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Case Study

Results
Kingnet successfully drove conversions, with the Custom Audience campaign out performing the precise interest targeted campaign in CTR, conversion rate, and CPA.

To drive new installs to their Action RPG*, 劍道(Jiandao), Kingnet used Custom Audiences and saw over 40% lower cost per acquisition.
Goals
Drive installs to Kingnet Technology’s major game titles:

• 75% higher CTR • 46.6% higher conversion rate • 43.37% lower CPA

• Promote games to users who play their other
games and similar genres of games

“We were already pleased with the performance of our precise interest targeting ads, but we found that Custom Audiences is a better tool for cross promotion and to get our users to discover other games they might be interested in. ”
Ping Huang, Sr Director of Overseas Business, Kingnet Technology

• Drive game installs in a cost efficient way Approach • Kingnet drove installs of their game 劍道 through
strategic targeting:

• Using Custom Audiences, Kingnet created a
custom cluster of users who had stopped playing 蜀山傳奇( Tale of Mount Shu), another Kingnet RPG, over 30 days.

• They targeted standard app ads on the right-hand
side to the custom cluster of stale players over a two-day period.

• Additionally, they ran a parallel campaign using
precise interests, targeting users who like similar games.

Kingnet Technology Hong Kong builds high quality games on Facebook in Chinese, Korean, and English. They build a wide genre of games, including social, SLG, RPG, action and arcade games.
* Role-Playing Game

https://apps.facebook.com/jiandao
Facebook: Building Essential Connections