Practice the art of Qiankun Da Neng Yi and handle app promotion, one person is enough! (Complete)

When I came to the new company, I had friends to help me take care of the app operation and promotion, but I still missed the days when I fought alone for more than a year. “Going it alone” is a bit tiring, but it is of great benefit to the development of personal vision, resource integration ability, and operational management capabilities. I would also like to express my special thanks to my former Senior Director of Product and Strategy for his guidance and help. Having an excellent leader in a person's career is a particularly important and extremely happy thing.

It has been nearly three months since Qi Ye published the first part of his article “One Person Is Enough to Get App Promotion Done”. Today, I am sharing the full article with you on the Gupo platform, looking back on the past, looking forward to the future, and encouraging each other.

Part 2: Paid promotion methods: I concentrated most of my paid promotions in the three months after the new year, the peak season of the industry. Here I will focus on the Android paid channels I chose (basically I did not choose online alliances and offline pre-installation):

1. CPT of high-quality application markets (carefully select CP for products that do not attract large volumes): including the best application stores and mobile phone manufacturer markets; 360 Mobile Assistant, Baidu Mobile Assistant, Android Market (it was okay at that time), Lenovo Le Store, and Meizu App Store (it was not commercialized at that time, so I’ll write them down first) were the ones I mainly chose. I hope to use CPT to increase the natural traffic of the product, combined with the strong demand of users during the peak season of the industry, so as to achieve twice the result with half the effort;

3. CPD/CPC bidding platforms: such as Xiaomi, Wandoujia, Baidu Chunhua, Tencent Guangdiantong, Weibo Fanstong, etc.; there are a lot of practical content involved here, and Xiaomi, Wandoujia and Baidu will be mentioned in particular.

For Xiaomi and Wandoujia’s display advertising strategy: I first observed the new addition patterns of the products. I did not force the price during the well-known user active time (such as 21:00-23:00), but raised the bid during 10:00-12:00 (another time period with a good new addition trend), slightly lowered the bid during the rest of the day, and offered a very low price at the end of the well-known user active time (such as 21:00-23:00). This way, I could control the CPD cost well and get good new additions.

For keyword search ads on Wandoujia: I consulted the company's SEM team for some commonly used generic keywords, competitive keywords, and of course brand keywords, and kept fine-tuning the price. Now the cost of a single download is generally controlled at 1-3 yuan;

Baidu Chunhua Platform Strategy: This platform integrates resources such as Baidu App Store, Baidu's own apps and Baidu Union. My strategy is to use reasonable and higher bids to try to ensure the display of ads in the App Store and Baidu's own apps such as Baidu Tieba (the price varies from product to product, you can consult Chunhua's PM about bids for apps similar to your own products). Because of the extremely low bid, the resources won are basically from the alliance network. Although the cost is extremely low (my app initially cost less than 0.3 cents per download), the user quality is also extremely poor. Of course, the final download cost is generally much lower than the bid.

The third part: free resource recommendations: As we all know, major app stores basically have some free resource recommendation methods, such as first releases, fixed recommendation sections (such as Lenovo's Fresh and Hot, Huawei's See You on Monday), various special activities, etc. The way I work is to compile all the free referral related content into one table. What are the first launch rules of major app stores? How many days of free recommendation can be given? What are the results of app stores that have previously launched apps? Are there any new additions to the fixed recommendation sections of major app stores? Can I apply for it? How do I submit it? How do various special activities connect with the app store? Who is the person in charge? Is it necessary to provide physical or virtual gift support? These are all presented in a table, which is clear at a glance, so work efficiency will naturally be greatly improved.

The benefits of product specialization are reflected in the following three aspects:

1. Fully display brand information: On relatively small-screen mobile terminals, the brand's official information can still be fully displayed, strengthening the brand image and increasing users' trust and favorability towards the brand;

2. You can customize the button content: whether it is a promotional app or an H5 site special page, there is no problem, integrating a very shallow entrance;

3. High user quality: Since users search for brand words with a strong purpose, the quality of app users obtained from brand-specific channels is extremely high, while the cost is very low.