Case Study: Zynga achieves 4X higher incremental return on ad spend with Facebook's placement optimization

Zynga - Customer Case Study

Zynga, the mobile game developer behind titles like Wizard of Oz: Magic Match, wanted to drive high-value Android installs and efficiently reach players across Facebook, Instagram and Audience Network. The challenge was to find whether extending campaigns beyond Facebook would improve reach and return on ad spend for app installs.

Zynga ran a multi-cell conversion lift test using short video app-install ads targeting competitor keywords and a lookalike audience of top players, then layered App Event optimization (for in‑app purchases) with automatic placements across Facebook’s family of apps. The campaign reached 1.58 million people, delivered a 14% increase in reach, cut cost per incremental install by 25% and produced a 4x higher incremental return on ad spend versus Facebook alone.

Zynga

Doug Scott

Chief Marketing Officer