With the implementation of the new paid advertising policy, the ASO market has undergone tremendous changes!

A few days ago, Apple confirmed that it would evaluate paid promotions in the App Store, which caused a stir in the ASO community. A single paid ad will appear at the top of the search results when users search for the App Store, and this adjustment will start in the US market. Apple will choose which ads will appear in search results based on developers' bids and certain metrics it sets.

The problem of low product exposure in the App Store has always existed, and with the dramatic increase in the number of apps, this problem has become more and more serious, so this new policy will undoubtedly cause huge controversy .

First of all, from the official news, we can get three pieces of news:

1. Apple’s specific advertising position is the first search result, which has a huge impact on both the ASO market and the points wall market.

2. The payment model is to sell advertising space through bidding, and charge in the form of CPC or CPD.

3. The ad is age-grouped and blocked for users under 13 years old.

Changes in the ASO market after the search advertising business

Developers and service providers on the same stage

On the one hand, Apple's bidding will drive developers' advertising investment and interest. On the other hand, only the first position of each word is an advertising spot, so this method can make the competition for positions more reasonable . In this way, the second place will become a battleground for major service providers. The entire ASO industry will become more lively with the participation of Apple.

New market for agents emerges

Apple’s current bidding method definitely requires recharge. There must be an agent for pre-recharge. By then, the first-tier agents in China will definitely be a very fat piece of cake . All major advertising companies will grab it. It is also possible that Apple China will invest in setting up a dedicated advertising company, but we have reservations about this.

Paid CPC & Offer Wall

Because if bidding is really lower than the cost of points wall or machine brushing, then everyone will participate in the bidding, causing the price to go up, so the final bidding cost may not be much different from that of points wall or machine brushing. The future of ASO will definitely be a situation where paid CPC and point wall are used together.

The result is that with the cost remaining the same, Apple earns more advertising fees for ranking first, and the competition for the following rankings will become more intense.

Apple Store Updates

If Apple wants to achieve better paid promotion, upgrading the Apple Store is an inevitable trend . In the future, Apple Stores may become different for everyone. In the future, Apple Stores will record and describe each person's preferences and identity, so that more accurate promotions can be achieved. But if this happens, it will be more difficult for service providers to provide services.

Offers Wall Becomes the Second Largest App Traffic Channel

It is possible that the points wall will evolve into a store that can pay users and become the second largest application traffic channel. There are many small points walls emerging in the market to intensify competition. But the era of the app boom is coming to an end. The era of mobile Internet advertising is about to arrive.

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