this article I'll be discussing all thing Advertising; from what your
options are, to where works
and doesn't, and what kind of CTRs (Click Through Rates) you are trying
to achieve, with tons of data to look at (hard
data is what truly defines the success of an ad campaign).
intend to focus heavily on traditional online banner advertising, but
will touch briefly on other types for you to use as a guide in your
very important terms:
The number of times your banner ad(s) appeared on the page for someone
to see. Impressions vary based on how many you buy, and site
large sites sell impressions, while many others sell a percentage of
page loads and you hope it's high that month.)
The number of times someone (or something) clicked on your ad when it
- CTR: Click Through Rate.
The percentage of Impressions that
usually less than 0.5%. (Clicks
/ Impressions * 100; listed as a percent. ie: 0.34%)
early thank you to Chad Krizan (BoardGameGeek.com's
Advertising Master) and Ray Wehrs(Kingpin
Games) for their help on these two Articles!
Disclaimer: with an ever-growing
ever-changing market, with endless places you could advertise,
it's going to be hard to be comprehensive. We'll see how far we can get!
let's talk about your...
Options as a first/second time Kickstarter, with quick suggestions.
Ads-A must when placed on the correct sites
Ads-Strongly suggested when well targeted
Post-Boosting-Suggested when used properly
- 3rd Party Reviews -
A must, paid or free-(Though not technically advertising)
coverage-Ideal, but never guaranteed-(Not technically advertising)
presence-Rarely useful for live Kickstarters, do this before and
after the campaign instead
Advertising-Same. But, a must if you're at one and have a booth with
Promotion Companies (the ones that spam mail you)-Absolutely to be
Topic: Banner Ads
Ads work. Period. That's why you see them everywhere you go. The ticket
is to put the right type of ad in the right places.
GIF Advert from ADAPT 2.0 putting heavy emphasis on the reviewer
common sizes: 728×90 (above); 160×600
(called "tower" ads); 300×250-sizes in pixels.
Types: PNG (high quality still image); JPG (good quality still with
smaller file size); GIF (medium/low quality psuedo-animated image);
FLASH (high quality full animation movie).
Post by Chad Krizan!
spoke at length with Chad Krizan, the advertising guru of
BoardGameGeek.com, about this topic and asked him a bunch of questions.
what he had to say...
Do the still, gif, or flash ads tend to have higher CTRs? Lowest?
Static ads usually outperform animated ads. However, this is typically
because people over-engineer their animated advertising. Keep in mind
that the average page view is around 8 seconds, and a viewer may very
well scroll away even before then; "fluff" animation at the start of an
animated ad is a total disaster for CTR. Chop off those fluff frames
and get to the point (which results in a, wait for it... static ad!), or
you're losing potential clicks.
you do use animation, make it something subtle (motion in the
background), but don't change the meat of the ad. Absolutely do not
cycle through a bunch of "fluff" frames that obscure what the ad is
Flash like the plague! As of a few months ago, Chrome requires a play
button to be pushed on anything Flash, which has killed it as an ad
format for as long as that's the case.
How do you design an ad that generates a high CTR?
artwork. Theme and quality. If you skimp on either of these things,
you're already hurting your future marketing. People's first impression
is simply how it looks, and people click ads for cool-looking stuff.
of a deep discount, or showing the price in the case of a very cheap
game. People like deals!
of urgency, such as "Final 48 Hours!" or "Ends Today!". People don't
want to miss out!
company logo, if you already have a good reputation. Of course, this
doesn't help out new publishers trying to break into the hobby, but it
can come around in the long term.
Any other tips you can think of?
had a few other things to share...
saturation (of ad impressions) is good for branding, but results in a
lower CTR as people see the same ads over and over but may only click
your ads somewhat frequently, refreshing the appearance, will increase
ads with urgency or events is great ("Only 48 hours" or "Stretch Goals
off on advertising until day 2 or 3 of the project. As organic early
funding vouches for the validity of the project to the new visitors.
your project is failing, throwing more traffic at it likely isn't going
to help. Ads don't sell a game; your Kickstarter page does.
is an average CTR for BGG; under 0.20% is bad and needs rework,
anything over 0.45% is quite exceptional. (These ratings may be diff
for other sites.)
bother with "hype" banners before a product is available or before the
you Chad for offering your time and expertise. These tips are amazing!
a closer look at Chad's last
bullet point above, it's the idea that
coalesced all this info together to finally issue this KSAC into
existence, (advice I wish I had before I had to figure it out on my
own) take a look at our guest post on Stonemaier Games' Kickstarter
are your thoughts on advertising?
you notably prefer still or flash ads?
clip the text here, and move on to numbers, charts, and heavy data
analysis in KSAC #17.5 aptly named: KSAC
#17.5 Ad Data Analysis.