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苹果搜索广告将于2017年登陆中国,Search Ads或成为游戏开发者们的“香饽饽”

2016年10月5日,北美地区的不少苹果手机用户发现,自己在用App Store搜索时出现的界面中,在置顶的位置出现采用了浅蓝色背景和深色底纹的Ad符号明确标记,这个标记明确的告诉用户这是一个广告。

  苹果搜索广告功能是近期苹果官方推出的一个新市场,该功能于2016年6月份开始在北美地区试运行,10月5日正式上线,这个功能意味着iOS开发者就可以选择付费广告的方式在App Store内部推广自己的App。

  那么苹果搜索广告是什么?一起来了解一下以下几点:

  Search ads简介

  一个最简单有效的将您的App展示在搜索结果顶部的方式,您只需要支付点击费用,苹果的二次竞价系统会保证一个合理的市场价格。

  -无最低花费

  -无最高花费限制

  -随时停止,随时开启

  -无长期承诺

  大家为什么关注Search Ads?

  目前有65%以上的用户是从应用商店搜索下载App,苹果搜索广告系统可以帮助开发者提高其App的曝光率,通过以下方式:

  -展示您的App,当用户搜索您的App类型时

  -将您的App展示在搜索结果顶部

  如何收费呢?

  苹果采用点击收费模式CPT(Cost Per Tap),您只需在用户点击您的广告的时候付费。实际的点击费用是二次竞价(Seconde Auction)的结果,其原理是

  最高点击出价> 实际CPT > 第二高出价

  苹果搜索广告特点

  广告是由蓝色背景和AD字样标识的,一共有三种展示形式:

  -标题+icon+描述

  -标题+icon+截图

  -标题+icon+视频预览

  广告根据应用的元数据生成,开发者不能自己设置广告样式,也无法选择广告的展现方式。

  广告成功展示因素

  -相关性 (Revelance)

  -出价 (BId)

  相关性对广告是否成功展示具有决定性的作用,如果用户搜索的关键词和应用不相关,出价再高也不会竞价成功。

  相关性主要由元数据决定,苹果会跟你你的元数据判断搜索关键词和应用的相关性,所以在投放苹果广告之前,一定要先优化元数据。


  由爱比数据分析整理

  据国内知名的ios数据营销商爱比数据(appbi.com)透露,苹果推出搜索广告之后,游戏开发者能将App精准地发放给目标用户。这将有利于游戏开发者调整App的用户分布。举例来说,“王者荣耀”这款App的用户基本是男性,通过搜索广告,游戏开发者将有机会获得更多的女性用户。也就是说,你可以通过特定的投放策略来获取新用户,也可以只对你的老用户投放广告。

  与此同时,需要更多用户量的游戏开发者们可以通过搜索广告获得更多的曝光量。随着App Store的应用量越来越多,想在官方商店排到更高的位置显然是可以解决的。

  虽然苹果搜索广告的推出,对于游戏开发者是一片大好的形势。但是对于如何实现,如何在苹果搜索广告还未登陆中国的时候抢占先机,似乎依旧困扰着广大的游戏开发者们。

  对于这一部分,一直专注于苹果应用商店优化的爱比数据于不久前开展了一场名为“App家长会”的线下活动,其目的是为了帮助国内游戏App开发者们在苹果Search Ads还未登陆国内时提前抢占先机。此举,引发了移动互联网行业热议,众多知名游戏App开发者出席了此次活动,给予了一致好评。

  记者通过爱比数据 “App家长会”了解到,每位开发者都能在苹果搜索广告开放的官方后台获取以下信息,如成功竞价后的关键词,每位用户的点击出价,在这段时间内的花费,App store中的展示次数以及通过搜索广告而获取的用户数量等信息。



  但事实上只了解这一部分是远远不够的,爱比数据则是在苹果搜索广告后台已有数据的基础上扩展了更多数据,如用户使用时长,次日的留存率,以及用户的付费情况。让游戏开发者能更加直观的看到自己在投放时的所有数据,并分析其原因,从而在今后的投放过程中进行调整。

  与此同时,记者还进一步了解到爱比数据协助国内游戏开发者在海外投放Apple Search Ads的整个服务流程。具体如下:首先充分的了解应用信息,如游戏介绍、玩法、受众人群、推广目标、关键词方案等,深入了解应用的特点,为后续工作做好充足的准备。然后,提供专业的ASO优化方案,帮助游戏开发者了解当前最常被搜索的关键词,并通过对移动应用元数据的分析,为游戏开发者推荐最重要的关键字,最终进行苹果广告投放。

  在苹果广告投放过程中,爱比数据都会进行初期的投放测试,根据测试结果不断的调整关键词方案及相关度,跟踪投放效果。据爱比数据平台监测,目前北美Search Ads的平均投放成本在1美元左右,这个激活成本,在业内得到了广泛认可。但通过爱比数据进行优化后的游戏及应用其激活成本一般可控制在0.6~0.8美元之间,比北美平均的投放成本低出20-30%,此举获得了大量客户的支持。

  对于即将登陆中国的苹果搜索广告的预估,爱比数据认为,就目前而言国内的ios市场推广,主要是积分墙、信息流以及SEM三种方式。但预计明年苹果搜索广告进军中国市场之后将会发生新的变革,其市场占比将达到50%,而规模将达到200~300亿人民币,Searh Ads一片蓝海,一定会成为游戏开发者们的“香饽饽”。搜索广告进入中国之后会成为一种最简单最高效的 ios 端推广手段,成为最主流的推广方式。尤其是现在同类App的竞价竞争者不多,因而获客成本也比较低,此时是游戏开发者们投放广告的最佳时机。而爱比数据也愿通过专业而精准的服务让每一个客户获得丰厚的收益,尽最大努力助力国内游戏App行业的发展。



TAG: 开发者 香饽饽 中国 搜索广告 苹果手机
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