j8typz 发表于 2024-8-31 16:21:05

实用测评 | 用落地页投下载和用下载链接有什么区别？


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIGdYsSQVDsqUTa2xKhN3dwhiaCXptLVib0ia1LPULjCJ8wOVW8kDLmgfUPFw5ymZ7Cxrs3ehXEicdibAAg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在头条投放应用下载的时候，有两种方式：</span><span style="color: black;">一种是<strong style="color: blue;">直接投放下载链接</strong>，另一种是用一个<strong style="color: blue;"><span style="color: black;">包括</span>下载链接的落地页来投放</strong>（以下简<span style="color: black;">叫作</span>落地页）。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">笔者</span><span style="color: black;">用的比较多的是直接投放下载链接，</span><span style="color: black;">但后来认识<span style="color: black;">有些</span>优化师，<span style="color: black;">她们</span>坚定地认为“用落地页投下载起量快”，就<span style="color: black;">全部</span>账户都这么投。</span><span style="color: black;"><span style="color: black;">亦</span>有<span style="color: black;">有些</span>优化师，从来都没用过落地页投下载。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">这两种方式有啥区别呢？</span></strong><span style="color: black;">今天<span style="color: black;">咱们</span>仔细扒一扒操作<span style="color: black;">过程</span>，<span style="color: black;">瞧瞧</span><span style="color: black;">她们</span>到底有啥不<span style="color: black;">同样</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">▼</span><span style="color: black;">▼▼</span></p><span style="color: black;">在计划层级“下载方式”<span style="color: black;">这儿</span><span style="color: black;">能够</span>看到这两个选项。</span><span style="color: black;">分别是直接投放下载链接、和用一个<span style="color: black;">包括</span>下载链接的落地页来投放。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/ppgRB36zz1iaCZFS3gk9RLC2VPGAl5aFk0sR2VJ88picrAVJrHibIvc7RudnwUDT3pm7Hia1ViboSIibLia1k5uNDq9GQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那这两种方式有什么区别呢？</span><span style="color: black;"><span style="color: black;">咱们</span>把安卓和iOS两个系统<span style="color: black;">掰开</span>来看。</span></p>IOS<span style="color: black;">先找两个iOS手机里的抖音<span style="color: black;">宣传</span>来<span style="color: black;">瞧瞧</span>。</span><span style="color: black;"><span style="color: black;">能够</span>看到用落地页比直接投放下载链接多了一步“落地页”的<span style="color: black;">转</span>对吧。</span><span style="color: black;">投放应用下载那肯定<span style="color: black;">便是</span>要让用户下载，下载得先让用户看到下载按钮，<span style="color: black;">咱们</span>去找一下这个下载按钮。</span><span style="color: black;">（咱们找到的下载按钮都放个红心标注）</span><img src="https://mmbiz.qpic.cn/mmbiz_png/ppgRB36zz1iaCZFS3gk9RLC2VPGAl5aFkEibowpng3QJZkgVBTXkhrPQA9kYllGibicQkxibhEibxUwzgWgmIjP49yJQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/ppgRB36zz1iaCZFS3gk9RLC2VPGAl5aFkREEcTrFhGOWPqWWe5Ticia1QjLmYhkbg6QCPkz7l87AjvHicOP3ic0ibD7g/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">直接投放下载链接需要2步能看见下载按钮，你可能想：</span><span style="color: black;">不对啊，在<span style="color: black;">第1</span>步不就<span style="color: black;">已然</span>有小蓝条上写着“立即下载”了吗，<span style="color: black;">为何</span>还说需要两步呢？</span><span style="color: black;"><span style="color: black;">由于</span>这个按钮点击之后<span style="color: black;">不可</span>下载，会<span style="color: black;">转</span>到应用商店里去，在应用商店里点“获取”才真的能下载；</span><span style="color: black;">用落地页投放需要3步，<span style="color: black;">才可</span>到达苹果商店。</span><strong style="color: blue;"><span style="color: black;">那这两种方式哪个好呢？</span></strong><span style="color: black;">笔者<span style="color: black;">亦</span>说不上来哪个好，<span style="color: black;">因此</span><span style="color: black;">倘若</span>看转化率的话，<span style="color: black;">必定</span>是</span><span style="color: black;">直接投放下载转化率更高<span style="color: black;">有些</span>，<span style="color: black;">由于</span><span style="color: black;">过程</span>少、用户流失就少<span style="color: black;">有些</span></span><span style="color: black;">。<span style="color: black;">然则</span>用落地页投的话，这个</span><span style="color: black;">落地页<span style="color: black;">亦</span>能起到一个承接的作用</span><span style="color: black;">，看见<span style="color: black;">宣传</span>的时候就<span style="color: black;">发掘</span>要下载，用户可能就不看了；看了一会视频、又点击到落地页，<span style="color: black;">发掘</span>还挺有意思的，就下载了，这种<span style="color: black;">心理</span>的用户<span style="color: black;">亦</span>不是<span style="color: black;">无</span>。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>，<span style="color: black;">根据</span>笔者一向的观点，信息流<span style="color: black;">宣传</span>里很难得出结论，说“哪个就<span style="color: black;">必定</span>好”，都试试吧。</span><span style="color: black;"><span style="color: black;">晓得</span>投下载的时候有两种方式，分别是直接投放下载链接和用<span style="color: black;">包括</span>下载链接的落地页来投放。</span><span style="color: black;">你想怎么用都行，笔者认为账户里<span style="color: black;">能够</span>两种都试试，<span style="color: black;">能够</span>一个多点一个少点。</span></p>安卓<span style="color: black;">咱们还是继续扒操作<span style="color: black;">过程</span>。</span><span style="color: black;"><span style="color: black;">咱们</span>再来看一下安卓的，安卓和ios有一个很大的区别是：</span><strong style="color: blue;"><span style="color: black;">安卓系统不会直接<span style="color: black;">转</span>到手机自带的应用商店，<span style="color: black;">通常</span>都<span style="color: black;">转</span>到<span style="color: black;">媒介</span>自己做的虚拟“应用商店”，这个页面<span style="color: black;">重点</span>是让用户看App的<span style="color: black;">仔细</span>介绍的，<span style="color: black;">因此</span><span style="color: black;">一般</span>叫“应用下载详情页”。</span></strong><span style="color: black;">这是在火山小视频上刷到的投放安卓下载的两个<span style="color: black;">宣传</span>。</span><span style="color: black;">上面的是用下载链接投放、下面的是用落地页投放。</span><span style="color: black;">从用户看见<span style="color: black;">宣传</span>到来到下载详情页，<span style="color: black;">能够</span>看到都需要三步。</span><span style="color: black;">它不像iOS两种方式会<span style="color: black;">显著</span>的差一个<span style="color: black;">过程</span>，那它们的差别是什么呢？</span><span style="color: black;">在细微的<span style="color: black;">地区</span>还有点区别。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/ppgRB36zz1iaCZFS3gk9RLC2VPGAl5aFkcMz9p81C3Zia9ZX4b1PrzJCRE9xwouOgpMibAtUG5lvTNu9NLwHTDYTw/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">投放落地页，在首页上<span style="color: black;">表示</span>的按钮是“点击查看”，按钮在<span style="color: black;">第1</span>张图上用红色虚线框起来的那几个小字那儿，不太<span style="color: black;">显著</span>；</span><span style="color: black;">第二个页面的按钮<span style="color: black;">亦</span>是“点击查看”，<span style="color: black;">无</span>找到“下载”字样；</span><span style="color: black;">再点击看到的是“应用下载详情页”，找到了下载按钮，<span style="color: black;">咱们</span>标个红心。</span><span style="color: black;"><span style="color: black;">亦</span><span style="color: black;">便是</span>说从用户看见<span style="color: black;">宣传</span>到能下载一共需要3步。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/ppgRB36zz1iaCZFS3gk9RLC2VPGAl5aFkATM9WGd4rIMo4PCaRhC1kqaxx8gdJs7gjBvpn0jBPAwE0QB39ug9sw/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">直接投放下载链接的时候，在首页上<span style="color: black;">表示</span>的按钮<span style="color: black;">便是</span>“立即下载”；</span><span style="color: black;">第二个页面的按钮<span style="color: black;">亦</span>是“立即下载”；</span><span style="color: black;">再点击看到的是“应用下载详情页”，<span style="color: black;">亦</span><span style="color: black;">显现</span>了下载字样。</span><span style="color: black;"><span style="color: black;">亦</span>是一共3步，每一步都有下载按钮，<span style="color: black;">咱们</span>标3个红心。</span><span style="color: black;">这些按钮点击之后都能直接下载吗？</span><span style="color: black;">看下面这张图。</span><span style="color: black;"><span style="color: black;">咱们</span><span style="color: black;">发掘</span>在每一张图上，点击下载之后，进度条上的数字都会<span style="color: black;">出现</span>变化，说明是直接下载的，<span style="color: black;">无</span><span style="color: black;">转</span>了。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/ppgRB36zz1iaCZFS3gk9RLC2VPGAl5aFk3iaJ3CicNjicwelUq2uagXGVvvC3QpNEcwPAhWENAWGKGy33chOMllwhA/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">因此</span>在安卓系统，用落地页和直接用下载链接有什么区别呢？</span><span style="color: black;"><span style="color: black;">大体的流程是<span style="color: black;">同样</span>的，都需要3步。</span></span><span style="color: black;"><span style="color: black;">但按钮上的提示语<span style="color: black;">区别</span>，下载按钮的位置<span style="color: black;">亦</span>不<span style="color: black;">同样</span></span><span style="color: black;">。</span></span><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIGxFQYLLtvUehmWtcY47aUo3kibjR8J0FHQHhOjZQ6cSFZYI6aerBkXNEaXYwiatDFwJ87bjgpiaVdbg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">经验总结</span></strong></span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/fbac17wmeIGxFQYLLtvUehmWtcY47aUojDiaXciccOSKAu6DAiczQLicKs2gkPlzD7dh5CbL9oia4OouJicFupib0v6sg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">投下载的时候<span style="color: black;">晓得</span>有两种方式，分别是<strong style="color: blue;">直接投放下载链接和用<span style="color: black;">包括</span>下载链接的落地页来投放</strong>；</span><span style="color: black;">在iOS系统，直接投放下载链接需要<strong style="color: blue;">2步</strong>能下载，用<span style="color: black;">包括</span>下载链接的落地页投放需要<strong style="color: blue;">3步</strong>，中间多了一步“落地页”<span style="color: black;">转</span>的过程；</span><span style="color: black;">在安卓系统，直接投放下载链接和落地页<strong style="color: blue;">都有3个<span style="color: black;">过程</span></strong>可<span style="color: black;">转</span>，其中的一个差别在于按钮的文案。</span><span style="color: black;">用落地页投放按钮<span style="color: black;">通常</span>叫“点击查看”，直接投下载链接叫“立即下载”。</span><span style="color: black;"><strong style="color: blue;">更重要的区别用落地页投放前面两步<span style="color: black;">不可</span>下载。</strong>这是核心。直接投放下载链接从看见<span style="color: black;">宣传</span><span style="color: black;">起始</span>，每一个<span style="color: black;">过程</span><span style="color: black;">能够</span>直接下载，下载率更高；用落地页<span style="color: black;">仅有</span>最后一步<span style="color: black;">才可</span>下载，转化<span style="color: black;">过程</span>更长。</span><span style="color: black;">哪一种方式更好呢？</span><strong style="color: blue;"><span style="color: black;">直接投放下载链接转化路径更短，这很<span style="color: black;">显著</span></span></strong><span style="color: black;">；</span><span style="color: black;">但用落地页<span style="color: black;">亦</span>能投，<strong style="color: blue;">落地页<span style="color: black;">能够</span>表达出<span style="color: black;">更加多</span>信息来吸引用户</strong>（<span style="color: black;">例如</span>小说<span style="color: black;">能够</span>放一段读读），<span style="color: black;">况且</span>可能<span style="color: black;">媒介</span>对直接投放下载链接有频控，<span style="color: black;">因此</span>用落地页投下载<span style="color: black;">亦</span>算是一种思路。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">最后录了一个过程的视频:</strong></p><span style="color: black;">
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nqkk58 发表于 7 天前

你的见解独到，让我受益匪浅，期待更多交流。
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