This case study highlights the journey of a mediabuyer responsible for acquiring European traffic for an iGaming company. Using Adsterra, he aimed to drive first-time deposits (FTDs) while managing a tight budget. Let’s take a look into his strategies and results.
Campaign details:
- Geo: Romania
- Offer: Maria Gaming
- Ad Format: Popunder
- Conversion goal: First-time deposit (FTD)
- Traffic source: Adsterra (CPM model)
- Monthly budget: $3,000
- Target CPA: maximum $72 (desirable CPA $40)
- Minimum deposit: $100
Results:
- Deposits: Increased from 42 to 93
- Profit: Grew from $5,700 to $11,100
- Final CPA: $32.5
The challenge
The media buyer had a clear goal: increase the number of initial deposits from players in Romania while keeping within a strict $3,000 monthly budget. The challenge wasn't just the budget constraint but also the fierce competition in Romania, where the target cost per acquisition (CPA) was roughly $70 per deposit. This competitive landscape made it particularly tough to hit the targets without breaking the budget.
Adding to the complexity was the difficulty in tracking ad performance. The advertiser hadn't implemented server-to-server (S2S) tracking, leaving the media buyer and Adsterra with limited insight into which ads were converting best. This lack of precise data made it harder to optimize the campaign on the fly.
Despite these hurdles, the collaboration between the media buyer and Adsterra was a success. Through careful planning and constant tweaking, they nearly doubled the number of initial deposits, increasing monthly deposits from 42 to 93. Crucially, they managed to maintain the quality of these deposits, with users continuing to play and make further deposits. This remarkable achievement showcased the effectiveness of their strategies and their ability to overcome significant challenges.
Let's dive into some of the tactics they employed:
Tactics to increase iGaming conversions
Before ramping up the first-time deposits (FTDs), it was crucial to evaluate the performance of the traffic. The media buyer provided statistics from his analytics platform every 28 to 30 days, giving the team a chance to review various metrics. These included:
- Impressions;
- Clicks;
- Placement IDs;
- Registrations;
- Deposits;
- Date.
The data revealed an interesting trend: the first 12 placements were responsible for driving registrations, while the remaining sources, despite generating a lot of impressions, resulted in zero conversions.
This insight was vital for understanding which placements were effective and which ones needed reevaluation or elimination.
Strategic insights
Initially, it seemed logical to cut underperforming placements and boost budgets for top performers. However, they faced several issues:
- Limited data: Only one Excel report with limited insights made it hard to predict future performance;
- Delayed conversions: iGaming deposits aren’t instant; users might register but delay deposits until payday;
- Valuable traffic: High-click sources aren’t necessarily poor quality. Excluding them could mean losing valuable traffic and potential profits.
The experiment
The media buyer agreed to experiment with the bidding strategy while ensuring the budget remained intact. This cautious yet strategic approach led to impressive results, doubling deposits and significantly boosting profits.
4 steps to boost initial deposits
1. Smart budget allocation (by month/day/hour)
Rather than blowing through half of the budget in the first five days, a more strategic and controlled approach was adopted. By spreading the budget evenly over the span of 30-31 days, the team could manage ad spending on a daily or even hourly basis. This method not only kept the spending within the set limits but also maximized ad exposure in Romania throughout the month.
This even distribution of funds played a crucial role in boosting the conversion rate and increasing the number of player deposits. Additionally, it allowed the team to explore and expand traffic sources, giving another chance to those high-click, low-conversion placements that might have been prematurely dismissed.
Adsterra’s self-serve accounts come with features that let users set daily and hourly limits, ensuring a steady flow of ad spend. However, the "Evenly Distributed" setting, which is exclusive to managed accounts, was utilized here to maintain consistent and controlled spending. This strategic allocation ensured that the campaign remained effective and efficient, making the most out of every dollar spent.
2. Timing ads right
Timing is crucial in iGaming ads. Player activity varies by country and time of day. For instance, Romanian players might click on ads at 3 AM but are unlikely to register and deposit at that hour. By excluding night hours from the Popunder campaign, the performance improved significantly.
3. Customizing bids
Given the challenge of bi-weekly reports and the inability to monitor in real-time, the team had to think creatively. Instead of removing traffic sources with zero registrations, they took a different route: they lowered the payout for these sources using Adsterra's Custom Bid feature. This involved some manual effort but proved to be a smart move.
By implementing custom pricing, the team could aim for the desired conversion costs without drastically cutting down the traffic volume.
This strategic maneuver allowed them to continue attracting a healthy flow of traffic while keeping costs in check. The results were impressive. By reallocating revenue to the most lucrative placements, they managed to boost the number of player deposits significantly — from 42 to 93.
This approach highlighted the importance of not rushing to remove underperforming sources. Instead, by adjusting bids and carefully managing resources, they could maximize the potential of every traffic source. This method not only increased the deposit numbers but also ensured that the campaign remained cost-effective and efficient, showcasing the power of thoughtful, strategic planning.
4. Strategic blacklisting
Starting blacklisting too soon could mean missing out on valuable traffic. That's why this step was saved for last. After four weeks, traffic sources with minimal or zero conversions were finally cut from the campaign. This careful approach ensured no potential was overlooked, giving every source a fair shot before making any final decisions.
Conclusion
Unlike quick installs or signups, iGaming conversions take time. High click numbers might look impressive, but they don’t guarantee immediate performance. That’s why it’s crucial to lower bids for uncertain placements and keep testing the traffic. This way, you give those placements a fair chance to prove their worth without breaking the bank.
To prevent overspending, it’s smart to set daily or even hourly spending limits. This helps manage your budget more effectively and ensures that you’re getting the most out of every dollar spent. Most successful FTD (First-Time Deposit) sports bettings and iGaming campaigns thrive on CPM traffic because it helps drive visibility and engagement. On the other hand, leads and installs tend to perform better with CPA traffic, where you only pay for actual conversions. By understanding these nuances and adjusting your strategy accordingly, you can maximize your campaign’s success and achieve impressive results.
