7/27/2019 Facebook Case Study KingNet

http://slidepdf.com/reader/full/facebook-case-study-kingnet 1/1

Case Study

Facebook: Building Essential Connections

To drive new installs to their ActionRPG*,劍道(Jiandao), Kingnet usedCustom Audiences and saw over 40%lower cost per acquisition.

GoalsDrive installs to Kingnet Technology’s major game

titles:

• Promote games to users who play their other

games and similar genres o games

• Drive game installs in a cost efcient way

Approach

• Kingnet drove installs o their game劍道 through

strategic targeting:

• Using Custom Audiences, Kingnet created a

custom cluster o users who had stopped playing

蜀山傳奇( Tale o Mount Shu), another Kingnet

RPG, over 30 days.

• They targeted standard app ads on the right-hand

side to the custom cluster o stale players over a

two-day period.

• Additionally, they ran a parallel campaign using

precise interests, targeting users who like similar

games.

Results

Kingnet successully drove conversions, with the Custom

Audience campaign out perorming the precise interest

targeted campaign in CTR, conversion rate, and CPA.

• 75%higherCTR

• 46.6%higherconversionrate

• 43.37%lowerCPA

“We were already pleased with the

performance of our precise interesttargeting ads, but we found that Custom

 Audiences is a better tool for cross

promotion and to get our users to discover 

other games they might be interested in. ” Ping Huang,

Sr Director o Overseas Business, Kingnet Technology

Kingnet Technology Hong Kong builds high quality

games on Facebook in Chinese, Korean, and English. Theybuild a wide genre o games, including social, SLG, RPG,

action and arcade games.

https://apps.facebook.com/jiandao* Role-Playing Game