How To Run Gambling Offers in 2022

Gambling offers are larger than life and ultra-profitable. According to PR Newswire, the Global gambling and sports betting market will climb up to $516.03 Billion by 2030. 

Gambling offers include any pastime that involves wagering a stake on a game of chance with the hope of winning money in return. The vertical has an ocean of offers across every conceivable mini-market, including blackjack, roulette, online poker, video slots, sports betting, horse racing, lotteries, sweepstakes, bingo, e-sports, Fantasy League Football, and the list goes on. 

So with so many gambling offers, how do you narrow the playing field and target the right offers to the right traffic sources? We’ll run through a few of our favorite targeting tips, optimization strategies, and creative elements to set you on your way. After we’re done, we hope you break the bank and hit the big time with gambling offers! 

Build your Gambling Offer Using the Right Creatives 

Developing and rolling out the right creatives is half the battle won. Your advertising style must match the offer. Never be misleading or confusing, and always lead with a massive offer/incentive to ensure that your conversion funnel gets the player where they need to go in the shortest possible time. Here are a few things to remember when building campaign creatives for gambling offers. 

Lead with Bonuses

The cardinal rule about gambling/sports betting offers? Players ONLY care about the offers, bonuses, and incentives they stand to gain from clicking on the ad. Lead with bright, bold, eye-catching rewards that drive home cash numbers. Things like “100% Match Bonus up to $1000“, or “$500 Reload Bonus“, or “300 FREE SPINS” carry massive impact in casino/online gambling circles. Lead with the best offers, and you’ll never go wrong.

Boost Credibility

Scam casinos are a real thing, and it helps to differentiate your ads from fly-by-night sites. Add leading casino names, licensing, regulations, onsite payment methods/options, and even the odd contact detail to strengthen trust and drive home credibility. 

Use classy, fun, or aspirational imagery.

Gambling offers are all about color and vibrancy. Potential players are used to seeing (and much more likely to convert on) bright colors, exciting imagery, table selections, happy players, glitzy studios, cascading slots, and similar. You can choose to generate your creatives as: 

Classy/Sophisticated: Using black/gold/purple colors with chic, stylish, beautiful tables/people. 

Fun and Quirky: Using video slot characters on bright blue/pink/green backgrounds.

Aspirational: Using piles of cash, private jets, and other wealth signifiers. 

Bring in more numbers and amounts.

Sell the experience with number-backed statements. Things like “$100,000 in Bonuses,” “500+ video slots“, or “20,000 players have already won” will always work well and drive home FOMO. 

Use urgency and countdowns.

Urgency can be a potent tool for running gambling offers. Use statements like “Today Only,” “Hurry,” and similar, place countdown timers or ticking clocks and drive home the message that the offer you’re advertising has a limited window. 

Give a Clear Call To Action

Make sure your traffic always knows where they need to go and what they need to do to redeem your offer. This may include adding a short step-by-step infographic to your gambling offers that moves them through the acquisition funnel, from registering onsite to creating an account and making the first deposit. Couple this with a strong, bold, and colorful Call To Action Button giving your player a directive to “Play Now,” “Sign Up,” “Start Winning,” etc. 

How to find top traffic for Gambling offers. 

You’ve found your offer, built your campaign, and set your creatives. All that’s left to do is find the right traffic sources. That’s where an Ad Network comes in. Partnering with an Ad Network cuts out the middle man and acts as a go-between for online advertisers and websites. These networks place the right offer in front of the right traffic source, using cutting-edge targeting technology, smart bidding, and platform integration. Always take the below questions into account before partnering up and working with an Ad Network. 

  • Which ad formats does the network have access to?
  • What are their fill rates, pricing, and/or payment options?
  • Do they run and specialize in gambling offers and traffic sources?
  • How extensive is their network of publishers and website owners?
  • Do they have unique features and optimization capabilities?
  • How robust is their anti-ad-block technology?
  • Do they have advanced reporting and statistics?
  • What is their level of transparency and ad compliance? 

Tips for running top gambling offers

Check out the below campaign creation/targeting tips for higher conversions on gambling offers. 

Find Your Market with User Interest Target 

User Interest Targeting is a dynamic and easy-to-use targeting feature available on the Adcash platform. It allows online advertisers to segment and target traffic based on their unique browsing preferences. Any users who’ve previously shown an interest in casino/gambling/sports betting campaigns will be shown similar offers whenever they browse a site. User Interest Targeting is known to produce higher results, with traffic communities preferring to be shown personalized ads that fall in with their unique browsing preferences. 

That said, it’s essential to get the right targeting and use the right keywords when running your gambling offer/casino campaign. As mentioned earlier, gambling offers are split across a few core verticals/sub-sectors. When setting up your User Interest Targeting, be sure to not only select “Gambling” as your go-to category but also click on “Sports/Sportsbetting.” This way, you’ll be able to hit multiple players across different preferences. 

Multiply Your Campaigns and Payout Models

It’s always best to run two or three offers simultaneously. You’ll be able to Split Test your campaigns quickly and efficiently, seeing what resonates with your audience and throwing out the rest. Over time you’ll refine your gambling/sports betting campaign to its best possible version. We recommend you mix and match your ad formats and payout models to see which brings in the most traction when running these offers. Try running one campaign on a CPM model using Pop-Under (with three bids per country) and another with CPC, using Interstitial and/or In-Page Push. 

Target your Gambling offer to Mobile 

Over the last few years, the global Online Gambling and sports betting community have been wagering funds and playing from their mobile devices more than ever before. This “play on the go” mentality comes on the backburner of Covid and the new norm we find ourselves in. There’s a whole new generation of players springing up who play exclusively from their smartphones. Be sure to target your campaigns to mobile devices to generate more traction and get more hits from more prominent traffic sources. 

Use the Right Gambling offer Ad Formats

We’ve touched on this point above, but specific ad formats work exceptionally well for Gambling/Sportsbetting offers. Combine these with the right creatives, copy, and CTA’s, and your chances of hitting a conversion “jackpot” multiply. Here’s our pick for the top 3 Ad Formats to use when running Gambling offers.

In-Page Push

These alert-like ads are designed to mimic traditional push notifications. In-Page Push ads are well-targeted, engaging, and less intrusive to the overall end-user experience. They also have multiple targeting options and a heightened ability to reach new audiences. 

Pop-Under

By appearing behind the active browser window, Pop-Under ads effortlessly blend in and integrate with the onsite UX, staying out of sight until a user logs out of what they’re doing. And, as the last thing seen before logging out, they stay top of mind for the future. 

Interstitial 

Appearing while a website or page loads, Interstitial ads can reach traffic with an immersive, tailored, and engaging ad experience. The ad also has a hard-coded 5-second countdown window, meaning a guaranteed delay in exit times and higher conversion capability. 

Target the right Geos

Depending on the gambling offers you’re promoting, you could choose to target Tier 1, 2, or 3 geos. Tier 1 Geos are countries with the highest purchasing power and GDPs, like the UK or the USA, while Tier 2 Geos fall in the middle, with countries like the Czech Republic, Poland, Greece, Slovenia, or Russia forming part of this category. On the other hand, Tier 3 Geos belong to developing countries throughout Africa, Central America, and parts of Asia. 

Always position your offer in line with the purchasing power of the region you’re targeting. Casino lotteries do wonderfully well in developing countries, while progressive jackpots and welcome offers with a strong buy-in may perform effectively in Tier 1 regions.  

ProTip: The online casino market is currently booming in India (Tier 3) and Japan (Tier1)

Activate CPA Target Bidding 

If you’re looking to get the most out of your Gambling offers campaign budget, then CPA Target Bidding is the way to go. This bidding feature, available with a few clicks on the Adcash Advertiser platform,  optimizes your campaign bids based on its Target and CVR to maximize conversion volumes while minimizing costs. In plain speech? CPA Target Bidding lets you maximize your onsite conversions by automating your campaigns. 

All you need to do is create a new gambling/sports betting campaign, and set a CPA Target price. We’ll then test your offer on various supply sources and pinpoint the best converting traffic segments. CPA Target will then place your gambling/sports betting campaign on the most relevant sites at a lower CPA (cost per acquisition) than you initially set. Get expert tips and real-world case studies for CPA Target Bidding right here

Develop strong pre-landers for Gambling offers

Using the right pre-landers is a surefire way to solidify your conversion flow. Ensure the advertising funnel is clear and distinctive, and get your players over to the signup page as quickly as possible. Things to take note of in a quality landing page include: 

  • A solid H1 headline with a supporting description. 
  • A unique selling point that immediately captures the attention of your audience. 
  • The core benefits/advantages of your offer.
  • Eye-catching images that show the product or service in use.
  • Where applicable, a video demo showing how the product or service works.
  • Proof of concept in the form of customer testimonials and ratings
  • A reinforcing statement or one-liner that eliminates any lingering doubt. 
  • And finally, an ultra-strong call to action results in lead generation, conversions, click-throughs, or any other sales metric you are looking to track down and secure.

Check out this guide to Landing Page Creation for further tips and helpful tools. 

As always, feel free to reach out to us for tips and tools to scale your campaigns with industry-leading tracking and optimization strategies. We’re always happy to assist. 

Spin into red-hot conversions on the Adcash Advertiser Platform, and catch you on the next one. 

Bye for now.

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