions. Write these phenomena down.

B. Look at the channel. Frequently read mainstream points wall media to see who is investing in points walls, what the unit price is, activation definitions, etc.

C. Look at the report. Look at the natural volume, retention, and order conversion. Look at the relationship between the position on the list and the natural volume. Use data to discover problems in channels, kick out channels with poor quality, and screen out channels with good quality.

D. Anti-cheating. All payment channels such as CPC, CPS, CPA, etc. will be accompanied by fraud, especially large-scale collaborations. Therefore, from the first day of operating the points wall, you need to understand the ways in which channels cheat and how to prevent cheating, and then you need to communicate with the technical staff to establish the API.

E. Others. New versions, additions, activity, comments, and activities are all important. When rushing to the top of the list, try to choose the day after the new version is released, and push it on the day, and coordinate with activities to increase activity. You must pay attention to comments and use various means to guide users to give positive reviews. It would be even better if there are promotional activities, as such activities can also bring in some high-quality new additions.

F. Good ranking effect. It is best to use other activity models in conjunction with the points wall, such as purchasing a certain amount of CPC advertising and some brand promotion.

5. The Highest Level

A. Know how a certain APP got on the list, whether it was through points wall or ASO, natural volume or ranking manipulation, or branding, etc.

B. Know how much volume is needed to reach a certain ranking.

C. Know the rules of your opponent’s point wall, whether to launch it, the time of launch, price, scale, activation definition, etc.