iQIYI Advertising - Today, I will introduce the iQIYI Advertising Game APP Pre-download Delivery Solution.
1. The trend of full-link marketing of game APP
After the resumption of the regular distribution of game version numbers, in recent years, the launch of new game apps has become more and more frequent, and the budget has been growing, and major game manufacturers have paid more and more attention to pre-marketing.
The budget allocation of game APP advertising has shifted from a single "first launch→ regular delivery" to full-link life-cycle marketing and refined purchase.
Before the launch, pre-marketing is carried out to harvest high-value users, and the first node pushes aggressive buying volume and creates game volume, and after the first launch, it will be launched with the new server/new version, and the purchase volume will fluctuate between the regular delivery and the active incremental node.
Second, the game APP pre-download purchase advantage
In the process of full-link buying, the "pre-download" link of the game needs to be paid special attention.
- During the pre-download period, users can download and activate the app in advance, which is more controllable than the regular game reservation (only the reservation button can be clicked).
- Activations from pre-downloads can help your game hit the app store charts and drive organic traffic
- Pre-download activation users are more loyal and willing to pay
- After the server is launched, users who pre-download and activate quickly generate payments, and the recovery is one step faster
- Accumulate conversion samples in advance for the follow-up launch launch, improve the cold start efficiency of the first launch, and improve the ability to run volume
3. Pain points of game APP pre-download delivery
The actual conversion behavior that occurs during the pre-download is activation, but there is a lag in payment, which makes it impossible to match the current cost control logic, and is more or less flawed.
Fourth, the description of the delivery plan
1. Brief description of the program
Brief description of the solution:
Use paid dual bidding orders to build a pre-download account, and the customer only sends back shallow conversions before the initial launch, and the system only controls the shallow cost; After the initial launch, customers begin to send back the paid data brought by the pre-download, which is used for model learning and cost control, and the system can control the cost at the same time.
2. Delivery process
Delivery Process & Precautions:
➢Step1Confirm the delivery account: The new account is used for the pre-download, and cannot be used to place other products.
➢Step2Account whitening: Communicate with customer operations to whiten accounts, confirm that the account whitening takes effect, and then build an account.
➢Step3Account Setup: All orders placed by the pre-download account must use dual bidding, and the corresponding orders must still be placed after the initial launch.
➢Step4 Paid postback: After the game is officially launched, (confirm with the customer) continue to return the paid events and payment amount brought by the pre-download.
3. Data statistics
Statistics:
- There is no limit on the first day for the statistics of [Cumulative Payment Amount] and [First Payment Amount], and the data display of Qilin report data is consistent with the current logic when placing pre-downloads.
- Configure the pre-download whitelist account [Payment amount on the day of activation] to calculate the first-day payment caused by the pre-download on the same day, including the normal payment on the day of activation and the first-day payment caused by the pre-download.
- The pre-download [payment amount on the day of activation] statistics time window is 7 days, that is, the pre-download activation callback time - the first day payment callback time≤ can be counted.
- CASE: A game was released for pre-download on July 31, and the game was launched at 0:00 on August 1, and the game remained normal after the server was launched.
iQIYI advertising - for more details, please pay attention to the iQIYI Qilin official account.