This week, we’re going to dig deeper into the process of launching a successful paid campaign. We’ve already explored many aspects of user acquisition, including how to prepare your app for a marketing campaign. Now, let’s take a look at the process of designing ad creatives; an essential part of the success of any paid campaign.
Let's get started!
Facebook continues to dominate social media in 2017, so we’re going to mostly focus on what that platform has to offer. As you may know, Facebook's Ad portfolio has considerably increased, and they offer a wide range of formats from images, video (including Video Stories on Instagram), to the immersive experience of Canvas.
So let’s get to work...
Here are some steps to follow during the planning process:
1. Set your Goals!
You need to define the goals for your campaign. Ask yourself: What do I want to achieve with these ads? What do I want my players to do once they see this ad?
2. Define your Audience
Who are your players? Who do you want to target? Check your Analytics tool or Facebook Audience Insights to help you with this step. The better you know your audience, the easier it will be to create and personalize ads that will be appealing to them.
3. Key Selling Point
What is it that makes your game different from all the rest? What’s the feature or angle that will make your target audience want to download and play your game?
As this may be the first time you’ve put together ad creatives for your game - let’s keep it simple. We can start by searching for visual inspiration from other campaigns that can be applied to your ad creatives. This is quite a useful strategy if you have limited experience creating ads on your own.
Here are some ways to find examples from other games’ campaigns:
- Google Image Search - By using a simple query, you can access a large number of examples of Facebook Ads.
- Another useful tool that can be used for image search is Pinterest. You can create your own boards and refer to them whenever you need some ad inspiration!
- You can also save Facebook sponsored posts that are of interest, and view them later. Just follow Facebook’s instructions for saving posts.
Try to put together an inspiration board for each idea you want to test. This not only helps with organizing your ideas, but it will also make things easier once we get the ad creation process started.
Do you already have images, videos, or other content that you can use in your ads? (And always make sure that you have the legal right to use any image, sound, or video.) Even if you have the best assets, you’ll still need to adapt them to Facebook’s specifications. You’ll also need to add a call to action that will help you to convert.
If you don’t have a dedicated design team, there are a lot of apps and online tools out there that marketers and social media managers can use to create engaging content without needing of previous design experience.
Canva (easy to use design software) You can drag-and-drop your game’s assets and use Canva’s image editor to create appealing ad designs within minutes. Price: Free (1GB limit), $9.95/month (billed annually), $12.95/month (billed monthly)
Giphy (if you don’t know Giphy you need to get out more…) Giphy recently partnered with Facebook, so all the content you create on their database can be used not only for ads but also for content in Facebook Messenger. You can even create a channel for your game or brand. Take a look at Thumbspire’s Giphy page! The best part? It’s 100% FREE!
Flyr (thousands of video templates) We found out about this app through our contact with Snapchat. They recommended it to us, and we’re hooked! 😍 This native app (available in the Apple Store and coming soon to Android) allows users to create high-quality video content that can be easily shared across social media. Check out these videos we made for a Weed Firm campaign on Snapchat. Price: $9.99 monthly subscription - First month free
Click on the images above to watch the videos
Once your ad creatives are ready, you just need to put them out in the world, see how they perform, and discover what works best for your target audience. Check your campaigns’ metrics, look for the campaigns with the best Click-Through Rate (the CTR measures the effectiveness of your ad on your selected audience), your conversion rate, and your Cost Per Install (CPI).
We feel confident that you have the tools you need to start designing your ad creatives and to achieve your campaign goals. When you’re ready to take your campaign to the next level, get it in touch. We’re here to help!