As gambling and the concept of online casinos become widely acceptable, more internet gaming businesses are now gravitating towards ad networks like Meta Ads, as the best spaces for them to advertise their platforms and generate conversions from interested online users.
The very concept of maximizing conversions with Meta Ads for online casinos is one that gambling operators must pay attention to. This is especially important in a highly competitive industry where all forms of gambling and online casinos adverts are heavily restricted and monitored by Meta.
In this article we will examine the best ways for you to convert leads for your online casino platform using Meta Ads, while touching on advertising policies governing businesses like yours, and the benefits of using Meta to promote your brand.
Refresher: What to Know About Advertising Online Casinos on Meta Ads
Before advertising on Meta, there are a few policies that iGaming brands must adhere to, our article on Navigating Meta’s iGaming Ad Policies covers it extensively, but we’ll give you a summary of the requirements in this section.
Before you can advertise your casino on Meta, you must:
- Submit a formal request to Meta to allow you run your gambling ad.
- Prove that you are licensed by a regulatory authority.
- Target ONLY individuals aged 18 as Meta prohibits gambling adverts targeted at minors.
- Use your campaign to promote responsible gaming and recommend professional help if players need it.
Why are Meta Ads Good for Online Casinos?
Meta Ads generally provides better return on investment (ROI) than Google Ads when it comes to iGaming and gambling related ads, mainly to its gambling advertising policies which are a lot more relaxed that Google Ads’. We did a post on Google Ads vs. Meta Ads for iGaming, which breaks this down.
Below are other reasons why Meta Ads are good for promoting online casinos:
1. Meta Ads is Cheaper Than Google Ads
Meta ads charges a lower cost per click that Google Ads, which makes it easier to adapt to your budget. It also let’s you maximize your AD budget to the fullest and you can pause and reuse campaigns as needed.
2. Less Restrictive Towards Gambling Ads
While Meta Ads have strict policies surrounding gambling ads, their laws are less restrictive and more flexible when it comes to other social media platforms like Google Ads and Twitter Ads.
3. More reach
Billions of people use Instagram and Facebook daily, with the right certifications and by following the governing rules, you can get your business in front of that crowd, ultimately driving conversions for your platform.
4. Fosters Community Building
By advertising on this network, you don’t just get leads but also get lifetime followers. Meta also has engagement and awareness ads that you can specifically use to grow your social media pages.
5. Brands Can Advertise Across Platforms
On Meta Ads, online casino operators can addvertise across other Meta social media platforms easily; such as Whatsapp, Instagram (feeds, explore page, stories), Messenger, and Audience Network.
6. Flexible Ad Creative Design
Meta allows for flexibility in Ad creative design, you can use videos, single images or carousels to get your message across to users.
7. Custom Audiences
This ad network has a custom audiences tool, you can use to build a specific type of audience that is more likely to convert. You can pick your audience based on age, location, interests, and behaviours. It also gives you the option to reuse the same audience segment across multiple campaigns.
How Online Casinos Can Maximize Conversions With Meta Ads
There are several methods online casinos can use Meta Ads to maximize conversions. Two of the most importan ones hinge on offering users value and following through on the promises you made during your campaigns.
For more ways on to increase the number of new players that sign on to join your iGaming platform, check out the tips we shared below.
1. Determine What Conversion Means for Your Business
What does conversion mean for your business? Is it views, engagement (through follows on Instagram and FB), signups to contact list for newsletter, or completing a desired action on your website? Answering this question will help you know which metrics you can measure and gauge to tell if your Meta campaign was successful or not.
2. Target Gambling Friendly Regions
Only target regions where gambling is permitted. Doing otherwise won’t just be a waste of your time and resources, but it could also get your ad account banned for life.
3. Have A Target Audience
In a sea of social media users, it’s important that you accurately identify your ideal audience and configure your meta ads to meet them where they hangout. This prevents your ad from being shown to people who may report it or tell Meta they are not interested.
4. Offer Value
Offer real-world value and ensure you back it up with evidence. An example of value you can offer to leads include, fast payouts, refunds, customer support, free games, extra character skins, and exclusive access to new games.
5. Optimize Your Landing Page
Make it easy to navigate, have a copy explaining the service or product you’re promoting, add a call to action button which asks users to register or signup, and leave a form for leads who’d like to learn more about your business.
6. Give Incentives
Use incentives such as bonuses, free spins, cashback, and discount to encourage leads to sign on and refer to other players.
7. Create Valuable AD Content
Use guides, explainer videos, and demos as your ad creative to give players an insight into how the games on your platforms work.
8. Collaborate With Industry Professionals
Collaborate with a trusted influencer or streamer who plays games professionally. You can also work with affiliate marketers who will promote your platform for a reasonable fee.
9. Retarget Dormant Leads
Use retargeting tactics to call back users who abandoned several actions on your platform. These could be leads who abandoned sign up halfway, forgot to complete key registration steps, didn’t use a bonus offer or won’t complete a game because it’s too hard. For this category of users, you can give them a demo on how to beat each level.
10. Audit Your Ads
Auditing your Meta Ads regularly, gives you a look into why people aren’t filling forms despite clicking your ad links, following your page on social media, or not completimg registeration. Fix the issue once you’ve identified it.
Conversion Metrics to Track as an Online Casino
A successful conversion in advertising happens when a user completes a specific desired action on your platform. This can be completing a transaction, registering a new account, or downloading your gaming app.
Tracking conversions, helps you measure the efficacy of your campaigns, measure your ROI, and optimize your Meta Ads as needed to drive user action.
While tracking conversions on Meta for your online casino, these are some of the best metrics to look out for:
Sign-ups
A new user creates an account and completes the registration process.
Purchase
They buy a product or service, or completes a transaction like paying for extra coins or character skin.
Lead Generation
Users submit their information through a form on your sales landing page, which you can use for your newsletter.
App Download
A player downloads your mobile app. Fun fact, Meta Ads has an App Download objective for this.
In-App Actions
An in-app action happens when a user takes a specific action on your mobile app. This can either be making a purchase via the app, claiming a bonus, or joining the waitlist for a new game dropping soon.
