Source |AppSA
In the previous content, we shared that high-list products and pre-order products can expand exposure and build momentum with the help of search tag advertising. Everyone is welcome to discuss with us~
In May this year, search tag ads were officially launched on the App Store in Chinese mainland, and before that, search result ads were also launched in the App Store in Chinese mainland, and the two major ad slots covered the entire search journey of users.
In this issue, we will share with you another advertising technique of the recently launched search tag ads: seize the marketing node and efficiently increase the conversion rate. Let's take a look at the specific content with AppSA~
Search tag ads are suitable for a variety of scenarios
Search tag ads are suitable for a wide range of scenarios, in addition to daily delivery, they can also be placed in multiple stages such as the launch of new features and seasonal promotions:
- Daily delivery: help improve App awareness, strengthen user awareness, reposition App functions, etc.
- Seasonal placement: Take advantage of important seasonal promotions and promotions to increase app exposure and downloads.
- New feature promotion: Attract potential users, existing users, and past users of the app to learn about the new content and features of the app.
- Recall of old users: Select a specific audience, reconnect with returning users, trigger re-downloads, and leverage new revenue growth.
- Expand into new markets: When an app goes live in a new country or region, the search tag ad setup process is simple, even if developers have relatively little knowledge of the new market, they can quickly open up the situation.
If the app is in the above stages, you can try to use search tag ads for marketing promotion, especially to seize important seasonal marketing nodes, so as to improve the advertising conversion rate and effectively increase ROI.
Seize the marketing node and other specific times to place ads to improve the conversion rate of ads
During the exclusive marketing node, the relevant demand of general users will increase sharply, and the conversion rate of advertising will also increase. For example, during the 618 period, users' shopping demand is strong, and many shopping apps will push it during this time period to grab traffic.
- Comparison of the delivery data of a shopping product on weekdays and during the 618 period
The advertising conversion rate of a shopping product A is 40% on weekdays, and during the period when 618 e-commerce shopping apps are pushing and grabbing volume, product A also increases its advertising efforts and adjusts its bidding strategy, which not only obtains good exposure, but also increases the conversion rate of advertising by 10%.
Comparison of the delivery data of a tourism product on weekdays and during the Dragon Boat Festival
The conversion rate of a tourism product B in weekday advertising is about 39%, and the conversion rate during the peak period of Dragon Boat Festival travel and tourism has increased by 12% to 51%.
Comparison of the delivery data of a role-playing game on weekdays and during summer vacation
A role-playing product C increased advertising efforts in the summer vacation when game manufacturers must compete, and the installation conversion rate of the product increased from the previous 10% to 15%.
It is not difficult to see from the product installation conversion rate of the above three products on weekdays and marketing nodes: they have increased their promotion efforts in relevant marketing nodes and have achieved good ROI.
However, it should be noted that under normal circumstances, there is a demand for acquisition of related apps before and after various marketing nodes, so the cost of advertising will rise. If it is a leading app with a sufficient budget, you can make full use of search tag ads to grab volume at this time node; However, if a small and medium-sized app wants to carry out marketing and promotion at this time node, it is recommended to bid cautiously, and you can try to conduct a start-up test to control costs.
Avoid placing at unrelated marketing nodes to prevent being "accidentally injured"
Seizing the marketing node for delivery is a good opportunity for advertising to obtain high ROI. However, it should be noted that if the marketing node is not related to the App, it is recommended to avoid the marketing node or reduce the delivery intensity to prevent being "accidentally injured".
The above figure shows the number of impressions of search tag ads placed on a certain tourism product before and after the Dragon Boat Festival, before the Dragon Boat Festival, the user's travel and travel demand increased, the competition was fierce, and the number of App impressions dropped significantly under the condition that the bid remained unchanged. To gain more exposure, the app adopted a strategy of adjusting bids.
If an unrelated app runs a search tag ad during this time period, it is likely that the download cost of the ad will be higher due to a mismatch between user needs, or the cost of advertising will increase due to higher bids. Therefore, it is recommended that developers try to avoid irrelevant marketing nodes when placing to avoid being "accidentally injured".
Tip: With the same bid, you can analyze the competition in the recent market based on the number of ad impressions.
summary
The search tag placement has a wide audience and is very prominent, making it a very worthwhile placement. In addition, during various marketing nodes, the relevant demand of users is strong, and during this period, search tag ads can generally be placed to obtain a good ROI~