Facebook Ad Creatives
No matter what platform you’re using to reach your audience, from TV ads to general display and social media, to in-app ads, it’s critical that your Facebook ad creatives and your messages are a cut above the rest. Also, because your target audiences only offer a moment of their attention, the most eye-catching and best Facebook ad creatives will win and convert gamers into engaged players.
Genres of Gaming
Across all genres of gaming, we’ve seen a few common creative tactics that appeal to gamers. For instance, Power Language. Also, using phrases in your Facebook ad creatives like “Best New App,” “Top-Ranked,” or “Most Addictive,” works well. In addition, including language that offers Social Proof is effective. “Downloaded more than 10 million times worldwide,” is one example. Also, “Over 2 million active users.” is another. Plus, “5 million players love this app.” is effective, as well. Including strong calls to action in your Facebook ad creatives is key to click-through. Such as, “Play Now”, “Download”, and “Get Started.”
Nuances Between Game Genres
At the same time, there are nuances in what it takes to have successful Facebook ad creatives between game genres. We’ve run over $260 million in Facebook advertising campaigns for companies, including game developers across a wide array of genres, and the following dives deeper into the differences between Casino, Action-Adventure, Brain/Cognitive Training, and Casual Games:
A hotly competitive market, online casinos, and gambling titles have grown to become a $40 billion industry. It is projected to reach $67 billion by 2020 (Research and Markets, 2016). Therefore, our campaign results indicate that the most successful Facebook ad creatives use the brightest colors with high contrast. And, specifically, “busy” videos with lots of eye-catching moving elements, like running slot machines and text, are highly effective. But, be sure to include images of coins and money in ads as well. The combination of these elements gives players the idea of excitement. Especially, of what they might experience when being in the hustle and bustle of actual Las Vegas casinos.
When designed well, action-adventure games will capture player attention with a blend of great storylines, combat, and problem-solving. The Facebook advertising creative is not all too different. In addition, we find that short, fast-paced videos showing sequences of exciting activities are the most effective. For instance, showing the in-game character aiming and shooting in a hunting-style game, like Big Buck Hunter. Or, showing the characters pitching in a baseball title, or kicking and scoring in a soccer-style game. These types of Facebook ad creatives are successful because fast sequences of action show the game’s highlights. Also, the fast action conveys the excitement a user might feel when accomplishing a goal within the game.
Brain and Cognitive Training Games
The billion-dollar brain-training industry is marketed to improve cognition or help prevent age-related brain decline through entertaining games. Facebook Ads that feature either images or videos asking users to solve puzzles, or challenge the user’s intelligence are the most effective in driving click-throughs. Also, these more interactive creatives are engaging by putting users in competition with themselves. This makes the user want to download the game to measure their cognitive abilities and verify results. As a result, these types of creatives also show the game’s value in a fun, yet intelligent way.
While a broad category, casual games reach the mass market. They do this by offering more simplistic gameplay rules and learned skills, compared to more complex hardcore games. In addition, casual games appeal to a wide audience of users. Yet, there are still best practices to be used when designing Facebook ad creatives. For instance, videos that emphasize the effect a player can have in the game. This includes, decorating a room with a personalized style, styling a fashion model, or preparing food dishes.
Additionally, if a game can leverage celebrity athletes or well-known brands in its Facebook advertising creatives, it will further draw attention and awareness. Leveraging copy that indicates the feeling the user might get when playing the game is helpful, too. For example, “Excitement” or “Relaxation.” Also, copy that asks a question to challenge the user is effective. This engages the user further. Consequently, these types of creatives tell the story of a game. They also focus on the benefits that a user might get by playing. Finally, challenging them to prove something to themselves and other players.
Facebook Ad Creatives Reaching Gamers
Choosing the right platforms, formats, visuals, ad copy, and calls-to-action all present unique challenges. Use these platforms to capture the attention of gaming audiences. Even within these best practices, creative testing is still necessary. Aim to find winning combinations of video length, font color, copy, and content. Combinations that will delight users to install, play, and spend. So, keep testing, and you will find the best Facebook ad creatives that convert target users into engaged players.