The Goal
We ran mobile app install ads across Facebook’s wide variety of products and services, achieving an 84% return on ad spend within the first 30 days.
D3 Go! wanted to find and encourage people—particularly active, high-value gamers—to download the Magic: The Gathering — Puzzle Quest game.
The Solution
D3 Go! partnered with marketing agency GameChangerSF, to run mobile app ads for its game. Given GameChangerSF’s longstanding partnership with Bidalgo, the agency used our optimization platform to A/B test significant amounts of creative, targeting, bidding methods and other elements of campaigns. Most importantly, GameChangerSF started running ads across Facebook’s family of apps and services, including Facebook, Instagram and Audience Network, and A/B testing them against single-platform campaigns.
The testing showed that running across Facebook’s family of apps and services yielded the best results. With 70 million impressions on Facebook News Feed, Instagram and Audience Network combined, the multi-platform campaign outpaced all the others.
To reach the right people, GameChangerSF used a combination of highly focused targeting and broader demographic targeting. This strategy not only promoted the Puzzle Quest app to a wide audience, but also encouraged downloads by people most likely to engage in the paid portions of the game.
The team targeted ads to people who were already fans of the game, generating high click-through and conversion rates, as well as a broad audience of males aged 18-65 with interests in role-playing, puzzle games and mobile games.
The Success
- 84% return on ad spend in the first 30 days
- 15X higher return on ad spend compared to single-platform campaigns