In this article, it will be possible to learn not only about the advertiser's results but also how to apply some of these effective strategies in future campaigns, with plenty of practical examples.
Campaign essentials
GEO: Brazil
Ad format: Popunder, Classic Push, Push on Page
Traffic source: PropellerAds
Conversion type: Site registration (US$ 4), initial deposit (US$ 40)
Campaign period: March 2024 – currently
Conversion tracker: PropellerAds internal tracker
Pricing models: Meta CPA, SmartCPM, CPM
Details of this lucrative iGaming journey
This article highlights one of PropellerAds' direct advertisers, who operates within a team and manages an iGaming resource. Upon reaching out to PropellerAds, the goal was to set CPL and CPA (initial deposit price) as KPIs. With the help of PropellerAds' managers, over 50 campaigns have been launched so far. Testing began with Popunder as the ideal format for iGaming.
But why? Because it's interactive and offers a wide reach, providing space to showcase attractive visuals/text and the conditions for participation, which are essential for 99% of iGaming offers.
By the end of April 2024, Page Push and Classic Push campaigns were also launched, quickly showing successful CPAs. But how?
Creatives that work
For the iGaming campaigns, the team selected eye-catching creatives. The real creatives cannot be shared due to confidentiality but here are examples that illustrate the principles needed for effective engagement.
The image used features a draw-style roulette wheel with three available spins. Interactive?
Yes. Easy to participate in? Absolutely.
The advice is to use interactive elements that engage the user in "game mode" and prompt them to interact. Not only games but also brief surveys or sign-up forms directly on the pre-landing can work effectively.
As for Push ads, using the local language, such as Portuguese for Brazil, is critical. Using the native language enhances conversion rates, so it's always important to research the dominant language before launching a campaign.
Success in numbers: statistics and results
Here are the campaign results by month, highlighting the increase in conversions (registrations and initial deposits) and the reduction in CPA costs:
The first month was dedicated to testing, with a budget of around US$ 40K. After optimization, the budget increased to US$ 50K, achieving the desired KPI. Following the success, the budget eventually exceeded US$ 70K.
The lessons learned
Finally, some valuable lessons for operating within the iGaming industry:
* Broad reach and average rates: The RON (Run of Network) strategy offers clear insights to identify top-performing zones.
* Important metrics: Tracking metrics like impressions, clicks, CPM, CPC, leads/conversions, and overall profit is crucial for optimization.
* Segmentation tips: Segmenting by state, city, and time of day can improve campaign performance.
* Pricing models: Be open to various pricing models, from Meta CPA to SmartCPM/CPM, to gain unique traffic and additional profit.
* Seasonal reminder: Capitalize on popular events to maximize traffic spikes.
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Source: PropellerAds
