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Betting on New Customers: Are Returning Users Damaging Sportsbooks’ CAC Strategies?

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The Rise of Female Bettors: What Does This Mean for Marketing Campaigns?

 

By: Richard Metcalf

In the fast-paced, highly competitive world of sports betting, operators have to ensure they’re maximising Return-On-Investment (ROI) in their digital marketing campaigns. The challenge is to target new customers and not waste budget on returning users that they’ve already engaged.

Campaign spend within sports betting should be laser-focused on driving customer acquisition and making every click count, but with existing users inadvertently driving up Customer Acquisition Costs (CAC), this is becoming a huge challenge. Predictions from Statista suggest that the online gambling market will consist of over 233.7 million users by 2027. This makes it imperative to protect against existing customers from draining budget and free up budget for new customers

If a sportsbook doesn’t have visibility into the traffic it’s generating through its ads, it could be losing millions to users who are already engaged and using its site. Returning users need to be managed to ensure sportsbooks can make the most of their budgets and gain new converting customers.

 

Returning Users and ROI  

What percentage of your digital marketing budget is engaging returning users through your ad as an entry point? The chances are this number is very high. We recently saw a company where 97% of their spending on branded keywords was linked to clicks from existing customers which drained their budget and meant they saw close to no new conversions.

Repeat clickers and returning customers, who navigate to your site using ads, rather than organic search results, are driving up the cost of genuine new clicks from first-time depositors. Although these are enthusiastic and engaged customers, they are clicking on your ads excessively and driving up your CAC and Cost Per Acquisition (CPA). This ultimately dilutes your campaign’s effectiveness and wastes spend on engagement that will never convert.

 

The Secret to Success with Custom Validation Rules and Shadow Campaigns

To drive the performance of sports betting advertising efforts, companies can set custom validation rules that limit the number of times a user clicks on a paid ads campaign. Once that threshold of clicks is met, the users are stopped from seeing that campaign for a set period of time, helping to eliminate the high CPC rates sportsbooks experience.

This effectively means that once the threshold is reached the user is precluded from seeing ads and will only see the brand’s organic listing on the Search Engine Results Page (SERP). Alternatively, by implementing shadow campaigns, an operator can create a duplicate of the existing brand keyword campaign in Google ads just for these returning users who are precluded from the original brand keyword campaign. So, rather than being shown the organic listing these users will see a paid search ad on the SERP but at a lower cost to the advertiser.

Shadow campaigns are a powerful tool that allow advertisers to take appropriate actions to protect their brand, optimise their marketing efforts, and ensure compliance with marketing strategies. By using custom verification rules and shadow campaigns, budgets are saved for genuine users who are more likely to convert resulting in maximised ROI.

 

Transforming and Optimising Campaigns

No sportsbook wants returning users burning their marketing budgets. In a market that is growing ever more competitive, it is vital that advertising traffic is controlled for businesses to capture more ROI across campaigns. By implementing shadow campaigns, sportsbooks will uncover a new level of visibility to minimise CAC and maximise new customer engagement.

It’s time to unlock unparalleled success, optimise your PPC campaigns to their fullest potential and transform your Google Advertising strategy.

 

Richard Metcalf is the Global VP, Sports Betting & Online Gaming, at TrafficGuard, an international platform provider for detecting, mitigating and reporting on digital ad fraud. With over twenty years of experience in Sales and Business Development in the digital industry, Richard strives to achieve the highest level of results for the team. He has represented brands as their public face, managed entire sales cycle processes and delivered solutions to stakeholders to ensure business growth and develop the teams around him.

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QMRA Launches Ontario Quality Mark for Affiliates

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QMRA Launches Ontario Quality Mark for Affiliates

 

QMRA is a Compliance Quality Mark for iGaming Affiliates, launched by XY Legal Solutions B.V. (XYLS). XYLS launched a Dutch Quality Mark, KVA (https://kva.nl/), in September 2021. This was a month before the Dutch regulated market opened.

In February 2024, QMRA was launched. Affiliates from the following markets were able to apply for the Quality Mark: Belgium, Spain, Denmark, Germany, Norway, Sweden, USA Michigan, The UK, Poland and Estonia.

Many affiliates joined since launch, among which Game Lounge, Unilead, Leadstar Media, Applied Digital Media and the Gaming Innovation Group.

The by the AGCO regulated market Ontario (Canada), open to iGaming applications since 2022, is an interesting market for affiliates as well. After weeks of research, QMRA finished the Ontario Compliance Code. Therefore, Ontario iGaming Affiliates are now able to join QMRA!

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ReferOn has Been Nominated In Two Categories for the EGR B2B Awards

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ReferOn has Been Nominated In Two Categories for the EGR B2B Awards

 

ReferOn, a state-of-the-art affiliate management system, has been recognized in two categories – “Affiliate Software Supplier” and “Software Rising Star” – at the prestigious EGR B2B Awards. The awards ceremony will take place on 13 June 2024 at The Roundhouse in London.

ReferOn receives industry recognition and is regularly shortlisted for reputable awards including the iGB Affiliates, AffPapa, 5 Star iGaming Media, and EGR B2B Awards. The popularity stems from ReferOn’s comprehensive set of tools and services aimed at affiliate management optimization, including transparent reporting, easy access to data, plus functionality for management and reporting.

Alexia Gauci, B2B Sales Manager at ReferOn, commented on the nomination: “The team has worked to make ReferOn the most powerful affiliate management system. We find known challenges in the market, work directly with operators and affiliates, and solve them. The double nomination is an excellent motivation for further development work. We are delighted to be recognized not only by our partners but also by the industry as a whole.”

This year ReferOn also received a nomination for the prestigious AffPapa Awards in the “Affiliate System of the Year” and “Rising Star Provider” categories. ReferOn representatives plan to attend the awards ceremony in Malaga, Spain on May 27. Next, the team will visit Casino Beats in Malta on May 21-23, and on July 16-19, everyone will be able to learn more about the latest technical updates at the ReferOn booth at iGB Amsterdam.

 

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Affiliate Roulette and iGamingAffiliates.IO Forge Powerful Partnership to Empower Affiliates and Simplify Operator Acquisition

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Affiliate Roulette and iGamingAffiliates.IO Forge Powerful Partnership to Empower Affiliates and Simplify Operator Acquisition

 

Affiliate Roulette, the industry’s leading platform for affiliate discovery and collaboration, and iGamingAffiliates.IO, a premier iGaming affiliate management agency, announce a partnership designed to empower affiliates and simplify operator acquisition within the iGaming industry.

Building Trust and Transparency Through Collaboration

Affiliate Roulette, known for its innovative approach to affiliate marketing, fosters a transparent environment where affiliates can showcase their skills and build trust with operators. This aligns perfectly with iGamingAffiliates.IO’s core values, which place a strong emphasis on building long-term, trust-based relationships between affiliates and brands.

A Winning Combination for Affiliates and Operators

This partnership provides a powerful combination of benefits:

  • Enhanced Visibility: Affiliate Roulette showcases iGamingAffiliates.IO to a vast network of operators, increasing their chances of securing lucrative partnerships.
  • Expert Guidance: iGamingAffiliates.IO’s team of experienced professionals offers operators the support and expertise needed to optimize their campaigns and achieve maximum results.
  • Streamlined Operations: iGamingAffiliates.IO handles the complexities of campaign management, allowing operators to focus on their core competencies.

A Future of Collaboration and Growth

This partnership marks a significant step forward for the iGaming affiliate market. By combining Affiliate Roulette’s innovative platform with iGamingAffiliates.IO’s proven expertise, both companies are committed to fostering a thriving industry that benefits all stakeholders.

 

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