Objective(s) & budget
To expand the player base of a newly launched casino, beginning the PPC campaign at the birth of the brand itself at the moment of the site launch. This expansion came against extremely tight targets, with First Time Depositor targets 28% lower than the industry standard CPA, as well as ambitious ROI targets from the very beginning. The aim of expansion also applied to budget, with spend expanding month on month as efficiencies were proved and results demanded further investment.
Target audience & strategy
With tight targets, the decision was made to focus strongly on the USPs of the new online casino. This includes tightly focused copy emphasising the friendly, straight-forward and honest character of the brand. This was also necessary as a business decision was made not to include a deposit bonus as is common amongst competitors. This also applied to the selection and prioritising of keywords, focusing on keywords often avoided by other competitors such as moneyback, cashback and no wagering keywords. As the target was to expand the player base as much as possible, as efficiently as possible, the target audience was as broad as possible. That being said, the demographic learnings from across multiple channels were applied – allowing us to upweight age and geographic segments identified as optimal.
With strict targets, it was imperative that every keyword delivered strong value, targeting short tail and high value terms that deliver the best conversion rates. Due to the strength of these keywords, these are also the most competitive with the highest ad depth – therefore further measures were necessary in order to make sure efficiency targets were achieved.
The first of these measures was strict ad scheduling, meaning that we only entered the auction at points where CPCs dropped enough or conversion rates rose enough to enable us to deliver as low a CPA as possible.This was evidence based, with scheduling applied after a period of testing, but also from a starting point aligned with the schedule of ATL marketing
Broad Match Keywords
One good source of volume at cheap CPCs has been broad match modified keywords, once strictly controlled via scheduling, bid and budget caps as well as extensive negative lists. This has aided in the strategy of targeting as cheap an average CPC as possible, whilst with the strict control creating a set of campaigns just as effective and efficient as their exact-match twins.
Another major strategy was the application of bid strategies across the entire keyword universe. This included positional strategies as well as CPA based bid rules.Positional strategies are used primarily on brand keywords to ensure that impression share is maximised, whereas CPA rules allow for more flexibility in tandem with the ad scheduling to only run in high average positions when it is most likely to convert efficiently.
Brand-Aligned Copy and Landing Pages
As mentioned above, low CPCs were also targeted with targeted copy and landing pages in order to maximise Quality Scores. This uses the unique features of OJO to get as high a CTR as possible, and offsetting the would-be negative of running without a large welcome offer. Further to copy testing, we’re also consistently running landing page testing to also maximise conversion rate.
- 78% Growth in investment
- 68% Reduction in CPA since launch
- 178% Increase in total conversions