手机应用广告盈利潜力编辑本段回目录
作者：Bryan Atwood
对于手机游戏来说，除了应用内置付费功能之外，广告盈利也是收入的重要来源。
那么，什么是游戏盈利的最佳方法呢？你选择的是哪个手机广告商？如何才能时你的游戏盈利达到最大化呢？
在本文中，我们将介绍4种增加广告盈利性的方法。首先，只专注于免费应用非常重要，因为应用下载量绝大多数来源于此类应用，同时还要对手机广告网络有所了解。
手机广告网络的运营基础是点击付费。这意味着，向用户展示的广告越多并不等同于可以为你带来更多盈利，除非你能够提升用户点击广告的次数。顶级网络广告的CPC价格为：320×50条幅广告每次点击计费4-5美分。
你的盈利为印象数量乘以点进率（游戏邦注：下文简称“CTR”）乘以每次点击费用（下文简称“CPC”）。CTR数值可能会有很大差别，但这也是需要关注的最重要数据。CTR的变化幅度在10%到0.006%之间，将CTR目标设定为1%较为合理。根据上述数据，每1000次广告印象盈利0.5美元算是较好的表现。
那么，现在你知道了自己需要实现的目标。以下便是4种可以让你从手机广告中获得最多盈利方法：
mobile advertising(from mobileadvertisingrus.com)
1、使用多个移动广告网络
在电脑网络中，发行商可以插入1个AdSense标签并在当天反复调用，因为通常情况下它的效果可以超越其他网络。但是对于移动广告网络来说，事情并非如此简单。通常情况下，采用4到5个网络的发行商往往会超越其他使用网络数量较少的发行商。为什么呢？首先，移动广告网络无法确保拥有100%的填充率。目前，移动广告印象比广告需求更多，因而使用单个网络意味着用户有时在广告栏位上看到的会是空白。使用多个网络可以确保填充率接近100%。此外，广告网络的多样性目前还不丰富。如果你使用单个广告网络，即便填充率很高，用户也有可能多次看到相同的广告。如果用户多次看到相同的广告，他们对这条广告的敏感度就会减弱。如果使用多个广告网络，可以丰富用户所看到广告的多样性。
2、统一所有页面的广告，确保其始终可见
因为你的目标是让点击量最大化，而不是让印象最大化，所以任何未被点击的广告展示都是一种浪费。CTR和CPM较高的发行商有个共同的做法：在用户使用应用时始终为他们呈现相同的广告。用户往往会很快跳过应用的菜单页面。在每个页面加载新广告可能产生的结果是，在广告加载完成前用户已经跳转到下个页面。如果每个页面使用的都是相同的广告，那么这条广告呈现在屏幕上的时间就会最大化，这样用户就更有可能点击广告。
此外，如果页面是可以滚动的，要确保始终在页面中呈现条幅广告。如果广告从屏幕中消失，那么用户就无法点击，这个印象就被浪费了。许多发行商都会犯这个错误！
3、了解显示广告和隐藏广告的时机
在玩家开始游戏之前在屏幕上放置条幅广告，那么用户几乎不会去点击。用户完成游戏任务后，点击屏幕上条幅广告的可能性较大。同样，当用户处在浏览模式时，广告的CTR较大，因为用户打开应用的主要目标已经实现。
4、就长远利益来看，意外点击并无益处
许多应用开发商认为，任何增加广告点击的做法都是可取的。现实情况并非如此。点击转化率较低也会影响到广告商向你支付的资金。用户体验越好，用户自愿点击广告，这对发行商和广告商来说都有好处。广告可以显示在屏幕顶端或底端，我们发现这两个地方的CTR相近。但是，用户讨厌在尝试做其他事情的时候意外点击到广告。如果应用的控制选项位于屏幕底端，那么就将条幅广告置于顶端，反之亦然。这对用户、广告商和开发商3方都有好处。
总之，多广告网络、放置时机得当、统一性和让用户自愿点击会让应用的广告盈利更上一个台阶。（本文为游戏邦/gamerboom.com编译）
4 Ways To Maximize Your Mobile Game’s Ad Revenue Potential
Bryan Atwood
Your mobile game is live. In addition to in-app purchases, advertising revenue will be an important source of income.
So what’s the best way to monetize your game? Which mobile advertiser do you choose? How do you maximize profits on your game?
We have four great ways. So let’s get to it. First, it’s important to focus solely on free apps – which make up the mass majority of downloads – and understand what kind of performance to expect from mobile ad networks.
Mobile ad networks operate on a cost-per-click (CPC) basis. This means just showing more advertisements to users may not result in more revenue for you – unless you can get a corresponding rise in the number of clicks. The CPC rate from the top networks is somewhere around 4-5 cents for 320×50 banner ads.
The revenue you generate is the number of impressions times click-through-rate times cost-per-click (imp x CTR x CPC). Click-through-rates can vary widely, but this is the most important number to focus on. A good target to aim for is around 1 percent CTR, but this can vary from 10 percent CTR all the way down to 0.006 percent. Given these numbers, a good target performance is around $0.50 for every 1000 ad impressions.
So now that you know what you’re aiming for. Here are the top four ways to make the most of your mobile ads.
1. Don’t put all of your chickens in one basket. Use multiple mobile ad networks
On the desktop web, a publisher can insert an AdSense tag and call it a day, since it typically outperforms other networks. For mobile ad networks, it’s not that simple. In general, publishers with four or five networks consistently outperform those with fewer networks set up. Why? For one reason, mobile ad networks can’t guarantee 100 percent fill rates. There are still more mobile impressions than ad demand, so using only a single network means some of the time your users are going to be served a blank space in place of an ad. Using several networks will guarantee that you can get as close to full fill as possible. In addition, ad networks still don’t have a lot of variety. If you’re using one ad network, there are cases where the fill rate is high, but it’s because a user is seeing the same ads many times. Users will get desensitized to a certain ad if they see it too much. By using several ad networks, you can ensure a variety of ads will be shown to your audience in a given time. In particular, some networks our customers prefer are AdMob, iAd, InMobi, Jumptap and Millennial.
2. Use the same ad on all your pages (and make sure it’s visible at all times!)
Because the goal is the maximize clicks, not maximize impressions, any ad shown that’s not clicked actually loses value for you. The publishers with the highest click-through rates and highest CPMs all have one thing in common: they use the same banner unit as the user traverses the app. Users typically fly through your menus. Trying to load a new ad for each page means that the user will move on before the ad has been loaded. If instead the same ad view is used, it will be displayed for the maximum time on screen so that the user will be more inclined to click the ad.
In addition, if the page is scrollable, make sure the banner ad is always shown. Seems like a no brainer, right? But if a banner is off the screen, the user can’t click it and the impression is wasted. You’d be surprised how often we see this mistake made!
3. Know when to show an ad… and know when to be invisible
Placing a banner ad on a screen before the user is about to start a game will almost guarantee that it won’t get clicked. There is a large jump in clicks on banner ads when the user has finished a task in-game. Similarly, if the user is mid-game or in browsing mode, an ad will have a higher click through rate since the main purpose of opening the app has been completed.
4. Accidental clicks don’t really help you in the long run
Many app devs believe getting any clicks for their ads is good business sense. Not so anymore. Eventually poor conversions from clicks will just adjust the price advertisers will pay for advertising. The better user experience and true intent to click on ads, the better for everyone. Users will notice banners whether it’s at the top or the bottom and we see the same clickthrough rates in both locations. However, they hate clicking on ads when they are trying to do something else. If your app has a set of controls that is concentrated at the bottom of the app, make sure the banner is at the top, and vice versa. This will lead to happier users, happier advertisers, and happier publishers.
There you have it. Multiple networks, placement, consistency and real intent of click will drive your game to the next level of revenue. (Source: Gamasutra)
