Gambling
The Challenge
Grow the customer base of a well-known international sports gambling company in the UK, whilst ensuring efficient use of spend, with an ambitious CPA target.
Our Solution
GDM Digital is well experienced in the online gambling sector, and hence could just jump start the campaign with what we know works, getting performance off to a flying start. The target market for online gambling within the UK tends to be male, 18-35, interested in sports and technology.
We used a mixture of specific behavioural and contextual strategies including individual sports and tech channels, and data segments to ensure we effectively covered the target segment. GDM Digital has a number of proprietary gambling data segments, as a result of partnerships with 3rd party sites or services. This gives our advertisers in this sector a great access to user data, driving campaign performance past what is available on the market.
Our experience also told us that the best times to run these campaigns is in the evenings, or in the week run up to large sports events. This knowledge meant that we ensured that we push delivery over these key periods, guaranteeing a minimised CPA for our client.
GDM Digital tracked both registrations for the service (which were free), and deposits. This allowed us to increase campaign delivery for those sites or behavioural segments which produced the best ratio of funded signups to registrations. By tracking conversions we were also able to ensure no wasted media spend; showing adverts only to those users who hadn’t registered for the service.
Finally, we used retargeting to show adverts to those users who had visited the advertiser homepage, yet failed to register. This strategy allows advertisers to capture those users who are interested in their proposition, by reminding them about the service at some point in the future after the initial site visit.
The Results
GDM Digital helped the advertiser to reduce its CPA significantly from display activity, and we continue to work with the client today. By feeding back to them specific features of campaign performance we are able to assist them in the rest of their marketing activity.
