Optimize information flow by following these 4 steps to increase game payment rate!

Does the poor payment of games have nothing to do with optimizers? Are optimizers helpless in increasing backend payments?

I often hear my classmates in advertising optimization complain to me, is it my fault that the paid version of the game is not good? It's a problem of game quality!

Does the poor payment of games have nothing to do with optimizers? Are optimizers helpless in increasing backend payments?

Actually, it is not! In this article, I will talk about how optimizers can improve game backend payments through optimization.

1. What KPI does the game assess?

Games generally assess two levels of indicators:

1) Activation cost and activation quantity. Activation means that users download, install and open the game. The goal of the assessment is to generate low-cost traffic.

Activation cost = promotion cost / activation volume

2) The first-day payment rate and the next-day retention rate . The assessment goal is to introduce high-quality paid traffic .

First-day payment refers to the ratio of the number of successfully paying users to the number of new users on that day.

The next-day retention rate refers to the ratio of new daily users who log in the next day to the new daily users.

2. How do optimizers complete KPI?

1. Combination of advertising positions to balance costs and payment

Based on advertising experience or ad placement testing, understand the activation cost and payment status of each ad placement. Based on activation cost and payment status, all advertising spaces are divided into the following four categories.

The low-cost, high-paying, god-level advertising space is used to maximize the volume! Low-cost, low-paying ad spaces are used to lower costs, and high-cost, high-paying ad spaces are used to increase payments. Then, by adjusting the budget ratio of each type of ad space, the overall assessment KPI is completed.

2. Creative testing and expansion, selection of materials

1 ) Packaging consistency for game promotion

From seeing an ad to activating a game, a user needs to follow four steps: "click on the ad - download the game - install the game - activate the game". Each jump in each link will result in the loss of some users. Therefore, maintaining consistency in style across all links and creating an immersive atmosphere for users is an important means of stimulating users to take action.

Image source: Internet material

A large amount of delivery data also confirms that the more consistent the front-end material is with the icon, landing page , and game startup screen, the lower the user activation cost. According to my experience in advertising, for the same fairy-tale game, ensuring consistency in the game download process can increase the click-to-activation rate by about 30%.

2 ) Creative type test

Different creatives will attract different types of users to click and convert , and different types of users will affect back-end game payments. Therefore, precise creative direction will improve the backend performance of the game.

Creative types include material style, material direction, gender of people using the material, age of people using the material, etc.

Taking the Xianxia game as an example, the payment rates for materials of appearance and marriage social types (as shown in Figure 1-2) are relatively low, while the payment rates for materials of ascension and weapon types (as shown in Figure 3-4) are relatively high.

Image source: Internet material

3) Build your own landing page

Guangdiantong has two landing pages to choose from. One is to jump directly to the landing page of App Store , and the other is to build your own landing page in the Guangdiantong background.

It is recommended that Android games build their own landing pages in the GuangDianTong background, because using self-built landing pages can avoid the problems of negative reviews and small number of downloads in App Store. In addition, you can create multiple sets of landing pages by yourself, corresponding to different material types, so as to achieve consistency between the landing pages and the front-end materials.

3. Multiple orientations to lock in target users

The conversion effect of the customer's own population package and extension package is the best. If the customer does not have his own population package, the optimizer can also use tag targeting and redirection to optimize the conversion effect.

4. OCPA model building and data-assisted optimization

1) OCPA Principles

Image source: Media materials

2 ) OCPA Usage Process

Image source: Media materials

3 ) OCPA bidding suggestions

- The first 100 traffics imported by cpc bidding are the core user groups for building the o cpa model, so precise targeting is recommended.

-Avoid the introduction of low-quality traffic in the early stage, which will lead to inaccurate initial user portraits and deviation between the constructed ocpa model and the target users.

4 ) Crowd analysis data

Make full use of the delivery platform's delivery data and population analysis to analyze user portraits, and in turn optimize creatives, bidding, and targeting.

Total account population analysis data:

Image source: Screenshot of the delivery platform

Single advertisement crowd analysis data:

Image source: Screenshot of the delivery platform

Conclusion

As advertising optimizers, we always have a tight ring around our heads, and that is the KPI for assessment. Once the cost of promotion exceeds the assessment target over a period of time, especially when the back-end payment is not ideal, we will face the problem of budget reduction or even promotion termination.

In the overall promotion process, optimizers can improve the back-end payment and retention of the game through various strategies such as combining ad positions, selecting material directions, testing bids, optimizing targeting and landing pages.

Source: vanessa