Top 5 Ways for iGaming Brands to Improve Paid Social ROAS

 

The online gambling and casino industry has evolved rapidly over the past 10 years thanks in large part to a ruthless focus on marketing performance, especially on mobile.

Direct response channels such as paid search and affiliates have fed the hunger for finding highly intentful audiences at low acquisition costs. Paid Social may have been late to the table but is rapidly catching up:

With 90% of US paying mobile gamers using at least one of the Facebook family of apps at least once a week, it comes as no surprise that 67% of them and 74% of high-paying mobile gamers discover new games on the Facebook family of apps. (Source: Facebook/Accenture)

Clearly Facebook and Instagram are very well positioned to enable iGaming marketing directors engage profitably with the gaming community.

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Sports-betting brands have even more reason to focus on Social channels given their predominant usage via mobile devices. With at leat 45% of all consumers always or often using a second screen when watching TV, it is evident that this number will be much higher amongst engaged sports-betting fans.

So what are the activities that iGaming marketers should focus on today in order to responsibly maximise the return from investment in Paid Social marketing? In addition to the obvious requirement to develop engaging and entertaining content, here are five things that we believe iGaming brands can do to ensure they drive through improved ROAS (return on ad spend) from Facebook:

1. Automate Customer Data Integration

The Facebook ecosystem (Facebook, Instagram, Facebook Messenger and the Facebook Audience Network) is pretty awesome at enabling you to create custom (opted-in) audiences for remarketing purposes and to broaden out through lookalikes.

To maximise the efficiency and effectiveness of your audience creation, consider how you can automate the creation and updating of audience segments. The closer to ‘real time’ you can enhance the audience data set available to Facebook, the better Facebook can do its job of engaging your most relevant audiences or indeed excluding other audiences.

2. Dynamically Respond to Live Events

Sports-betting marketers understand that real-world events can radically affect the shape of a marketing campaign. For example, the window before game kick-off often delivers the highest converting customers and the largest volumes at the lowest CPAs. Also, specific offers and markets can become more or less relevant depending on what happens on the field.

The great thing is that the data required for gaming brands to meaningfully respond to live events is already baked into their products. Why not amplify the impact of these data points by fuelling social marketing campaigns at the right time with the most relevant messages?

3. Leverage In-app Activity to Drive Engagement

Your most loyal audiences are those who have taken the time to download your app. It’s likely that they will also have installed the apps of at least two or three of your competitors. Social channels can provide an additional touch-point, leveraging in-app activity to find relevant and timely moments for you to stand out.

While unpacking in-app data has often been the most tricky integration point for iGaming brands, these hurdles should no longer exist today. Exposing the in-app activity in real time and linking to Social audiences is now a critical weapon in your marketing arsenal.

4. Be Omnichannel

The link between Social and the High Street has never been tighter. Across the retail sector, brands are actively leveraging social marketing channels to drive footfall to their outlets. Loyal omnichannel customers are amongst the most profitable.

The data flows between marketing and sales channels are now easier than ever. Creating clear reasons why your customers should visit your betting shop or casino is the starting point. Then, integrate EPOS and loyalty card systems with social marketing channels in real time to close the loop.

5. Untangle Cross-Platform Attribution

Not knowing which elements of your campaign are delivering which result is destined to lead to marketing paralysis. While most iGaming marketers are obsessed with Last Click Attribution, this leads to a false set of expectations on the relative performance of search, display, affiliate and social across the purchase funnel.

Start by implementing a single cross-platform tracking solution that gives you a single view of truth across all your marketing channels. Then, develop attribution models that reflect your customers’ complex purchase journeys with your brand. And finally, implement fluid workflows that enable you to respond rapidly to performance changes in the various channels.


Why not download our one-pager on the things you can do to improve your Paid Social return on ad spend (.pdf).

If you’d like to understand how automated data integrations can help you achieve your specific Paid Social goals, please do get in touch.

 
Brendan Hughes