Brief

WinZO, a leading real money gaming (RMG) platform, offers over 80 games spanning casual, card, and fantasy genres. Performance marketing is crucial for user acquisition, with Facebook and Google being primary ad platforms. As a push-based product, WinZO needed to capture user attention within their social feeds. Given the poor traffic quality from Google Display Network (GDN), Facebook became our primary acquisition channel, especially targeting Tier 2 cities where Facebook and Instagram had significant penetration.

Objective

Establish Facebook as a major user acquisition platform while maintaining CAC and being within ROI targets.

Strategy and Execution

I undertook a comprehensive setup of Facebook marketing at WinZO, implementing several key strategies:

• Conversion API Setup: Implemented Conversion API for event passbacks, optimizing campaigns on deeper funnel metrics for our app. WinZO was not present in the Play Store and users had to download the apk file from the website (95% of users use Android).

• Website Optimization: Enhanced website performance specific to Facebook, focusing on dimensions, loading time, and Facebook-specific events to streamline the download process from the site.

• Regional Focus Strategy: Applied regional focus strategies learned at RummyCircle:

  • Developed separate KPIs for each region.

  • Created region-specific creatives and integrated locally relevant nuances.

• Data Monitoring and Analysis: Developed multiple dashboards for real-time data monitoring.

• Campaign optimization: 

  • Multiple different campaigns with different goals and setting

  • Ran multiple A/B testing experiments

  • Retargeting campaigns to acquire users who haven’t performed deeper funnel tasks

  • Worked on Seasonal, event/offer-based campaigns

Results and Metrics

• Facebook accounted for over 50% of user acquisition, with monthly spends exceeding $20,000 - within 1 year.

• Reduced CAC by 30% despite a 15x increase in scale, consistently maintaining ROI.

• Contributed significantly to reaching 100 million users within 4 years.

• Organized creative best practices sessions between Facebook and our design team, and implemented creative analytics at WinZO.

My Role

As the point of contact (POC) for Facebook, I was responsible for the entire planning and execution of the Facebook marketing strategy. This included setting up Conversion APIs, optimizing the website for Facebook traffic, developing regional strategies, creating monitoring dashboards, running A/B tests, and refining creative content.