The overall cost per first time depositing customer has decreased by 5% which is an outstanding result considering the amount of aggressive new entrants to the market.
The overall brief from the Unibet team was to increase the amount of first depositing players and maintain a competitive CPA throughout the year according to business objectives. These objectives were met above and beyond expectations from the client with a 118% grown in first-time depositors and a 5% decrease in CPA. Additionally, CPC’s for many of the top performing and high volume keywords were reduced significantly over the course of a year. The keyword ‘Online Betting’ was reduced from $46 CPC in October 2014 to $32 in October 2015, an excellent result given the time of year in the sports betting calendar.
“The keyword ‘Online Betting’ was reduced from $46 CPC in October 2014 to $32 in October 2015, an excellent result given the time of year in the sports betting calendar.”
Weekend management has been an essential part of the success of this campaign as the majority of conversion activity will take place during sporting events. Adjusting bids, changing ad copy and overall general optimisation have been thorough throughout 2015 which has led to the results which have been achieved.
There have been several new entrants to the market that has led to a general increase in cost-per-click’s. On average, CPC’s have increased by 40-50% when comparing 2014 to 2015.
Those new entrants have been highly aggressive when it comes to above-the-line advertising, therefore, the challenge to optimise digital channels become more apparent than ever. Additionally, said competitors have been particularly prominent on competitor bidding to gain quick market share, this has led to a drastic increase in branded CPC’s, therefore, we have had to be extremely creative in brand copy and keyword bidding to ensure 100% coverage and maintain manageable CPA’s.