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To determine if your video game advertising budget is delivering real results, you need to move beyond simply spending money and focus on measuring key performance indicators (KPIs) that directly relate to your advertising goals. Here's a breakdown of how to assess the effectiveness of your spending:
Define Your Advertising Goals and Link Them to Measurable KPIs:
Before analyzing results, you need to be clear on what "real results" mean for your specific campaigns. Examples include:
Increased Wishlists/Pre-orders:
Driving Game Purchases/Downloads:
Growing Your Player Base:
Re-engaging Lapsed Players:
Building Brand Awareness:
Increasing In-Game Purchases:
If you're not consistently tracking these metrics and analyzing the data, you're essentially flying blind. By implementing a data-driven approach, you can gain valuable insights into the effectiveness of your spending and make informed decisions to maximize your return on investment.
Define Your Advertising Goals and Link Them to Measurable KPIs:
Before analyzing results, you need to be clear on what "real results" mean for your specific campaigns. Examples include:
Increased Wishlists/Pre-orders:
- KPIs: Number of wishlists/pre-orders attributed to specific ad campaigns, conversion rate from ad click to wishlist/pre-order.
Driving Game Purchases/Downloads:
- KPIs: Number of game purchases/downloads attributed to ad campaigns, conversion rate from ad click to purchase/download, Cost Per Acquisition (CPA).
Growing Your Player Base:
- KPIs: Number of new players acquired through advertising, Cost Per Install (CPI), Daily/Monthly Active Users (DAU/MAU) attributed to campaigns.
Re-engaging Lapsed Players:
- KPIs: Number of returning players attributed to re-engagement campaigns, increase in playtime from re-engaged players.
Building Brand Awareness:
- KPIs: While harder to directly measure, look for increases in social media mentions, website traffic, brand searches (using tools like Google Trends) following ad campaigns. Brand lift studies can also be employed.
Increasing In-Game Purchases:
- KPIs: Number of in-game purchases from players acquired through specific ad campaigns, Average Revenue Per Paying User (ARPPU) of acquired players.
If you're not consistently tracking these metrics and analyzing the data, you're essentially flying blind. By implementing a data-driven approach, you can gain valuable insights into the effectiveness of your spending and make informed decisions to maximize your return on investment.