Several optimization strategies for CPD placement in the application market

As the commercialization of many open platforms becomes more and more complete, the lack of volume has become a barrier to attracting new users for many apps. For those of us who don’t have financial backers, how can we spend our money wisely and make our investment more valuable? I would like to express my humble opinion today. If you have different opinions, you are welcome to correct me.

Those who do not understand money, law, friends and land should not talk about lofty matters. Sometimes, the delivery strategy is really forged with real money. The figure below shows the launch data for one of our markets. This is the optimal result with a relatively suitable ROI after multiple tests and countless mistakes.

It can be seen that adjustments were more frequent in the early stage, and gradually decreased and stabilized in the later stage. The average daily consumption was below 20,000, but the number of clicks was gradually increasing.

The following mainly discusses the launch in the Android market, because the Apple market still relies mainly on its own keyword coverage and points wall, and Apple is more sensitive than Android. For keyword rankings and ratings, the points wall will change the next day after being refreshed. However, this is not recommended. The App Store is increasingly disliking this model and there is a risk of being K’d.

Android's ranking is related to the delivery and basic weight. The basic weight is related to its own ASO. For example, the keyword weight ranking is: application name>keyword tag>description>in-app purchase name or description; ensure that the core keywords appear 8-12 times in the description; also increase downloads, open rate, and positive reviews; and participate in more open platform activities. Increasing the weight of the APP will give you a chance to improve your ranking.

However, weight is accumulated over time. For a new product, the most direct and effective way is to rely on advertising.

The following figure shows the placement of the word "social" in three popular markets, from which we can get a glimpse of how fierce the current competition is.

First of all, the advertising accounts actually have weights.

When promoting the same product with the same bid, accounts with higher weight will have higher exposure. The factors that determine weights vary slightly in each market, but generally speaking they are mainly related to factors such as the bid, freshness of the ad, click-through rate (CTR), product relevance, stability, advertising budget, duration of delivery, and so on.

Therefore, after testing the appropriate ROI in the early stage, you can increase the weight of your advertising account based on these factors, such as setting a maximum budget, maintaining the frequency and stability of advertising updates, etc.

You don’t have to worry about running out of money quickly. First, any market will have traffic bottlenecks for your product. According to the attributes of your product, if App Store can only bring you 20,000 volumes a day at most, when it reaches this traffic value, even if you increase your bid by 10 times, the volume will not increase much. Second, now that you have tested the appropriate value of ROI, why not seize the opportunity to spend as much as you can to quickly increase sales?

Secondly, choose the delivery method that suits you.

There are many advertising locations in major app markets, such as the opening screen, home page recommendations, various lists, search rankings, direct search, etc. Some rankings have a minimum of tens of thousands a day, or as many as hundreds of thousands. In addition to doing what we can, our focus is still on choosing appropriate advertising space based on the company's promotion progress and budget. If the budget is limited, we can precisely target search results. Because these are the results of users' active searches, the matching degree and download rate will definitely be higher.

Third, the delivery must also have its own rhythm.

Each application market has its own user portrait and daily traffic trends. We can formulate our own promotion plan based on these data analysis. For example, we can increase bids during periods of high user activity to increase the volume. For search rankings, you can also adjust your bids based on your competitors’ situations.

The most important thing is to understand the overall market environment. For example, now is the 618 event, and the overall market traffic is leaning towards e-commerce. At this time, it is actually necessary to reduce your own investment efforts. Why bother competing for resources with large companies? The cost is definitely unbearable.

Finally, let’s briefly talk about the marketing techniques in various markets.

1. App Store

In the third-party application market, App Store can be said to be far ahead. Previously, the launch of App Store required a separate email application. After the revision this year, it can be launched directly in the Guangdiantong background. Some people say that the weight of a company account is higher than that of a personal account. This has not been proven, but it is likely that everyone who promotes the company uses a company account.

A few suggestions:

1. The bid for a newly created ad can be higher than the recommended bid. The bid can then be lowered continuously throughout the day. The adjustment range given by the official should not be too large. The official adjustment range is 10%~20%. If the magnitude of the change is large, the bid can be lowered continuously by 1~2 cents to return to the target range. This adjustment will more than double the output compared to starting with the target bid. Of course, the benefit of professional price adjustment is that it can also test the optimal output value and optimize costs.

2. More plans, more units, more creativity. More plans will increase external competition. There will be obvious changes when it reaches a certain scale. With more than 5 plans, more than 40 units, and ad slots > 100, an increase in the number of advertisements will lead to an increase in volume.

3. Graphics and text ad spaces are sensitive to freshness, and their display volume will decrease if they are not updated. The decline is higher than other ad positions.

4. The amount of new customers attracted from high price to low price is much higher than the bidding strategy from low price to high price.

2. Huawei Market

Huawei's market display is also different for each person. Different models have different display results. Even for the same model, the results are slightly different.

Some products do not have much volume when they are put into Huawei CPD. This is because Huawei must have keyword coverage before it can be put into use. We can use third-party tools such as Qimai, Zen Master, etc. to check the coverage of our own keywords. For example, if a certain traffic word you want to place is not covered, you cannot place the advertisement. Therefore, particularly niche products may be more difficult to make.

Therefore, you can turn on automatic matching and broad matching, and constantly add words to increase the coverage of your own keywords.

3. OPPO Market

The OPPO market has many different devices and the quality of distributed data is relatively poor, so the CPD search method is generally chosen.

1. You can choose the strategy of opening low and closing high, and then slowly increasing the price. Because the official has a test volume recommendation for new users, it is recommended to open multiple plans, just like App Store.

2. OPPO keywords can be priced individually, and we can optimize bids for high-precision traffic words based on product attributes.

3. OPPO can check the traffic brought by each keyword separately. We can delete words periodically based on the data, because many words are not relevant to our products. This needs to be fed back to the delivery operation, and the words should be deleted by email to optimize our delivery costs.

4. If your brand word ranks first, there is no need to add the brand word to the promotion list. Just apply to delete it. In addition, for platforms like 360 ​​Dianjing, you can set it up in the background yourself.

4. vivo market

Although they are both from the same brand, the investment made by vivo seems a little worse than that of oppo. Vivo requires you to turn on recommendations before you can search. This weird setting is probably intended to make you spend more money.

1. Vivo cannot view the data of each advertising word separately like Oppo.

2. Traffic mainly comes from recommendations and searches. You can slowly increase the price of core words and increase daily consumption to increase weight, so as to slowly increase your recommendation volume.

5. Xiaomi Market

Xiaomi's quality is probably the worst in these markets. Because the cost of the same strategy is much higher than other markets, the app store ranking rule = CPD*CVR. That is, bid * conversion rate. To put it simply, it is the price per thousand impressions. The only factor we can adjust is price.

However, it is also related to the product attributes. The figure below shows the promotion data of a news and information app. The overall cost is quite ok.

The above are some simple marketing strategies for several Android markets. The simplest way is the best. In fact, the marketing techniques of various application markets are similar. The most important thing is that we need to explore suitable strategies based on the attributes of our own products.

Advertising and promotion is a technical job that requires us to use real money to test continuously. Moreover, there are only short-term optimal solutions, not long-term optimal solutions. Because when it comes to advertising, in addition to considering ourselves, we also have to consider many dimensions such as the entire market environment, competing products, advertising rules, etc.

Author: Tong Liyu

Source: Tongliyu