When buying traffic for information flow advertising games, take care of these 4 factors to increase the payment rate!

There are always people living in a higher dimension of thinking, and your own cognition is the most important! Summary comes from practice, and only practice can bring true knowledge. There is no eternal truth. Only whether the logic of your own thinking is self-consistent. It is not an unquestionable theory, but it is just about finding the underlying logic of things!

Regarding the payment issue of volume-buying games , I can’t say that I have thought deeply about it, but I can only talk about it briefly. Here I would like to share with you some experience gained through practice, and you are also welcome to leave a message to exchange your views~~

From buying traffic to game payment, there are roughly four factors that affect payment!

1. Materials

2. User quality

3. Game opening area

4. The payment system of the game itself

The role of materials in game purchasing is equivalent to fishing bait. It is an important factor in getting users hooked. Some people also say that the core of buying volume lies in the materials.

Of course, there are different ways to play different games. As we all know, fairy-tale games always lack a Kun, but Kun seems to have become a meme.

For general types of games (of course, I can only speak from my own practical perspective. I am investing in card games, so I can only discuss the matter at hand. I cannot and dare not summarize it as a general rule)

Speaking of materials, let’s first talk about the optimal goal for purchasing volume! The optimal goal of buying volume is of course: low cost, high retention , and high payment. To achieve this goal, we must ensure low costs for the materials, and of course have a high Epcm (for the Toutiao advertising system), and Epcm is equal to the click-through rate multiplied by the conversion rate multiplied by the target conversion bid.

So the premise of low cost is of course to ensure high clicks and high conversions. The main influencing factor for high clicks and high conversions is, of course, the degree of attractiveness of the materials to users. For products where the special effects of the game itself are not very obvious, it is necessary to add certain special effects to the materials. The purpose is of course to increase the click-through rate and conversion rate and reduce the cost of buying volume.

Then let's talk about the issue of the impact of materials on payment and retention. As for the impact of materials on retention and payment, we can see more clearly from the retention data that a piece of material that is consistent with the game itself, under a certain level of comparison, will of course be higher than materials that deviate from the game itself, have overly exaggerated special effects, and have little to do with the game itself (later data analysis , I won't give specific examples). It is obvious that retention itself indirectly affects payment.

In short, one point is: the materials must strike a certain balance between the game itself and the special effects!

If the material is the bait for fishing, then obviously the quality of users is the fish. The user quality of different games on different platforms is of course different. Two-dimensional games are of course better on anime platforms, and female games are better on iQiyi and NetEase Cloud. In short, the user attributes of different platforms are different. Please think about where the fish you want before fishing!

Knowing where the fish are is not enough. As we all know, the quality of IOS users is better than that of Android, and the quality of users in first-tier cities is better than that in fourth- and fifth-tier cities. This issue is about targeting. From the choice of platform to the targeting of the crowd, it is all about looking for the crowd, just like looking for the big fish you want in the vast ocean of Internet traffic .

A new area is a new gaming ecosystem. Users in the same new area have the same starting point, which is equivalent to runners at the same starting line. Under the high-intensity competitive pressure in today's buying volume market, more manufacturers have to compress the game cycle and try to squeeze out users in a shorter time. The shorter the life cycle of the game, the more they hope to stimulate users in the early stage, and the more benefits they will get.

The publisher would like users to recharge for v12 as soon as they come in. This will result in users who enter the zone later being unable to compare with users who entered the zone earlier. Early users cannot keep up in terms of combat power and hero attributes. This will of course result in the payment in the newly opened zone being better than that in the old zone.

Every game has its own payment mechanism, but when talking about the game payment mechanism, we actually want to talk about the game retention issue or the game quality issue. Internet products require users' time too much, and nowadays there are so many Internet products that users' time may be consumed by other products at any time.

Competitors of gaming products, in a broad sense, are not just game manufacturers. They are competing more with all Internet products that can grab users' time. Improving retention and DAU are also important factors in increasing payments. Of course, the issue of payment mechanism essentially sets a certain experience threshold.

For a game promotion , talking about game planning and payment system issues will inevitably make people laugh, so it is better to just touch on it briefly.

Writing is just a record of recent thoughts. It doesn’t matter whether they are right or wrong, or deep or shallow. Human thinking will make God laugh, but not make ignorance laugh. I just hope it can inspire you all...

Author: Alibaba , authorized to publish by Qinggua Media .

Source: Aichi