Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on promoting your Unreal Engine plugin with ads. I understand it can be frustrating when a product you put a lot of effort into doesn't get the sales you expect.
From my experience, marketing plugins like yours requires a strategic approach. Jumping straight into Google Ads without a clear plan might not deliver the results you're hoping for. Let's have a look at what you can do!
You probably should target the right platforms...
Okay, so first things first, you're selling a plugin for Unreal Engine. So, you really need to think about where your target audience hangs out online. You said you speak to your customers on Discord which is great. Are there any other platforms that Unreal Engine developers frequent?
Unreal Engine Marketplace: It's gonna sound obvious, but the Unreal Engine Marketplace itself is your primary sales channel. Make sure your plugin has a kickass listing with high-quality screenshots, a clear description of what it does, and maybe even a video demo. Look at other successful plugins in your category and see what they're doing right.
Forums: The Unreal Engine forums could be a good place to engage with potential customers, share your plugin, and answer questions. However, you wanna do this without coming across as too salesy. Be helpful, offer advice, and participate in discussions.
Social media: Twitter, Facebook, LinkedIn (yes, even LinkedIn for game developers!), and even TikTok could all be worth exploring. Show off your plugin in action with cool videos and images. Use relevant hashtags like #UnrealEngine, #UE4, #UE5, #gamedev, #indiedev, etc.
We'll need to look at your targeting options...
I'd say Google Ads can work, but you need to get your targeting spot on. Don't just target generic keywords like "Unreal Engine plugin." You wanna be more specific.
Keyword research: Think about what problems your plugin solves. What are developers searching for when they need a solution like yours? Use keyword research tools to find relevant keywords with decent search volume but not too much competition.
Targeting options: Google Ads lets you target people based on their interests, demographics, and even what websites they visit. Experiment with different targeting options to see what works best for your plugin.
Ad copy: Your ad copy needs to be compelling. Highlight the benefits of your plugin and what makes it different from the competition. Use a clear call to action, like "Download now" or "Learn more." Make sure to use some exciting keywords so people get hooked onto your plugin.
I’d target people searching for the different types of products that you offer, maybe specifically for plugins of Unreal Engine. With PMax, you get some display placements as well. Display and social media ads could be a good option to reach people that aren't actively searching.
I'd say you should improve your Discord and Email Marketing...
You mentioned you're already talking to customers via Discord. That's a great start! Now you need to turn that into a real community. The main thing here is to be responsive and attentive.
Create a welcoming community: Make sure your Discord server is a welcoming place for developers to ask questions, share their work, and get feedback. You may want to think about getting a dedicated channel for your plugin, this will help people find the right info easily.
Engage with your audience: Answer questions promptly, offer helpful advice, and participate in discussions. Run polls and contests to get people involved. The more active and engaged your community is, the more likely people are to buy your plugin.
Collect email addresses: You mentioned that you don't currently have an email list, but this is a must. Offer a freebie in exchange for email signups. This might be a free trial of your plugin, a discount code, or an exclusive tutorial. Once you have an email list, you can start sending out newsletters with updates, tips, and special offers.
Automated emails: It's probably worth it to consider creating automated emails that can guide new users through your products and help them understand how to use your plugin to it's full potential.
I remember one campaign for a similar software tool (though not a plugin for Unreal Engine) where we found that getting people into a community early on really helped with conversions down the line. Think about it: they get to see other people using your stuff, ask questions, and basically get sold on it by the other members as well as seeing how responsive you are. Plus you can then get them onto an email list, I would seriously consider doing this as it'll help you reach out and keep them in the loop without paying for ads. The biggest thing is to make sure that you get them to come back.
You'll need a landing page...
If you're running ads, you need a dedicated landing page for your plugin. This is where people will go when they click on your ad, so it needs to be persuasive and informative.
Clear headline: Your headline should clearly state the benefit of your plugin.
Compelling copy: Your copy should highlight the features and benefits of your plugin, and explain how it can help developers solve their problems.
Screenshots and videos: Include high-quality screenshots and videos of your plugin in action. This will give people a better sense of what it can do.
Call to action: Make it easy for people to download or purchase your plugin. Include a clear call to action button.
I've run quite a few campaigns for B2B SaaS. To get people interested, you need a landing page with persuasive copy. Then need to decide on the right ad platform: for B2B it's usually either LinkedIn or Google Search ads.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Platform Selection | Focus on platforms frequented by Unreal Engine developers (Unreal Engine Marketplace, forums, relevant social media). |
| Ad Targeting | Use specific keywords, target interests and demographics, and write compelling ad copy that highlights the plugin's benefits. |
| Community Building | Cultivate your Discord server as a welcoming community, engage with your audience, and collect email addresses for newsletters and updates. |
| Landing Page | Create a dedicated landing page with a clear headline, persuasive copy, high-quality visuals, and a call to action. |
Scaling software campaigns and getting them profitable can be tough, but hopefully, this gives you a clearer direction to get started. B2B is notoriously difficult. I remember one case where we reduced a £100 CPA (Cost Per User Acquisition) to £7 CPA (Cost Per User Acquisition) for a Medical Job Matching SaaS using Meta Ads and Google Ads, but every case is different. This also goes to say: You may benefit from working with someone with expertise in scaling software campaigns.
I hope this has been helpful! I know it's a lot to take in, so if you'd like to discuss your specific situation in more detail, feel free to book a free consultation with us. We can review your current strategy and see if there are any quick wins you're missing.
Regards,
Team @ Lukas Holschuh
