How to Guide for using Facebook Ads to Drive Installs and Re-engagement to your Mobile Game. Jun

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1 How to Guide for using Facebook Ads to Drive Installs and Re-engagement to your Mobile Game Jun

2 Introduction Every month, the Facebook Gaming team focuses on a different subject and shares best practices, showcases and products to help gaming developers improve their games in categories such as user acquisition, player engagement and retention, monetization, etc. Table of Contents Facebook, the Right Platform Gamer Insights Reaching the Right Audience Use your Data to Drive Acquisition Creative Best Practices Creative Best Practices II Why Re-engagement is Important Re-engagement Strategy Re-engagement Objectives Mobile Apps Checklist Facebook Documentation

3 Facebook, the right Platform In 2014, Facebook drove 3.5 billion installs for apps across desktop and mobile (organic + paid). Implementing simple best practices can have a huge impact on performance and our goal in this guide is to highlight what successful advertisers have been doing to drive results. The reason so many gaming companies chose Facebook as their main platform to promote and distribute their game is that there is no better place to reach your audience. A few interesting data about your players: 74% of strategy gamers log into Facebook at least 6 days per week Action, Casino, Strategy and Hidden Object gamers are also very active, with at least 70% logging in at least 6 days per week 67% of Simulation gamers and 64% of Adventure gamers log in at least 6 days per week Read key best practices and opportunities on Facebook about: How to develop the right targeting to drive acquisition Tips on the best types of creative to use How to use Facebook as a successful Retention and Re-engagement platform Sources: Facebook Internal Data, March 2015 Stated Facebook data from Gamer Insights Tool, May 2014 Data pulled from Facebook canvas games only Facebook internal data based on reported and inferred global user data, May

4 Gamer Insights In an examination of the demographic and behavioral profiles of people who play the top 6 gaming genres on Facebook, we found that each genre has players with distinctive characteristics beyond gaming. For example: 51% of Adventure gamers globally love European football. 37% of people who play Hidden Object games globally like literature/reading. 48% of people who play Action games globally listen to rock music. 32% of Simulation gamers globally like luxury goods. However, cross-device access is a commonality. At least 60% of the people we studied play Facebook-connected games on both desktop and mobile. However, 29% of Simulation gamers and 21% of Casino gamers play on desktop only, while 18% of Strategy gamers and 16% of Action, Casino and Hidden Object gamers play on mobile only. Links to the study and Player Profiles are available on page 13. Sources: Stated Facebook data from Gamer Insights Tool, May 2014 Data pulled from Facebook canvas games only Facebook internal data based on reported and inferred global user data, May

5 Reaching the right audience Across desktop and mobile, more than 445 million people play games that are connected with Facebook every month.* Facebook can help you reach all the people who matter to you, every day, across every device. Interested in similar apps Living in London Age and gender Engaged gamer Android phone user Use Facebook to reach the most relevant mobile audience for your game. Facebook delivers the most accurate reach on narrowly targeted campaigns versus the online average, which is down to our acute targeting capabilities. Core Targeting Capabilities: Interests: Reach people based on their interests, hobbies, and Pages they like on Facebook Location: Reach people in cities, countries, and communities where you want to do business Demographics: Reach people based on demographics like age, gender, education and more Device/OS: Reach people based on the device they use, the operating system they re on and if they re on WiFi. Behavior: Reach people based on their purchase behaviors, device usage, and other activities e.g. engaged gamer Source: Facebook Internal Data, March

6 Use your Data to Drive Acquisition Zynga/Farmville 2 Wartune Proficient City 5.8X net return on ad spend in 3 days 2,285 Mobile app reinstalls on new devices at $3.90 ecpi 2X Higher ROAS when lookalike audiences were used 3X Higher payer conversion when lookalike audiences were used Use your data within Facebook to pinpoint the most relevant target audience to drive high value acquisition and installs Use Lookalike audiences to identify and reach the gamers most likely to install your app, by identifying and reaching people who are most similar to your current players Use your data to identify the most high value players and upload this list as a custom audience on Facebook. From this create a seed audience, which Facebook will use to find people who look most like your existing high value players. This allows you to drive high quality installs and streamline targeting to the most relevant and profitable audience Use your data via custom audiences to exclude your existing customers on acquisition campaigns, to minimize wastage Drive higher payer conversion and ROAS when using Lookalike strategy Source: Facebook case studies Proficient City, June

7 Creative Best Practices Demonstrate value with your numbers Illustrate what your app does Include Mobile Devices 7

8 Creative Best Practices II Clash of Clans Keep it simple, engaging and authentic Tailor your message to your audience Promote prices, special offers, and discounts in the ad text Reinforce the call to action Adhere to 90 character count to avoid text truncation Customize images to target audience and their interests Test multiple creatives per audience Use lifestyle or product images Illustrate the in-app experience Include platform specific mobile devices (i.e. Android device when advertising to Android owners) Limit text overlap to no more than 20% (Facebook ads guideline) 8

9 Why Re-engagement is Important 66% of mobile free-to-play gamers stop playing new games in 24 hours Having an App re-engagement strategy on Facebook can help you drive incremental profitability of your game. The average consumer has 41 apps on their phone and 66% of app users open apps only between 1-10 times and for Gaming apps, 66% of mobile free-to-play gamers stop playing new games within 24 hours. There is a huge opportunity to engage with lapsed players and be the app that customers come back to repeatedly to make purchases, buy credits and consume new content. It is important to cut through the clutter of downloaded apps to increase the Lifetime Value of players. Source: Swrve s April 2014 New Player Report 9

10 Re-engagement Strategy on Facebook Facebook s app ads helped us boost our sales and deliver an impressive 3X return on ad spend. The combination of Facebook s app ads, clever targeting using Custom audiences and multiple variations of copy gave us results that cant be matched using other advertising channels - Ratko Bozovic, UA Manager, Nordeus Re-engage to boost sales by using custom audiences 3X Return on ad spend (ROAS) Unlock the power of Facebook as a CRM (Customer Retention Management) channel and achieve huge ROI by reactivating lapsed customers Use the Facebook SDK and targeting options like App Events and Custom audiences to deliver relevant messages to existing payers and players in real time Use app engagement ads to drive re-engagement with lapsed players using specific call to actions, such as Play Game within the ad unit. Deep link to specific location within the app, to drive a seamless user experience bringing the user straight to play the game they are interested in A key RMG client used Custom Audiences as a central pillar of their CRM strategy and they saw a 10% higher reactivation rate than their traditional CRM channels, 6% higher deposit rate & 74x ROI. They used their data to identify what a customer likes to play and created imagery to serve the customer an ad for exactly the game they are interested in. They resul tantly use Facebook as a core element of their CRM strategy Sources: NewZoo, 2014 Global Games Market Report, June 2014 & Facebook case study Nordeus, Aug

11 Re-engagement Objectives 27% of mobile gamers generate 73% of all mobile revenue Re-engagement Strategy Segment your customers based on engagement and set a corresponding objective and tailor your message and creative for each of these: 1. All Installers: Objective: Engagement-Drive to play new levels 2. Yet to Act: Objective: Engagement-Get players to join live events Objective: Conversion-Incentivize purchase 3. Re-engagement (MAUs): Objective: Engagement-Drive increased game usage Objective: Conversion-Drive in app purchase to go up a level 4. Retention (people showing signs they will lapse): Objective: Engagement-Highlight live events to people whose frequency of play has dropped Objective: Conversion-Incentivize Purchase to those who have not opened for some time 5. Resurrection (Lapsed users) Objective: Engagement-Showcase new features 11 11

12 Mobile Apps Checklist Drive high-quality user acquisition with Facebook s superior reach and targeting o Core Targeting o Lookalikes Retain your most valuable players by keeping them engaged o Custom Audiences o App Events Quickly make insightful decisions to optimize for business goals o Use SDK for tracking and to allow optimization to reach the most relevant audience for you 12 12

13 Facebook Documentation People Insights & the many lives of Gamers Composite players profiles Mobile App Install Ad setup (detailed) Mobile App Install Ad buying in ads create tool (quick setup) Mobile App Engagement Ad setup Custom Audiences for Mobile Apps Measurement for Mobile App Ads Facebook SDK FAQs What Custom Audiences should your app developer create? App ads helper 13

14 Would you like to showcase your app? Does your app have original features? Do you have any feedback? Estelle Fumé at

15 How to Guide for using Facebook Ads to Drive Installs and Re-engagement to your Mobile Game Jun