Game developers in India have been looking for ways to diversify and boost their revenue for a while now. Monetization and retention are currently some of the ongoing issues faced by game developing companies, which are resorting to using alternatives such as offering concessions in the price of the mobile games; in order to extend their user base.
Social Listening to Boost Revenue for Game Developers
The game developers are striving to bridge the gap between the market offerings and consumer requirements. They are also taking into consideration the consumer reviews and testimonials of the already existing mobile games in the market in order to design their games depending on the consumers’ interests and preferences. This is where social listening comes into play. With a majority of the people having a social media presence nowadays, it is a surefire way of gaining insight into their interests and passions. Game lovers generally post their preferences and expectations on social media platforms to be shared with other like-minded individuals.
The game developing companies need to be aware of the consumer intent in purchasing the games. Most of them tend to aspire for mobile games with serene settings and playing in peaceful surroundings; while a few others may prefer different and unique formats for the games (such as: in vernacular or other favourite languages, styles, etc.). The games can be developed using our culture as the basis for themes as a majority of the people are familiar with it. Modifications can be done to popular games so as to increase the number of downloads. This, in turn, helps the game development companies in boosting their revenue generation.
Data is the cornerstone for any pay-per-click (PPC) marketing campaign. It is imperative that marketers know what their primary goal from their paid search (PPC) campaigns is. They need to declutter the excess data before attempting to revamp the campaigns.
Enhancing Pay-per-click (PPC) Campaigns
A few methods of enhancing the paid search campaigns are listed below:
- Monitoring the channels and campaigns: In case the marketers are conducting their campaigns across multiple channels; it is highly essential to observe which channel is performing well for their primary key performance indicator (KPI).
- Monitoring the budget and impression share: It is a good practice for marketers to assess the budget and evaluate the search impression share (as it mainly depends on bidding on their own branded terms).
- Applying bid adjustments as per hour of day and day of week: Generally, manual bid management is done at the keyword level. Marketers can adjust the bids by hour of day or day of week depending on the performance in order to boost the results.
- Making bid adjustments depending on the location: Some locations perform better than others. It is imperative to evaluate the performance based on the location and make the bid adjustments accordingly.
Conducting search query analysis and checking for negative keywords: Marketers need to conduct search query analysis in order to check for negative keywords so that they can eliminate these keywords from their campaigns (as they may not convert).