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Dubai, UAE
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February

Test Guide to Gambling Offers in Facebook Ads


Good day everyone! It’s NeTraff – Gambling. This article is intended for beginners rather than advanced webmasters.

Before I start, I’d like to welcome you to my telegram channel: @netraffgambling where you’ll find news about our team, our case studies, methods we use to bypass Facebook’s restrictions, and much more…

The rule of thumb: Don’t hesitate to spend money!  There’s no other way. Also, keep in mind that tests might fail even if you do everything right. For instance, the offer you’re promoting might not be interesting to the audience.     

The Offer

  1. In case you work with the affiliate program, request a list of top offers from your affiliate manager.
  2. To start with, opt for TIER-3 offers since the budget you’ll require for tests is much less than for TIER-1 Study the cases provided by other webmasters related to the GEOs enlisted by the affiliate manager. (This way, you’ll learn how to work with particular GEOs. You can view statistics and creative samples in the case studies).
  3. Opt for the offers without a baseline (especially if you are a beginner) and only work with the minimum deposit.
  4. Once you have selected an offer, request a KPI (a certain number of deposits that you must attract so that the advertiser can check the quality of your traffic and decide whether to work with you or not).
  5. Confirm the payout delay time and if you’ll be paid in case your traffic quality isn’t sufficient.

Creatives

  1. Prepare two or three creos. If you have creos that worked in other GEOs, you can update it and try it out in your campaign.
  2. You might not want to use creatives from the spy service since the ones listed there are commonly overused and your tests will be insufficient.Use creatives from the spy service only as a case study. You can also find free creo samples in the Facebook Ads Library.  Spy service vs Facebook Ads Library: Learn more in my article called “Facebook Ads Library vs Spy Service – Which is Best?”
  3. As I already mentioned, you might want to study the cases of other webmasters first.
  4. Communicate with your creative specialist to find out:
  • What creatives do they commonly order for the required GEO?
  • Which GEOs have the largest order count?
  • Which approaches have the largest order count?
  • What are customer reviews regarding certain approaches?
  • Share the outcome of the previous campaigns so that you can rework creatives in new orders.
  • Share a case with a fresh approach from the spy service and request a similar unique creative.

If you cannot allow hiring a creative specialist, then you can do it yourself! Here are some sample creatives I have made for you to use as source files.

Accounts

I recommend purchasing accounts in different shops since they may have different trust levels and lifetimes. When linking the bank card, be sure to use a proxy corresponding to the account’s GEO. Generally, you’ll require three or four accounts to promote one creative. Opt for accounts with the appropriate budget limit for the tests. If you work in an expensive GEO with a payout of $150, you might want to opt for an account with a limit of $250. For TIER-3 countries, $50 will be enough.

Analytics & Promotion Strategy

  • Be sure to use subaccounts so that you’ll be able to calculate where the deposit came from and which creos were promoted on particular accounts. Subaccounts make life easy for publishers. They allow them to monitor multiple campaigns and analyze the results.
  • Let’s launch four or five cabinets with different approaches (age, app, and gender).
  • Targeting settings might vary. For example, the target audience might include male & female audiences of the age of 25+ or only male audiences of the age of 25+. But first of all, you must specify the terms of the offer because it might only be targeted at men, for example.
  • We’ll target a wide audience (and we won’t target any particular interests). You can run some of the cabinets with auto-placement settings and some of them in the Facebook feed. Every situation is unique. Only after the tests will you find out what works best.

  • The best ad campaign optimization implies deposits (purchases). Facebook selects users who are most likely to make a deposit (make a purchase in a mobile app). With this kind of optimization, the conversion to a deposit indicator is higher.

  • Let’s look at the ins2reg and reg2dep indicators. For example, according to the terms of the offer you have a payout of $40 and you know that according to the stats you obtained from your account manager, you have ten registrations = deposits. You can see that on average one registration will cost you $2. So, to obtain one deposit you must spend $20. If the registration will cost you $4, then you will break even and all that’s above will bring a negative outcome.

Common Mistakes

  • No sub accounts

As I already mentioned, subaccounts will make your life much easier. It often occurs that Facebook may not provide you with details about the deposit origination, so I strongly recommend using subaccounts for promotion..

  • Premature analytics and insufficient data

Do not drop the offer when you get the desired ten registrations. Remember that you are promoting gambling offers and deposits can arrive at any time.

Also, keep in mind that for each creative you must spend the deposit amount for the analysis to be more accurate!

  • No changes

We all know that each creative /app and even account may affect the outcome. In some cases, news creatives work best while in other cases the same goes for slots. Always monitor the statistics! If you are stuck with no results, then you might want to change something.

  • Wrong time zone

Keep track of time in the GEO you promote offers in. If your company runs at night, then most likely you will have overstated statistics since most people sleep at night.

  • Communication

Do not forget to communicate with other publishers. Hopefully, they will help you solve your problem or guide you.

Indicators to Focus on During Tests & When to Stop

CPM is the cost per mile or thousand impressions of your ad to users. At the start, the price may be too high but do not rush to disable the campaign. Very often, the price is optimized to $20 with additional installations and registrations so give Facebook some time.

CTR (clickability or click-through rate) is a digital marketing metric. CTR is defined as the ratio of clicks on a banner or ad to impressions and it is measured as a percentage.

The CTR calculation formula is as follows: CTR = (clicks / impressions) * 100.

For example, an ad block was impressed ten times and clicked on two times. This means that the CTR is 20%. The more efficient your creative is, the fewer promotion activities will cost you. If your CTR is very low, then you definitely must replace the creative or improve the previous one.

The conversion to installation (app installation) indicator must not be lower than 40%. What if it’s lower?

  • Your creative is irrelevant and thus drives users away.
  • Users don’t like the app (in my experience, even the color of the slot makes a big difference).

You must study the funnel thoroughly to identify where you were wrong.

Conversion to registration. The indicator ranges from 40% to 50% in TIER-3 countries. Split test landing pages and thereby you will identify landing pages with the best CR within your funnel.

The conversion to a deposit indicator ranges from 4% to 30% in different GEOs for different offers. It depends on your promotion scheme, optimization settings, and offer. This indicator demonstrates the performance of the entire funnel and it may be affected by changes in the variables of the funnel. But, as a rule, it depends on the offer.

Focus on the ROI: you might have a CTR of 0.5% and CPM of $150 but if the ROI is positive, then you may relax and book tickets to the Maldives.

I’m not a professional copywriter. I might have missed out on something so I may update this article at some point. If you don’t want to wait, you are welcome in my chat where you can ask me any questions: NeTraff – CHAT

neTraff - Gambling


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