Tips for placing advertisements in the gaming industry’s circle of friends!

This article will explore the placement techniques of WeChat Moments ads in the gaming industry by analyzing the relevant characteristics of WeChat Moments ads.

Data source: Tencent Penguin public information collection

1. What is the advertising push mechanism in Moments?

Since when, various forms of advertisements have appeared in WeChat Moments. From all kinds of complaints in the beginning to being taken for granted now, the acceptance of advertisements in Moments has become higher and higher. Many people will even leave a comment under the WeChat Moments ads, which makes the interaction very strong. There have been successful cases of placing advertisements in the Moments of Friends in the gaming industry. In the official news released by Tencent, there is a case in which the company achieved more than 10,000 users per day by placing advertisements in the Moments of Friends.

Image source: Tencent Advertising official website

Before placing WeChat Moments ads, it is crucial for gaming platforms to have an in-depth understanding of WeChat Moments ads, analyze the product capabilities and advertising styles, and understand the needs of game users.

1.What is Moments advertising?

In short, Moments advertising is a type of advertising that is displayed in users’ Moments in a form similar to friends’ original content through an analysis of the WeChat ecosystem.

There are currently two main forms of Moments ads: graphic ads and video ads. Generally, the outer text should not exceed 40 words and 4 lines. As for the outer pictures, there are 1, 3, 4, and 6 configurations. As for the video, the duration is generally less than 6 seconds.

Moments ads generally adopt a classic style that is completely consistent with the Moments information flow. It is very concise and clear, and it is very convenient to display the brand image. Moments advertising has great advantages. It is based on WeChat's billions of user traffic and uses professional big data processing algorithms to deliver advertisements. This highly targeted advertising provides advertisers with a very advanced Internet social promotion and marketing platform.

2. How to place ads in Moments?

Moments ads can help advertisers achieve a variety of marketing and promotion goals. Its core functions are as follows: fully self-service advertising, efficient and convenient centralized management, comprehensive data reporting, big data intelligent analysis, and templated promotion pages to improve creative creation efficiency.

Moments ads are mainly placed in Moments through concise copywriting, pictures, videos, links, etc. It can be flexibly and freely configured and displayed in various forms. It supports many promotional goals: promoting products, collecting leads, distributing coupons, promoting brands, etc.

3.What is the push mechanism for Moments ads?

Moments ads are mainly targeted according to several categories: age, gender, region, education, interests, mobile phone related, etc. This push mechanism can push advertisements to potential customers’ circle of friends for display to a great extent.

2. Preparation for WeChat Moments Advertising

If you want to comprehensively increase traffic and attract more game users, you need a more efficient solution. It is important to prepare before launching:

1. Time

If you want to place an ad on WeChat Moments, the main process is: opening an account, creating an ad, reviewing the plan, launching the ad, and tracking the results. In terms of opening an account, it is not only about registering an account and applying for certification, but also about activating the advertiser function, which takes about 5 days. After all the processes are completed, it will take about 3-15 working days for a WeChat Moments advertisement to be online. Therefore, considering the timing of the advertisement, relevant preparations should be made in advance.

Image source: Tencent Advertising official website

2. Solution

When creating an advertisement, you also need to prepare positioning in advance, that is, what is the main goal of this advertisement and what purpose you want to achieve. In addition, the targeting and planning of the advertisements must also be designed in advance. After the advertisement is launched, you can check the status of various data and conduct monitoring. After the advertising is completed, you can also see the final report to understand the advertising effect in detail.

Image source: Tencent Advertising official website

3. Tips for placing ads in WeChat Moments in the gaming industry

The advertising traffic of WeChat Moments mainly comes from WeChat traffic, and the operation is very simple. It inserts ads in the user's circle of friends and provides an excellent user experience, so circle of friends ads have always been a battleground for game app advertisers. Next, let’s learn about the advertising techniques of WeChat Moments.

Image source: Tencent Advertising official website

1. WeChat account establishment

First, select a placement.

Secondly, set the targeting: It is generally better to set it to interest-based targeting, and you can also expand the targeting based on keywords, such as the names of similar mobile games, game terminology related, game IP related, and pan-entertainment related.

2. Game Ad Bidding Method

There are three main ways to bid for games: first, there must be a user value principle, that is, high-value users should be acquired with higher bids; second, multi-level people should be reached: there must be a clear priority and a high price for the core; third, the bidding methods should be diverse: according to the specific situation analysis, different bidding methods should be used in different situations. In short, it is better to use bidding methods flexibly.

3. Advertising skills in the gaming industry

First of all, conventional video ads are still very effective, and many major game companies choose video promotion;

Secondly, it is recommended to use native promotion pages for landing pages. The effect and usage rate of this template are much higher than the default template.

Third, there are several points to note in the design of the native landing page: the first screen design is the focus, and the homepage should be designed to be more exquisite as much as possible; multiple buttons have the largest total clicks, and using multiple buttons will result in more clicks.

4. Steps for placing ads in WeChat Moments in the gaming industry

Moments ads have very accurate data analysis and support. When placing ads, these label attributes should be comprehensively considered. The specific steps for advertising are as follows:

1. First select the ad space

2. Determination of orientation

More than 70% of the targeted budget should be allocated to core groups.

3. Bidding rules

Bidding should be flexible and not blind. It is recommended that high-value users bid high prices. User value can be used as a criterion for bidding. You can choose intelligent optimization mode.

Image source: Tencent Advertising official website

4. Material creation

Creative material is the key, after all, content is king. When it comes to creation, creative video is the best form. When choosing a landing page, it is recommended to use a native landing page.

5. Things to note when designing ads in the game industry’s WeChat Moments

The gaming industry uses WeChat Moments advertising mostly to attract new players, increase brand exposure and boost brand awareness , while also keeping old players active and increasing market share. When advertising, there are some things you need to know:

1. The purpose of placing Moments ads needs to be clarified in advance, and the target users must be clear. Advertisements made in this way can be better disseminated and exposed, and the reach of information can also be improved. For example, the advertising creativity corresponding to the demand for brand exposure and the demand for attracting new customers is different.

2. In the early conceptual stage, it is necessary to have a good discussion and establish good design ideas. The topics of discussion mainly include the following aspects: Is the plot expressed attractive enough to players? What content may cause players to be disgusted and repulsed? How many gaming elements should be reflected? Is the expression of emotion appropriate enough? There are many more examples like this. Generally speaking, emotional orientation and social orientation are two more common directions, and are more likely to resonate with players.

3. During the design process, you must follow the established design direction and ideas. In this process, the experience and details must be optimized, the quality must be high, and cross-departmental cooperation must be harmonious. The design of the transition page must be attractive enough, and the landing page needs to have a corresponding environment to create a good atmosphere. Overall, all of this is to attract players' attention and promote sharing.

Generally speaking, compared with traditional advertising, the WeChat Moments advertising channel has a lot of room for development. It can be precisely targeted based on mobile games, interest tags, etc., and delivered to young people who love games. Game advertising through the form of WeChat Moments advertising can achieve comprehensive coverage and exposure to the greatest extent possible. Of course, the copywriting, creativity and quality of advertising are also important factors in determining the effectiveness of advertising. If you want to attract user interaction and clicks and increase user interest, you still need to master certain skills and carry out comprehensive design.

Author: Network

Source: Internet