Our experts will talk about the stages and rules of the creation of a campaign, evaluation methods, and the main analytical indicators.
The tasks depend on the specifics (geography, legal framework) of the business and the ambitions of entrepreneurs. Most often, the results are expressed in KPI metrics — financial performance indicators.
Performance marketing is used when it is necessary to increase the conversion on a gambling website, the size of the average bill, as well as the profitability of an online casino, and advertising costs. Much less often, the solution is used to improve the image performance of the iGaming platform and increase brand awareness.
As a rule, the described type of marketing is used to promote virtual portals and sometimes — land-based casino packages. The advertising method is closely related to digital tools, Big Data, and other progressive technologies.
Let us consider the core strengths of the solution:
Any marketing campaign and strategy is adjusted situationally here and now. The assessment is affected by both analysis of intermediate results and the current economic situation in the country and the world, as well as political events and the actions of competitors.
If you spend more money on advertising than you earn, then it will quickly become unsuccessful. And vice versa: good conversion and profitability rates encourage operators to invest even more funds and develop specific promotion channels
A performance-based campaign combines many useful tools.
Specialists use SEO, SMM, social media targeting, direct and native advertising, and other methods. Entrepreneurs can cooperate with affiliates, delegate part of the tasks to outsourcing, place target publics on marketplaces, and conduct remarketing.
Part of the campaign is focused on the promotion of mobile casinos and high-technology iGaming applications for smartphones
The described type of advertising brings specific results that can be easily converted into KPI metrics. Most often, benchmarks are related to revenues, customers, or the size of the average bill.
Measurability of parameters through real sales is the strength of performance marketing. You can easily determine how much profit a specific promotion channel or group of customers has brought
Clients pay only for the final result: the earned profit, the number of attracted users, and the reduction of costs for advertising.
A thorough analysis is carried out for each promotion channel, which allows you to optimise marketing expenditures
The success of an advertising campaign is evaluated based on the following metrics:
Target objectives in the iGaming industry include:
The CPA metrics show how much money an entrepreneur spent to make one client or group of gamblers perform the desired action. To calculate CPA, the total advertising budget (or expenditures on a specific promotion channel) is divided by the number of conversions.
The metrics are similar to the previous one, with the only difference that in the case of CRV, a specific action of gamblers is taken into account, such as a click on an affiliated link. Further, clients can choose to register in an online casino, deposit money, and launch several slot machines.
The CRV parameter is usually calculated when an evaluation of the effectiveness of an affiliate program takes place. Thus, entrepreneurs can analyse expenditures on the attraction of 1 player during the cooperation with affiliates.
This indicator shows how much money a particular gambler brought to the casino during his entire activity on the gaming site.
The parameter is calculated as the product of the average bill of a customer and the number of completed game sessions. LTV is analysed for a week, month, quarter, or year.
The indicator illustrates:
To calculate ROI, the difference between income and expenditures is divided by operating costs and multiplied by 100%.
The higher the ROI, the more effective the performance campaign is. Low rates show entrepreneurs the need to use certain promotion channels.
The parameter is used to assess the profitability of long-term investments in relation to the total number of game sessions.
The higher the indicator, the more competently a casino owner uses customer retention tools. We are talking about one-time bonuses, tournaments, seasonal missions, cashback, and other activities included in the performance strategy.
To calculate AOV, the net profit for the reporting period is divided by the number of game sessions during this time.
To achieve measurable results, specialists use advertising tools in the complex.
This type of promotion means an improvement of the position of a website in search results. Most often, operators focus on Google and Yandex as the internet platforms with the largest number of users and thematic queries per day.
Features of SEO promotion:
Specialists use 2 methods of promotion:
SMM marketing is focused on Facebook, Instagram, Telegram, Twitter, VKontakte, and other social networks. It is also possible to promote online casinos on popular streaming platforms: YouTube, Twitch, and TikTok.
This is useful information addressed to the target audience. In the gambling niche, these are men aged 25–40 with a stable income above average and diverse hobbies.
Benefits of using the tool in a performance campaign:
Popular formats of the performance campaign:
Advertisers, SEO marketers, analysts, programmers, writers, and web designers work on the promotion of online casinos. Together, they develop catchy creatives, carry out routine maintenance on gaming sites, and monitor the compliance of advertising with legal and regulatory requirements in the chosen country.
Let us consider the main stages of the implementation of a performance campaign:
Definition of goals
Objectives must be realistic, measurable, achievable, and time-limited.
It is good when any goal can be associated with financial performance indicators: conversion rate, income, and RTP percentage
Specialists study the customer's project (business area, website, and loyalty program), competitive environment, peculiarities of legislation in the chosen jurisdiction, and other external factors.
Previous marketing campaigns are also subject to thorough analysis
Creation of a media plan
This is a table with the ads release schedule in the context of the promotion channels used (SEO, SMM, native advertising), goals set, and planned profitability indicators.
The document clearly states the initial and expected KPIs, the timetable for achieving the goals, and the budget (general and with the distribution for each channel)
Specialists evaluate the intermediate results of the performance campaign and promptly make adjustments. Inefficient channels are excluded from the media plan but effective ones, on the contrary, receive more financial injections
We use effective marketing tools and take into account the rules of gambling product advertising, which are relevant in the selected jurisdiction.
From us, you can buy such profitable and reliable casino solutions as:
For more information, please contact our managers.
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