What are the promotion channels of e-commerce app? What is the activation unit price of each channel?

APP promotion channels are mainly divided into two ways: payment and BD cooperation:

Let's talk about paid promotion (iOS&; Android)

IOS(app store & amp； Prison break)

APPStore brush list

Find a skilled company to brush the list and brush the ranking to the top (in fact, it is a cheating way to make the appstore think that many people are downloading this app, so the ranking will be high). The higher the ranking, the more people can see your products and bring more natural users. The higher the ranking, the higher the price. On the Double Eleven, the total list TOP50 was 1.6 million yuan/day. By the week before Chinese New Year, the price of TOP50 had been around 30,000/day. PS: This method is not recommended. Brushing a bill has the following risks. If 1 is recognized by the appstore as a swipe, you will receive a warning letter. If it is more than 3 times, the product may be removed from the shelf. 2. And it is rumored that there is only one company in Beijing that has the technology to brush the list, but it is not very stable. Sometimes you can brush, sometimes you can't brush. 3. Because of the high ROI of the list, it is easy for the marketing team to rely on it and reduce the interest and optimization of other marketing channels. If you can't brush the list, you will be very passive.

Network alliance &; Platform class

Integrating Wall: Multi-Alliance, Li Mei, Mi You, click to enter the settlement method is CPA (activation/registration), and the user value of the channel itself is very low. It has obvious effect on appstroe. If the demand is large, you need to connect the APIs of several companies at the same time.

Platform: admob(google) and inmobi display banner and screen advertisements in the application, and the settlement method is CPC bidding, which is more suitable for event promotion and product promotion. The disadvantage is that global companies do not provide user ID, so it is impossible to accurately evaluate the user cost. If you want to monitor data, you have to embed the SDK of the other party in the product, which will lead to the disclosure of APP data to the other party. If you don't embed the SDK, it is completely blind and the optimization effect is not ideal. At present, it seems that the companies that invest in the platform are mostly games, and they are all local tyrants. In addition, the overseas resources of these platforms are also quite good. It is said that the effect of overseas push like WeChat is not bad ~

Network alliance &; Agent: adsage and Yima have CPA and CPC as the settlement methods, and the online alliance has a large number of users, but the disadvantage is that the quality of users is uncontrollable (the data may occasionally be mixed with water-_-).

Mobile DSP: At present, we only know that Powerful Beauty and mediav are doing mobile DSP. Because they just started, the students of these two companies themselves don't recommend us to do it. Because there is no historical data, there is little basis for optimization and the price is so high. By the way, their media resources are generally accessed by platforms such as google and inmobi. It is not clear whether mobile DSP will become a more reliable delivery method in the future, so wait and see ~

Application recommendation class

APPStore: Jinshan, Limited Exemption, Fun, APP 123 are mostly settled by CPT. Due to the limited resources of IOS promotion channels, prices have been rising. Jinshan 14 A lot of cooperation needs to take the annual framework. Even with CPA cooperation, the price of e-commerce is 12 yuan/activation. The quality of users in such channels is good, and the channels are basically not mixed with water, and the data is still relatively reliable. Only after the long-term launch, users will have "aesthetic fatigue" and the promotion effect will gradually decline. Some applications, such as today's headlines, giving sisters, etc., can embed content or talk about CPS. In the past, there were shopping pockets in Sisters.

Prison break: PP assistant, synchronous push, quick use, 9 1 ... most of the settlement methods are CPT, and CPA cooperation can also be communicated. The number of these families is still good. I don't have any channels to push out the prison, so I know very little (make up lessons later)

android

Network alliance &; platform

Integral wall: In general, it is not recommended to use the integral wall of Android, because Android does not have an APPStore like IOS, and there are relatively more resources to display, so there is no need to rush through the integral wall. (BTW, if you just want to improve the ranking of a specific market, you can buy some downloads at will, and Universal Taobao can find a merchant to provide this service. Previously, the download volume of 10000 was less than that of 50 yuan. Much more cost-effective, just be careful not to be found by the market. _) Speaking of this, do you want to ask, since Android doesn't use the integral wall to hit the list, why does it exist? Hehe, there is a saying that "everything that exists is reasonable ~ If your KPI is the number of active users, and as long as it is a real user, then of course you need to buy an integrating wall, which is cheap and good. What a good channel! " ......

Network alliance &; Platforms: Yima, Anwar, adsage, Weichuang ... If you buy according to CPA, negotiate a CPA price with the other party (of course, the higher the price, the more users you get), and it is best to set a KPI, such as keeping it no less than * * the next day, or the 24-hour shopping rate no less than * *, and so on. With such an agreement, the quality of users is guaranteed. Like IOS, platform-based network alliance is also a company like inmobi, adwords and buying.

Agency: The products of micro-invasive, adsage, AdTouch and other agency companies are very rich. The way of cooperation is CPC (CPA shown in the picture) and some resources in the application market. For example, the relationship between AT and Android 9 1 and 360 market will be better, and cooperation will allow its agents to make a discount on the basis of the published price. In addition, if the promotion fee is signed with the framework,

Application market

Mainstream application markets include 360, pea pods, Baidu, Android 9 1, Xiaomi and An Zhi. There are also some market flows such as google-play, N Duo, and Machine Front, which are relatively small. The sales methods of applying market resources are CPT, CPD (download) and CPA. After cooperation, it is found that if you buy CPT directly, ROI will definitely be a loss. Take the Android market as an example. It takes 10 yuan to calculate the cost of activating a user, which is high for e-commerce. Maybe you will say that e-commerce is expensive and game apps are cheap. This is what I want to say next. The application market does not talk about the decline of CPT with games. Facing the game, the application market basically requires intermodal transport or CPS sharing. If you play games, I think you must understand. Very sad. Let's talk about CPA cooperation. This kind of cooperation generally has no so-called publishing price. Need to negotiate a price with the market, such as 5 yuan activation. This amount is generally the residual flow of the market, so the daily flow will fluctuate somewhat. Moreover, a market like 9 1 will require that the conversion rate of your product from download to activation should not be lower than 35%, and may also require that the natural amount should be settled. However, despite so many rules and regulations, CPA is still more cost-effective than CPT, so just bear the restrictions.

Pea pods, Baidu and Xiaomi are the application markets for CPD cooperation by bidding. All three markets have operational backgrounds in providing continuous professional development services. Just follow the prompts step by step. Usually the starting price of a download is 0.5 yuan, and the cost of CPA (activation) is around 8 yuan. Of course, the cost of acquiring users by different apps is definitely different. Compared with CPT and CPA, the cooperation of CPD is more flexible and controllable. Control costs at ordinary times to ensure ROI. In the event of a holiday celebration, raise the price and get more traffic. I would also like to add that the traffic of pea pods and Xiaomi is the traffic of the market itself, while Baidu comes from Baidu Mobile Assistant and Baidu Net Alliance and belongs to the product line "Chunhua".

Pre-installed machine

I've never tried this myself. Generally, I can find brand manufacturers, operators, mobile phone sales channels, rom manufacturers, build my own APP into the operating system, and pay different cpa fees according to the package size, product popularity and activation number. If it is pre-installed, it is suggested that: 1, find a downstream service provider, because the machines installed upstream (such as factories) may be refreshed at the retailer again, and your money will be wasted. In addition, if you directly find a brand manufacturer to cooperate, the first cooperation negotiation is very difficult, and the second period from installation to consumers is very long. 2. Think clearly about the mode used by your APP users. For example, it is a waste to brush 500 mobile phones for tall apps, and it is not cost-effective to brush small games for migrant workers.

The channels of pure spending money are mainly those mentioned above, and the next thing to say is to get some cost-effective or free traffic through BD cooperation.

Exchange: Apps can exchange traffic with each other. For example, the public comment APP recommends Anjuke. Generally, there will be a tab page similar to "Guess What You Like" or "Recommended by Popular Apps" in the APP, and the positions here can be used to exchange traffic with other apps (if your app is popular enough, it is better to sell these positions as advertising spaces, just like ink weather and Meitu Xiu Xiu).

Joint operation activities: For example, Jumei and Beauty Camera can do a "photo-taking" activity, and you can get a box of masks worth * * yuan by logging in Jumei APP. For example, beauty cameras provide advertising space promotion, and Jumei provides prize sponsorship. This activity is purely an example. If there is any similarity, it is purely a coincidence. First of all, it is necessary to clarify the goals of both parties and the resources that can be provided. Such joint activities can be very diverse as far as possible in advance.

BD cooperation for mobile phone application market: 1, each application market has cooperation with launch and privileged activities. If your updated app is only released in an application market a few days ago, the market will generally give you the location of the first launch area of 1-3 days for free, and you can also cooperate with the application market to do some activities, such as double points for users of Xiaomi Mall. Or participate in the operation activities of the application market, such as the 11 th holiday, and the market will generally do some special topics on tourism-related apps. At this time, if you are familiar with their operators, you will be informed in advance, making it easier to talk about these topics for free. As for how to blend in with others, everyone shows their magic power. ) 2. Change the quantity by applying the market. Like all apps, the application market needs to increase traffic. In the case of cost control, changing the volume has become a common way to obtain traffic in various application markets. There are two ways to change the volume with the market. First, like pea pods, they only accept traffic from the APP itself. In other words, if you use pea pods to change the volume, you can only boot from your own APP. Secondly, cooperation with Xiaomi is more open. They are willing to accept traffic that is not the APP itself, even if you spend money to buy it for them, as long as it is true. The application market will reply your advertising space with the same value according to the number of users (usually activation) you bring to them. For example, if you guide 5000 users to Xiaomi, they will give you a banner for one day, worth about 10000.