Tencent’s advertising and gaming industry buying report for June!

This article shares with you Tencent’s advertising and gaming industry buying volume report and product dynamics for June . It uses Tencent’s official game advertising big data statistics to show you the surging game buying volume market.

Want to know which game categories have received the most investment recently? Want to know what the main traffic of Legend RPG is? Want to know the latest product news? Let’s take a look with the editor!

1. Data changes brought about by market growth

◆ Market dynamics: Android

Activation bid trend (2020/05): Tencent News bid increased significantly, while the rest remained stable

Paid bidding trend (2020/05): The overall market bids increased, and Tencent News was significantly

Main investment specifications of Android-based gaming industry in May 2020

◆ Market dynamics: iOS

Activation bid trend (2020/05): Tencent Video bids increased, while other positions decreased

Paid bidding trends (2020/05): The overall market bids increased, with Tencent News showing the most significant increase

Main investment specifications of iOS gaming industry in May 2020

◆ Market dynamics: Changes in the structure of each traffic category

2020/05 XQ

Compared with last month, Legendary increased significantly, while other categories remained stable

2020/05 WeChat

No change from last month

2020/05 U-Share

Legends increased significantly compared to last month, while war strategies decreased

2020/05 Tencent Video

The number of character cards has decreased compared to last month, while the rest remain stable

2020/05 Tencent News

Compared with last month, Legendary increased investment, and each category tended to be stable

Data source: Tencent advertising and gaming industry traffic consumption by category in May 2020

◆ Market dynamics: Changes in the structure of each traffic category

Which game categories have received the most investment recently? Is there a window period for me to enter the market if I choose this product?

The structure of Android consumables is stable

Legend, Xianxia, ​​and Cards , firmly in the top 3

At the end of May, Xianxia RPG and role card games saw a slight decline, while light casual games saw an increase.

The activation costs of the top three categories all increased, with Legend RPG and Xianxia RPG seeing the most significant increases.

◆ Category launch dynamics: Category consumption ratio (iOS)

Which game categories have received the most investment recently? Is there a window period for me to enter the market if I choose this product?

Cards and legends are the main consumable categories on iOS, followed by light fantasy RPG and fairy tales.

At the end of May, the consumption of Legendary RPG and Character Cards decreased significantly, while the consumption of ACG and Light Casual increased.

The activation costs of the top three categories all increased, with Legend RPG and Magic RPG being more significant.

Data source: Tencent advertising game industry consumption share and trend of each category

Time period: 2020. 05.01-2020.05.31

2. Key product updates and usage guides in May

1. New AD delivery platform

EQQ upgraded to a new one-stop AD delivery solution

【Things to note when placing WeChat traffic】

Promotion objectives:

When delivering alliance advertising packages, simply select the Android application and enter the APPID of the advertising package. This will support the delivery of all resources.

If there is a prompt that requires you to complete the app screenshots, please go to the ad package management tool and upload the screenshot corresponding to the APPID. The screenshot will be used for landing page splicing in the traffic that supports the default landing page.

Channel Package:

The channel package is set in the native landing page. The channel package selected in the ad delivery will be used to filter the native landing page.

Note: WeChat traffic requires the creation of native landing pages for advertising

Account opening & review:

The AD delivery platform can eliminate the public account opening process and greatly improve account opening efficiency, but the material review and industry access standards for WeChat traffic remain unchanged.

【 Combined with MKT-API to achieve efficient delivery 】

On the basis of achieving full traffic delivery on a single end of the AD platform, combined with Marketing API, we can fully improve delivery efficiency

Markeing-API WeChat docking upgrade solution reference document: https://docs.qq.com/doc/DZmtkaWxBa1VNR2ZN

More industry solutions will be gradually launched on the MKT-API official website in June, so stay tuned

2. Intelligent diagnosis: automatic problem location

1) Diagnosis of six key factors

Budget, bidding, targeting, creatives, landing pages, attribution

2) Quickly locate problematic ads

Universal Screening X Diagnostic Screening

Diagnostic conclusion: Provide the most suitable optimization suggestions based on the current situation of advertising;

Learning status: In the early stage of CPX advertising, the system uses the model to find target users who may be converted; the end of learning means that considerable data has been accumulated and normal delivery has begun; learning failure means that the exploration has failed and no effective conversion has been found;

Cost compensation status: For oCPX advertising: the platform will bear the risk of early model exploration and compensate for large cost deviations;

There is a budget problem: This means that the exposure and consumption speed of the advertisement is affected due to budget problems. For this type of advertisement, it is recommended to adjust the budget in time to increase the exposure consumption speed;

Large cost fluctuation: indicates that the actual cost on the day exceeds the target bid by more than XX%, and the actual cost in the past 7 days exceeds more than XX%. The proportion can be customized;

Potential for price increase: indicates ads that can achieve a significant increase in exposure consumption through a small price increase . The specific ratio can be customized.

Potential for growth: refers to ads that have been consumed quickly and have relatively stable costs recently. The specific proportion can be customized. For this type of advertising, it is recommended to replenish the budget in a timely manner and expand the targeting .

3) Details of 7 types of diagnostic screening

4) Quickly optimize ads

Batch modification: After selecting target ads based on various screening criteria, you can modify the selected ads in batches. Specifically include:

-Batch Pause: Ads that are recommended to be paused/failed to learn/have large cost fluctuations can be paused in batches;

- Batch bid modification: For ads with potential for price increase, you can use this function to increase the price in batches in proportion;

-Batch modify budget: For ads with budget issues, this function can be used to increase the ad budget.

Quick optimization: Refer to the system recommendations to complete the optimization adjustments item by item. Specifically include:

– Optimization and targeting: automatic expansion/tag recommendation;

– Optimize budget: adjust account, plan, and advertising budgets/recharge account balances;

– Optimize bidding: adjust bidding strategy/enable deep conversion optimization/bid simulation.

* Find the turning point between price adjustment ratio and exposure ratio, and get the most exposure increase with the least price adjustment ratio.

5) Analyze the cause of the problem in detail

Key factor analysis: Starting from the key advertising factors that can be modified by customers, we analyze each one and give modification suggestions, including targeting, bidding, budget, creativity, landing pages, data feedback and other modules. The first three modules have been launched.

Click on each module to view the analysis details and support quick optimization

Analysis of the delivery process: From the time an advertisement enters the system, it will gradually go through the stages of trigger-competition-exposure-click-conversion-cost.

Click on each link in the competition funnel to view analysis details and support rapid optimization.

3. Intelligent directional strategy upgrade

Reach high-value groups more accurately and improve payment results

1) Intelligent Targeted Advertising:

Use automatic expansion or system-preferred ads (choose one or the other, not both)

According to the latest data in May, compared with non-intelligent targeted advertising, intelligent targeted advertising has better paid effects and lower costs

2) Strategy upgrade points

3) Intelligent directional usage suggestions

Choose targeted matches based on the delivery scenario

Depending on the game category and optimization goals, there are generally two types of targeting options: precise targeting + automatic expansion and general targeting + system optimization.

Custom audience: It is recommended to use the recommended targeted audience and excluded audience displayed in the front row of the delivery end

Recommendations for using automatic expansion with new strategies

• Try to avoid selecting non-breakthrough directions to avoid affecting the expansion range

• To expand the seed population , it is recommended to use precise population packages. There is no need to pursue the number of population packages. The number can be between 10,000 and 100,000. If there is no precise package, you can uncheck the option to expand the seed population, and the system will automatically bind it in the background.

• Try to enable scaling when creating an ad, and don’t modify it midway.

Author: Little Lion Girl

Source: Tencent Advertising Game Marketing Consultant