Summary
Promoting tabletop games through social media ads, also known as PPC Ads, involves more than just focusing on CPA (Cost Per Acquisition) and ROAS (Return on Ad Spend). While these metrics are important, they don’t capture the full picture of your ad campaign’s effectiveness.
For tabletop games, community engagement and long-term value are crucial. This article explores key metrics beyond CPA and ROAS, including audience engagement, organic and paid reach, conversion rates, and lifetime value, to help you optimize your social media ads for greater success.
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Why Look Beyond CPA and ROAS?
CPA and ROAS provide insights into the immediate financial performance of your campaigns, but they don’t account for the broader impact on your brand and community. For tabletop game creators and publishers, building a loyal community and ensuring long-term customer retention is equally important. By focusing on additional metrics, you can gain a more comprehensive understanding of your campaign’s success and make informed decisions about where to allocate your resources.
Audience Engagement: Your Game’s Lifeline
Engagement is vital for building a loyal community. Track likes, shares, comments, and overall interaction with your posts. Think of engagement as the pulse of your game’s community, indicating its health and vibrancy. High engagement rates, such as shares, post saves, and comments, suggest that your content resonates with your audience, fostering a sense of community and loyalty.
To boost engagement, create content that encourages interaction, such as polls, contests, and behind-the-scenes looks at your game development process. Respond to comments and messages promptly to build a strong connection with your audience. Consistency in posting content is like organizing a new game session with your friends. They may be excited about the first game, but if you, as the Dungeon Master (DM), don’t follow up and plan the next sessions, it’s easy to lose enthusiasm and interest.
Organic and Paid Reach: The Two Pillars
Organic reach shows how well your content resonates without paid promotion, while paid reach ensures your message gets seen by a broader audience. A well-known rule of thumb is to allocate 80% of your PPC ad budget to drive sales and 20% to boost community and reach. This balance helps build a strong foundation and extended visibility.
Even though organic reach is free, it can be enhanced with paid ads. By promoting content that performs well organically, you can amplify its reach and impact. For instance, if a post receives high engagement on your Instagram or Facebook feed, consider boosting it to reach a wider audience and drive more traffic to your Kickstarter page.
We can only multiply, not create interest
Converting Followers to Buyers: The Ultimate Quest
Measure the rate at which your followers convert to paying customers. Conversion is like turning casual players into dedicated fans of your tabletop game. Optimize your calls to action (CTAs) and content to encourage this shift. For example, use clear and compelling CTAs in your posts, such as “Back Us On Kickstarter”, “Join Our Community”, “TTRPG 4Life” or whatever is the most valid and creative name works.
Additionally, consider offering exclusive rewards or incentives for your social media followers who back your game. This can increase the likelihood of conversion and make your followers feel valued and appreciated.
Lifetime Value (LTV): The Long Game
LTV measures the total revenue a customer generates over their relationship with your brand. Think of LTV as the grand saga of a character’s journey in your RPG world. Enhance LTV by fostering loyalty and repeat purchases through targeted campaigns.
To increase LTV, focus on providing exceptional customer experiences and maintaining regular communication with your backers. Offer updates on your game’s progress, share tips and strategies for playing, and create exclusive content for your most loyal fans.
Actionable Tips for Measuring Success
- Track Engagement Metrics: Monitor likes, shares, and comments to gauge community health.
- Balance Reach: Use 80% of your budget for sales-driven ads and 20% for community engagement.
- Optimize Conversions: Encourage followers to become buyers with compelling CTAs.
- Enhance LTV: Focus on customer loyalty and repeat purchases.
How Can We Help with Your Social Media Ads?
Ready to optimize your social media ads for tabletop games? Let’s do it!
Schedule a call with us today to learn how BeeMedia can help you measure and maximize your campaign’s success and let’s ensure your next campaign is a critical hit!
