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

1. Часть
One setting, two benefits:
20% increase in conversions
and 40% decrease in cost

2. Wargaming
Million users worldwide
150
Company founded
1998
Multiplayer online game
ru.wargaming.net
Olga Chernova
SEM manager

3. Period:
Tool used:
September – November 2015
Ensure ads reach the target audience
segment: potential gamers
› Yandex.Direct
Optimize the conversion cost
(registration)
Goals

4. Setting correct goals
4
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.

5. Solution
Step 1 Step 2
Evaluate
conversion
dynamics
Set up new gender
and age bid
adjustments

6. Step 1

7. Set up new gender and age targeting
7
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%.
direct.yandex.ru

8. Step 2

9. Evaluate conversion dynamics
9
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%.
+ 20%
- 40%
Number of registrations after adjustment
Cost of registration after adjustment
Conversion
CPA

10. 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.
10
Olga Chernova
SEM manager

11. Results

12. Results
40%Decrease in conversion cost
20%
Increase in registrations