Case Study: Meta Ads for Casino77 – Reimagining Online Casino Advertising

Client:

Casino77, an online casino platform

Objective:

Reduce Customer Acquisition Cost (CAC) for both First Time Deposits (FTDs) and registrations.

Platform:

Meta Ads (Facebook, Instagram)

Challenges:

• Competitive online casino market with high customer acquisition costs.
• Difficulty standing out amongst generic and often negative perceptions of online gambling.
• Building trust and brand awareness with a new target audience.

Strategies:

1. Targeted Audience Segmentation:
   • Demographics with a twist: We’ll go beyond age and income to understand their lifestyle, aspirations, and media consumption habits. 
   • Utilizing real money gaming interests in targeting in order to reach high intent audiences
   • Leveraging the power of lookalikes: We’ll identify existing high-value customers and find new players who share similar characteristics and 
2. Compelling Ad Creatives:
   • High-quality visuals: Utilize captivating images and videos showcasing the excitement of playing at Casino77, highlighting popular games, and emphasizing responsible gambling practices.
   • Personalized messaging: Tailor ad copy to resonate with different segments
   • Strong calls to action: Encourage users to take the desired action, whether it’s registering or making a deposit
3. Engaging Ad Formats:
   • Carousel ads: Showcase multiple games or features in a single ad, increasing user engagement and highlighting variety.
   • Video ads: Capture attention with short, dynamic videos showcasing gameplay, bonuses, and the overall Casino77 experience.
4. Strategic Bidding and Optimization:
   • Leverage conversion tracking: Monitor key metrics like cost per acquisition (CPA), return on ad spend (ROAS), and registration/deposit rates to optimize campaigns.
   • Test different bidding strategies: Experiment with cost-cap, target CPA, and automated bidding options to find the most cost-effective approach.
   • Utilize A/B testing: Continuously test different ad variations, targeting options, and creative elements to identify the best performing combinations.
5. Retargeting and Lookalike Audiences:
   • Retarget website visitors: Reconnect with users who have shown interest but haven’t taken the desired action, offering targeted incentives or promotions.
   • Create lookalike audiences: Expand reach to new users who share similar characteristics with existing high-value customers.

Results:

• 23% lower CPA for FTDs: Achieved through optimized bidding, targeted messaging, and engaging ad formats.
• 35% lower CPA for registrations: Improved targeting and personalized ad experiences led to more qualified leads.
• Increased brand awareness and positive sentiment: Engaging creatives and responsible messaging helped build trust and attract new players.

Conclusion:

This case study demonstrates how Meta Ads can be effectively leveraged to reduce CAC and achieve marketing goals for online casino brands like Casino77. By implementing a data-driven approach, personalized messaging, and engaging creatives, online casinos can attract new players and build a loyal customer base in a competitive market.