How does a new app operate and promote?

APP promotion can't avoid the application market, and the application market can't avoid the old three kinds, press conferences, special topics and activities. But before that, we need to do some preparatory work.

Please take three days to a week to get familiar with the situation: including your user portrait, historical performance in the application market, basic information of your data, and of course, the developer documents of various markets, contacts of various markets and QQ groups.

With this premise, you will have a clearer understanding of the status quo. It is also conducive to your grading and key maintenance of the application market. Aside from the topic here, manufacturers who rely on mobile phone share to do application market often have their own characteristics. For example, Huawei's business model is particularly heavy, and OPPO is biased towards women (not carefully researched, please discuss it together).

Please refer to the following figure for the application of announcements, activities and special topics:

There is a trick at first, because the update is based on the size of the version update, so on the basis of respecting the facts, you can polish it when writing, and you won't want to review it if it is too flat. Moreover, it is suggested to apply for more starters according to the schedule after discussing with the product technology to prevent the expected starters from falling through.

The topic is that there must be more news channels, more small partners (to facilitate the special recommendation of some markets), and a certain hot spot sensitivity. If you can rely on hot spots when you participate in the topic, maybe biu will go up!

If you introduce yourself as a new product, you don't have much experience, but I think since your product is blank in the application market, product quality is your only key, so polish your product as much as possible, try to seize the dividend period of 3-6 months for the new product, and let the data meet your expectations. In addition, don't miss the new product support plan with promotional resources, such as 360 Dandelion Award and Baidu Golden Bear Palm Award! Find the right person and talk deeply. If you are lucky enough to be selected, the supporting resources are really excellent! But if you want to be selected successfully, the product is your only weapon, so polish your weapon. It should be added here that there are awards in all major application markets. Because there is no award, the decisive factors are not clear, but according to the document, products and data should be the most important. So you know ~

Ps: There is no mention of the role of contacts here. Everything can be done through contacts. I knelt down and begged:)

In the prize-winning activities, I want to emphasize two points. The first point is the rules! Come and repeat after me three times! Do you need to make a lottery page?

Must it be in kind or can I use coupons instead? How much is the amount? How long will it last? What resources must be given? Are the prizes distributed in the market or by themselves? Do I need to send the prizes to the app store in advance? These are all things that must be made clear before applying for prize-winning activities. After clarification, it involves the second point, cost thinking! If you have historical data, you can refer to the information. If there is no historical data, please ask your friends and yourself to estimate the effect according to the promotion resources. Consider the matching cost according to your estimated quantity to evaluate whether the prize download activity is worth doing. Here, we need to consider the development time of technicians and the time to distribute prizes by ourselves when necessary.

Change the amount in the ring game of the application market. Some app stores have official trade-in alliances. If you have any requirements for changing the paper, you can try to contact. Finally, what I want to say in the app store is that if there are good promotion resources, don't be bound by conventional gameplay, talk to the merchants in the app store, and cooperation is what it is!

About aso

By ASO, I mean brand-based optimization, media-based optimization and traditional ASO.

Brand optimization refers to encyclopedia, knowledge, experience and library, with the same priority. If resources are too tight, Baidu, 360 and sogou have done it together. I think the significance of brand optimization is to let people who want to know you know you, so as not to lose their intentional users at this stage. And my own experience tells me that when I use a search engine to understand a product, if I can't find anything, I will go crazy! By the way, it may be more and more inclined to promote social platforms to understand one thing, so socialize (this is a huge topic, and experts are expected to answer).

The optimization of media foundation here refers to the exposure of daily manuscripts, the construction of our own media channels, the operation of key events and the construction of our own media channels. Anyone who doesn't need to allow the media to settle in can apply, and then may choose to maintain it. The exposure of daily manuscripts is to make some sounds from time to time. The greater significance of this move is to show it to search engines and interested users. As for the operation of key events, such as financing, the release of major functions can be said out loud, which is very helpful for volume. And for APP developers, the most beautiful applications, niche, next and other applications recommend media. Can take the stability, not only the quantity, but also the application market topics, activities and awards! Don't miss it. (This piece of public relations, Bian Xiao only slightly involved, or that sentence, please advise. )

Traditionally, the application store ASO has three parts. The first part is basic optimization, including screenshots, titles, keywords, application descriptions, etc. The second part is the optimization of specific words, which is generally realized through external guidance. Brush list or brush hot search, may need technical means to achieve. The third part, wild road and black technology, can be subcontracted, which not only increases the number of people but also reduces the risk of the main package, but this must be approved by the leader, so convince the boss. As for black technology, it is to follow Apple! It can transmit video, adapt to apple watch, support 3D touch, support 3D touch, so in order to respond to Apple's call, Apple doesn't mind giving more weight ~ Plus users will like black technology ~

About delivery

Put this piece in, in my impression, it can be divided into four types: application market, SEM, native feed streaming media advertisement and online alliance advertisement. Have some experience in applying marketing advertising. I understand the other three categories, but I haven't practiced. Therefore, the former stresses experience, while the latter stresses opinions.

The online alliance class has not been operated, so I can't give you any advice. I just want to say that in the case of imperfect data background and insufficient data analysis literacy, it is not recommended to put advertisements with hidden rules of brush amount and deduction amount.

There is almost no information flow advertisement, so I can't give you specific advice. I emphasize two points. First, for an advertising type that needs to grab a lot of money, there are certain requirements for funds. Maybe the data after 5w yuan is stable and sustainable. Please consider the cost of pre-study, or both will be empty. Second, for an advertisement whose material is king, the role of supplier/designer accounts for the majority, so we should be psychologically prepared to find the balance point between click-through rate and conversion rate, that is, the balance point between new increase and retention.

As for SEM, I always have a little operation, and I suggest that there should be as many keywords as possible (if the industry is hot, it should be thousands of orders of magnitude). On the premise of maintaining relevance, the click rate should not be less than 5% (please correct me if there are any mistakes). In addition, for keywords, please think more creatively to ensure the click-through rate and conversion rate. Finally, the effect is optimized according to the data.

Finally, let's talk about advertising in the experience application market. The application markets are generally CPT, CPC and CPD. CPT has never played, mainly using CPC and CPD. The following points need to be emphasized:

First, the paid delivery in the application market has a pulling effect. With the increase of natural traffic in the application market, the corresponding paid traffic will also increase, and vice versa. So from the perspective of time, the longer the time, the better the effect.

Second, when evaluating the channel quality, it is best if we can package and distinguish between natural traffic and paid traffic. If not, we can calculate according to the proportion of paid downloads to the total downloads, which is a more accurate method. As for the right channel, the right channel for each product is different. If the budget is sufficient, you can try to invest a small amount of money in each market and choose the best to renew the fee. If the budget is average, please choose according to the historical performance of products in various channels. The channel with the highest ratings and downloads is worth trying first.

Third, be familiar with policies and rules. The launch of the application market may not require too much optimization, but is nothing more than the price of each time period. First, it is based on its own user portrait, and then it is adjusted in actual delivery. For example, raise the price appropriately when its own users are active. Of course, this premise is based on the order of payment. If paid traffic brings you dozens of downloads every day, I think it is better to save it. There are too many accidental factors. As long as you are concerned about data growth, don't be abnormal (for example, at 3 o'clock in the middle of the night), some markets will punish frequent price adjustments. If you adjust the price by time, please ask in advance (I heard that Baidu seems to be like this, please correct me if there are any mistakes! )

Finally, if you are familiar with the topic of policy, the application market will gradually become more and more orderly and standardized. It also means realizing the main theme of the four major application markets, so we should always pay attention to the latest payment policies of various channels and obtain appropriate policies to promote ourselves.

I hope my answer can help you. I am happy to share industry information. You can trust me privately if you have any questions. You are also welcome to come to the comment area for further discussion.