How to run CPA campaigns for online casinos?
What does it mean by DSP ad networks?
DSP means Demand side platforms. They are also called programmatic advertising platforms. The prominent DSPs are Bidvertiser, Propeller ads, Traffic Junkey, Rich ads, Ads keeper, Bitmedia, Cointraffic etc.
What does it mean by CPA campaigns?
CPA means cost per action.
CPA campaigns are campaigns that bid based on your approximate CPA target or cost per FTD (First time deposit) target provided by the advertiser. So that the bidding is more personalised and AI driven.
The adnetworks set a bid based on this goal and the historical performance. It started with CPM bidding during the learning period. During this period it was tested on various publisher websites with different audience groups.
After the learning period, the CPA bidding is enabled . Then it can bid high/law as per the learning to achieve the CPA target.
In summary CPA campaigns set bids using historical data from your account such as Zone ids , locations , gender and many other multi dimensional factors based on your CPA goal.
How is it different from traditional CPM campaigns?
CPM means COST per 1000 impressions.
So in CPM campaigns you are paying for 1000 impressions. So the ad networks do not have any target CPA goal to optimize the campaigns. So it keeps on showing ads to people. You need to manually optimize campaigns for better performance and results.
The optimization is heavily dependent on manual segmentation. You need to manually remove non profitable segments such as publisher websites, age, gender etc from showing ads. In CPA bidding the heavy lifting is done by algorithm.
How does CPA campaigns work?
It basically starts with CPM bidding. This is a period of testing and learning. Various different psychographic audiences are tested in many publisher networks. This testing data will be used by CPA bidding later for optimisation purposes.
What should be the Goal of the campaigns for Casino advertising?
FTD should be the goal of the campaign. This helps the algorithm to set bids for FTD customers and avoid bidding for registrations.
What should be the CPA target?
The CPA target should be a realistic number.
Setting very low CPA target hunters scaling. Because the algorithm automatically does away with Publisher websites and audience groups when the CPA is very low. This reduces the ad inventory and affects scaling.
For example if you set an FTD target as $5 in a Tier1 country . The algorithm may not be able to spend because it will not be able to bid on an audience group in a publisher website that likely the CPA of FTD there is likely greater than $6. So it can’t bid on that placement. So ultimately the ad inventory and audience are shrinked. So the spending will be less than the budget. Hence the scaling is compromised.
