How to use information flow advertising to increase APP downloads?

The advertisement has been running for a while, but why has the number of APP downloads not improved?

Is there something wrong with the targeting settings or the creative content?

Today, we will use a successful case to illustrate how to effectively increase APP downloads through information flow advertising?

If you want good results, you need to understand the industry thoroughly.

Case client H is a newly emerging e-commerce client in recent years. Through precise crowd positioning and targeted content products in the early stage, H company has developed rapidly, quickly accumulated a large number of loyal users, and gradually expanded its market share. And through the rise of H customers, we can also understand that the big industry of life services is also quietly changing!

1. The industry is facing huge competition and the industry segmentation is intensifying. It is difficult for pure e-commerce companies to stand out due to the monopoly of industry giants. Only with diversified attributes can they occupy a place.

2. Summary of target population attributes. Based on the characteristics of the industry, the attributes of the target population can be roughly obtained through Baidu backend search and big data analysis :

3. Media industry analysis. Based on product positioning analysis, perfectly match the promotion attributes of information flow advertising .

There are skills in delivery, and the method should be flexible

After a period of investment, the account situation of client H became stable without much improvement and fell into an embarrassing deadlock. The main problems faced are as follows:

1. The overall volume of targeted keywords and interests has decreased, and the traffic has not become more accurate; 2. After a long period of large-scale advertising, the current target population has reached a certain degree of saturation, and it is urgent to expand new keywords to cover new groups;

3. Single test interest targeting, the display volume is large, but the cost increases significantly;

4. The current ACP is already very low, and some categories of products cannot be put on sale normally due to conversion costs;

After account diagnosis and analysis, we found the following main reasons:

1. The selected groups in some units do not match the groups that have clicked on the business in Baidu's information flow advertising platform in the past; 2. Some intent words are long-tail words , resulting in low audience coverage;

3. There are many categories and fierce competition;

4. Download customers have strict cost requirements and incomplete data statistics;

5. Some units bid low and obtain little traffic;

Problems were discovered and solved, and the following adjustments were made at both the account and creative levels:

Creative Case Showcase

1. Creative content should be written in a realistic narrative tone to give users a sense of authenticity and sincerity, and be close to user psychology; 2. Content that shares useful information is easy to attract users to click;

3. Good at capturing specific user attributes, such as age, gender, zodiac sign, occupation, interests, etc.;

4. The pictures should be renderings of the usage effects or pictures of the actual products to enhance the sense of reality.

Make good use of new tools to easily achieve high conversion

Baidu's information flow advertising background has a wealth of auxiliary product tools to help accounts perform better optimization and promotion . In this case, customer H enabled the OCPC tool to make the download effect more obvious!

Methodological Summary

After a series of optimization operations, the download volume of H account finally increased by 30%.

Account structure summary: 1. Detailed division based on product industry dimensions;

2. Test different directional dimensions separately;

3. Plan units reasonably according to the account size;

4. The hierarchical structure is clear and well-defined, with symbolic management.

Creative summary: 1. Keep the copy fresh and track hot topics;

2. The pictures are attractive and catch the eye immediately;

3. Test various creative styles;

4. Update ideas in a timely manner to maintain novelty.

The above are the tips we shared today to easily increase the number of APP downloads.

Author: Director Xiong , authorized to publish by Qinggua Media .

Source: Information Flow Intelligence Bureau

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