Those who only look at the CTR of information flow ads are all hooligans! Attached effect case

Most of the articles on the market about information flow advertising emphasize how to increase click-through rates . In my opinion, this is like scratching the surface.

There are high clicks but no conversions . I run 100,000 a day. Please hand in your badges and leave tomorrow. Thank you.

What we are going to talk about in this article today is the most basic requirement for improving the conversion rate of game information flow ads: matching .

Anyone with a little marketing knowledge knows that the user's purchasing decision process is divided into five steps: confirming needs, collecting information, evaluating options, deciding to purchase , and post-purchase behavior .

For game advertising optimizers, it is enough to get users to the fourth step and decide to purchase (download). The so-called matching is to achieve the correlation between the two steps of users confirming their needs (clicking on ads) and collecting information (browsing the App Store or landing page ).

To put it bluntly, the user originally just wanted to read the news and didn't want to play games. Later, because of your advertising copy and pictures, he wanted to play the game. After clicking on the ad, after further understanding, he found that the game met his expectations and felt that it was good to try, so he downloaded it.

The role of matching in this matter is to use advertising copy and pictures to filter and guide user expectations, and ensure that the content on the App Store (or landing page) can meet this expectation.

By achieving the most basic matching, costs can be controlled.

Next, we will take " Journey to the West: Kingdom of Women " on iOS as an example to explain in detail.

Three tips:

1. I am not the advertising optimizer of this game. I am just using it as an example. All my judgments are based on my personal subjective experience. I hope you can carefully distinguish right from wrong.

2. All advertising ideas involved are for learning and communication only and are not for any commercial purpose;

3. Before reading the following content, it is recommended that you first understand the specific description of "Journey to the West: The Women Kingdom" on the App Store. If you are lazy, it is enough to know that it is a turn-based mobile game on the Journey to the West theme that is very similar to " Fantasy Westward Journey ", with a cute style, and the main features are divine pets, marriage, fusion, and team formation.

1. The two functions of advertising copy and pictures: screening and guidance .

1. Screening

Advertising copy uses vocabulary related to specific game types to filter users, and advertising images use elements of specific game types and overall painting style and quality to filter users.

For "Journey to the West: The Women Kingdom", the copy uses words such as "Journey to the West", "turn-based", and "fantasy", and the pictures use battle screenshots, game scene screenshots, Journey to the West characters and magical pets and other elements to ensure that users who click on the ads are here for the Journey to the West theme or the turn-based system, with a high degree of accuracy.

Counterexample:

Regardless of the relevance of the image to the type of game, in this era of Honor of Kings , if you write a caption like "100% crit outfit", "Ranked match", "5 kills", etc., most users' first association will be MOBA games. When users click on the ad and go to the App Store, they will find that it is a cute turn-based game and will be lost.

2. Guide

The guidance of advertising copy and pictures to users can be roughly divided into two categories: creating questions and creating desires.

Advertising copy and images that create questions have one thing in common: they only tell half the story. After arousing the user’s curiosity, the content on the App Store or landing page does not answer the question, and the user is left alone.

Example:

(The landing page is https://v3m.youzu.com/m.php?q=59c0d08a6206c1244316)

Who are the “three strongest characters”? There is no corresponding answer on the landing page. Moreover, the text of "either ban or select" will make most users think of MOBA games, and there is no corresponding display on the landing page, so the conversion rate is extremely poor.

After excluding advertising ideas that "create doubts", the rest can be generally classified as "creating desire". The difference is that the desire created can be big or small.

On the premise that the advertising copy, pictures, and App Store (or landing page) match each other, the stronger the desire created, the higher the conversion rate and the lower the cost. (How to create strong desire is not within the scope of this article. This article focuses on the most basic matching)

2. The landing page content can meet user expectations

After filtering and guiding user expectations with ad copy and images, the next step is to ensure that the content on the App Store (or landing page) can meet these expectations.

But in many cases, the content of the App Store is fixed. What advertising optimizers can do is to reverse -infer the advertising copy and images from the existing content on the App Store to ensure that the advertising copy and images screen and guide user expectations that match the App Store.

Example:

< 001 >

Comment: Pure character display pictures are paired with generic copy. The only information users receive is the image quality, and expectations are dispersed. According to Mr. Onishi, competitiveness lies in the attractiveness of the App Store (or landing page) to users.

The content of this game on the App Store allows users to understand what this game is in seconds, and they feel that the graphics are fresh and cute, but the points emphasized in the featured graphics are mediocre and unoriginal. If I were to give it a score, I'd give it 70 points. The cost of this type of creativity is high and close to exploding.

< 002 >

Comment: The screenshots of the Apple Store are paired with text containing screening words (Journey to the West, Fantasy). The competitiveness lies in the App Store's appeal to the screened population. Such creativity is moderately costly.

< 003 >

Comments: The pet attribute chart is paired with text with screening words (Journey to the West, turn-based game). The picture style screens out users who prefer this type of game. The pets in the picture match the main points on the App Store. This type of creative cost is relatively low.

< 004 >

Comment: The pet attribute picture is matched with universal copywriting, which reduces the need to select words. This type of creative cost is moderate.

< 005 >

Comments: The pet attribute diagram is paired with scribbled text, the sentences are incoherent, the diagram and text do not match, and the information received by users is confusing. Such creative costs explode.

< 006 >

Comment: The character selection interface is paired with sentimental text with a screening word (Journey to the West). The picture imitates the character selection interface of Fantasy Westward Journey, and screens out users who prefer this type of game. The cost of this type of creativity is moderate to low.

< 007 >

Comment: The character selection interface is paired with text containing screening words (turn-based). The competitiveness lies in the App Store's appeal to the screened population. Such creativity is moderately costly.

< 008 >

Comment: The screenshots of the game scenes are paired with promotional copy with screening words (turn-based). The information the pictures tell users is basically zero. The competitiveness lies in the App Store's appeal to the screened population. This type of creativity is expensive.

< 009 >

Comments: Real scene pictures are paired with brand promotional copy with screening vocabulary (turn-based), pure character display, and the competitiveness lies in the App Store's appeal to the screened population. This type of creativity is expensive.

< 010 >

Comments: The real scene pictures are paired with narrative text, but the pictures and text don’t match, and the style is quite different from that of the App Store. Such creative costs explode.

< 011 >

Comment: The picture of female beauty is matched with narrative copy. Although the copy in the picture involves the plot of MOBA games, users naturally have a high tolerance for female beauty and strong desire. Such creativity is moderately costly.

< 012 >

Comment: The picture of female sex is paired with text containing screening words (Journey to the West). The text in the picture forcibly guides users to focus on the point of "arranging formations to release combined skills", but the App Store does not display it accordingly. This type of creativity is expensive.

< 013 >

Comments: Other game interface pictures. This may be because the users targeted by the ads have generally played Honor of Kings. By imitating the interface UI of Honor of Kings, users’ preference for the game can be diverted (love the house and love the dog). Such creativity is moderately costly.

< 014 >

Question: These two pictures also imitate the interface UI of Honor of Kings. What do you think about the cost?

< 015 >

Comments: The game scene + pet attribute map, with narrative copy, imitates the game scene map of Fantasy Westward Journey to screen out users who prefer this type of game. In addition, the pet emphasized in the map coincides with the main point of the App Store. This type of creative cost is relatively low.

< 016 >

Comments: Character display + equipment attribute chart with narrative copywriting. Users may often be brainwashed by legendary games. The copywriting emphasizes making money, but the App Store does not display it accordingly. This type of creativity is expensive.

< 017 >

Comment: Map images are paired with text containing screening words (Journey to the West). This type of image is rare. It may give users expectations of a high degree of freedom or rich content, but it is hard to explain in detail. Such creative costs are likely to be modest.

< 018 >

Comment: For this last one, the previous plan was blown up, nothing much to say.

Summarize:

Let me repeat: use ad copy and images to filter and guide user expectations, and make sure the content on the App Store (or landing page) can carry forward this expectation. By achieving the most basic matching, costs can be controlled.