strongly recommend reading KSAC
#17-Advertising Tips & Stats first if you
to part 2 where we get to the nitty gritty for the information and stat
I'm going to openly display our full advertising stats and together
we'll take a look and draw some conclusions.
Calliope Games was cool enough to be open about these stats too so you
could benefit from their experience as well. So let's start with
The Titan Series' BGG ad data, courtesy of Ray Wehrs and Cassidy Werner
of Calliope Games.
want to start with this one, because even though it's the biggest ad
campaign we'll discuss (over 5 million impressions!), it's really
concise and there is a lot we can pull from it in an easy to digest
BGG gives you "Bonus free impressions" on the homepage if you spend
enough. That's what the right section is, for the same dates
established on the left. You'll see that a lot in the following charts.)
a look at the yellow rows where the campaign was in Preview stage. (They
advertised their preview page like we did for ADAPT 1.0, even more so
actually, which is why, of course, that we reached out to them).
the Click Through Rates (CTR)
in the far right columns. That percentage starts high, and drops
regularly and substantially by the time the campaign was launched.
at the total number of clicks that
went to a Preview Page where a pledge could NOT be made. Compare that
total to the green live clicks; it's less than 1/3rd.
the power of the Bonus Homepage Impressions. The CTR is
WAY higher than that of the standard run. Note: These clicks will
draw CTR away
from the other run, but the value is clearly greater.
at the bottom section, and the purple highlighted
# of clicks. Yes, it's smaller than most other "Clicks" in this image,
but these clicks were all generated in ONE DAY, not One Month. The BGG
Homepage "Takeover" (a BGG special buy) was stated by Calliope to be
"The single best piece of advertising their entire campaign", and it
was only 1 day. Perhaps we should all consider it...?
was kind enough to share their stats advertising on TGN and through
AdRoll too. Here they are.
happen to be combined into large Preview Page and Live Campaign
sections instead of by month.
TGN, you can see the CTR drops
tremendously again from Preview to Live.
for AdRoll the CTR
climbs! That's because AdRoll is a "Retargeting" platform. It
is their job to make your ad more effective
over time, not less (by use of keyword and platform retargeting).
Perhaps they might make advertising a preview page worth it... though
bear in mind Calliope uses this net data to suggest otherwise.
a great view of a Seasonal and Monthly analysis.
let's look at DAILY data.
in the past, and working our way forward, first
I present our Data on The King's Armory ad campaign. It's
a great jumping off point because it was a solid 30 day campaign for a
successful Kickstarter, features stellar CTRs, and even used mostly
animated flash ads.
split the chart wherever we updated/refreshed our ads, and therefore
temperature-highlights are focused within each ad-block. Yellow
dates are "Coming soon" ads.
ad campaign was hugely successful with .40%+ CTRs the whole coming soon
week, and .30%+ the 1st and
most of the 3nd weeks
of the campaign. This is a credit to the ads: their content, their
your ad updates can be delayed (notice our Launch Day Ad posted 2 days
can get lost, though rare (10/29); OR may well not have been live at
all on this day.
an ad must mean it's down for a large portion of the day (or meant this
in 2013) as Impressions plummeted around when we updated everytime.
(Good to know, right!?)
can keep your Homepage Bonus from showing up (see coming soon week
reduced saturation (lowered Impressions) mid campaign to focus fire on
the naturally exciting times. This is why the 11/7 through 11/14 week
has far lower impressions by day. This seems to have worked for us.
of Clicks is clearly reasonably proportionate to the number of
Impressions. More Impressions = more clicks. 11/15/2013 is a stand-out
example of this.
of CTR is inversely proportionate to the number of impressions (as the
same people are seeing the ad they already clicked on). 11/18/2013, the
Monday after we funded when we made a big push all in one day, and
11/27/2013, our last day, are stand-out examples of this. Low CTR, but
huge Clicks. (Ultimately the same point as the above bullet.)
more advertising WILL result in more visibility for your campaign.
is our Halfsies Dice Campaign Daily Ad data. You'll
see a short formal preview time, which I consider fairly successful
since it was only 4.25 days in advance, and then the daily data for the
entire 34 day campaign.
these CTRs were much lower than TKAs. There are a number of
reasons this could be and they're all conjecture...
campaign was clearly for dice.
It's not like a game that you might be
interested in or might not
be. You know you want some new rollers or you don't. (Note
that Halfsies had 2.5x the number of backers TKA did, so this is a
pretty telling bit of conjecture.)
adverts were animated like TKA, but they were not
as interesting as TKA's banners. Mostly just new
dice showing up, replacing the old, to display multiple over time
without overcrowding the image.
season was different. If this matters in anyway, I don't know, but
people do spend much more money in November each year than in March.
was 1.5 years later, and the market flooded between TKA and Halfsies. I
wonder if CTRs across the board lowered on BGG in these years...?
again see a huge CTR jump every time an ad was updated.
oh! Where are our Home Page Bonuses? - I never got
them! So check your ad stats mid-campaign to make sure all is
going to plan.
of all: Look at the purple fields.
What power the "48 Hours left, 8 Dice sets unlocked" banner has! And
the "Final Day-All Stretch Goals Unlocked!" banner has the power to
create the single highest CTR of the campaign.
is our ADAPT (1.0) Data, but there's a lot less to take from
it as it was so very short. I actually pulled all ads 5 days before
formally pulling the Kickstarter Campaign to save money when I knew a
cancelling was inevitable. The campaign didn't never ran long enough to
update the ad.
pulled 11/2, campaign cancelled 11/7
ads may not go up as early on the day you requested as you hope (Day 1
has terrible impression count as a result.) This can have lasting
damage on the bandwagon/snowball effect that Kickstarters thrive on, so
be sure send in your ads several days early and get confirmation they
looking better than Halfsies could reinforce my every point above
regarding Halfsies CTR being lower than TKA's (timing, schedule,
homepage bonuses are amazing CTRs, and since the impressions were more
consistent it provides slightly better data to pull info from.
that when added to the regular run's CTRs it creates a fairly balanced
has another amazing day for BGG CTRs. I honestly wouldn't have expected
this in the first place, let alone to show some level of consistency.
art we could fit in the square Homepage bonus ad was killer, and that
impressions count started huge because we planned on manipulating the
quantities daily, while maintaining an $800 plan; but then plummeted
when we pulled 85% of our advertising cutting our losses when we knew
were looking at an imminent cancel.
singular freaking jump in CTR on a Wednesday is encouraging, but that
Biggest Question: Are certain days of the week better?
see a pretty large jump on TKA's Monday's average clicks, but that's
largely due to 11/18/15 (red) throwing the data off and without that it
shows as the WORST day like the Halfsies data; otherwise we see a
noteworthy curve toward Thurs-Sunday for TKA, but that's largely due to
the huge 10/31-11/3 push. Halfsies is pretty balanced save for
don't believe this data lends evidence that one day or another can be
counted on for more clicks reliably,
but it does begin to indicate that Thurs-Sunday is pretty decent and
Monday just might be the worst. (Makes
one wonder then why Mondays seem good for pledges, while the weekends
tend to slump.) But remember, this is only
looking, rather, at CTR,
the more reliable stat, we see a pretty balanced week for TKA aside
from a notable dip on Wednesday; while Halfsies shows a Thursday and
Sunday as peaks.-Looking at this data I'd conclude that every day of
the week is reliable for getting clicks,
with Monday & Wednesday indicating a lull, and Thursday indicating
a boon.-Whether those clicks result in pledges or not is a whole
different story. For that I'd study Kicktraq's "daily data" which shows
consistent jumps on Mondays, and lulls on Sundays. If anything, that
would be what answers the question "what days are best to advertise".
just a quick snapshot of what I mean there.
This data here shows that for TKA Monday (Cyan)
and SATURDAY (Dark
Green) were the best days for both backers and pledge
income. The last day is Neon
Green, and the last 3 hours (Red)
kicktraq treated as a new day due to timezone issues; I merge that data
with the last day when thinking on it.
data here again favors Monday (Cyan),
but prefers FRIDAY (Yellow)
over Saturday; again the last 3 hours in red ...that's
A LOT of pledges in the last 3 hours!
I want to show some very interesting "Data by Country". The takeaways
here bear far less on how you
advertise, or even who you
advertise to (as I don't think you can control it on BGG), but it
shares a lot of international data about where your
biggest markets are.
put the Takeaways right on each campaign's column, for ease of
"By Country Data".
yourself, this image is huge...
...no really, click it to view the whole
thing and/or download it.
UK, Germany, and Canada are your biggest markets.
by Poland, Spain, Italy, and Australia.
196 Countries reporting, 125 of them aren't likely to click your ad
(approximately 0.9% of your impressions).
apparently really wants board games.
has the absolute worst CTR imaginable (esp. given impressions), my
fulfillment data also says nobody there orders anything either.
countries (Columbia, Peru, Slovenia, +) burn away a ton of your
is a place. You learn something every day.
is a fun place to live.
are places that you DO NOT want to advertise in. So let's look at...
Countries to Advertise in (Geotargeting)
on CTRs and actual order
into account three campaigns, the numbers are very consistent.
is the condensed list from 196 countries BGG has reached for us down to
the top 34.
a country isn't listed it's because the CTR was terrible; the CTR was
poor given the number of impressions it was chewing up; or the CTR was
fine or even outstanding, but across the successful campaigns there
were consistently zero-to-one orders.
countries highlighted in Green will give you the most traffic and the
countries listed in Red are the ones I'll be kicking off the list in my
future Geotargeting based on a lack of order-to-click ratio. Look
at Brazil & Taiwan's impression counts ... compare to zero
orders. What could those 25,000 impressions do in the USA, UK,
this Geotargeting said: I think it's wise to avoid excessive
Geotargeting at the start and close of your campaigns. This way
if there's someone truly interested, they'll get a chance to see it
without the country eating up the impressions.
isn't personal, it's business.
all this data, there's surely something I'm missing. If you find
anything of note in these tables and charts, please share it with us
below. And if you found this article helpful, please use the links in
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