Case Study: IGN | How A Large Content Publisher Increased Traffic And Scaled Their Ad Spend

‍Executive Summary

As a large content publisher, IGN needed a way to increase traffic on their Facebook ads, and it needed to be done in a cost-effective way. By using Trapica, they were able to reach a higher volume of relevant users at a lower cost. As these campaigns saw improved performance, the marketing team was able to scale its budget while maintaining a profitable CPC.

‍Company Background

IGN is a large content publisher. For years, their primary focus was on sharing video game news, expert reviews and walkthroughs. More recently, however, they expanded to publishing content about movies, tv shows, comics and more. As IGN continues to expand their offering, they strive to get their content in front of more readers and viewers via social media ads, specifically on Facebook.

Problem

Struggling with an overall lack of traffic, IGN was running some campaigns for clicks to their content and others for overall awareness. With multiple campaign objectives, it was difficult to figure out the best strategy for getting ads in front of the right audiences. This caused their CPA to be to high than desired and prevented them from scaling their budgets.

Solution

IGN first used Trapica to automate and optimize their targeting and bidding. By allowing Trapica’s AI to optimize each of the campaigns individually, IGN could stop adjusting targeting criteria manually and allow the campaigns to find the best audience for each of their respective objectives.

By allowing Trapica’s AI to optimize each of the campaigns individually, IGN could stop adjusting targeting criteria manually and allow the campaigns to find the best audience for each of their respective objectives.

After the automation and optimization features dropped the CPA by roughly 30% within the first few days, IGN chose to implement Trapica’s scale product. This allowed them to set their desired CPA and the budget that they would like to scale to. Once the criteria were in place, the AI automatically scaled the budget accordingly, allowing them to make sure that they were only scaling when the profit margins were maintained.

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