8 sets of information flow advertising ideas + 2 types of combination targeting, Get it! | Gaming Industry

Among Baidu's information flow resources, Baidu Mobile has the largest volume, and its volume is increasing rapidly.

The promotion of the gaming industry has always been moving towards large-scale channels . In June, the gaming industry’s investment in Sohu accounted for more than 95% of the entire Baidu information flow .

How to improve the effectiveness of mobile app delivery in the gaming industry? 8 sets of creative ideas for the gaming industry + 2 combinations to provide targeted support.

1

Creative Optimization

For any information flow advertising channel, CTR is an important factor affecting the delivery effect and advertising cost. To improve CTR, it is necessary to optimize creativity and the matching of creativity and resource positions .

The display styles of Baidu information flow include single picture, three pictures, large picture, video and download. The CTR effect of each position is different. Here I would like to share with you the average values: single image - CTR 1.26%; three images - CTR 1.51%; download - CTR 1.27%. From the CTR point of view, the three-image style has the highest click-through rate , because more images are displayed and richer, and the CPC bid needs to be higher accordingly.

After choosing the location and creativity, what creative ideas will work best? Share 8 high-quality ideas for Baidu information flow games:

1. Horror-related creative CTR 8.13%

Creative interpretation: Highlight the selling point of horror, use scary game scenes and words like "shudder" to attract clicks from audiences interested in horror themes.

2. Image temptation creative CTR 4.10%

Creative interpretation: The beautiful pictures and characters arouse the audience's desire to protect. The words "little sister" and "guardian" in the copy trigger the boys' passionate heroic dreams.

3. IP sentiment creative CTR 1.7%

Creative interpretation: The copy hints at the classic IP name - The Legend of Sword and Fairy, attracting the attention of old fans. The "22 years" plays the nostalgic card, and the accompanying pictures are pictures of characters from the The Legend of Sword and Fairy series, which can effectively convert the IP player group.

4. Comparative creative CTR 2.07%

Creative interpretation: The copy mentions the popular game Honor of Kings , comparing itself with the game to attract the audience's attention and desire to experience it.

5. Creative CTR of tempting copywriting: 2.36%

Creative interpretation: Beautiful women and wives are used to attract the attention of male players, accompanied by beautifully drawn game screenshots.

6. Student-related creative CTR 2.14%

Creative interpretation: Using news style, the copywriting describes the story of students paying tribute to classics, imitating original news information

7. Funny creative CTR 2.14%

Creative interpretation: In the form of funny jokes, the comparison between those born in the 2000s and those born in the 1980s evokes the feelings of those born in the 1980s. The accompanying pictures use real photos of Internet cafes, imitating original news.

8. Equipment creative CTR 3.34%

Creative interpretation: The copy highlights the equipment, using "98% explosion rate" and "free job transfer" to satisfy players' desire for equipment, and is accompanied by cool equipment pictures to arouse players' interest.

2

Targeted Optimization

The targeting of Baidu information flow mainly consists of three types of targeting: crowd targeting, keyword targeting and interest targeting . Audience targeting is relatively basic and easy to understand. We will mainly talk about keyword optimization and targeting matching.

Anyone who has worked in SEM knows about keywords, but in actual delivery, copying SEM keywords does not produce ideal results, often resulting in too narrow targeting and failure to get out.

Taking the gaming industry as an example, how should targeting be matched?

1) Game words + various interests: combine some keywords in the game field, such as game names, IP names, etc., with various interests, and then screen the interests based on the conversion effect to achieve a balance between quality and quantity.

2) Non-gaming words + gaming interests, choose widely in keyword selection, greatly expand the potential population, and then target through gaming interests to find potential gaming population among the broad population, such as IP population, big R players, etc.

The following two cases will explain in detail how these two combinations are used.

1. A horror mobile game : Keywords as the main theme, combined with different interests

Advertising effect: CTR 2.54% CPC 1.14 yuan

Optimization techniques: In terms of structure, the game is managed in a refined manner, with high-exposure keywords divided into plans and different creatives matched with the same orientation. In terms of targeting, keywords are mainly used, combined with different interests. Keywords include: brand words, competitor words , mobile game words, etc.

2. A mobile game company: non-game words expand the audience

Advertising effect: CTR 0.9%-1.9% CPC 1.4-1.9 yuan

Optimization tips: In keyword selection, make good use of traffic words and crowd words. You can see traffic words such as "watch movies online" and " Douban movies". You can also use car brand names such as "Jetta" and "Haval" to define the crowd, effectively expanding the targeted crowd range and ensuring exposure.

The above is the game industry optimization case we brought to you based on Baidu's information flow. While the big game companies are sharing the big pieces of the pie, other game manufacturers still have great market opportunities if they make good use of big data and clearly target the crowd.

Source: Aichi SEM