The most important way to promote online games and web games is media promotion, and media promotion introduces user investment in three modes. That is, CPM, CPA, CPS, the evolution process of the three models under comparison.
CPM: Calculate payment based on thousands of views
CPA: Commission paid on successful registration
CPS: Pay according to marketing effect refers to sales sharing
Early CPM game manufacturers basically used this method to promote users in the media. In the early stages of development of the game industry and online advertising industry, the business model was not yet sound, so they all adopted this method. Due to the inaccurate positioning of target user groups, manufacturers use a huge amount of promotional funds. Due to the lack of choice of business types, we can only passively choose to accept the promotion effect characteristics: not responsible for efficiency and effectiveness.
CPA further promoted the business model on the CPS and CPM models and began to be responsible for the promotion efficiency. In the early days, CPA specified a certain order of magnitude based on the number of clicks and registered users to calculate the commission for a single user. From the early stage of the business, cheating registered users to defraud commissions has gradually transformed into valid user registrations and payment of commissions. After users register for a game, they activate their accounts, create characters, and in-game characters reach a certain level. For example, if the game character reaches level 10, commissions are paid to valid registered users. For example, if you play the promotion system of the Alliance web chess and card game joint operation platform and successfully recommend a webmaster to access the game, you will receive a dragon coupon equivalent to RMB 5. Features of promotion effects: Start taking responsibility for promotion effects.
CPS further develops the CPM method and is a promotion model for individual users and game players. Business representative case - promoter system and promoter system, helping new players grow into active players, and paying commissions to promoters according to the different levels reached by novice players. This business model is based on the online advertising business model for physical product marketing, such as: Vancl Eslite, Joyo.com, Dangdang.com and other sales sharing methods. Promotional effect characteristics: Responsible for actual performance results.
【in conclusion】
At present, many web game manufacturers have mostly used the CPA model for marketing in the user promotion stage. The price of a single registered user fluctuates between 2 and 4 yuan. The joint operation platform of Play Alliance web chess and card games even offers 5 yuan. Compared with the previous CPM method and CPS method, generally high-quality products choose CPA, which reduces the need to repeatedly pay high sales share ratios to promoters. Unlike the ineffective CPM method, which pays high costs, it has the distinctive feature of high efficiency.
Products with low profitability have limited available liquidity due to lack of profitability. Relatively speaking, the use of CPM and CPA models are subject to their own conditions. Therefore, the CPS model has become the preferred business model for such manufacturers, which is different from traditional physical product sales. Web game user consumption requires a period of time to cultivate, and is not as effective immediately as physical products, and the benefits are generated more slowly. Since promoters have varying degrees of compatibility between their user quality and user characteristics and the target users of web game products, there are very few promoters who dare to adopt the CPS model for promotion.
Is the CPA business model an option for everyone?
For example, if the CPA fee for a registered user is 2 yuan, then if the consumption contribution of a registered user is less than 2 yuan, use the CPA method for promotion. Then, obviously there will be a loss. The per capita consumption contribution of registered users exceeds 2 yuan, and there are many factors that restrict reaching this indicator.
1. Product quality
2. Profitability design during product development period
3. Excellent product manager management style
4. Competitive factors of similar products
During market promotion and expansion, it is more scientific for manufacturers to select businesses that suit their own affordability based on their own characteristics and accurately calculate the input-to-output ratio, and carry out market business expansion in a targeted manner. The scientific calculation method must be better than a slap on the forehead. and decisions based on experience.
Reprinted from the Wanlianmeng Forum (http://www.wanlianmeng.com/bbs), the source must be indicated.