Taking the gaming industry as an example, the testing cost of information flow advertising was reduced by 6 times

Testing is the first and most important step in launching a campaign. It directly determines whether customers have confidence in this channel and whether subsequent campaigns will be successful! In the gaming industry, the cost of acquiring users has been rising. How can we use the least amount of money to measure the best quality materials?

Under normal circumstances, the testing cost of a set of copywriting materials will be between 100-300. How can we skillfully control the testing cost of a set of materials to 30-50? Today I will share with you my experience in testing optimization!

In information flow advertising , the first thing that catches people's attention must be the material! So the first step is to find the best quality material. When testing creatives, the variables controlled are copy and ad type. Use exactly the same copy and ad type, but with different creatives.

When choosing materials, it is important to note that the materials have different focuses, so avoid unnecessary waste of testing costs due to duplication.

Material 1: Classic role direction

Material features: The overall color tone is bright and eye-catching. As an IP mobile game , it uses the most well-known cartoon characters to evoke a sense of familiarity among the audience and is more likely to attract clicks.

Material effect: interaction rate 1-2%

Material 2: Upgrade Strategy Direction

Material features: A clear upgrade structure as the main screen requires the audience to have a certain degree of familiarity with the IP and can effectively screen potential players.

Material effect: interaction rate 1%-1.5%

Material 3: Character attribute direction

Material features: Using the style of cards to list multiple game characters, and attaching a simple description of the character attributes, it can arouse the audience's desire to click and view.

Material effect: 0.4%-0.8%

Material 4: Game screen direction

Material features: Directly use the battle scenes in the game to clearly present the game scenes and gameplay, which is more vivid.

Material effect: 7%-8%

Judging from the above data, the interactive effect of game screen display materials is very prominent. After selecting the game materials, we will look at the advertising types.

One of the advantages of information flow advertising is its diverse presentation formats, with each information flow advertising channel having different types of advertisements.

For example, Toutiao has large pictures, small pictures, photo albums, and videos; Moments ads have pictures, videos, etc.; Weibo information flow ads have richer types, including: multiple pictures, nine-square grids , videos, picture and text cards, etc.

Each type of advertising has its own advantages. How do you choose the most suitable advertising format?

Ad Type 1: Nine Pictures

Analysis: The nine-picture mode can fully display the characteristics of the game characters. The nine animated pictures are more vivid and can arouse the audience's desire for interaction.

Effect: 0.5%-1%

Ad Type 2: Video

Analysis: Video can increase the interaction rate of advertising, reduce costs, and can convey game content and elements more richly.

Effect: Interaction rate 5%-8%

Ad Type 3: Graphic Card

Analysis: Graphic cards have more clickable download areas, which helps increase the download rate. The large picture is clear and, combined with the text below, conveys the message clearly.

Effect: Interaction rate 0.5%-1%

The interaction rate of video ads is much higher than other types of ads, so we chose video as the format, used excellent materials and matched them with different copywriting to test the effect of the copywriting.

Copywriting 1: Sentimental

Analysis: The main theme is nostalgic style, using the influence of the IP itself. The IP keywords "Charmander" and "Charizard" are listed in the copy to evoke memories, and "playing with a data cable connected" brings us back to the scene of playing games when we were young.

Effect: Interaction rate 7%-8%

Copy 2: Hotspot

Analysis: The film sets up suspense at the beginning, taking advantage of the popularity of King of Glory and using words like “post-90s” to attract the audience to automatically empathize.

Effect: Interaction rate 4%-6%

Copywriting 3: Gameplay

Analysis: The copy emphasizes "no simulator required" and "handheld game play", and is mainly aimed at audiences interested in games, which is more accurate.

Effect: Interaction rate 7%-8%

After testing the materials, advertising formats and copywriting in the previous three steps, we have determined the high-quality materials and copywriting . How can we strive for perfection and make the entire creative idea more eye-catching and original? Fine-grained operation, focus on detail optimization!

Taking this mobile game as an example, here is a template for refined operations:

1. In the copywriting: "Only open to XX users", increase the user's sense of involvement and privilege. The form of virtual forwarding is more native and pleasing, and is easier to be accepted by users.

2. Ad format: The video format is used to show the battle scene, which is realistic and feasible. The mobile phone in the video is also a Xiaomi mobile phone, which echoes the "only open to Xiaomi users" in the copy

The above four steps can accurately test out high-quality material copywriting, but excellent operations will not be satisfied with this. We are not willing to be just an advertising blog. Through the daily operation of Weibo posts, we can improve the quality of the entire account, and increase the cost and interaction of later posts!

How to be a serious and interesting advertising blogger?

You can follow the dynamics of Weibo users

You can turn to "Koi" Pikachu, and in June, July, and August, you all have to be nice to me!

We should pay more attention to and support the latest IP developments, and send "666" in time

Excellent delivery data (interaction rate) comes from a deep understanding of the audience and creative design and expression. Simply put, it is "saying the right thing to the right person." The above advertising cases target the core group, target group and potential group, and find their concerns. In summary:

Targeting the core group, adopt internal activity-based creativity, such as online notifications of new levels, new characters, and new gameplay;

Targeting the target audience, adopt game-specific creative ideas, such as gameplay character introductions, Q-version character modeling, etc.

For potential players, we can use some creative incentive activities such as lucky draws and free draws.

Targeting different audience groups, through the above five steps, repeated AB testing, and refined operations, in order to lower testing costs and smoother post-launch, don’t let your customers stop at testing, don’t let them lose confidence in the channel. Who says testing is just a waste of money? Give testing a fair name!