When taking over a new project, how can we promote it so that it can quickly gain volume?

2) Prepare 3-5 materials for each direction together with colleagues and artists from other channels , share them, and select 3 materials from dozens of materials for each direction;

3) Prepare a landing page for each direction, or have a universal landing page.

2) Open 3 or more accounts on a single channel and test simultaneously.

1｜Retesting Phase

2) Test the replication of materials that have good test results from other colleagues.

2｜ Material level

As far as games are concerned, I believe that materials must take precedence over text. As long as you don’t make some novice-level mistakes when writing copy (maybe I can list 100 of them?), everyone’s “self-perception” of their copywriting level is about the same, and its impact on conversion rate is second only to that of the material.

So-called excellent copywriting will never exist independently from differentiated materials.

All I can do is reverse screening. After initially conceiving the framework of a landing page, I will modify it based on the list of reasons why I think the landing page is not up to standard (why do users click on your game information flow ads but don’t convert ?). After the draft is revised, it is handed over to the art department to realize the final product.

A landing page created by a qualified artist must have style. As for whether it meets the target users ' aesthetic standards, that will only be known after the test results are available.

Here is an art work that can create 26 styles of the same landing page template:

http://huaban.com/boards/42125435/

(Open on PC)

I really can’t envy other people’s art.

4｜ Testing level

You said that each of your plans has different materials, copywriting, targeting, and landing pages. What can you measure? You expect that as more plans are built, there will always be one that will gain traction, right? If the volume really increases, do you know the reason?

Secondly, if the test results in a certain direction are not ideal, do not conclude that this direction is not feasible. Instead, you should compare each direction horizontally and expand the direction with better test results. For other relatively poor directions, prioritize them instead of never trying them again.

It’s like when I ask you why a certain plan doesn’t work. The materials, copywriting, targeting, landing pages, channels, etc. may all be your subjective reasons, not necessarily problems with the materials, so don’t generalize.
In every direction, all the materials you have tested, your colleagues have tested, and none of you have tested will definitely have a best and worst.

The best one is the “magic picture” that is applicable to all channels, has low cost and high return rate. (As a small investor who has witnessed the explosion of 2 amazing pictures and recently released another amazing picture, I can tell you clearly that amazing pictures do exist), however, the appearance of amazing pictures is not known beforehand and is only noticed afterwards.

In my little experience, the common characteristics of great pictures are "novel expression" and "outstanding game style". When optimizing materials, you can lean towards these two directions.

5｜ Review level