7 Golden Tips for Creating Facebook UA Campaigns

Ori Meiry
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There are many ways to acquire new users – some of them being more effective than others.

Even though there are many new platforms catching up and improving their advertising tools, Facebook is still the most flexible and precise advertising tool that we are aware of; especially for gaming.

After 4 years of experiencing, learning, testing, and evolving with Facebook, we have compiled for you a list of the most basic and important tips for planning, launching, and optimizing a user acquisition campaign for your game.

  1. Each Genre and each game in it should have a different User Acquisition Strategy:
    Spend more time on research, know your competitors, what is your game uniqueness? what’s your games bring 7 icons -06to its genre?
    Your competitive advantage can stem from a myriad of unique features – look & feel, deep social features, power of your brand, etc. All the above should be formulated to matching your acquisition strategy.
    e.g. approach your users by emphasizing your social aspect, your unique gameplay, your characters options, the unique quest the user will go through and etc…
    Since the end user who plays hard core games is usually different from a user who love to play puzzle games, each game genre will require different approach, targeting, creative and basically complete different marketing strategy.
    This will define Strategy in terms of targeting, marketing creative, your Facebook community or any other social assets.
  1. Define your desired User Profile:
    • Which gender performs better in your game?
    • Which age groups are more engaged to your game?
    • Does users from specific countries/ cities tend to engage with your game more than others?7 icons -01
    • Other than loving your game, which other common Interests might your players have? Do they tend to like certain music/books/films, do they relate more to large or boutique brands, do they have common hobbies?
    • What is your users average education or income level?
    • Which computer/ mobile device are they using?
    • How many hours a day they are using these devices?
    • Are they trendsetters? Are they early adopters?
    • How loyal are they?
    • Other behavioral definitions which define the matching of users to your game.
  1. Understand What Drives Your User to Engage:
    • What are users looking for in your game?
      • What is the daily trigger point to increase probability to retain?
      • What are the social elements in your game?7 icons -02
      • How does your game encourage stickiness?
    • How to approach users?
      • Creative – the MOST effective impact on the user; it all comes down to being creative. Any detail that you learned through your research should be reflected in your ad.
      • Text, language, terms.
  1. Leverage Facebook Platform:
    • Demographic targeting – target people based on demographics such as age, gender, relationship status, education, workplace, and more.
    • Interest targeting – define your ideal audience by their interests, hobbies, and pages they like on Facebook.7 icons -05
    • Lookalike – reach new users with similar profiles as your existing users based on their Facebook algorithm which takes into account more than 100 behavioral attributes.
    • Behavior – reach people based on their online consumer behavior, device usage, and other activities.
    • Device – type, OS, connectivity, technological capabilities.
    • Social/Viral platform – improve your social lift by using Facebook features in your ads and in your game.
  1. Define KPIs – Quality, Quality, Quality!
    The rules for achieving you goals involve understanding the user funnel, defining the pressure point at each phase, and tracking users in order to achieve optimization.7 icons -04

    • What is the earliest event that can predict the lifetime value?
    • Engagement – define the action that indicates that this user is engaged, or even better, a find preliminary event that will forecast the user engagement.
    • Retention – will usually correlate with engagement. Will assist in understanding the loyalty of the user.
    • Monetization – define the event which will predict the user value.
    • Organic and viral lift – measure the event that shows the viral influence on the users you acquired.
    • Time to first conversion – what is the average period of time for a relevant user to convert.
  1. Optimize Smart:
    • Use automated tools – even though your campaign works 24/7, globally; intelligent use of these tools will ensure that every penny is used wisely and that your impressions are reaching a captive audience.
    • Be patient! Give the campaign sufficient time to reach your goals and convert according to your KPIs.7 icons -03
    • A/B testing – everyone agrees that the most important part of the optimization process is testing – so test everything! News feed vs. RHS, Male vs. Female, launching ads at 8pm vs. 8am, CTA button, short & clear body text vs. sophisticated body text, lifetime budget vs. daily budget, broad targeting vs. surgical targeting, iPhone 6 vs. iPhone 6 Plus, and of course text and images. However, this is just the tip of the iceberg. A day in which you haven’t tested is a day wasted!
    • ROI – low CPI doesn’t necessarily mean that you will make an easy return on your investment. The highest quality users might be found in the most competitive media segments. Consider ROI and predictive events to measure quality and not just cost.
    • Optimize throughout the whole funnel:
      • Media: CTR, CPC, CVR.
      • Post-install events: CVR to first action in the game, CVR to retention, CVR to pivot level in the game, CVR to first purchase in the game, CVR to second purchase, stickiness, etc.
  1. Seasonality:7 icons -07
    • Understand media trends and leverage them – beware of media differentials such as weekdays, religious holidays (stay up to date on special days in different markets/ countries/ religion/ etc.), hours and more.
    • Be relevant to your users & leverage what works well.
    • Adjust creative to relevant events (holidays, seasons, important local/global event, sports events…)
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