Lei feng's network: the views in this paper come from the Union VP Yang Dan, Lei feng's network for extended editing its content.
Default search ads for the Apple App Store is doing, what is the difference with Google, Baidu? In more and more applications in the APP how to stand out? AppStore APP manufacturers and distributors of the new strategy, what are the effects? This paper will discuss these issues.
Before talking about this issue, first under all popular science on several specialized terms of website optimization.
| Optimized scheme of PC and APP ends what?
1, an Internet Web site (PC side) optimization
SEO:Search Engine Optimization, and search engine optimization. Mainly refers to the PC-side site for Baidu, sogou, search, free optimization on search engines such as Google, mainly related to the following aspects:
Keywords: keywords into branded words, common words, keywords, content such as nonce words, mainly covered in the site navigation, content pages, titles, and so on
Site architecture: General site tree structure + site navigation will be more loved by spider
Update frequency: frequency of regular updates will affect the site's indexed
Originality: original articles, or micro-innovation articles are more likely to be crawled
Links: select the high weight of the site links or linked articles are published at the same time increase your weight, easier to search for related results
SEM:Search Engine Marketing, is based on the way users use a search engine user to retrieve information as marketing information will be passed to the target users, can also be simplified into network marketing, usually refers to the auction ads, auction ads currently on the market doing good for Baidu, SEM to be aware of a few things:
Keywords: majority of brand terms prices are higher, on limited budgets need to set keyword is generic, brand terms or long tail keywords
Optimization strategy: according to time, content users such as portrait, targeted action in bidding system
Media strategy: according to different, you can choose to search referrals within its own media resources, external Alliance resources to set different bids standard, optimized for media properties
2, mobile Internet (APP end)
ASO:App Store Optimization, improving your APP in the APP market rankings and search results ranking process. Similar to SEO optimization for mobile APP, ASO comes to Android and IOS systems, optimized content are the following:
Application name: divided into a title, subtitle, a total of 255 bytes, 25
Keyword: an APP can have 100 characters, punctuation marks are recommended: phrases as possible across higher keyword Association has 100 characters a comma or a space is to give Apple a signal when a Word can be accurately separated and can increase the weight of the word, without commas or spaces it is Apple's own word, most of the words are separated.
Description: the description of maximum 4,000 words (subject to change, within 1.5 hours). Description of the organized, a strong correlation with the APP itself, the word multiple coverage will increase the weight.
Comment: comment title comment to override keyword, for example: comments title spectrum financial comment on high-yield finance artifact; reliable, next time I recommend it to a friend money.
ASM:Appstore default search ads, launched by Apple on June 8, 2016, is currently in the United States the beta launch
| App Store a default search ads, with Google, Baidu what's the difference? Jeremy Scott iPad Mini Case
Apple's default search wide and Baidu, Google under certain conditions is the same, the main difference is that a few key points:
Special place--the keyword search box above
Figure, Apple is in the search box:
Googleplay on is this:
(From: the App Store search advertising is coming, the impact on developers and users? ）
While Baidu is as follows:
Uniqueness-the ads to display only shows only
As can be seen from the above, AppStore search advertising was the only, blocking all other applications in the process shows that Baidu, Google's search ads as above, this is the AppStore ads with the greatest difference.
Privacy-minors-under the age of 13 not provide relevant advertising
Apple has been very private, "are not available to minors under the age of 13 advertisements" only Apple so it is currently under. Inside Apple's privacy, settings related to the channel, screenshot of Lei Feng network are as follows:
This, of course, still unable to accurately identify objects are minors under the age of 13, a privacy setting, Apple will go to statistical data, there are portraits. For instance you often play what kind of applications, games, voice recognition and speech.
Apple made this concept, judged largely based on user habits.
It is worth mentioning that, even if the open limit advertising tracking, will also receive the same number of ads, just push these advertisements are not based on your data.
Converted controllable – CPA can be controlled per customer transaction
So-called CPA Cost Per Action, that is, cost per action, CPA is based on activation or registration to be currently Baidu is the use of valuation model of CPD, CPD is to download that one step to CPA conversions will be loss.
| APP Store after several adjustments, search advertising can bring?
1, in addition to increased search advertising, APP Store or through many adjustment
May 24, 2014 rankings displayed from TOP200 adjusted to show only TOP150,6 13th, launched the "Browse by category" feature unless the games outside, APP product selection total scores less, small and medium sized manufacturers are concerned about category list changes;
On November 19, 2014, the App Store Games price 1, 3 pricing will be permanently retained; push the game makers more choice pay list;
On November 24, 2014, the IOS version 8.0 added the "search" icon to show the 10 top search, search keyword optimization share users and higher, resulting in a hot searches list and ASO optimization;
On November 01, 2015, ASO keyword coverage has increased from 300 to 2000+, add new keywords, related words, nonce words, English words and other related content, based optimization by the manufacturers paid more attention to the ASO;
On November 4, 2015, Apple released the "shopping" category list, the list is thin, that is Apple Apple pay conceptual foundation;
On June 8, 2016, increase the default search ads.
2, the emergence of new forms of advertising, for APP vendors, which impact on the company?
APP makers, the following changes some models--
Bidding mode: similar to Baidu, 360, Android market, strengthen the operational forces, optimized for ASM.
Integration models: products, correspond to the selected types of media delivery.
Each system has, but most agents before the operation, now require that manufacturers themselves, so you need to understand the media, plus a lot of information in order to get things done. In General is the manufacturer of higher, professional degree.
Brush list mode: for small and medium budget, CP will choose more brush list or TOP2 of keyword optimization to reduce costs.
Brush top, the Apple store who knew, of course, but national developers are too smart, and Apple keeps changing the algorithm, but can always be cracked and began to brush. Method on the brush list, Lei feng's network column, Apple began to worry: why App Store PPC to do? Details, and will not repeat them here.
Since the emergence of search advertising, for small and medium APP makers with limited budgets, they will choose more list (of course would be more realistic brush)
Staff model: staff involved in the promotion of more demanding, needs to understand the technology, operations and marketing, to promote more reasonable budget allocation
To promote the company, the operation mode changes--
Proxy mode: similar to Baidu, 360, Android market, and operations optimization service
List mode: based on the existing business, small and medium sized CP to get promotion
ASO optimizing business layer patterns: for the professional qualifications of higher, requires manufacturers to provide more accurate outreach programme
3, after opening the default search advertising, open AppStore or what resources?
Content can be understood from the above that the AppStore sold ads, bidding will open two resources: the top bid and recommended bidding.
AppStore actually should have done long ago bid rankings, just ask the poor brush list status. But from another perspective, the day is all the more difficult for manufacturers who don't have money.
Lei feng's network (search for "Lei feng's network", public interest) Note: authorized reprints please contact Lei Feng network, and label the author and source, no deletion of content.
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