Sharing of successful cases of Guangdiantong usage experience and summary of social advertising experience

1. Social advertising helps app growth

Only through precise data analysis can advertisers find out users’ preferences and habits and spread them through friendships and word-of-mouth, in order to achieve the best marketing effect. This is the unique marketing method of social advertising. Tencent Open Platform social advertising provides a new way to promote applications on the platform.
Tencent's open platform social advertising product " Guangdiantong " is a self-service social performance advertising system based on China's largest social network QQ Space and China's largest real-name community Pengyou.com. In addition to accurately finding target users to improve advertising effectiveness, it also has unique social marketing features, which further expand the advertising effectiveness through social relationship chain viral marketing , and continuously and spontaneously extend the influence to N degrees of connections.
More and more developers are beginning to choose to use GuangDianTong to market and promote their applications. Since the launch of the social advertising product, the platform installation volume introduced has continued to set new records. Currently, a single application can attract hundreds of thousands of users per day.
Through social advertising, more and more applications are recognized and known by users and their friends. Through the promotion of social advertising and the spread of social promotion channels, applications such as Legend of Shushan, Sky Garden, Xingjia City, and Couple from Previous Life have seen their daily active users (DAU) continue to increase, gaining good word-of-mouth and economic benefits.

2. Successful Case Studies

2.1 Kaiying Network and Guangdiantong take off together

Shanghai Kaiying Network Technology Co., Ltd. is a well-known community game developer in China. It has the ability to develop products with a user architecture of hundreds of millions. Many of its games are connected to Tencent's open platform, such as the once popular "Legend of Shushan", "Shenma Three Kingdoms", the rising star "The Most Martial Arts", and the dark horse game "Hot-Blooded Pirate King".

Kaiying Network has a first-class promotion team to study open platform social advertising and its viral marketing influence. Through continuous testing and research and the spread of viral marketing, the promotion effect is far higher than the industry average. The conversion rate of "The Most Martial Arts" has remained above 60%, the installation cost of "Shenma Three Kingdoms" was once as low as 0.3 yuan, and the average click-through rate of each game is more than 2 times higher than the market average. Through social advertising and viral spread, the average daily exposure of "Legend of Shushan" has continued to be stable at the millions level.

After being connected to Guangdiantong, "Legend of Shushan" is displayed in multiple ad slots in the application center, as shown in the following figure:

2.2 "Sky Garden" leverages Guangdiantong to develop rapidly during the Spring Festival

"Sky Garden" is a web game that VNG and Beijing Qikuai Entertainment Network Technology Co., Ltd. have jointly promoted on Tencent's open platform. Since connecting to Tencent's open platform, the number of customers and active customers has increased significantly.
During the Spring Festival, "Sky Garden" invested only 40,000 yuan in Guangdiantong and achieved an average daily installation rate of 70%, which is much higher than the industry level. Through the viral spread of social advertising, it gained up to 200,000 new users. Both the cost per click and the cost per installation are significantly lower than the industry average.
At present, through the continuous optimization of platform algorithms, the click-through rate and conversion rate of social advertising on the open platform have been further improved, reaching the leading level in the industry. The user retention rate brought by social advertising is also significantly higher than that of other platforms. The payback period for advertising is constantly shortened, achieving a win-win situation for advertisers and platforms.

3. Summary of social advertising experience

How to better use QQ space social advertising? How to accurately acquire target users at a lower cost? How to expand the advertising effectiveness of social channels? This must be the question that many developers are most eager to know.
Here we will discuss with you the advanced and in-depth usage skills of GuangDianTong, and share the excellent cases of outstanding developers.
There is no shortcut to social advertising. We need to try and explore step by step, pay real-time attention, steadily improve, and continuously optimize the results. The main experience of launching can be summarized into the following three eight-character principles:

3.1 Target users and formulate strategies

We can summarize the formulation of strategies into GuangDianTong's 3C theory, namely Customer (user), Cost (advertising cost), and Core (advertising core theme). Through the flexible combination and application of the 3C theory, you will definitely get twice the result with half the effort in the process of GuangDianTong's delivery.

1. Accurate targeting finds core users. Accurately targeted advertising brings high conversion rates and low installation costs! The first step in developing an advertising strategy is to find the core users of the app.
Tips for finding core users: Offer non-targeted ads to all users at a relatively low price. After the ad delivery, use report analysis to find the core user group that clicks on the ads. Compare the core users who click on the ads after several ad delivery sessions to find the core audience of the ads.
Generally speaking, men prefer to play strategic and combat games, while women prefer to play casual games. Choosing the right target audience based on the game type can help lock in high-quality user groups.

"Mighty Generals" is a web game promoted by Beijing Kunlun Online Network Technology Co., Ltd. on Tencent's open platform. The game has a gorgeous page and perfect plot design, which attracts many high-quality players.
After multiple rounds of testing, the marketing staff of "Mighty Generals" accurately identified male users under the age of 30 as the core user group of the game, increasing the click-through rate by 50%, reducing the cost per click by nearly 30%, and reducing the installation cost by 25%.
The basic types of targeting include gender targeting, region targeting, age targeting, and user targeting (installed or not installed). Through the use of targeted conditions, the click-through rate of targeted advertising is more than 50% higher than the average click-through rate of general advertising, and the cost per click is reduced by more than 20%.
The description of the app shows the features of the app, which is more attractive to core users, as shown below:

2. Explore the materials that core users are interested in, design several sets of material styles, deliver them to the same users, try the same bid, and check the online effect. Materials with higher click-through rates can be preliminarily judged as materials that users are more interested in.
Through multiple tests, you can easily find materials that the core group of people likes.

In 2011, Beijing Reku connected a number of games to Tencent's open platform, among which "Fantasy City", "Backyard Three Kingdoms" and "Dynasty Three Kingdoms" are the most well-known.
Beijing Reku has a lot of experience in finding materials that users like. The Reku promotion team repeatedly tested the impact of different creative ideas on click-through rate and conversion rate using the A/B test method, and repeatedly tested different advertising creative styles (realistic or Q version, etc.) with different targeting, time periods, and populations. After testing, the click-through rate increased by 54.5%.
Typical test combinations include what types of materials male users like, what types of materials different age groups like, and which ads of different sizes work better. The following are the advertising materials with the best click-through rates on the platform. Each has its own unique design and can be used for reference.

3. Pay attention to advertising costs only for potential users!
Pay per click, you can set an acceptable maximum bid as the advertising price, Guangdiantong will use this price to calculate the ranking for your ad. Under the same effect, the higher the ad bid, the more exposure it will get.
Develop bidding strategies based on click-through rate and conversion rate effects and set different bids based on different targeting conditions. Relatively high bids are given to users with high click-through rates and conversion rates, while bids are appropriately lowered for users with low click-through rates and conversion rates. Different specifications also require different bids to be set due to different market competition situations, so as to avoid bidding too low and insufficient exposure, or bidding too high and inflated installation prices. Monitor and adjust bids in real time to find the most reasonable price.
Combined bidding with promotional activities

In actual operation, you also need to adjust your bid according to your actual promotion needs. For example, in the early stage of game launch, you need to increase investment to grab more exposure. At this time, you can increase the bid level to quickly accumulate users in a short period of time. Or when there are some new promotional activities within the app, you can also increase your investment to quickly introduce new and old users and increase app activity.
Core advertising theme

You can attract users' attention and increase ad clicks and conversions by taking advantage of hot events, planning special topics, and creating gimmicks. The following are two classic cases of this kind for your reference:

Popular movie elements

Dongwang Pioneer Network Technology Co., Ltd. is a well-known web game developer in China. "Tropico" is a web game based on naval warfare developed by DynaNet Pioneer Network Technology Co., Ltd. The planners of "Tropic" planned a series of advertisements based on the hit movie "Pirates of the Caribbean", which were based on pirates, and the effect was remarkable.

After Tropico launched a series of pirate-themed advertisements, the click-through rate and conversion rate of the advertisements increased exponentially. After planning the pirate series of advertisements, the average click-through rate increased by 3 times and the conversion rate increased by 1.5 times.

Typical materials: "Star Wars" series, "Real Steel" series, and "Caribbean Island" series.

Holiday Promotions

Zynga is the world's largest social game developer, with more than 240 million monthly active users. Its products such as "Cityville", "Farmville", "Zynga Poker" and "Words with Friends" have long topped the Facebook game rankings. In July 2011, Zynga (Chinese name: Xingjia) released "Xingjia City" (Chinese version of Cityville) on the Tencent platform, which was warmly welcomed by Chinese players. The localized content that is close to Chinese players is especially popular among players. Xingjia City quickly entered and occupied the top ten of Tencent game rankings for a long time, and all indicators are at the forefront of the industry.

Zynga planned a series of themed marketing campaigns in conjunction with various holidays and hot topics, including the Christmas version, Valentine's Day version, "Intimate Enemies" version, and time-travel version. Relying on a powerful data collection and analysis system, it continuously improved the theme activities, making the click-through rate and conversion rate more than 30% higher than the market, achieving very good promotion results.

3.2 Efficient execution and quick response

Efficient execution to ensure results

After formulating the strategy, it is also necessary to execute the established strategy quickly and effectively. Efficient execution is an effective guarantee for the success of the strategy. Through real-time regulation, you can more flexibly control advertising exposure, and through the instant fluctuation of bids, further improve the cost-effectiveness of advertising and maximize the effectiveness of advertising.
Quick response, instant control

Currently, Guangdiantong can provide hourly advertising data reports with a 2-hour delay. By viewing the hourly reports, you can quickly understand the performance of the advertisement on that day and adjust the bid or delivery strategy in time according to the situation.

Min Yi, head of Kaiying's online promotion team, said that Tencent's open platform social advertising requires careful testing, long-term optimization, and constant observation of data to maintain good results, and Kaiying will continue to increase its investment.
Adjustment Example

For example, if you find through real-time data reports that the click-through rate of the current ad is relatively good, but the exposure effect is not ideal, you can increase the bid appropriately to obtain higher exposure; if the click-through rate of the current ad is not ideal, resulting in less exposure, you can adjust the ad by optimizing the material in real time to ensure the advertising effect of the day. If the exposure effect is not ideal after optimizing the material, you can also set a new advertising strategy and appropriately increase the bid to deliver the ad to obtain corresponding exposure and clicks.

3.3 Summarize the rules and optimize the results

Through social advertising data report analysis, you can clearly see the exposure, clicks, installations, etc. of your advertising materials, and adjust the advertising delivery strategy accordingly. This forms a virtuous cycle from the delivery mechanism to the effect data, and then from the data to the delivery mechanism.

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