Hi there,
Thanks for reaching out! I'm happy to give you some initial thoughts and guidance on your performance marketing strategy for your AR game, especially with the aim of securing pre-seed funding. It sounds like you're in a bit of a tricky situation, needing to show data without blowing your runway, but it's definitely possible to get some solid indicative data without going too big too fast.
We'll need to look at who your ideal user is...
Firstly, I wouldn'd get too caught up in thinking you need huge numbers. A really targeted approach will work much better and give you better data. Ask yourself who your ideal user is for this AR game. Really dig deep and create a detailed persona. The more specific you are, the easier it will be to target your campaigns and attract the right kind of users. This means you'll get more meaningful data, faster, and without wasting money on people who aren't likely to stick around.
Also, don't spread yourself too thin. Focus on one or two platforms where your ideal user is most likely to be found. For example, if your game is visually driven and targets younger audiences, Instagram or TikTok might be good starting points. If it's a more strategy-focused game, maybe explore Reddit or even targeted ads on gaming websites. The point is, concentrate your efforts for maximum impact.
I'd say you really need to nail your ad creatives...
Next, think about what kind of messaging will resonate with your ideal user. What are their pain points? What are their motivations? What makes your AR game unique and exciting? Use this to craft compelling ad creatives that grab their attention and entice them to download. And whatever you do, don't make them generic. Test different ad copies, images, and videos to see what works best. It's not about just getting clicks; it's about getting the right clicks from people who are genuinely interested in your game.
I remember one client, a software company, where we generated 3,543 users at £0.96 cost per user using Google Ads. To achieve this, we focused on very specific targeting and compelling ad creatives.
You probably should focus on the metrics that matter...
While acquisition cost is important, investors are often more interested in retention rates. How long do people stick around after they download the game? Are they actively engaged? Do they come back regularly? These metrics are much better indicators of the long-term potential of your game. So, make sure you're tracking these metrics closely and experimenting with ways to improve them.
You could try different onboarding experiences, in-game rewards, push notifications, or even community events. See what motivates people to keep playing and adjust your strategy accordingly. I'd also consider things like in-app purchases. Are people buying them, and how often? This is a really good indication of how engaged your userbase is.
You'll need to treat this as a learning experience...
Don't be afraid to fail, and don't get discouraged if your initial campaigns don't perform as well as you'd hoped. Treat this as a learning experience. Every campaign, every ad creative, every data point is an opportunity to learn more about your target audience and what motivates them. Be prepared to kill campaigns quickly if they're not working. Don't throw good money after bad. It's better to cut your losses and try something new.
Also, make sure you're using analytics to track your progress and identify areas for improvement. Google Analytics, Firebase, or even a simple spreadsheet can be invaluable for understanding what's working and what's not. I'd also recommend A/B testing everything you can, from ad creatives to landing pages to in-game features. Small tweaks can often make a big difference.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Targeting | Start with a very specific ideal user persona and focus your campaigns on platforms where they are most likely to be found. |
| Creatives | Test different ad copies, images, and videos to see what resonates best with your target audience. |
| Metrics | Prioritise tracking retention rates over acquisition costs, as they are a better indicator of long-term potential. |
| Analytics | Use analytics tools to track your progress and identify areas for improvement. A/B test everything you can. |
Securing pre-seed funding is tough, but with a well-thought-out performance marketing strategy, you can increase your chances of success. You may benefit from working with someone with expertise in scaling software campaigns. It can be hard to find the time to focus on these things when you have so many things to do as an agency owner, and having someone else to provide an expert view can make a huge difference.
If you'd like to discuss this in more detail and get a more tailored strategy, I'm happy to offer a free initial consultation to review your accounts and discuss the best way forward. Feel free to get in touch!
Regards,
Team @ Lukas Holschuh
