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As we all know, material has a big impact on the effectiveness of advertising. Some people say that material optimization head is Tao. But when it's actually making material, there are still a lot of advertisers who are susceptible to subjective influences.

So when crafting creatives, always remind yourself:

Don't fall in love with your ads!

After all - data is the standard for testing creatives.

Beautiful picture does not necessarily have high conversion, rich content is not necessarily able to have good advertising results.

Papaya is Facebook's top agency and has extensive experience running Facebook ads.

Today is the ultimate guide to game creative optimization - we'll share the experience of game advertising and reflect on the mistakes you should avoid when making footage from the positive and opposite cases. More Papapaa senior optimizers share ad delivery techniques to tell you how professional optimizers optimize the delivery of Facebook game ads.

One or eight mistakes that can be made when crafting game creatives:

1, the text can not be too much

Games and video ads are like coffee and mates. Video ads can be playable in seconds, stimulating the desire of the audience to download.

Video should try to use animation to convey information, if the first few seconds of the ad to use too much text, will reduce the user's desire to watch the full video, probably in the first few seconds off.

(1) Positive case: CTR 2.3%

(2) Positive case: CTR 2.7%

(3) Reverse case: CTR 0.6%

2, vertical version of the video effect is better than the ordinary 16:9 video

In Facebook ads, vertical-screen video ads are significantly better than horizontal video ads.

(1) Case on the left: CTR 0.4% Case on the right: CTR 2.35%

3, the video in the first 3 seconds to show the most burning content

The first 3 seconds of a video ad are crucial and can be said to determine the fate of the entire video ad. Don't render too much before, start directly with the most attractive content.

(1) Reverse case: CTR 0.5%

(2) Positive case: CTR 1.7%

4, the background is simple, highlighting the theme (static)

When running still-map ads, especially in europe and the United States, pay attention to highlighting topics without adding too much detail.

(1) Reverse case: CTR 0.4%

(2) Positive case: CTR 2.03%

5, the content is complicated and full of pictures (static)

For Taiwan's secondary yuan market, the picture is full of content of the static map is more appropriate.

(1) The opposite case: CTR 0.7%

(2) Positive case: CTR 3.02%

6, the formation of class upgrade class

SLG or Game of Thrones is perfect for caracarncast advertising! Use layers of step-by-step upgrades to attract players.

Using acarlycast: CTR 2.85%

7, with a coherent small diagram that can be stitched into a large diagram as a carncast chart

Divide a large picture into small ones to run carnation ads, which perform better than carnations with incoherent content.

(1) Positive case: CTR 3.06%

(2) Positive case: CTR 2.85%

(3) Reverse case: CTR 0.65%

8, first person, real scene, highly interactive

Some games (e.g. gaming), starting with first-person vision and using real game scenes, can give players a strong sense of subsuming.

(1) Positive case: CTR 4%

(2) The opposite case: CTR 0.3%

(3) Reverse case: CTR 0.38%

Second, the way Facebook ads are run

1, when making Lookaliike Audience (class definition audience), choose high-quality users as Custom Audience.

Example: A gaming game promotion area: US

(1) Make Lookalike Audience 1% using "App Launch" to deliver US:

Click-Install Conversion Rate: 21%

Next-day retention rate: 34%

7-day ROI: 9.8%

(2) Make Lookalike with "Purchase"

Audience 1% On US:

Click-Install Conversion Rate: 27%

Next-day retention: 42%

7-day ROI: 17.1%

2. Use App Event Optimization (In-App Event Optimization) as the target for delivery optimization.

Example: A well-known RPG game promotion area: Europe and the United States

(1) Use Mobile App Install as your delivery optimization goal.

Click-Install Conversion Rate: 12%

7-day ROI: 16%

(2) Use App Event Optimization as your delivery optimization goal.

Click-Install Conversion Rate: 12%

7-day ROI: 24%

Good material and smart delivery are essential to a game that is successful in running ads on Facebook. It has to be said that advertising is a challenge that tests both aesthetics and logic!

Papaya Papaya, who has been at sea for nine years, is Facebook's top agent in Greater China and has a very mature and professional optimization team. Whether it's material optimization guidance, or run on behalf of the operation, are the world's leaders in advertising.