[Advertiser Case Study] How to maximize Traffic for PC Games through Optimal Campaign Settings
“Dable has great presence and quality traffic in premium media. To maximize PC traffic having profitable CPA, it was very helpful for us that Dable monitored campaigns carefully and even helped with translation for ad titles. These services encouraged us to increase our campaign budget.”
Risa Nakayama — Smartshare
Plarium is a video game company that creates and operates mobile, desktop and browser games in various genres including MMO, RPG, action, strategy, and casual. RAID, being one of their most successful PC games, showed impressive results ever since its global launch in 2019, generating over $1 billion revenue (July 2022). Plarium was eager to expand its presence in Asia, especially Korea and acquire more quality traffic as it is one of the most active markets for online and PC games.
CHALLENGE: Maximize traffic and conversion rates
Plarium wanted to maximize PC traffic in Korea, especially from premium media sites and MSN that have lots of users that are potential players who make in-game purchases. It was challenging for them to increase the number of users as well as run campaigns with a profitable CPA(Cost-per-action) from their marketing budget.
SOLUTION: White/Blacklist Sites + Localize Ad Content + Increase CPC
- White/Blacklist Sites : Dable provided a white/blacklist of premium sites based on their performance and past data and adjusted to make good CPA en bloc. In this way Dable found that there were many target users for Plarium.
- Localize ad content : Dable provided translation services such as localization of ad titles to generate higher CTR(Click-through rate).
- Increase CPC : Dable suggested Plarium to bid higher CPC(Cost-per-click) for performing media as well as for whitelisted media to get a higher campaign quality score.
RESULT: Acquired premium PC traffic & ran optimal campaigns
- Generate quality traffic leveraged from Dable’s premium PC inventories (Daum, MSN & Chosun)
- 25% higher conversions while maintaining similar monthly budget for a year
- 100% increased daily budget with a stable CPA
- Reached over 600M viewable impressions
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