Tencent Advertising Marketing: Pay-per-view for games

1. First , let’s take a look at what is pay-per- view bidding for games

We first use the cost per payment within 7 days to achieve the optimization target conversion. When the data model estimates the number of payments made by the user within 7 days through testing, we will conduct high-bid reach delivery to high-frequency paying users and low-bid reach delivery to low-frequency paying users, to further optimize our advertisers' delivery revenue. After a large amount of data verification, as the number of user payments increases, the user's LTV and retention both show an increasing trend, and each payment we make is aimed at helping advertisers find users who pay more times, thereby achieving the goal of optimizing long-term ROI.

Support traffic: Excluding WeChat media

Applications: APP (Android/iOS) Games

2. Advantages of Pay - Per-Time Bidding

1. Conversion: The number of payments per user increases, the cost per payment decreases, and the ROI is better in 7 days/15 days

2. Achievement: The cost achievement rate is higher and more stable

3. Running volume: faster start

3. The logic of pay - per-view bidding

Our advertisers bid for each payment generated in the next 7 days. The model estimates the number of payments in the next 7 days. Based on the advertiser's bid, we bid high prices for users with a high number of payments and low prices for users with a low number of payments, so as to reach as many high-frequency paying users as possible. As time goes by, the number of payments continues to accumulate, the target conversion cost gradually decreases and finally reaches the advertiser's bid after 7 days.

Each payment estimate is for payment behavior within 7 days after activation, so as time goes by, the long-term ROI growth is better than the current first-day conversion target.

IV . Applicable scenarios for pay-per-view bidding

Games with many payment nodes and stable payment frequency

Games with a long life cycle and a paid post-installation

5. Data performance of each pay-per-view bidding campaign

Our achievements: overall achievement rate 96%, advertising cost-free rate 37%, account cost-free rate 50%, product cost-free rate 61%

ROI effect: The first-day ROI, 3-day ROI, and 7-day ROI of "pay per time" for simulation management, role card games, and two-dimensional games are all better than "activation-first-day ROI". The first-day ROI of "pay per time" for war strategy and fairy RPG is slightly lower, but as time goes by, the 3-day/7-day ROI surpasses "activation-first-day ROI".

Compensation policy : If the cumulative number of payments for a single ad on T+3 days is greater than or equal to 6 and exceeds the cost, the system will directly compensate

6. How to invest in pay - per-view

1. APP threshold

The AppID that applies for the [Pay per use] optimization function must meet the following two conditions

1. The advertiser’s payment behavior has used activation attribution

2. Advertisers need to accurately upload user payment data based on SDK or API, and at least send back payment data and payment amount data 7 days after activation

2. Delivery entrance

Single goal: Select oCPM/oCPC bid -> Select [Paid] optimization goal -> Fill in the bid Dual goals: Select oCPM/oCPC bidding –> Select [Activate] optimization goal –> Fill in the bid –> Enable deep conversion optimization –> Select optimized conversion behavior [Paid]

3. Data indicators

Data caliber: Select [Conversion Feedback] caliber

1. Focus on indicators: mainly focus on the long-term ROI (3-day ROI/7-day ROI) effect, "7-day activation payment times", "7-day activation payment cost", "7-day activation click payment rate", "7-day activation payment rate"

2. Pay attention to the period: Pay attention to the achievement performance on the first day, 3 days, and 7 days. Estimate the achievement rate of the advertisement based on the above indicators on the first day. Observe the above indicators 3 days and 7 days after activation to verify the actual achievement of the cost.

Summarize

The "Pay Per View" product is now in the stage of strong support from our Tencent Advertising. Within 1 to 3 months, all of our advertisers who place "Pay Per View" non-WeChat traffic ads can enjoy our special support and promotion plan. The larger the scale of the advertiser's placement, the more significant the effect of our support will be.

Our "pay per use" product is also a new feature we launched. New features represent new bonuses. Smart advertisers have quickly made arrangements. Advertisers who have not yet gotten on board, please contact us as soon as possible to get on board. Don’t hesitate, as hesitation will lead to “failure”. The sooner you try, the sooner you will “take off”. If you want to try it, hurry up!

Author: Silk Road Praise

Source: Silk Road Praise