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One setting, two benefits +20% increase in conversions and 40% decrease in cost

Wargaming set up positive bid adjustments for men to optimize the cost of attracting potential gamers to their multi-player online game. As a result, the number of registrations increased by 20% while the CPA dropped by 40%.
Wargaming
Case results
20%
20%
Increase in registrations
40%
40%
Decrease in conversion cost
Client
Multiplayer online game Wargaming, ru.wargaming.net
Facts & figures
1998 Company founded, 150 Million users worldwide
Representative
Olga Chernova, SEM manager

Goals

  1. Ensure ads reach the target audience segment: potential gamers.
  2. Optimize the conversion cost (registration).

Tools used:

  • Yandex.Direct

Period: September — November 2015

Setting correct goals

Game developers research their players’ demographics: who they are, their age, their interests, and hobbies.

As a result, developers are very interested in any tools useful in honing in on their target audience.

Step 1. Set up new gender and age bid adjustments

Settings up bid corrections by socio-demographic characteristics increases the likelihood that prospective users will see your ads.

For one campaign, we increased bids for all men by 50%.

Step 2. Evaluate conversion dynamics

When we applied positive corrections for male users in the test campaign, our results were favorable.

The conversion coefficient rose by roughly 20% while the cost of one conversion dropped by about 40%.

Olga Chernova
SEM manager
Since we enabled bid corrections, our traffic has become more targeted. The users who visit our site are more interested, and they register and start to play with greater frequency.
One setting, two benefits +20% increase in conversions and 40% decrease in cost
One setting, two benefits +20% increase in conversions and 40% decrease in cost
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