Cross-promotion is one of the best ways to get new users into your game and the right ad can make all the difference. We have experimented more and more with interstitial ads variations to refine click through rate (CTR) and conversion rate from initial impressions. Here is some of what we’ve learned:
Mobile Ad “Hooks”
There are certain features that we now try to include in all our ads to ensure the highest click through rate. Although it may not always be possible to include all these hooks, we try to stick to at least three of five in any given interstitial. It’s important to remember there are diminishing returns on hooks, if the ad has too much and feels cluttered, it can negatively impact your ad engagement. Here is our Mobile Ad “Hooks” check-list:
- A clickable Call to action (Download Now, Download Free, Upgrade now, etc)
- Branding: Players are more likely to download if they know the product is coming from a brand they recognize and trust
- Price: Especially if the game is free or on sale
- Urgency (Limited time only, Free today only, etc)
- Theme (Christmas, Thanksgiving, Valentines, etc)
Know Your Audience
In past posts, we have covered the importance of understanding your games’ audience. The same principles apply when determining which type of ad to show your players. We’ve found that a casual gamer audience reacts best to friendly animals in contrast to threatening robots.
Test Multiple Variations
Following best practices is a great way to get started, but ultimately it is important to test different ads to see what works best with your players. There are many different aspects of an ad that can be tested:
- Call to Action
Avoid Ad Fatigue
It is important to update your ads regularly, any given unit has a fish tail curve in relation to user engagement. Over time, an ad’s click through rate can decrease significantly because players have already seen the ad and will ignore it.
Rotate your ads every few weeks to avoid missing out on valuable clicks!
From the Makers of…
When cross-promoting between two games, we want players to know that they can expect the same quality from the game being advertised as the game they are currently playing. We find that by adding a “From the Makers of” banner helps to convey that the ad is done by the same company and increases the click through rate of the ad greatly.
Leave a comment with your own mobile advertising tips and stay tuned for more articles about mobile ads in the future!