Gambling from FB to PWA-priles: fixing the problem of low reg2dep and calculating the payback of the offerer
Working with gambling, you might think that good Facebook accounts and quality PWA applications are all you need to get a high ROI. But sometimes the situation unfolds quite differently: the budget goes into the negative, conversions are almost non-existent, and the overall results of the campaign become terrible. Zero deposits is a harsh reality on the offer that the manager praised so much.
What could possibly be wrong? The answer often lies in a lack of analytics and the wrong approach to measuring the effectiveness of advertising campaigns. It is important not only to create good creatives, but also to correctly calculate the ROI of traffic and set up targeting.
Technical part: how to cast gembla from FB to PWA-prilla
Gambling represents one of the most diverse verticals in traffic arbitrage. Some arbitrageurs send traffic directly to casino links, others use PWA apps for Android, and still others use official apps from the Play Market or App Store. Today we'll look at the strategy of pouring on regular PWA apps. The goal of the campaign is "Sales".
You don't need to change anything in the "Campaigns" section, go straight to the "ad groups" section.
Let's start with the budget. It is not recommended to set a large daily budget right away, as this will lead to high advertising costs. It is better to start with 20-30 dollars per day and gradually increase the amount if the ads will show good results at an acceptable price.
As for setting up targeting: you should not cover too wide an audience. It is optimal to target the 24-26 age group - this will avoid attracting a less solvent audience and ensure better quality traffic for your advertiser.
It makes no sense to use detailed targeting: although the quality of traffic may slightly improve, the cost will increase by 20-40%. Therefore, it is more profitable to cast to a wide audience.
About placements: Facebook will offer you Advantage by default, but it's better to avoid it. This can lead to low-quality traffic: you'll get cheap clicks and conversions, but you won't achieve conversions. The best solution is to choose your placements manually: usually the best quality traffic comes from Facebook and Instagram (news feed and history section).
It remains to determine which operating systems and their versions you are targeting. Most often arbitrageurs choose targeting smartphones and tablets with Android operating system version 10 and above.
Examples of creatives
Creative for gambling should be bright and attractive. Use dynamic images with expressive text to evoke in users a sense of excitement and a desire to win. It is also worth emphasizing the benefits of your offer, such as bonuses, promo codes and other perks.
In 2024, the trend of dipfakes in advertising campaigns that perform well is gaining popularity. However, such creatives have two drawbacks:
- High price: the cost per creative can range from $50 to $100.
- The risk of low effectiveness: if you use only one creative due to a limited budget, there is a chance that it won't hook the target audience, leading to wasted money, frustration and the wrong conclusions that "users just don't respond to such creatives".
How to calculate the payback when choosing an offerer
Представьте ситуацию: вам написал менеджер и предложил залиться на лучший предложение по следующим условиям:
- payout of $25 per deposit,
- conversion of click to registration 30%,
- conversion of registration to deposit 5%.
From these conditions we can see that the conversion from registration to deposit is 5%, which means that out of 100 registrations we will get 5 deposits, each of which brings 25 dollars. Thus, 100 registrations will bring us 125 dollars, and the cost per registration will be 1.25 dollars.
Also, the terms and conditions indicate click2reg = 30%. This means that for 100 registrations we need to get 500 clicks.
Now let's calculate the marginal cost per click for the campaign to be profitable: $1.25 * 0.3% = $0.375. In other words, if the cost of your click exceeds this figure, the advertising campaign will have a negative return on investment, and if it is lower - will be profitable.
These are, of course, approximate calculations, but they can serve as a good guide. In practice, however, in 99% of cases you will not see exactly the same figures in your advertising office as the manager reports. It is important to have a good understanding of how to make such calculations in order to avoid losses and draw the right conclusions based on the statistics of advertising platforms.
The reasons for your disadvantages
There are three reasons that can severely "minus" your RK:
- Low-quality creative: One of the main factors in the success of any advertising campaign is quality and attractive creative. If your advertisement does not attract attention and generate interest, it will not be effective.
Recommendation: use services to analyze competitors to get inspiration. However, don't just copy the creative solutions you find - it's better to adapt them to your needs. This will help you create something unique and appealing to your audience.
Problems with payment systems can quickly scare away potential customers and negatively affect the effectiveness of an advertising campaign. You cannot rely solely on information from your manager; it is important to make sure that all payment systems are working properly.
Improper targeting can result in your ads not reaching your target audience, and all your efforts will be wasted. Conduct a thorough analysis of your target audience and make sure your advertising efforts are accurately targeted to them. Start with a broad audience without narrowing it down too quickly to avoid high costs and low return on advertising.
Conclusion
If you are involved in gambling, it is important to communicate with your manager and find out the average click2reg and reg2dep rates for the selected offer. This will help determine the necessary cost per click to achieve payback.
If you encounter a situation where the number of registrations significantly exceeds the number of deposits or there are none at all, do not rush to blame the advertiser for a payment system that does not work. Perhaps one affiliate has 50 registrations and no deposits, while another affiliate on the same offer has much better results. This indicates that the problem is most likely not in the payment system, but in other aspects of the bundle.
Problems with payment systems are common, but they are not the only thing that can affect results. The important factor is your work: bundling (combination of marketing materials), creatives and targeting. Remember that arbitrage requires systematic analysis and significant time investment in the initial stages, not just clicking a button for a quick profit.