How to optimize performance ads for gaming brands
10 tips that can elevate your performance advertising strategy to the next level
In the highly competitive landscape of gaming, optimizing performance ads to drive installs and registrations requires more than just following the standard playbook. While widely known strategies such as targeted audience segmentation and creative A/B testing are important, gaming brands can benefit immensely from exploring lesser-known tactics that offer a unique edge.
These advanced techniques tap into emerging trends, leverage new technologies, and capitalize on untapped opportunities within the digital advertising ecosystem. By integrating these practices, gaming brands can enhance their advertising efforts, reaching the right users at the right time with the right message, ultimately boosting installs and registrations at a more efficient cost.
1. Ad placement diversity
In an increasingly saturated digital landscape, finding the right ad placements can make all the difference. By diversifying where and how your ads are seen, you can tap into underutilized channels and reach more engaged audiences.
How to:
- Begin by researching and identifying emerging ad networks specific to the gaming industry or niche markets. Allocate a small portion of your budget to test these networks. Use tools like Adjust or AppsFlyer to track performance metrics.
- Utilize platforms like Google’s Smart Bidding or Facebook’s Automated Placement to automatically optimize where ads are shown based on real-time performance data.
Sample:
- A mobile RPG game might test ads on a lesser-known network like Unity Ads and discover a lower cost per install (CPI) compared to mainstream networks like Facebook or Google Ads.
- Using dynamic placement, ads might shift between social media, in-game, and search ads depending on which platform is driving the best performance at a given time.
Expected results:
- You could see a 10–20% reduction in CPI and 15–25% higher install rates due to targeting users where there’s less competition and higher engagement.
2. Creative iteration with data
Creative experimentation is key to capturing attention in a crowded market. By iterating on your ad creatives based on data insights, you can craft messages that resonate more deeply with different segments of your audience.
How to:
- Use detailed audience insights from platforms like Facebook Audience Insights or Google Analytics to break down your audience into micro-segments. Develop tailored creatives for each segment, focusing on specific game features or themes that resonate with each group.
- Capture gameplay footage directly from your game or use content created by players (with permission). Highlight key moments, achievements, or unique game mechanics to give potential users an authentic glimpse of what to expect.
Sample:
- A strategy game could create separate ad creatives for casual players, highlighting easy-to-learn mechanics, and for hardcore players, showcasing advanced strategy elements and endgame content.
- Ads featuring in-game footage showing a challenging boss fight or a player reaching a high score can appeal to competitive players.
Expected results:
- Expect a 20–30% increase in CTR as users engage more with content that directly speaks to their preferences and expectations.
3. Leverage App Store Optimization (ASO) data
App Store Optimization isn’t just about ranking higher — it’s also a valuable source of insights for your ad campaigns. By aligning your ad copy and targeting with successful ASO strategies, you can create a cohesive and compelling user journey.
How to:
- Analyze which keywords and phrases are driving the most organic traffic to your app store page. Integrate these keywords into your ad headlines, descriptions, and CTAs to ensure consistency across channels.
- Use ASO data to determine which regions are responding best to your app. Tailor your ad creatives and copy to reflect local languages, cultural references, and preferences.
Sample:
- If your ASO data shows that “multiplayer strategy” is a high-performing keyword, incorporate it into your ad copy, such as “Join the Ultimate Multiplayer Strategy Game.”
- For a country where fantasy themes are popular, create localized ads that emphasize the game’s fantasy elements, using relevant imagery and language.
Expected results:
- You might see a 15–25% increase in conversion rates as the aligned messaging across ASO and ads creates a seamless user experience.
4. Incentivized actions
Motivating users to take action requires more than just a catchy CTA. Offering incentives, whether in the form of in-game rewards or exclusive content, can significantly boost your conversion rates
How to:
- Create a campaign offering small in-game rewards, such as extra lives, in-game currency, or exclusive items, for actions like pre-registering, sharing the game, or completing the tutorial.
- Design content that’s only accessible through specific ads or campaigns, encouraging users to download or register to gain access.
Sample:
- A puzzle game might offer a special pack of power-ups to users who install and complete the first level within 24 hours of seeing the ad.
- A multiplayer RPG might run a campaign where users who install via a specific ad get access to an exclusive weapon or skin.
Expected results:
- Expect a 20–40% boost in install rates as users are motivated by the added value offered through these incentives.
5. Advanced targeting techniques
In today’s data-driven world, basic demographic targeting isn’t enough. Leveraging advanced targeting techniques like AI-driven behavioral analysis or engagement-based lookalike audiences allows you to reach the users who are most likely to convert.
How to:
- Use AI-driven platforms like AdRoll or Criteo that analyze user behavior patterns to predict which users are most likely to install and engage with your game. Set up these platforms to adjust targeting parameters in real-time.
- Instead of just using lookalike audiences based on installs, create lookalike audiences from your most engaged players. Use Facebook’s or Google’s lookalike audience feature to target similar users.
Sample:
- A racing game might target users who have spent over 10 hours in-game, focusing on lookalike audiences that match this high engagement.
- AI platforms can automatically adjust bids to focus on users showing behavior similar to those who make in-app purchases.
Expected results:
- With these techniques, you can achieve 30–50% more high-quality installs from users who are more likely to become long-term players or payers.
6. Cross-channel synergy
Creating synergy across multiple channels can amplify your message and drive better results. By aligning your ads with your social media campaigns and using interactive formats, you can engage users on a deeper level.
How to:
- Use insights from your social media campaigns to guide your ad strategy. For example, if a specific post or video performs well, create similar ad content and target the same audience.
- Utilize ad formats that encourage interaction, such as playable ads on Facebook or Instagram Stories, where users can experience a mini-version of your game before installing.
Sample:
- A horror game that sees high engagement on Instagram with a particular spooky character could create ads featuring that character across all ad networks, reinforcing the message.
- An interactive ad on TikTok allows users to play a simplified level of the game, with a CTA to install for the full experience.
Expected results:
- Expect an increase in overall engagement by 25–35% and a higher rate of installs as the consistent message across channels strengthens brand recognition and interest.
7. Time and event-based campaigns
Timing is everything when it comes to ad campaigns. By aligning your ads with in-game events or external trends, you can capitalize on moments when users are most likely to engage.
How to:
- Set up your ad campaigns to trigger based on in-game events, such as special promotions or new content releases. Use platforms like Braze or Leanplum for automated campaign management.
- Align your ad campaigns with popular holidays, seasons, or trending topics. Adjust creatives and messaging to reflect the themes that are top of mind for your audience.
Sample:
- A sports game could run ads during major sports events, offering special content related to the event.
- A game might launch a Halloween-themed ad campaign, with special in-game events or rewards tied to the holiday.
Expected results:
- Time and event-based campaigns can lead to short-term spikes in installs by up to 50% during the event or season, with potential long-term retention if users enjoy the special content.
8. Post-install engagement strategies
Attracting installs is only half the battle; keeping users engaged post-install is where the real challenge lies. Implementing post-install engagement strategies can help you convert new users into active, long-term players.
How to:
- Set up ads that specifically target users who installed the game but haven’t registered or completed key actions. Offer incentives or reminders to encourage them to return and engage.
- Use data from user actions to create personalized follow-up ads. For example, if a user installed but hasn’t played in a week, show ads highlighting new features or content they haven’t tried yet.
Sample:
- A card game might target users who installed but didn’t complete the tutorial, offering a special deck of cards if they return and finish it.
- A personalized ad could show a player the next level in the game, encouraging them to come back and continue their progress.
Expected results:
- Re-engagement campaigns can lead to a 15–25% uplift in user retention and a 10–20% increase in in-app purchases as users are nudged back into the game.
9. A/B testing with a twist
A/B testing is a staple in digital advertising, but there’s more to it than simple comparisons. By expanding your testing methods to include multivariate tests and longer cycles, you can uncover deeper insights that lead to better performance.
How to:
- Instead of traditional A/B testing, where one variable is changed at a time, use tools like Optimizely or Google Optimize to conduct multivariate testing. Test different combinations of ad copy, creatives, CTAs, and placements to see which mix performs best.
- Extend your A/B testing duration to account for ad fatigue and shifts in user behavior over time. Monitor performance throughout the cycle to identify long-term trends rather than just short-term spikes.
Sample:
- A strategy game might test combinations like different taglines (e.g., “Conquer the World” vs. “Build Your Empire”), visual styles (e.g., cartoonish vs. realistic), and CTAs (e.g., “Play Now” vs. “Join the Battle”).
- By running these tests for several weeks, the team identifies that realistic visuals paired with the “Join the Battle” CTA drive the most consistent engagement over time.
Expected results:
- Multivariate testing can lead to discovering a combination that results in a 15–30% higher conversion rate compared to standard A/B tests.
10. Utilize user reviews and feedback
Your players are your best advocates, and their feedback is invaluable. By incorporating user reviews into your ad content and creating feedback loops, you can ensure that your ads are always in tune with what resonates most with your audience.
How to:
- Collect and analyze user reviews, especially those that highlight unique or popular features of the game. Use these quotes or paraphrase them in your ads, creating a sense of trust and authenticity.
- Implement systems where ad performance data informs game development updates. Continuously refine your ads to reflect any improvements or new features added to the game based
Sample:
- An RPG game receives consistent praise for its storytelling. Ads are created that focus on these aspects, with quotes like “The best story I’ve experienced in a mobile game!” highlighted prominently.
- After noticing that users respond well to mentions of certain characters, the development team adds more content around those characters and reflects this in subsequent ads.
Expected results:
- Ads that incorporate user feedback can see a 20–35% higher engagement rate, as they directly address the aspects of the game that players appreciate the most.
As the gaming industry continues to expand and diversify, the ability to adapt and experiment with new tactics will be crucial. By staying ahead of the curve and continually refining your ad campaigns, you can ensure that your brand remains competitive and resonant with your target audience.
Ultimately, success in this space isn’t just about attracting users — it’s about creating a compelling, long-term experience that keeps them coming back for more.
