I’m always open to testing new casino brands, and the offer my AM Lena from Yellana gave me was one I’ve never seen before, but it looked interesting nonetheless. The offer pays $176 CPA for an FTD.
My strategy is quite simple — run push traffic to landing pages with a form on them, get the users to opt-in to my email list and then I promote offers to them via email marketing.
So I used push ads to find an audience with specific interests and then drive them via e-mail to the desired action. And in this case, the desired action was deposit.
Setting up campaigns
Before using the second part of my flow — email marketing, I needed to set up a push campaign to drive traffic to the casino landing page.
My manager helped me to set up three campaigns for better results:
1. Traditional CPC campaign on a whitelist;
2. Target CPA campaign, it’s optimized automatically.
3. Target CPA campaign on New Subscribers only.
I chose to keep the targeting fairly broad for the test. I only excluded a few of the older operating systems and lower population regions. Then I saw that Android versions from 9 to 13 showed the best results
These targeting options were applied to 3 ad campaigns
First of all, I avoid using the word “free” on creatives because that tends to attract freebie seekers and low-value players. And the main goal of this ad campaign is deposit.
I also applied various pre-landing pages both with and without interactive elements on them. The main accent was on a spin-win, on such a page after two tries the user wins “100 free spins + $10000 deposit bonus”.
Then a user asked to claim the bonus and after that, he gets to the landing page with the email form.
Getting ready with email marketing
As a user fills in an email form, he gets to the email list. How does it work?
The first email invites the users from my email list to register in a specific Casino reminding users that there is a bonus waiting for them.
I always write unique emails (both promotional and follow-up) for each offer. All in all, there were 5 emails for each offer, see an example below.
Then the flow is as following:
A user gets the first email, then if he doesn’t make a deposit, he gets a second one reminding that after making a deposit he will get free spins and bonus to their deposit.
To make this process easier, I have a custom application I built to streamline the process.
How does this application work?
Once the emails are created and added to the automated emailing and tracking system, the emails are sent out to subscribers.
The system reacts to the actions users are taking in the emails. For example, if a user registers at a casino but doesn’t make a deposit, they’ll receive follow-up emails pushing them to make them.
Here everything was quite simple — as I mentioned before there were three campaigns and all of them were optimized without any of my efforts.
Manual CPC campaign
It was optimized by my account manager daily, she created a whitelist on subscribers lists with the best sources, and did Micro bidding on daily basis as wel, so she changed bids on the best-converting sources to get even higher CRl.
This campaign got best results — 72 conversions.
Target CPA campaign
It was a campaign with automated optimization on all the user bases and sources. The algorithm did everything instead of me — created white- and blacklists as well as Micro bidding and also was checked by my manager.
This ad campaign got 32 conversions.
Target CPA on New Subscribers
This campaign had the same algorithm as the previous one, but for all new subscribers only, those are users who subscribed to push notifications 7 days ago or less. My manager explained that new subscribers only have much lower volumes than, for example, all available sources have. But that doesn’t mean that they show the worst results.
This ad campaign got 13 conversions.