When I get old, my hair turns white. Information flow optimization is still the dream I have always insisted on. We have endured day after day, year after year , living in fear every day. Under the sharp gaze of the boss, we, the hard-working operation optimizers, advertisers , brick-moving fairies, and little losers , bear heavy KPI pressure. It seems like I am thinking about the following question every day? These seem to be the current situation and common problems we all face.
How to promote the product?
How to spend the budget?
How to write copy ?
How to get creative?
Where does traffic come from?
How to achieve the effect?
…….
Some time ago, a friend asked me: How to promote mobile game products? What platforms can you recommend? How should Toutiao start developing its gaming products and how should it be optimized? Today, Xingxing has compiled some Toutiao ads for you.
Sharing tips and experiences on mobile game advertising optimization , I hope it can be helpful to everyone (Xingxing WeChat : zenghansi520)
Tips for optimizing mobile game product ads on Toutiao The optimization guidance for bidding ads will be divided into an introductory section and an advanced section. The former provides basic ad setting tips for game advertisers who are new to Toutiao, while the latter provides more optimization methods for advertisers who are evaluating the effectiveness of the ads.
Basic advertising settings (beginner's guide)
Account Settings The advertising group determines the optimization strategy, the advertising plan targets the audience range, and the advertising creativity matches the target traffic. Establishing a clear account structure can achieve twice the result with half the effort in subsequent plan management and effect comparison. Xingxing recommends that advertisers promote only one game product per account at a time (except for products targeting different groups of people) ; Suggestions on the structure of game advertisers’ accounts (1) by material style (2) by placementPlan Settings The planning settings that affect the running volume include: audience targeting, budget/bid setting, and delivery time/period. Xingxing's optimization suggestions for plan settings are as follows:Creative Settings: Creative Tags & Creative Selection ▲ Setting creative tags helps to accurately identify the target audience, improve the accuracy of the estimated click-through rate of advertisements, and effectively lock in the target audience. Tips : It is recommended to set it in combination with the hot attributes of the game product, and do not set niche tags. ▲ Interest keywords vs. creative tags: The former targets the target population and the scale of delivery; the latter clarifies the advertising attributes and finds the people who are most interested in creativity among the people planned to be targeted.
▲Checking the creative optimization will help improve the display of the plan, helping advertisers select creatives with high click-through rate/ conversion rate in the same plan for delivery, and improve advertising competitiveness.
There is no distinction between good and bad ad positions . By cleverly combining them with various functions and using them at the same time, you can expand traffic and increase the volume while also achieving efficient conversions . Accurate traffic: multi-dimensional orientation, locking in target users There are two things you can do to improve the results. One is to find the right people (targeting), and the other is to guide conversion (materials). In addition to user basic attribute targeting, customized population package targeting, interest keyword package targeting, mobile phone brand targeting, and smart targeting are all the best partners for optimizing traffic. Advertisers who are selectively phobic about targeting can also directly use the oCPC custom conversion target function. The system will intelligently find people for the ads, and the conversion effect will be amazing! Compared with CPC, oCPC can more directly achieve the conversion goals set by advertisers. Game advertisers can use landing page oCPC and app download oCPC at the same time to increase sales. Optimize creativity: Creative optimization mainly focuses on three aspects: copywriting, materials, and auxiliary tools .Copywriting optimization tips
Starting from the audience
Good creative copywriting can trigger resonance and lead to conversion, and is not just one person’s literary self-satisfaction. Copywriting can follow the six laws of influence: liking, reciprocity, social proof, commitment and consistency, authority, and scarcity. ▲Conform to reading habits. Speak human language, the copywriting is simple and easy to understand, and communicate with users ▲to meet the needs of the crowd. Speak useful words, solve players' needs, provide effective information, and fit the usage scenario
▲Arouse the audience’s interest. Say interesting things and analyze players' interests and concerns.
▲Understand the players’ psychology. Say words that can influence people, combine the common characteristics and individuality of players, and provide positive guidance + reverse incentives.
Starting from the product
Combine the product's own advantages to play to its strengths and avoid its weaknesses, triggering explosive points. Big products focus on influence (brand, quality, market) , innovative products focus on features (game play, subject matter), and small and medium-sized products offer benefits (beautiful women, free things).Game copywriting hot topic cases
The most popular topics for headline game copywriting are as follows:
Popular sentences in game copywriting
The most popular sentences used in headline game copywriting are as follows:Material optimization tips
Content selection
Advertising materials can use character and object designs to attract players' favor, use images to highlight the quality and features of the game, highlight gameplay and dialogue with the target player group, and combine three-dimensional characters and scenes to shorten the conversion distance.
Five styles of materials
Toutiao supports five material styles: large pictures, small pictures, picture groups, videos, and GIF pictures. The material styles are reasonably matched according to the content of the material to achieve the best presentation.
Material design
In terms of image layout, Toutiao game advertising materials are roughly divided into three layouts: whole picture, cutting, and splicing. In graphic design, learn to exert influence visually. Material example: popular game materials
Hottest materials for heavy games:
Popular materials for casual games:
Creative tools
Creative Search
As a copywriting inspiration library, Creative Search can provide high-click-through rate native creative references, helping advertisers understand the reading preferences of platform users and discover user concerns.
Dynamic word package
By combining the user's intrinsic attributes with external scenarios, creativity is deeply personalized, which helps better understand user needs and effectively improve click-through rate and conversion rate.
Ad quality
Ad quality reflects "the average probability that an ad will be clicked by netizens when the target audience is selected." Advertisement quality can control the quality of advertising creativity and provide a basis for evaluating the quality of creativity.
Landing page optimization
In terms of landing page content, the design style of the landing page must be consistent with the theme of the game, and the creativity and the theme of the landing page content must be unified and complementary to complete the conversion guidance from attracting attention to being influenced.ps: In terms of auxiliary tools, it is recommended to use Toutiao website building and landing page detection tools.
Landing page detection tool
Landing page diagnostic expert: advertisers can use this tool to know the landing page effect in advance and optimize the landing page in a targeted manner based on the diagnostic results.
Website Builder
The mutual correspondence between creativity and landing page content can strengthen guidance and promote conversion. As the main tool of Toutiao, website building enjoys the natural advantages of low production threshold and pre-loading . It can not only match advertisers' demands for multiple landing pages, but also optimize advertising quality through preloading and improve advertising competitiveness. Introduction to Toutiao advertising : http://www.iqingua.com/88.html
Author of this article@ Stars are compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!
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