From January 23 to February 23, 2025, ScroogeFrog launched two performance-driven ad campaigns on Bigo targeting audiences in Kazakhstan (KZ) and Uzbekistan (UZ). The primary objective was to maximize web conversions by leveraging a strategic user flow, optimized CPA bidding, and continuous creative rotation.

Bigo is a dynamic advertising platform known for its extensive reach across mobile apps and social media channels, particularly popular in emerging markets like Central Asia. It offers advanced targeting options, including demographics, user interests, and behavioral data, allowing advertisers to deliver highly personalized and relevant ads. The platform’s unique blend of in-feed video ads, interactive banners, and native ad formats seamlessly integrate into the user experience, enhancing engagement without disrupting browsing flow.

Recognizing the potential of Bigo for audience engagement and conversion optimization, ScroogeFrog crafted campaigns tailored to the platform’s strengths. By utilizing Bigo’s sophisticated targeting and real-time bidding capabilities, the campaigns effectively reached a wide yet relevant audience, driving traffic to a strategic user flow designed to maximize conversions.

This approach was especially effective for the chosen markets, as Bigo’s popularity among mobile-first users in Kazakhstan and Uzbekistan ensured high engagement rates. The campaigns were meticulously structured to optimize budget allocation while maximizing ROI, leveraging the platform’s rich data insights and precise audience segmentation tools.

• Total Spend:
  • Kazakhstan (KZ): $3,461
  • Uzbekistan (UZ): $4,447
• Target CPA:
  • KZ: $3.5
  • UZ: $2.5
• Client’s CPA KPI:
  • KZ: $6
  • UZ: $4

---

User Flow Strategy

To effectively engage users and drive conversions, the campaigns followed a strategic user flow:

1. Ad Engagement on Bigo: Users interacted with news-related ads on Bigo, leading them to a newsletter landing page.
2. Content Interaction: Clicking on the article revealed a page with news content interwoven with Content Arbitrage ads.
3. Conversion Path: If users clicked on a Content Arbitrage ad, they were redirected to an offer page where a purchase counted as a conversion.

---

Tracking & Optimization

To maximize efficiency and accuracy:

• S2S Integration: Both campaigns utilized server-to-server tracking with ScroogeFrog’s proprietary postback system, ensuring precise conversion measurement.
• CPA Bidding Optimization: Bidding was optimized for CPA to maximize profitability and cost-effectiveness.

---

Campaign Structure & Creative Strategy

The campaigns were meticulously structured to achieve maximum performance:

• Ad Platform: Bigo was chosen for its extensive reach and advanced targeting capabilities.
• Ad Group Configuration: Each campaign was organized into ad groups containing targeted settings and creatives.
• Targeting Parameters: Included placement selection, audience demographics (age), mobile device type, and ad scheduling.
• Creative Rotation:

Each ad group was assigned one creative.

New creatives were introduced twice weekly to maintain engagement and minimize ad fatigue.

• Performance Monitoring:

Ongoing monitoring ensured that underperforming creatives were promptly deactivated, optimizing budget allocation and boosting conversion rates.

---

Campaign Performance Analysis

Despite setting aggressive internal CPA targets to drive down conversion costs, the campaigns delivered solid results within the client’s KPI limits:

• Kazakhstan (KZ) Results:
  • Conversions: 622
  • Actual CPA: $5.564 (Target $3.5, Client KPI $6)
• Uzbekistan (UZ) Results:
  • Conversions: 1,277
  • Actual CPA: $3.482 (Target $2.5, Client KPI $4)

Key Insights & Learnings

• Bigo Effectiveness: The platform’s robust targeting options and high engagement rates were instrumental in driving conversions.
• Aggressive Internal Targets: Setting more ambitious internal CPA targets effectively reduced the overall cost of conversions and traffic within the network.

Conclusion

These campaigns demonstrated the power of strategic user flows, CPA-optimized bidding, and continuous creative rotation in maximizing conversions on Bigo. By effectively utilizing Bigo’s advanced targeting and seamless ad integration, ScroogeFrog successfully delivered impactful results for the client while staying within KPI limits.

This case study highlights how leveraging the right platform and strategic approach can maximize ROI and drive growth in emerging markets. As Bigo continues to expand its reach and capabilities, it remains a valuable tool for performance-driven ad campaigns.