Paid Search Case Study – A Leading MMORPG Website
Objective: The challenge with this specific client, a worldwide leader in MMORPG games, was identifying the countries that yield positive ROI in the long run and maximizing the profits from the paid search activity.
The Plan:
- Upload campaigns in several languages, targeting all countries.
- Do only Google content, image ads only.
- 1st stage optimization – by ad groups.
- 2nd stage optimization – by country, pausing all countries that have low conversion rate and/or strong negative ROI.
- Maximizing exposure in high ROI countries.
- Continuing optimization with profit maximization in mind.
The Results:
MMORPG Website - A consistent growth in profit
The results show a consistent growth in profit. The following table shows the number of active countries over time:
| Month | Active Countries |
|---|---|
| 2nd | 194 |
| 3rd | 185 |
| 4th | 156 |
Examples of some of the countries in which we achieved substantial increase in conversion rates due to optimization:
| Country | 2nd Month | 4th Month |
|---|---|---|
| Greece | 1.7% | 2.0% |
| Portugal | 3.6% | 5.9% |
| Venezuela | 1.4% | 3.2% |
| Colombia | 1.4% | 3.4% |
| Russian Federation | 5.0% | 5.2% |
