{"id":13464,"date":"2022-08-08T01:29:35","date_gmt":"2022-08-08T08:29:35","guid":{"rendered":"https:\/\/www.heroes.liftoff.io\/?p=13464"},"modified":"2022-11-15T23:48:36","modified_gmt":"2022-11-16T07:48:36","slug":"motivation-led-ad-strategy-drives-performance","status":"publish","type":"post","link":"https:\/\/www.heroes.liftoff.io\/zh-hans\/blog\/motivation-led-ad-strategy-drives-performance\/","title":{"rendered":"\u201c\u8d27\u4e0d\u5bf9\u677f\u201d\u7684\u5e7f\u544a\u4e5f\u80fd\u884c\u5f97\u901a\uff1f"},"content":{"rendered":"\r\n<p><em>\u5f20\u5b87 (Alex)\uff0c\u751f\u4e8e\u9ed1\u571f\u5730\uff0c\u6c42\u5b66\u5929\u5e9c\u56fd\uff0c2012 \u5e74\u6bd5\u4e1a\u8fdb\u5165\u6e38\u620f\u884c\u4e1a\uff0c\u8d1f\u8d23 PC \u7aef\u6e38\u620f\u7684\u5e02\u573a\u8425\u9500\u5de5\u4f5c\uff0c2013 \u5e74 6 \u6708\u8f6c\u5165\u79fb\u52a8\u6e38\u620f\u8425\u9500\u9886\u57df\uff0c\u5148\u540e\u4efb\u804c\u4e8e tap4fun \u548c efun\uff0c\u76ee\u524d\u5728 Goat games \u62c5\u4efb\u6d77\u5916\u5e02\u573a\u8d1f\u8d23\u4eba\uff0c\u4e3b\u8981\u8d1f\u8d23\u6d77\u5916\u5e02\u573a\u7684 UA \u548c\u5e02\u573a\u8425\u9500\u7b49\u76f8\u5173\u5de5\u4f5c\u3002<\/em><\/p>\r\n\r\n\r\n\r\n<p><em>\u4e86\u89e3\u66f4\u591a\u5173\u4e8e<a href=\"https:\/\/heroes.liftoffchina.com\/zh-hans\/marketer\/alex-zhang\/\"> \u79fb\u52a8\u5148\u950b \u5f20\u5b87 <\/a>\u7684\u8bbf\u8c08\u5185\u5bb9\u3002<\/em><\/p>\r\n\r\n\r\n<hr class=\"wp-block-separator\" \/>\r\n\r\n\r\n<p>\u5728\u8fc7\u53bb\u51e0\u5e74\uff0c\u6211\u7ecf\u5e38\u4f1a\u770b\u5230\u4e00\u4e9b\u76ca\u667a\u7c7b\u6e38\u620f\u7684\u5e7f\u544a\uff0c\u4f46\u662f\u70b9\u51fb\u5230\u5e94\u7528\u5546\u5e97\u540e\u5374\u53d1\u73b0\u5e76\u4e0d\u662f\u5982\u6211\u6240\u60f3\uff0c\u53cd\u800c\u662f\u4e00\u4e9b\u6a21\u62df\u7ecf\u8425\u7c7b\u3001RPG \u7c7b\u6216\u7b56\u7565\u7c7b\u6e38\u620f\uff0c\u5e7f\u544a\u91cc\u9762\u5448\u73b0\u7684\u73a9\u6cd5\u548c\u6e38\u620f\u771f\u6b63\u7684\u6838\u5fc3\u73a9\u6cd5\u5dee\u522b\u5de8\u5927\u3002<\/p>\r\n\r\n<p>\u8fd9\u79cd\u7c7b\u578b\u7684\u5e7f\u544a\u6b63\u5728\u53d8\u5f97\u8d8a\u6765\u8d8a\u591a\uff0c\u5e7f\u6cdb\u5e94\u7528\u5df2\u7136\u6210\u4e3a\u4e00\u79cd\u8d8b\u52bf\uff0c\u8fd9\u4e5f\u4e00\u5b9a\u7a0b\u5ea6\u4e0a\u8bf4\u660e\u4e86\u5e7f\u544a\u6548\u679c\u662f\u53ef\u89c2\u7684\u3002\u8fd9\u4f7f\u5305\u62ec\u6211\u5728\u5185\u7684\u4e0d\u5c11\u540c\u884c\u90fd\u5bf9\u6b64\u611f\u5230\u56f0\u60d1\uff1a\u4e3a\u4ec0\u4e48\u5c55\u73b0\u4e0e\u5b9e\u9645\u6e38\u620f\u7c7b\u578b\u5b8c\u5168\u4e0d\u540c\u7684\u5e7f\u544a\u53ef\u4ee5\u884c\u5f97\u901a\u5462\uff1f\u5728\u8fd9\u91cc\u6211\u4e5f\u8c08\u8c08\u81ea\u5df1\u7684\u4e00\u4e9b\u89c1\u89e3\uff0c\u5e0c\u671b\u53ef\u4ee5\u4e0e\u5927\u5bb6\u4e00\u8d77\u63a2\u8ba8\u3002<\/p>\r\n\r\n\r\n\r\n<h3><img loading=\"lazy\" class=\"aligncenter wp-image-14526 size-large\" src=\"https:\/\/liftoff.io\/wp-content\/uploads\/2022\/04\/alex1.jpg\" alt=\"\" width=\"640\" height=\"360\" \/><\/h3>\r\n<h3>\u00a0<\/h3>\r\n<h3>\u884c\u4e4b\u6709\u6548\u7684\u4e24\u5927\u524d\u63d0\u548c\u4e09\u4e2a\u6761\u4ef6<\/h3>\r\n\r\n\r\n\r\n<p>\u9996\u5148\uff0c\u6211\u89c9\u5f97\u8fd9\u79cd\u201c\u8d27\u4e0d\u5bf9\u677f\u201d\u7684\u5e7f\u544a\u4e4b\u6240\u4ee5\u80fd\u5e26\u6765\u6548\u679c\u6709\u4e24\u4e2a\u524d\u63d0\uff1a<\/p>\r\n<p>1\u3001\u201c\u8d27\u4e0d\u5bf9\u677f\u201d\u7684\u5e7f\u544a\u4f9d\u7136\u7b26\u5408\u5e7f\u544a\u653f\u7b56\u7684\u6761\u89c4\uff1b<\/p>\r\n<p>2\u3001\u5e7f\u544a\u5e73\u53f0\u7684\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\u53ef\u4ee5\u66f4\u7cbe\u51c6\u5339\u914d\u7528\u6237\uff0c\u4ece\u800c\u63a8\u52a8\u4e86\u8fd9\u7c7b\u578b\u5e7f\u544a\u7684\u6210\u529f\u3002<\/p>\r\n<p>\u4ee5\u300aHero wars\u300b\u8fd9\u6b3e\u5361\u724c\u6e38\u620f\u4e3a\u4f8b\uff0c\u5728\u4ee5\u4e0a\u4e24\u4e2a\u5fc5\u8981\u524d\u63d0\u4e0b\uff0c\u8fd9\u79cd\u5e7f\u544a\u7684\u6210\u529f\u903b\u8f91\u53ef\u4ee5\u7b80\u5355\u7406\u89e3\u4e3a\u4ee5\u4e0b\u4e09\u70b9\uff1a<\/p>\r\n<p>1\u3001\u76ca\u667a\u7c7b\u5e7f\u544a\u70b9\u51fb\u7387\u9ad8\uff0c\u6210\u672c\u975e\u5e38\u4f4e\uff0c\u76f8\u6bd4\u5e38\u89c1\u5361\u724c\u6e38\u620f\u7684\u73a9\u6cd5\u7c7b\u5e7f\u544a\uff0c\u540c\u6837\u7684\u9884\u7b97\u53ef\u4ee5\u5e26\u6765\u66f4\u591a\u7684\u7528\u6237\uff1b<\/p>\r\n<p>2\u3001\u4ee5\u4ed8\u8d39\u4e8b\u4ef6\u6216\u8005\u4ed8\u8d39\u4ef7\u503c\u5bfc\u5411\u7684\u5e7f\u544a\uff0c\u53ef\u4ee5\u5c06\u5927\u91cf\u7528\u6237\u5728\u6e38\u620f\u5185\u884c\u4e3a\u53cd\u9988\u7ed9\u5e7f\u544a\u5e73\u53f0\uff0c\u5e73\u53f0\u518d\u5206\u914d\u66f4\u591a\u5e7f\u544a\u5c55\u793a\u7ed9\u5230\u8fd9\u79cd\u559c\u6b22\u76ca\u667a\u7c7b\u6e38\u620f\u540c\u65f6\u4e5f\u559c\u6b22\u5361\u724c\u6e38\u620f\u7684\u7528\u6237\u9762\u524d\uff0c\u8d77\u5230\u4e86\u4e00\u4e2a\u76ee\u6807\u6027\u975e\u5e38\u5f3a\u5730\u7b5b\u9009\u4f5c\u7528\uff1b<\/p>\r\n<p>3\u3001\u76ca\u667a\u7c7b\u5e7f\u544a\u548c\u5361\u724c\u5e7f\u544a\u7528\u6237\u6709\u91cd\u53e0\uff0c\u4e14\u91cd\u53e0\u5ea6\u8d85\u8fc7\u4e00\u4e2a\u4e34\u754c\u503c\u3002\u8d85\u8fc7\u8fd9\u4e2a\u4e34\u754c\u503c\u4e4b\u540e\uff0c\u5e7f\u544a\u5e73\u53f0\u7684\u673a\u5668\u5b66\u4e60\u53ef\u4ee5\u5728\u6210\u672c\u548c LTV \u4e0a\u627e\u5230\u4e00\u4e2a\u5e73\u8861\u70b9\uff0c\u6ee1\u8db3\u5e7f\u544a\u4e3b ROI \u7684\u8981\u6c42\u3002<\/p>\r\n<p>\u73b0\u5982\u4eca\u8d8a\u6765\u8d8a\u591a\u7684\u6e38\u620f\u5f00\u53d1\u8005\u4f1a\u628a\u5e7f\u544a\u91cc\u7684\u73a9\u6cd5\u52a0\u5165\u5230\u6e38\u620f\u4e2d\uff0c\u4ee4\u8d27\u4e0d\u5bf9\u677f\u7684\u60c5\u51b5\u8d8a\u6765\u8d8a\u5c11\uff0c\u4ece\u800c\u8fdb\u4e00\u6b65\u907f\u514d\u4e86\u5e7f\u544a\u5e73\u53f0\u653f\u7b56\u7684\u95ee\u9898\u3002\u5bf9\u6b64\u6211\u4e5f\u6709\u6210\u529f\u7684\u7ecf\u9a8c\uff0c\u6b64\u524d\u66fe\u4e3a\u4e00\u6b3e 3D \u73b0\u4ee3\u6218\u4e89\u9898\u6750\u7684 SLG \u505a\u8fc7\u5f88\u591a FPS \u548c TPS \u7c7b\u578b\u7684\u6e38\u620f\u5e7f\u544a\uff0c\u5176\u7279\u70b9\u5c31\u662f\u8f6c\u5316\u7387\u9ad8\uff0c\u7528\u6237\u4e0b\u8f7d\u91cf\u5927\uff0c\u6210\u672c\u4f4e\uff0c\u7559\u5b58\u5dee\uff0cLTV \u4f4e\uff0c\u4f46\u662f\u56e0\u4e3a\u6210\u672c\u4e5f\u4f4e\uff0c\u6240\u4ee5 ROI \u662f\u53ef\u4ee5\u6ee1\u8db3\u8981\u6c42\u7684\uff0c\u7ecf\u8fc7\u7b2c\u4e8c\u5929\u4e14\u7559\u4e0b\u6765\u7684\u7528\u6237\uff0c\u5176\u957f\u671f\u7559\u5b58\u548c LTV \u7684\u6210\u957f\u4e5f\u4e0d\u53d8\uff0c\u6240\u4ee5\u8fd9\u4e2a\u201d\u5957\u8def\u201d\u5c31\u53ef\u4ee5\u884c\u5f97\u901a\u3002\u540e\u7eed\u901a\u8fc7\u7528\u6237\u8c03\u7814\uff0c\u6211\u4eec\u53d1\u73b0\u5f88\u591a\u7528\u6237\u786e\u5b9e\u662f FPS \u6216\u8005 TPS \u6e38\u620f\u7684\u7528\u6237\uff0c\u4ed6\u4eec\u5bf9\u6e38\u620f\u4e2d\u52a0\u5165\u7c7b\u4f3c\u7684\u73a9\u6cd5\u5e76\u4e0d\u6392\u65a5\uff0c\u6240\u4ee5\u6211\u4eec\u5728\u6e38\u620f\u7684\u7b56\u7565\u73a9\u6cd5\u4e4b\u5916\uff0c\u4e5f\u52a0\u5165\u4e86\u5f88\u591a TPS \u548c FPS \u73a9\u6cd5\uff0c\u5e76\u4e14\u4e0e\u5267\u60c5\u7ed3\u5408\u7684\u975e\u5e38\u597d\uff0c\u6c89\u6d78\u611f\u5f88\u8db3\uff0c\u540e\u7eed\u8ddf\u7b56\u7565\u73a9\u6cd5\u878d\u5408\u7684\u4e5f\u4e0d\u9519\uff0c\u7528\u6237\u8bc4\u4ef7\u662f\u6b63\u5411\u7684\u3002<\/p>\r\n<p>\u6240\u4ee5\u5728\u6ee1\u8db3\u4e24\u4e2a\u5fc5\u8981\u524d\u63d0\u7684\u57fa\u7840\u4e0a\uff0c\u518d\u5177\u5907\u4ee5\u4e0b\u7684\u4e09\u4e2a\u6761\u4ef6\uff0c\u5c31\u80fd\u589e\u52a0\u5e7f\u544a\u6295\u653e\u7684\u6210\u529f\u7387\u3002\u8fd9\u4e09\u4e2a\u6761\u4ef6\u53ef\u4ee5\u603b\u7ed3\u4e3a\uff1a<\/p>\r\n<p>1\u3001\u6210\u672c\u4f4e\uff0c\u70b9\u51fb\u7387\u9ad8\uff0c\u5bb9\u6613\u589e\u91cf\uff1b<\/p>\r\n<p>2\u3001\u5145\u8db3\u7684\u7528\u6237\u6570\u636e\u3001\u5f3a\u5927\u7684\u673a\u5668\u5b66\u4e60\u80fd\u529b\u548c\u4ed8\u8d39\u4ef7\u503c\u5bfc\u5411\u7684\u5e7f\u544a\uff1b<\/p>\r\n<p>3\u3001\u76ca\u667a\u7c7b\u5e7f\u544a\u7684\u76ee\u6807\u53d7\u4f17\u548c\u6e38\u620f\u771f\u5b9e\u53d7\u4f17\u91cd\u53e0\u5ea6\u8fbe\u5230\u4e00\u4e2a\u4e34\u754c\u503c\u3002<\/p>\r\n\r\n\r\n\r\n<h3>\u00a0<\/h3>\r\n<h3>\u5e7f\u544a\u53d7\u4f17\u548c\u6e38\u620f\u53d7\u4f17\u5982\u4f55\u5b9e\u73b0\u91cd\u53e0<\/h3>\r\n<p>\u56de\u987e\u5305\u62ec\u6211\u4eec\u81ea\u5df1\u5728\u5185\u7684\u5f88\u591a\u91c7\u53d6\u7c7b\u4f3c\u7b56\u7565\u7684\u4ea7\u54c1\uff0c\u6210\u529f\u7387\u5e76\u4e0d\u9ad8\uff1b\u539f\u56e0\u4e5f\u4e3b\u8981\u662f\u65e0\u6cd5\u6ee1\u8db3\u4e0a\u8ff0\u6240\u5217\u7684\u7b2c\u4e00\u548c\u7b2c\u4e09\u4e2a\u6761\u4ef6\u3002\u4e0b\u9762\u6211\u5c06\u7740\u91cd\u56f4\u7ed5\u7b2c\u4e09\u4e2a\u6761\u4ef6\u7684\u4f18\u5316\u8c08\u8c08\u6211\u7684\u601d\u8def\uff0c\u5e2e\u6211\u4eec\u63d0\u9ad8\u6210\u529f\u7387\u3002<\/p>\r\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-14525 size-large\" src=\"https:\/\/liftoff.io\/wp-content\/uploads\/2022\/04\/alex2.jpg\" alt=\"\" width=\"640\" height=\"360\" \/><\/p>\r\n<p>\u4ee5\u300aHomescapes\u300b\u8fd9\u6b3e\u4e09\u6d88+\u5bb6\u56ed\u88c5\u9970\u7684\u6e38\u620f\u4e3a\u4f8b\u8fdb\u884c\u5206\u6790\uff0c\u7ed3\u5408 GameRefinery 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loading=\"lazy\" class=\"aligncenter wp-image-14524 size-full\" src=\"https:\/\/liftoff.io\/wp-content\/uploads\/2022\/04\/GR.png\" alt=\"\" width=\"1485\" height=\"778\" 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