Mobile games are one of the most popular and dominating segments in the mobile platforms today. As the segment is becoming more and more popular, there are tons of new games that are launching every year. And with so many options available, it is becoming equally difficult to get your mobile game downloaded onto users’ devices.
There is a huge growth in the number of channels, networks, and techniques available to advertisers today. But understanding the market in depth is very crucial. What matters the most is that we connect with the right users in the right place at the right time with the right message.
In this article we will discuss some of the strategies that can drive the R.O.A.S for Mobile game advertising.
One thing that you should keep in mind is that not every ad channel will be suitable for your company or your game. The decisions you make about which ad channels to test and your investment in each experimentation phase must be tied to your specific goals. For example, if you’re looking to acquire new users, you’re likely to test different ad channels than someone prioritizing a boost in retention.
Different companies will all have a diverse optimal channel mix, and choosing the most effective channel on which to run an individual advertising campaign is a question of the right tool for the right job. That’s why testing new ad channels for relevant KPIs is the wisest way forward. Assess each channel’s optimization capabilities, pricing models, and potential for impact with your company- and campaign-specific goals in mind.
Incrementality is one of the most important tests you can perform. It’s essentially a type of A/B test, but slightly more scientific. On the one hand, you want to make sure you’re not reaching the same people multiple times. On the other hand, you want to ensure that you’re not paying to acquire users that would have converted anyway without that additional spend. At the same time, ROAS depends on the ability to reach the potential users that are most likely to download your game and drive returns.
That’s where incrementality testing comes in. By exposing a test group to your ad and analyzing an ad-free control group simultaneously, incrementality testing allows you to determine the precise impact of your advertising efforts. The result of this kind of testing, known as incremental lift, helps determine which conversions happened as a direct result of your campaign, and wouldn’t have happened without advertising.
Precision targeting is becoming increasingly difficult in light of Apple’s recent security changes, since without IDFA, advertisers no longer have access to the user-level data points they once relied on. As serious as the change is for the industry, IDFA does not necessarily spell the end of targeted advertising. Techniques like contextual targeting will help mobile game advertisers make the most of the data they already have access to by pivoting to look at its value differently.
Without access to identifying data about individual users, advertisers can look to contextual information instead. Keywords, categories, and location data are all examples of information that can be used to form a contextual understanding about a user. The idea is to show users ads that are relevant to the content they are consuming. If users are already fans of a crossword puzzle app, they’re more likely to take an interest in your sudoku app than someone playing a first-person shooter.
There are many mobile game advertising strategies that you can try out with your own team. But there is another essential element that is much required to drive your campaign further and it is maintaining relationships and building partnerships. A trustworthy contact or account manager at the ad network will ensure that you get the most out of our campaigns. You can also get good guidance regarding identifying the channels that will help you drive results. And by maintaining a good relationship you can ultimately ensure that you always stay ahead in the game with right strategies and invest in right channels.
At 3dot14 Mobitech, we always ensure that our clients adapt the most effective strategy as per their need. Identification of the client needs and advocating the strategy strictly according to them is always a priority for us.