{"id":2663,"date":"2022-11-23T11:59:01","date_gmt":"2022-11-23T11:59:01","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=2663"},"modified":"2022-12-22T12:32:57","modified_gmt":"2022-12-22T12:32:57","slug":"mobile-retargeting-papaya-gaming","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/2022\/11\/mobile-retargeting-papaya-gaming\/","title":{"rendered":"How We Outperformed D7 ROAS KPI by 82% for Papaya Gaming&#8217;s Bingo Cash"},"content":{"rendered":"\n<h4 style=\"font-size:15px\"><a href=\"https:\/\/content.cdn.personaly.bid\/case_studies\/Papaya_Gaming_Bingo_Cash_RT_CS_M.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Download the PDF version of the case study<\/a><\/h4>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"is-layout-flex wp-container-3 wp-block-columns\">\n<div class=\"is-layout-flow wp-block-column\" style=\"flex-basis:25%\">\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/11\/Papaya-Gaming-Bingo-Cash-Strategy.webp\"><img decoding=\"async\" loading=\"lazy\" width=\"203\" height=\"203\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/11\/Papaya-Gaming-Bingo-Cash-Strategy.webp\" alt=\"Papaya Gaming Bingo Cash Strategy\" class=\"wp-image-2679\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"is-layout-flow wp-block-column\" style=\"flex-basis:75%\">\n<p> <\/p>\n\n\n\n<p>We worked with <a href=\"https:\/\/www.papayagaming.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Papaya Gaming<\/a> to re-engage churned users for their skill-based gaming app <a href=\"https:\/\/apps.apple.com\/us\/app\/bingo-cash\/id1522266397\" target=\"_blank\" rel=\"noreferrer noopener\">Bingo Cash<\/a> on Android in the U.S. and U.K. Papaya is a global gaming company whose skill-based gaming apps Solitaire Cash, Bingo Cash, and Bubble Cash are used by millions of people around the world. The goal of the campaign was to bring back users who&#8217;d stopped using the app within a certain period of time and motivate them to make a deposit.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p>Over our years of partnership with Papaya Gaming, we managed to build a trusting relationship that resulted in the Solitaire Cash UA <a href=\"https:\/\/persona.ly\/blog\/2021\/06\/persona-lys-exceeds-papaya-gamings-roas-kpis-by-90\/\">case study<\/a> and expanded to several titles.<\/p>\n\n\n\n<h2>Results at a Glance:<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"is-layout-flex wp-container-7 wp-block-columns\">\n<div class=\"is-layout-flow wp-block-column\">\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<p class=\"has-text-align-center has-x-large-font-size\"><strong>x13<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\">campaign scaling within 4 months<\/p>\n<\/div>\n\n\n\n<div class=\"is-layout-flow wp-block-column\">\n<p><\/p>\n\n\n\n<p class=\"has-text-align-center has-x-large-font-size\"><strong>82%<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\">higher D7 ROAS vs. KPI<\/p>\n<\/div>\n\n\n\n<div class=\"is-layout-flow wp-block-column\">\n<p><\/p>\n\n\n\n<p class=\"has-text-align-center has-x-large-font-size\"><strong>x2 <\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\">FTD CVR increase within 4 months (non-payers)<\/p>\n<\/div>\n<\/div>\n\n\n\n<h2>Campaign Goals<\/h2>\n\n\n\n<ul>\n<li><a href=\"https:\/\/persona.ly\/programmatic-re-engagement\">Re-engage<\/a> churned payers at the most opportune time to motivate them to make further deposits<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Bring the churned users who have not made any purchases back to the app and convert them by having them make a First-Time Deposit (FTD)<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2>Process<\/h2>\n\n\n\n<p>Our <a href=\"https:\/\/persona.ly\/programmatic-dsp\">in-house DSP<\/a> is integrated with all the major SSP platforms and is constantly processing more than 1.8M QPS of in-app inventory. For each auction, we apply user-level targeting via our machine-learning algorithms to run effective UA and retargeting campaigns.<\/p>\n\n\n\n<div class=\"is-layout-flex wp-container-10 wp-block-columns\">\n<div class=\"is-layout-flow wp-block-column\" style=\"flex-basis:33.33%\">\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/11\/Avocato.webp\"><img decoding=\"async\" loading=\"lazy\" width=\"350\" height=\"366\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/11\/Avocato.webp\" alt=\"Skill based gaming Bingo Cash strategy\" class=\"wp-image-2686\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"is-layout-flow wp-block-column\" style=\"flex-basis:66.66%\">\n<p>We integrated with the client&#8217;s <strong>Amazon S3 bucket<\/strong> to efficiently update audiences, allowing us to add and suppress the audiences in real time. Our real-time processing capabilities and integration with the S3 bucket allowed us to identify audiences in a bid stream and display ads for relevant segments based on real-time request data and aggregated data from our DMP.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p>Shortly after collecting a representative number of conversions (re-engagements and re-installs), we were able to leverage our attributed data to narrow down our target audience and focus on users who were more likely to become paying customers in both groups. This allowed us to consistently <strong>lower the CPA <\/strong>(deposit) and significantly <strong>exceed the D7 ROAS KPI<\/strong>.<\/p>\n\n\n\n<p>The initial campaign setup, generally targeting churned users, produced results well above the KPI as our targeting algorithms quickly found the most opportune time and placement to retarget users, driving the engagement costs down rapidly and resulting in positive <a href=\"https:\/\/persona.ly\/glossary\/performance-metrics\/the-cornerstone-kpis-for-mobile-ua\/\">ROAS<\/a>. Naturally, the target audience was divided into two groups: <em>payers<\/em> (users who made a deposit at some point and then churned) and <em>non-payers<\/em> (users who never made their FTD and stopped using an app).<\/p>\n\n\n\n<div class=\"is-layout-flex wp-container-13 wp-block-columns\">\n<div class=\"is-layout-flow wp-block-column\"><\/div>\n\n\n\n<div class=\"is-layout-flow wp-block-column\"><\/div>\n<\/div>\n\n\n\n<h2>Campaign Results<\/h2>\n\n\n\n<h3>Campaign Scaling<\/h3>\n\n\n\n<p>Shortly after collecting a sufficient amount of data for both user groups to allow our machine learning to build a robust reopen\/reinstall conversion model, we began to scale the campaign incrementally while constantly hitting the D7 ROAS KPI.<\/p>\n\n\n\n<p>Another factor contributing to the campaign success is <strong>in-app funnel personalization<\/strong> based on a user group. Having different user funnels for paying and non-paying users in place helps Papaya Gaming optimize marketing efforts and improve monetization.<\/p>\n\n\n\n<div class=\"is-layout-flex wp-container-16 wp-block-columns\">\n<div class=\"is-layout-flow wp-block-column\" style=\"flex-basis:60%\"><div class=\"wp-block-image\">\n<figure class=\"alignleft size-full\"><a href=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/11\/Skill-based-games-strategy-and-campaign-scaling.webp\"><img decoding=\"async\" loading=\"lazy\" width=\"385\" height=\"341\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/11\/Skill-based-games-strategy-and-campaign-scaling.webp\" alt=\"Skill-based games strategy and campaign scaling\" class=\"wp-image-2680\"\/><\/a><\/figure><\/div><\/div>\n\n\n\n<div class=\"is-layout-flow wp-block-column\" style=\"flex-basis:30%\">\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:18px\">Showing steady above-the-KPI performance allowed us to scale the campaign almost nine times by week 8 and almost thirteen times by week 16 (compared to the start of the campaign).<\/p>\n<\/div>\n<\/div>\n\n\n\n<h3>Paying Users Campaign Optimization<\/h3>\n\n\n\n<p>While re-engaging payers is a seemingly simple task, as these users have a higher intention to make another deposit, our ML is constantly tweaking the model to improve results.<\/p>\n\n\n\n<p>After collecting a sufficient number of target actions\u2014additional deposits within the campaign\u2014our ML algorithm was able to identify the most prospective user segments and give greater weight to those with a higher probability of making another deposit.<\/p>\n\n\n\n<div class=\"is-layout-flex wp-container-19 wp-block-columns\">\n<div class=\"is-layout-flow wp-block-column\" style=\"flex-basis:50%\">\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:18px\">Using our platform&#8217;s <strong>age prediction features<\/strong>, the ML algorithm found that users who fell into certain age groups had a significantly higher chance of converting. As a result, our platform has started factoring in users that fall into the winning age groups.<\/p>\n<\/div>\n\n\n\n<div class=\"is-layout-flow wp-block-column\" style=\"flex-basis:50%\"><div class=\"wp-block-image\">\n<figure class=\"alignright size-full\"><a href=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/11\/D7-ROAS-per-Predicted-Age-Group-mobile-retargeting.webp\"><img decoding=\"async\" loading=\"lazy\" width=\"385\" height=\"341\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/11\/D7-ROAS-per-Predicted-Age-Group-mobile-retargeting.webp\" alt=\"D7-ROAS-per-Predicted-Age-Group-mobile-retargeting\" class=\"wp-image-2667\"\/><\/a><\/figure><\/div><\/div>\n<\/div>\n\n\n\n<h2>Non-Paying Users Campaign Optimization<\/h2>\n\n\n\n<p>As targeting non-payers is a more intricate task, the ML algorithm took a different approach to the process. Our data enrichment warehouse processes over 60 data points before serving each impression, classifying key characteristics at the impression level, device level, and predictive user level. Using this classification and historical campaign data, our ML algorithm identified that <strong>users with high-end devices<\/strong>\u2014based on device model and RAM\u2014were more likely to make an FTD, and it optimized the bidding strategy accordingly.<\/p>\n\n\n\n<div class=\"is-layout-flex wp-container-22 wp-block-columns\">\n<div class=\"is-layout-flow wp-block-column\" style=\"flex-basis:50%\">\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/11\/Scale-Non-player-Conversion-over-Time-mobile-performance.webp\"><img decoding=\"async\" loading=\"lazy\" width=\"385\" height=\"412\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/11\/Scale-Non-player-Conversion-over-Time-mobile-performance.webp\" alt=\"Scale-Non-player-Conversion-over-Time-mobile-performance\" class=\"wp-image-2666\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"is-layout-flow wp-block-column\" style=\"flex-basis:50%\">\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:18px\">As can be seen in the graph, we were able to scale the campaign budget by four times in the non-payers segment within 3 months, while doubling the CVR.<\/p>\n<\/div>\n<\/div>\n\n\n\n<h2>Bid Shading<\/h2>\n\n\n\n<p>Due to the prominence of first-price auctions (where the highest bidder pays the full bid price for the impression), as opposed to second-price auctions (where the winning bidder pays the price of the second-highest bid +$0.01), the campaign required an additional layer of optimization.<\/p>\n\n\n\n<p>Persona.ly has access to historical records of what amount was spent on the same bid in the past\u2014taking into account the app, placement, ad format, historical user-level data, and the price at which previous bids were lost\u2014and predicts the optimal bid price to win the impression without overpaying. This allows us to significantly reduce the winning price while improving the results for our clients.<\/p>\n\n\n\n<div class=\"is-layout-flex wp-container-26 wp-block-columns\">\n<div class=\"is-layout-flow wp-block-column\" style=\"flex-basis:20px\"><\/div>\n\n\n\n<div class=\"is-layout-flow wp-block-column\">\n<p class=\"has-text-align-center\" style=\"font-size:25px\">Using <a href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/bid-shading-making-the-most-of-first-price-auctions\/\">bid shading<\/a> alone, we were able to save and ultimately reallocate the budget to display 23% more impressions without stretching the budget.<\/p>\n<\/div>\n\n\n\n<div class=\"is-layout-flow wp-block-column\" style=\"flex-basis:20px\"><\/div>\n<\/div>\n\n\n\n<p>Below is an example of bid shading in action. The blue columns represent the predicted value of the impression for an advertiser and the orange ones are the predicted market price of that impression. In bid shading, instead of bidding the exact predicted value, our algorithm predicts the market value of the impression and bids slightly over it to ensure the auction is won, and the same value is generated for our advertisers for a lower price. As seen on the graph, <strong>the higher the predicted value is, the higher the gap from the market price<\/strong> (and therefore the savings, represented by the green lines).<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/11\/bid-shading-in-programmatic-performance-marketing-1.webp\"><img decoding=\"async\" loading=\"lazy\" width=\"720\" height=\"433\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/11\/bid-shading-in-programmatic-performance-marketing-1.webp\" alt=\"bid-shading-in-programmatic-performance-marketing\" class=\"wp-image-2670\"\/><\/a><\/figure><\/div>\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote\" style=\"font-size:16px\">\n<p><img decoding=\"async\" loading=\"lazy\" width=\"174\" height=\"174\" class=\"wp-image-2695\" style=\"width: 150px;\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/11\/Lidor-Feldman-Retargeting-Cross-Promotion-Lead-Papaya-Gaming-4.webp\" alt=\"\"><\/p>\n\n\n\n<p>\u201cWhat I like about working with <a href=\"https:\/\/persona.ly\/\">Persona.ly<\/a> is their drive toward success\u2014not only their own success, but also Papaya&#8217;s success\u2014and how they help Papaya to achieve its goals.<br>They are highly motivated to help and learn about our games and how to suit their technology to our needs. In this way, they understand how to target users in the best-fit way.<br>The trust we built and their professionalism led us to promote more games from our portfolio with them.\u201d  <\/p>\n<cite>Lidor Feldman, Retargeting &amp; Cross Promotion Lead at Papaya Gaming<\/cite><\/blockquote>\n\n\n\n<h2>About Papaya Gaming<\/h2>\n\n\n\n<p>Papaya Gaming is a Tel Aviv-based mobile game developer with one of the fastest growth rates in the market since 2019 and millions of players worldwide.<br>Our team has grown tremendously over the last two years, and we\u2019re always looking for new talents to join the ride. <a href=\"https:\/\/www.papayagaming.com\/careers\" target=\"_blank\" rel=\"noreferrer noopener\">Check out<\/a> your best opportunities and become part of a market-leading, innovative team.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\" style=\"font-size:16px\">\n<p><img decoding=\"async\" loading=\"lazy\" width=\"174\" height=\"174\" class=\"wp-image-2696\" style=\"width: 150px;\" src=\"https:\/\/persona.ly\/blog\/wp-content\/uploads\/2022\/11\/Nadav-Nadler-CSM-Persona.ly-1.webp\" alt=\"Nadav Nadler, CSM Persona.ly \"><\/p>\n\n\n\n<p>\u201cFrom the beginning of our relationship with Papaya Gaming, it was clear that the team was made up of accomplished professionals and great people. Their team is extremely transparent, responsive and clear in their feedback. We were able to build mutual trust, which has resulted in a productive cooperation and great campaign performance.\u201d<\/p>\n<cite>Nadav Nadler, Customer Success Manager at Persona.ly<\/cite><\/blockquote>\n\n\n\n<h2>About <strong>Persona.ly<\/strong><\/h2>\n\n\n\n<p><a href=\"http:\/\/persona.ly\/\">Persona.ly<\/a> is a mobile-first DSP operating worldwide. Using our proprietary bidder and machine-learning algorithms, we offer transparent, performance-driven, highly-targeted UA and retargeting solutions at scale with access to over 1.8 million ad auctions per second. We are trusted by Rapido, Games24x7, Ubisoft, Tilting Point, and many others.<\/p>\n\n\n\n<p><a aria-label=\"Persona.ly (opens in a new tab)\" href=\"\/\" target=\"_blank\" rel=\"noreferrer noopener\">Persona.ly<\/a> strives to be more than just a vendor for its partners, but a partner that helps generate actual value, growth, and broad marketing insights that can be used across channels.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Download the PDF version of the case study We worked with Papaya Gaming to re-engage churned users for their skill-based gaming app Bingo Cash on Android in the U.S. and U.K. Papaya is a global gaming company whose skill-based gaming apps Solitaire Cash, Bingo Cash, and Bubble Cash are used by millions of people around &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/persona.ly\/blog\/2022\/11\/mobile-retargeting-papaya-gaming\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;How We Outperformed D7 ROAS KPI by 82% for Papaya Gaming&#8217;s Bingo Cash&#8221;<\/span><\/a><\/p>\n","protected":false},"author":17,"featured_media":2678,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[297],"tags":[181,1178,904],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.13 - 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