Recommended language: an active war product, an ap that promotes the sharing of veterans, looking at the operational operations of a product from zero to a significant increase。
As a veteran who has been in the app promotion for many years, many successful cases have been seen and many failures have been accumulated. Today, i want to..IosLet's share it with you, for example. As apple’s review became more rigorous and algorithms changed, the results of the roll-up, run-off, etc., were already far less effective, and the traditional “breakout” markets were shrinking, and are now largely negligible。
The alternative is to promote it through media advertising platforms such as outreach and today’s headlines, but the cost and effectiveness of this hard-to-broad outreach is also known to all。
In order to help a wide range of practitioners get out of the pitfalls, today i start with my own real case of money management app, analysing the tactics that money management promotes at the app (ios end), in the hope that it will provide some useful thought。
I. Starting from scratch, you're a king
When i first arrived to manage the money, the app was almost zero, not only in extremely limited downloads, but also in almost negligible new activated users every day。
The first thing i do in the short term is to improve the number and weight of search keywords by matching industry trends, user habits and product positioning with appropriate titles and keywords. After some time of effort, the new version has been updated with a significant increase in both the number of active users and the number of new investment users。
Ii. Look at the flowers in the fogAsoAnd punishment
Following the achievement of a basic stabilization of natural volumes, further precision in the targeting of customers is sought. I began to optimize the exact words for the money net, and at the outset i chose the best key word for money management, using the micro-credit wall to optimize the aso, with immediate effect。
Money management immediately rose from the 50th to the 6th of the financial keywords. But the scale came too fast, and the preset 1,000 quantities were almost gone in half an hour. The actual registration rate was found to be very low and the investment user was rather limited because of the active settlement. This also shows that aso data have a much greater impact than applications。
This was also demonstrated by the fact that after three days of aso, the ranking fell back in place after two days. I realized then that it was time to make some adjustments。
Iii. Double power combined, looking for industry patterns
I have found a new channel, the credit wall in an independent application, known as " a " , for the registration of settlements and the optimization of the key word " master financial management " , and a micro-credit wall, also known as " b " , for the registration of settlements, for the optimization of the key word " investment " 。
Turning to a, after a period of time, i found that the cost of the new investment users was still high, and a few days later i found that the keyword ranking had remained largely unchanged, and i began to look for the problem, finding that the first was the concentration of the amount within a few minutes, and that the search was the reproduction of the keyword and the jump to app store was an automatic search for the keyword, and i realized that the receipt of the search had been downgraded by apples, so i contacted the channel to turn it into a manual search and to move the amount between 10:00 and 3:00。
Also, after some time, even though the cost of the new investment users is still very high, the investment keyword will soon be up, from around 50 to 8, but at the same time i find a problem that channel b, although relatively rapid in volume, started in the early hours of the morning, when it was a low purchase peak, especially after 1 p. M., and everyone fell asleep, so i changed it from around 2 p. M. To 3 p. M., which is exactly the relay with a。
After half a month of continuous guidance, money management has achieved cross-cutting growth in the investment keyword ranking. Once at the top of the 2nd, the top of the finance keyword was also in the 2nd, and although there have been frequent changes, it has been in the top 10, and the ranking of the financial classification list has been moving from 1,000 to around 500 300 100 70, which is now largely within 100。
And i import two or three thousand a day, less than 2,000 from two channels, and the rest is from natural amounts, which leads to a virtuous cycle of data and applications. The volume from the channels themselves has generated more new investment users, and costs have fallen significantly to higher levels in the industry。
In particular, the natural volume generated by the rise in the ranking of lists and keywords is greater not only in terms of the number of users of new investments, but also, often, in terms of larger investment users. This is also the result of the high matchability of keywords and the comparison of rankings。
Iv. App(ios)
Through this experience, i also came up with a few ideas for the promotion of the app (ios), which i share here:
First, they need to be fully informed about their products and industries。
They say they know each other, and they fight. As a promoter, you have to figure out what you're going to promote. What's the function, what's the user's needs, what's the user's population location, what's the whole user usage process, what's the current shortfall, what's the peak user's time, what's the difference on weekends, what's the geographical distribution? Only when you know your own product, industry and potential users can you do it better and move it to users。
Second, be careful。
Many often question whether it is necessary to draw lists, keywords, hot searches, reviews, etc., which is indeed a shortcut, but it is also a dead end. Your every move, the fruit company knows very well, depending on who gets worse. Moreover, the price of the list is not cheap and is not very appropriate in terms of value for money. If you have to brush it, you have to look for a source that is reliable, and try not to comment, the key word ranking can be swiped appropriately, and the rest needs to be considered together。
Thirdly, the blind guide is taboo。
Some have questioned why the scale of the scale of the scale of the wall has been so great, but the ranking of the lists and keywords has been so low, or it is difficult to maintain it, or even to fall fast, which is a matter of weight. The product itself must not be too different from its ranking. Step-by-step is the most effective, and not much is required at the level of daily effort. Of course, they have to be relatively good. In terms of personal experience, it is possible to procure the amount of the micro-intelligence credit wall or the separate application of the credit wall, which is once again within the net earner category. The calculus walls are all fake, and the less they are, the better。
With regard to the calculus wall, the use of a micro-message wall or some other better application, the use of the inner-centre wall, and the use of the net to earn less, to increase the ratio of the effective scale, and to minimize the direct jump to the details page, is best done by searching for keywords to find the application for download, that is, the usual aso, which can be said to be a three-shot, one from the channel, the other from which the key words are ranked, to obtain a high-quality naturality, and the third to increase the ranking of the ranking to within 150, or to obtain a high-quality natural mass。
Fourth, timing。
A number of articles have also been read before, some of which are better, etc. It's actually a big mistake. The appropriate time period for different products is different, for example, fiscal-type products, with a peak of 10 a. M. To 4 p. M., so that there can be more, for example, in the case of a stranger's socialization product, and in the case of a peak after 9 p. M., that time can be more. There is, of course, a need for some fine-tuning in conjunction with changes in the list to maximize its impact with a minimum amount. Use multiple channels as much as possible, but not too much, three or four times enough. At the same time, the choice of single-channel flat-speed deployments to the extent possible will inevitably lead to large-scale falls, with a relatively more rational utilization rate。
Finally, in the selection of keywords, it is important to select words with high heat and high match. The words that rank ahead and are vague are the most growing. The heat match is well understood, and ambiguity is mainly intended to prevent a level of magnitude from being concentrated in a given section, rankings are not too low, preferably within 50, and optimization is more difficult to locate users precisely if it is 100-person. For example, the word beauty camera is hotter than beauty, and most users search for beauty camera, so even if it's ahead, the natural amount is very small. Of course, it is also possible to go the other way, by choosing a term that is lower in heat and has its own first place, which is generally its own product name, except, of course, well-known products, which is likely to lead to a heat search, with considerable naturality。
These are some of my personal insights, and i hope that we can all study them together。
