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11月7日
下午2点 – 5点30分
深圳市南山区粤兴三道8号
中国地质大学产学研基地二楼
开发者沙龙
广州站
James Ren
ironSource UA 负责人
用户获取策略 & 经验分享
- 游 戏 如 何 在 视 频 渠 道 买 量 ?
- UA Strategy and Experience
Developer Series 6x6 Tour: UA Strategy and Case Studies
Developer Series 6x6 Tour: UA Strategy and Case Studies
通常我们的出价策略是什么?
单一出价/简单出价
单一/简单出价定义
针对某个国家或某组国家给出各自的单一价格并分配相应预算
1. 提高单价
2. 更换素材
3. 产品优化
4. 黑白名单
Q: 如何优化?
ECPM=CPI*CTR*CVR*1000
单一/简单出价优缺点
优点: 简单,适合全渠道铺开,快速定位到有潜力的渠道
缺点:优化过于简单粗暴,量级增长非常有限
上线信模板
KPI的进化
次留RR 广告投入产出比ROI数量 优质用户
多重出价策略
ironSource团队通过计算每个国家、每个渠道的ROI达成情况,得出符合KPI的最优出价,通过对
ROI高于KPI的渠道进行提价,低于ROI的渠道降至适合价格,使预算流入优质渠道,在保持最佳
ROI情况下实现量级的稳步提升。
因为这一出价方式针对渠道(app)这一层级进行,因此也被称为”app-level bidding”.
更好的优化策略
素材优化,提高转化
第二阶段第一阶段 第三阶段
调整出价,积累量级 多重出价,持续优化
优化流程
Idle Hero 案例共享
精细优化策略提升UA广告系列效果
•
建立全球性的UA广告系
列
iOS和Android系统均支持
● Droidhang Games是一个面向全球市场的游戏开发公司,Idle
Heroes 正是由该公司开发设计的一款角色扮演游戏。
● 盈利策略主要来自于游戏内付费(IAP)。
● 广告主对用户获取有明确的投资回报率(ROI)目标。
背景介绍
+
Droidhang Games希望在用户获取方面达到极高的规模水平。
同时他们要求获取的用户具有高质量。针对这些要求,他们希望选择的合作伙
伴能够满足以下条件:
●提供全球化规模
●有能力获取足够多的高质量用户
●具备确保最佳ROI所必需的优化技巧
艰巨挑战
我们的解决方案
1. 广告素材创意优化
ironSource团队以A/B test方式不断测试不同类型的广告素材,持续优化广告素材创意以提升广告转
化力。
Interactive rewarded videoPlayable Ads
Rewarded videoInteractive end card
我们的解决方案
2. 提高基准出价
积极提高广告的基准出价,积累下载量,以快速确定我们的网络中资源的价值。
3. 数据分析并进行多重出价
广告主可以通过ironSource共享应用内购买数据,我们的的团队通过分析网络中每项资源的竞
争情况,测算用户质量,从而为每个国家的各个渠道计算出满足客户的ROI KPI的正确的出价。
团队会计算每个国家、每个渠道的ROI达成情况,计算符合KPI的最优出价,通过对ROI高于KPI
的渠道提价,低于ROI的渠道降至适合价格,使预算流入优质渠道,在保持最佳ROI情况下实现
量级的稳步提升。
9周之后,ironSource成功帮助 DH Games提升
2600%的安装量并达到其 ROI KPI目标。
Raising Base Bids
100%
120%
在美国设置bid
per application
85%
75%
KPI达成度
结果
在全球设置bid per
application
第一周起安装量变化率%
素材创意优化
2000
3000
1000
0
提高基准出价
“ironSource 成为我们的UA主要合作伙伴仅仅两个月时间。
令我们感到满意的不仅仅是他们的库存规模或质量,更是他们的素材创意优
化能力。
利用应用级别报价系统, 我们能够准确定位我们应付给用户的价格,从而保证
获取高质量用户。
我们设置了极其苛刻的KPI,然而ironSource完美地达标了,从而保证了我们
的最佳ROI。”
Droidhang 评价
Futao Zhang, Marketing Director, DHGames
除了多重出价策略,如何
进一步寻找优质渠道?
Playrix如何以CPE方式从积分墙
获取优质用户
什么是CPE?
CPE全称为Cost per Engagement, 其”engagement”是指由广告主指定的应用
内某一行为,如“完成新手引导” 、“到达第x关”,CPE依托Offerwall的强大流量和
奖励机制,用户在完成该行为后可以获得相应奖励,同时广告主仅对完成该行为
的用户付费。
CPE campaign取得成功的关键在于精准选取最合适的互动事件,该事件应该易
于达成,同时又足以让用户对产品产生兴趣,进而在获得奖励之后愿意继续留在
游戏中长期互动和付费。
结果
经过ironSource和Playrix的密切沟通和配合,CPE campaign获得了日均11,000的
活跃用户,是RV campaign的15倍。
Thank You
( 所有分享资料 , 将发布在公众号内 )

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