Brief
Online betting is big. And it's getting bigger. Which means there's a lot of competition for punters' pounds. Betfair was looking for ways to use Facebook to attract both seasoned and first-time punters. Our task was to get people to sign up to Betfair and use their platform to place wagers. All this, at a challenging target CPA.
Insight
The Facebook audience is vast. However, the ambitious target CPA we were working with meant we had to be very selective in our choice of segments. Only those with people who would be likely to sign-up AND become active customers would be chosen. And with testing and improving a campaign as it develops a bit of an obsession with us, we wanted to do that too.
Solutions
We have a bit of a privilege when running media with Facebook. As one of the very first agencies to beta their advertising platform, our expertise has matured as the site has erupted. We now even have our very own Facebook platform, named Papaya™. It is integrated with Facebook's system and merges their data with client and adserver data to create a wonderful end to end picture of performance. That's why it's easy for us to set up campaigns (often with thousands of individual ads) with the granularity that we're used to working with. And that's what we did in this case.
We segmented the audience by dimensions such as age, gender, geography and interest. This allowed us to identify tiny pockets of performance. Then through continual bid, creative and copy optimisation we turned these tiny pockets into big ones, achieving the largest possible volume of funded account sign-ups at the target CPA.
Papaya™ also helped us manage the complexities of the sporting calendar by allowing us to show the perfect ad at just the right time. Like setting up countless match-specific campaigns. Skilful, eh?.
Results
Since launching with Papaya™, we consistently improved CPA by an average of 15% week on week over a three month period. And now, our focus is on increasing volume. A good result? You bet.
