CP: Different from the CP partners like Hu Ge and Wallace Huo in the entertainment industry, in the field of App promotion, CP refers to the developer corresponding to each App, which means the promoter of the App.
PM: Product manager . Yes, it is the most dangerous position in an Internet company. There are often jokes about being beaten up by both technical and operational staff.
UI: In startup companies, some are called artists or photo retouchers, but they don’t understand it that way. Inside every photo retoucher lives a great designer who will often deal with your app promotion and will be fooled to death.
UED: User Experience Design, a more pretentious position. It is the position where Baidu’s User Experience Director was fired some time ago because his speech was criticized as too low. Including interaction designers, visual designers, user experience designers, and user interface designers.
Operation Manager: This is the position that is most closely related to the app promotion you are responsible for. Suggestion: stick together and keep each other warm.
Common nouns used in App promotion:
CPD: Two names, 1: (Cost per day) Advertising cooperation method charged by day, the daily cost of a certain advertising space. 2. (Cost per Download) Pay by download, charged according to the actual download volume.
CPM: (Cost Per Mille) It is charged based on the thousand impressions of app ads. CPM = advertising cost x 1000 / number of clicks .
CPC: (Cost Per Click) Charged based on clicks on app ads.
CPA: (Cost Per Action) is charged based on user behavior, which means charging based on activation/registration.
CPS: (Cost Per Sale) is paid according to sales, which means that the advertising amount is converted according to the actual number of products sold. That is, charging is based on each order/transaction. For every successful transaction completed by the user, the salesperson can receive a commission.
CPT: (Cost Per Time) Advertising is charged based on the duration of the advertisement. Advertisers choose the ad location and delivery time, and the cost has nothing to do with the number of ad clicks.
ASO : (App Store Optimization) App Store Optimization, which uses technical means to improve the search ranking and list ranking of apps in the app store.
SEO : (Search Engine Optimization) search engine optimization, mainly for PC sites.
SEM : (Search Engine Marketing ) search engine marketing.
ASM: (App Store Serach Marketing) Apple App Store search bidding advertising market.
DAU (Daily Active User) is the number of daily active users, which counts the number of users who have logged in or used an application within one day (excluding users who have logged in repeatedly).
WAU (Weekly Active User) refers to the number of users who log in or use the app within a week.
MAU (Monthly Active Users) refers to the number of independent users who have used the app at least once in a month.
UV (Unique Vister) independent visitor.
PV (page view): the total number of page views.
ROI (Return On Investment) return on investment.
APK: Android Market installation package.
IPA: installation package for iOS system.
SDK: Software Development Kit . SDK is provided by the channel and integrates all functional modules of the App software. CP must implant this functional module into its own app. After connecting to the SDK, both CP and the channel must test the SDK package, and it can be put online only after passing the test.
IDFA: An advertising identifier in the IOS system that can be used to detect the effectiveness of activities such as exchange and promotion.
First launch : It is divided into exclusive first launch and joint first launch. Exclusive first launch refers to the first distribution channel selected for the new version of the App. During this period, the new version will only be released in the designated market. The release time of other channels must be at least 24 hours later than the first launch market. Joint launch refers to the simultaneous release of a new version in multiple application markets .
Exchange of traffic: A way of promoting apps, in layman's terms, it means exchanging resources and banding together for warmth.
Brushing refers to the behavior of promotion channels simulating natural users' application activation, registration, retention, etc. through technical means or pre-installation to generate false promotion traffic.
Ranking manipulation : The act of advertising companies using technical means to improve the ranking of the AppStore's overall list (category list).
Deduction: If the quantity is not enough, advertisers will deduct a certain percentage from the actual effective promotion volume during the promotion. This is a common practice.
Special topic: refers to the regular/irregular activities of the application market. Most application markets have special topic recommendations, which is a good free promotion resource for CP. You can apply for it at the corresponding developer background or developer forum.
Package capture: The App installation package of one market is captured by other application markets. This usually happens during the initial release of a version, or when the time interval between different markets during version updates is too long.
Vest App: In order to gain more exposure for their products, many companies will use vest apps to gain more keyword coverage and ranking traffic in the AppStore. Its characteristics are similar, and its purpose is to direct traffic to the main App.
Hot search terms: refers to the search terms prompted on the AppStore search page, which will also bring certain downloads (conversions).
Locked list: The AppStore list is not updated for a long time (more than 5 hours).
Accelerated review : It is mainly aimed at accelerating the online operation when submitting to the AppStore. Currently, all those who claim to be "official agents" in the market are scams! None of the companies are agents of Apple.
Points Wall : A user incentive download and registration platform provided by mobile advertising platforms to CPs. Users can earn points by downloading and trying out the App, or they can download and try out the App directly. Gold form, the current mainstream way of playing is to cooperate with the working principle of ASO.
PPC: (Pay-per-Click) is a pricing model that pays based on the number of users who click on an ad or email message.
PPS: (Pay-per-Sale) is a pricing model that pays based on the number of direct sales generated by online advertising.
PPL: (Pay-per-Lead) A pricing model that pays for each lead generated through online advertising. For example, an advertiser pays an ad server when a visitor clicks on an ad and completes an online form.
AdWords: Google ’s keyword bidding advertising.
Banner: Banner ad
Button: Icon advertisement
PR promotion: soft article promotion
Banner Ad: (Banner Ad) Ad placement at the top, bottom or side of a web page;
DSP display advertising: It is the abbreviation of Demand-Side Platform, that is, the demand-side platform. Common ones include Youdao DSP, Duomeng DSP, Limei DSP, Imobi, Admob, Juxiao, etc.
Super App: Super App refers to those basic applications that have a huge number of users and become "must-have" applications on users' mobile phones, such as WiFi Master Key.
Other key terms:
KOL (Key Opinion Leader) Key Opinion Leader. People who have a say on Weibo and WeChat. These people may be professionals or very experienced in certain industries, so their words are usually convincing to their fans.
AR PU: (Average Revenue Per User) is the average revenue per user, an indicator to measure a company's business revenue.
CR: (Conversion Rate) refers to the proportion of converted visitors to all visitors to a website.
Bounce Rate: Bounce rate refers to the percentage of users who leave a page after browsing it, among a group of pages or the number of visits to a page.
UGC (User Generated Content) means user-generated content.
PGC (Professional Generated Content), content created by experts and celebrities.
LBS is a location-based service that provides users with a value-added service with the support of the geographic information system platform.
SNS ( Social Networking Services) refers to the relationship network between individuals, that is, social networking sites (SNS sites). Popular SNS in China include Zhihu, Xiaonei, Kaixin.com, etc.
TMT: Digital new media (Technology, Media, Telecom) industry. TMT is the first abbreviation of three English words, telecommunications, media and technology, integrated together.
SPAM: SPAM in search engine marketing refers specifically to information that deceives search engines.
CMS: (Content Management System) Content Management System. If you want to quickly build a community like Zhihu, you can buy a domain name, rent a space, and then find an open source CMS program.
APP_ASO: Don’t think about it, this is our WeChat official account . Hahaha
