Client Overview
Lollybet is an online casino platform offering a wide range of gambling services, including slots, table games, and sports betting. Their goal is to attract high-quality traffic and convert visitors into registered users, especially in competitive markets like France, where the online gambling industry is rapidly expanding.
Objective
Lollybet wanted to increase the number of high-quality users in France, focusing on attracting individuals who were likely to engage with the platform and complete the registration process. The challenge was to drive relevant traffic to the platform, enhance brand awareness, and ensure a steady stream of new users.
Strategy
To help Lollybet achieve its objectives, we implemented a multi-channel marketing strategy, leveraging Google Ads, Meta Ads, Push Notification Ads, and Programmatic Advertising. Each channel was tailored to reach the target audience with precision and efficiency, ensuring that the traffic generated was not only high in volume but also high in quality.
Key Components of the Strategy
Google Ads: Display
Display Ads: To capture attention and build brand awareness, we used Google Display Ads to target users browsing related content, including sports news, gaming websites, and entertainment blogs. The display ads included dynamic creative that appealed to the excitement of gaming, with visuals of popular games and promotions.
Meta Ads: Facebook and Instagram
Facebook Ads: Facebook was used to target a wide audience with interests in online gaming, sports, and entertainment. We used Facebook’s robust targeting options to segment audiences by behavior, demographics, and interests. Carousel ads and lead-generation forms were implemented to encourage sign-ups directly from the platform.
Instagram Ads: We used Instagram’s visually rich environment to target a younger, more engaged audience, focusing on high-impact images and videos showcasing Lollybet’s most popular games and betting features. Stories, feed ads, and reels were used to maximize visibility and engagement.
Push Notification Ads
Web Push Notifications: We launched web push notification ads for Lollybet to engage active users and prompt them to register for an account. By segmenting users based on their activity on the site (e.g., visitors who browsed without registering), we created personalized push campaigns offering exclusive bonuses or highlighting new games.
Mobile Push Notifications: We also utilized push notification ads for mobile users to capture online casino players in France. These notifications were time-sensitive, offering special promotions and reminding users of games they had previously shown interest in. The goal was to bring users back to the platform and encourage them to complete the registration process.
Programmatic Advertising
Real-Time Bidding (RTB): We employed programmatic advertising to reach users across various websites and apps by using real-time bidding strategies. By analyzing user behavior and browsing patterns, we targeted high-intent users with personalized display ads across a variety of devices and platforms.
Contextual and Behavioral Targeting: Programmatic ads were optimized to reach users based on their interests and recent online activity related to gambling, sports betting, and entertainment. This approach ensured that the ads were shown to users who were already predisposed to engage with gambling platforms, driving higher-quality traffic to Lollybet.
Execution and Optimization
To ensure the best results, we continuously monitored the performance of each advertising channel, making real-time adjustments to optimize performance.
This included:
- A/B Testing: We tested different ad creatives, messaging, and targeting strategies to determine which combinations drove the highest conversion rates.
- Budget Allocation: We carefully allocated the budget across the various channels, increasing spend on high-performing ads while cutting back on underperforming ones.
- Geo-Targeting and Time-of-Day Targeting: Given the specific focus on the French market, we implemented geo-targeting strategies to focus ads specifically on French regions. Additionally, we tested different times of the day and week to optimize the timing of ads for maximum engagement.
Results
Increased Traffic: The multi-channel strategy resulted in a significant increase in traffic to Lollybet’s platform, with Google Ads and Meta Ads driving the highest volume of visits. Programmatic and push notification ads contributed to sustained re-engagement with the platform.
Higher Quality Traffic: By leveraging advanced targeting techniques, we were able to attract users who were not just browsing casually but had high intent to engage with gambling content. This translated into a lower bounce rate and higher time spent on the site.
Growth in Registered Users: Over a three-month period, Lollybet saw a 45% increase in registered users from France. Push notifications and programmatic advertising were particularly effective in re-engaging users who had visited the site but had not yet signed up.
Improved Conversion Rate: Through continuous optimization, we were able to improve the conversion rate of traffic to registered users by 30%, with Facebook and Instagram lead-gen ads delivering the highest registration rates.
ROI: The overall ROI from the advertising campaigns was substantial, with Lollybet seeing a 200% return on ad spend (ROAS) within the first quarter of the campaign.
Conclusion
By leveraging a combination of Google Ads, Meta Ads, Push Notification Ads, and Programmatic Advertising, we were able to help Lollybet achieve its goal of attracting high-quality traffic and increasing registered users in France. The key to success was a data-driven, multi-channel approach that focused on targeting the right audience with the right message at the right time.
This case study highlights the importance of a diversified advertising strategy, continuous optimization, and tailored messaging in driving both user acquisition and engagement in a competitive online casino market.