Empowering iGaming CMOs to Maximize Campaign ROI

The iGaming industry is growing rapidly, and in some regions, it is even outpacing traditional sports betting. Users are increasingly searching for the convenience and accessibility iGaming provides, leading to a boom in the online gaming market, says Mathew Ratty, CEO & Founder, TrafficGuard.

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Sportsbooks are looking to take advantage of this growth by tailoring their offerings to draw in both seasoned players and recreational ones. Customized interfaces allowing users to select their favorite sports or teams while displaying relevant content and live streams of events on their home page are becoming more popular.

Utilizing personalization can give sportsbooks an advantage over competitors and give players a sense of loyalty toward the brand. However, this is causing a problem for chief marketing officers (CMOs).

Sportsbooks haven’t realized that behind the scenes, returning customers are driving up Customer Acquisition Costs (CACs) considerably. These users, while loyal, are unknowingly draining advertising budgets from brand campaigns and preventing these digital investments from reaching their targets.

Managing navigational traffic from returning users is essential for CMOs to reap the benefits of increased ROI, as well as meeting targets and budgeting efficiently.

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The Wasted Potential of Digital Ad Spend

Many sportsbooks run Pay-Per-Click (PPC) campaigns to attract users. While these are effective, a problem arises when they are utilized by returning users. Instead of using organic links or direct bookmarks to return to their favorite site, existing users use browser search results to click on branded keywords.

This may be more convenient for users, but it wastes ad spend by increasing CACs without contributing to new user acquisition or conversions.

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This issue can cause further harm by skewing campaign results. By using paid search results to return to the site, users artificially inflate campaign data without any genuine conversion for the sportsbook.

Inaccurate campaign data can create even more repercussions as marketers are led to believe a campaign has performed better than it actually did. This can then cause funds to be directed to underperforming projects and negatively impact budget efficiency.

The growth of the iGaming industry has significantly increased competition. This creates further competition for brand keywords, meaning CMOs have to deplete their PPC budgets considerably to purchase them.

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Reaching Your Campaign’s Full Potential

To stay ahead of the competition and draw in the biggest possible prospect audience, it’s crucial that sportsbooks keep up with iGaming trends. Personalization is one of these many trends that helps sportsbooks to boost retention and build loyalty.

This sense of loyalty brings users back time and time again, but without the right measures in place this is costing operators by increasing CACs. To mitigate the damage done to ad budgets without damaging relationships with returning users, it’s possible for CMOs to implement strategies like click frequency capping on their PPC campaigns.

These rules can control and limit the number of times a user can act with a particular digital ad campaign. Once the user passes the set threshold for clicks on the campaign, they’re no longer shown the ad.

This prevents them from further interacting with the campaign and wasting ad spend.  The campaign investment can be redirected to reach a new potential audience, encouraging genuine leads to visit the site.

Click frequency rules often fall short when it comes to combating bot activity. Effective mitigation requires analyzing known bot IPs, behavioral patterns, and other key data points.

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A more sophisticated approach is essential to prevent bots and non-genuine leads from engaging with campaigns, thereby reducing cost-per-click (CPC) rates and protecting ad spend.

Shadow campaigns offer a strategic way for CMOs to protect ad spend while maintaining relationships with loyal customers. By duplicating an existing PPC campaign and targeting returning users with the duplicate at a lower cost, businesses can keep these high-frequency clickers within the paid search funnel.

This approach is particularly beneficial for companies concerned about competitors bidding on their brand name. By retaining these users in the paid search ecosystem, businesses can prevent them from being diverted to organic search results, where competitors might capture their attention. This tactic preserves brand loyalty and optimizes budget allocation for potential new customers.

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Ensuring Future Successes

As the iGaming industry becomes increasingly popular, sportsbooks have been presented with a golden opportunity to boost profits. The convenience of iGaming, coupled with additions such as personalization, has created an influx of loyal bettors.

However, these loyal users are creating a new problem by unintentionally depleting ad spend without contributing new conversions. To maximize ROI, CMOs need to ensure the only users utilizing paid search ads are ones that are going to add to revenue growth.

By implementing custom rules and shadow campaigns, CMOs can protect their PPC investments and capture better ROI. These tools and strategies can empower CMOs to minimize CACs and maximize new customer engagement, all while keeping existing users happy.

It’s time to unlock unparalleled success and optimize your PPC campaigns to their fullest potential.

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