Enhanced Cost Per Click: How I Reduced My Game Ad CPC
Mobile game advertising is a wild west. You’ve poured your heart and soul into creating an amazing game, but getting it into the hands of players can feel like throwing money into a black hole. One of the biggest hurdles? The dreaded Cost Per Click (CPC). We all know the drill: high CPCs eat into your budget faster than a hungry Pac-Man, especially when you’re targeting mobile app installs. That is why an enhanced cost per click is essential for successful ads targeting and for lowering the cost per user.
Let’s break down the reality. Facebook, and many other platforms, tend to charge a premium when your campaign goal is directly tied to “mobile app installs.” This is especially true when your target link is a Google Play Store listing. The platform recognizes the high-value action you’re aiming for (an app install) and adjusts the pricing accordingly. It’s a simple supply and demand equation: higher demand for installs, higher price.
This leads to a crucial discussion: cost per click vs CPM. While CPM (Cost Per Mille, or cost per thousand impressions) focuses on visibility, CPC focuses on direct engagement. A low CPM might seem appealing, but if your CPC is sky-high, those impressions aren’t translating into meaningful clicks. And, when you’re aiming for installs, those clicks are the lifeblood of your campaign.
I was facing this exact problem. My game ad campaigns were bleeding money, with CPCs that were simply unsustainable. I needed a solution, and I needed it fast. That’s when I stumbled upon a simple, yet surprisingly effective trick that significantly enhanced cost per click efficiency.
The Trick: The Website Redirect Play
Instead of directly targeting the Google Play Store with a mobile app install campaign, I shifted my strategy. I created a standard website traffic campaign on Facebook. Here’s the breakdown:
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- Website Campaign: I set up a campaign with the objective of driving traffic to a website.
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- Game-Centric Ads: I created visually appealing ads showcasing my game, just as I would for a mobile app install campaign.
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- Website Landing Page: Here’s the key: the link in my ads led to a simple landing page. This landing page was stripped down and focused.
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- Single Button Focus: At the very top of the landing page, I placed a prominent button clearly labeled “Download on Google Play.”
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- Direct Redirect: This button was directly linked to my game’s Google Play Store listing.
Why This Works: The Psychology of the Click
By directing users to a website first, I was effectively bypassing the “mobile app install” premium. Facebook perceived the campaign as a standard website traffic campaign, resulting in significantly lower CPCs.
The landing page served as a simple intermediary. It offered a brief moment of engagement, reinforcing the user’s interest in the game before directing them to the Google Play Store. The single, prominent button made the path to installation clear and straightforward.
The Results: A Significant Drop in CPC
The results were remarkable. I saw a substantial decrease in my CPC, allowing me to stretch my budget further and reach a wider audience. While I was still driving installs to the Google Play store, I was doing it in a more cost-effective way.
Key Takeaways:
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- Don’t always take the direct route. Sometimes, a detour can lead to better results.
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- Understanding the difference between cost per click vs CPM is crucial for optimizing your campaigns.
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- Experiment with different campaign objectives and landing page strategies to find what works best for your game.
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- By focusing on a web traffic campaign, and then redirecting users to the google play store, you can achieve enhanced cost per click.
This trick isn’t a magic bullet, but it’s a valuable tool in any mobile game marketer’s arsenal. By thinking outside the box and being willing to experiment, you can unlock significant cost savings and drive more installs for your game.
here link to my redirect page of my game: https://tetro-balance.weebly.com
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