Published by Facebook on Friday in the Marketing API Directory, the case study outlines an effective Facebook advertising strategy that leverages both Marketplace Ads and Sponsored Stories.
- Acquired 169,000 new players during the 4-week campaign
- Increased Fashion Designer’s daily active user base to 390,000 customers and monthly active user base to over 3.3 million
- Increased conversion rates by 60% and decreased cost per installs (CPIs) by 45%
- Marketplace Ads and Sponsored Stories are best used in combination to enable efficient acquisition of high-value customers
- Marketplace Ads are instrumental in driving awareness and testing for converting and profitable audience segments
- Sponsored Stories are an effective method to drive social referrals once a critical mass of customers exists and a clear understanding of valuable customer characteristics are identified
“I’d spend 100 times more on Facebook ads,” was advice one panelist offered when asked what he would do differently next time he launched a game on Facebook. That advice, among others, was discussed last night at the New England Games SIG’s panel Reducing Risk in the Games Business at the Microsoft NERD Center.
The event kicked off underscoring how video game related consumer spending is estimated to reach $112 billion by 2015, and centered on how to build a successful gaming business within this environment by reducing and managing risk as much as possible. Panelists included Scott Triola, Founder & Principal of 5X5 Advisors and former COO of Blue Fang Games; Tarrnie Williams, President of Roadhouse Interactive; Toby Ragaini, Executive Producer of Zynga Boston; and Dave McCool, President & CEO of Muzzy Lane Software. Overall, they discussed three main topics to help reduce risk in the games business:
- Market insight and game design
- Having a marketing budget
- Having funding and a great team
The headlines are based on a study, The Facebook App Economy, which was published by the Center for Digital Innovation, Technology and Strategy (DIGITS) at the University of Maryland. The professors conducting the study in fact interviewed us at Nanigans in their research, with the goal of understanding and measuring the impact the Facebook Platform has had on the US economy.