The five necessary stages for information flow delivery! Attached is an excellent case study in the gaming industry~

In 2017, legendary and fairy-tale games spent a lot of money on buying traffic, the materials were highly homogenized, and the cost of game delivery increased significantly. Games such as Honor of Kings and Chicken Dinner occupy most of the time of gamers, leaving a limited user base for other game manufacturers and fierce competition. It is difficult to launch games, how to solve it?

To break the dilemma of difficulty in buying traffic, optimizing and innovating advertising materials have become important means to improve the effectiveness of advertising. The game advertising team of Qinggua Media has sorted out the outstanding cases and advertising experiences in 2017, and shared with everyone how to better "place game ads ".

The complete game launch idea will include the following five parts:

In order to ensure the overall effect of game launch, the corresponding strategies are different at different stages of game launch.

Through in-depth analysis of the game and user portraits , we found the promotional points of the game, and started preparing materials, creating a promotion plan, and submitting it for review.

At this stage, the delivery operation should focus on how to quickly grab volume and increase advertising exposure .

1) Multiple plans and multiple directions to cover more comprehensive users;

2) Quickly launch ads to buy time for reviewers;

3) Estimate conversion costs and adjust budgets based on front-end data; to ensure rapid growth, identify high-quality materials through material testing and focus on their delivery.

After the rush for traffic, traffic will gradually stabilize. At this time, the main strategy is to "maintain stability and expand new products"

1) Stabilize old ads, observe the health of front-end data, and make minor adjustments;

2) Select low-cost channels and continuously launch new products;

3) High-cost channels enter the precision targeting stage;

4) Continue testing the “volume-producing materials” that have been tested on new channels;

As the game promotion continues, the delivery effect will gradually decline from the original stability, and more emphasis will be placed on refined operations and the expansion of high-quality traffic.
1) Weibo channels can be used to tap into fan groups with audiences similar to those of the game and conduct regular investments;

2) Toutiao uses the OCPC function to automatically optimize the output after reaching 20 outputs;

3) Baidu uses keyword targeting to mine a large number of relevant keywords to achieve precise targeting;

4) Go deeper into the game, dig out more material points, and continue testing;

The restart phase refers to the time when advertisers resume the second phase of delivery after the first wave of budget has been consumed. The main application ideas are as follows:

1) Analyze previous campaign data and select old campaigns with good conversion rates for online testing or create new ones;

2) Extract material points based on the updated content of the game;

3) Refined operations.

According to the characteristics of different game types, extract the highlights of the game and attract user attention. The above is a summary of past excellent game launch cases

The core of casual games is simple gameplay and easy to get started, and the creative ideas also tend to be simple and relaxed.

(Part of the material comes from the mobile advertising tracking website App Growing )

In general, during the stage when games are frantically rushing to gain market share, it is recommended to consider more of the highlights that are unique to the game itself, such as IP, game graphics, mounts, characters, etc.

The author of this article @艾奇 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games