The Media Image (TMI) is a full service, performance media specialist built on the mantra of data, people, results. In 2018 we celebrated our 4th listing on the ‘The Sunday Times Hiscox Tech Track 100’ and a 1st listing in FT future UK 100.
OJO – Raising A Young Casino
PlayOJO is an online casino which provides players with a full range of casino games with more than 500 options. You'll find top slots, Roulette, Blackjack, Live Casino games, and card games all on offer. Their tagline reads: "A fairer online casino. No wagering. No bullshit." And that right there is the beauty of PlayOJO Casino.
To expand the player base of a newly launched casino, beginning the PPC campaign at the birth of the brand itself at the moment of the site launch. This expansion came against extremely tight targets, with First Time Depositor targets 28% lower than the industry standard CPA, as well as ambitious ROI targets from the very beginning. The aim of expansion also applied to budget, with spend expanding month on month as efficiencies were proved and results demanded further investment.
With tight targets, the decision was made to focus strongly on the USPs of the new online casino. This includes tightly focused copy emphasising the friendly, straight-forward and honest character of the brand. This was also necessary as a business decision was made not to include a deposit bonus as is common amongst competitors. This also applied to the selection and prioritising of keywords, focusing on keywords often avoided by other competitors such as moneyback, cashback and no wagering keywords. As the target was to expand the player base as much as possible, as efficiently as possible, the target audience was as broad as possible. The demographic learnings from across multiple channels were applied – allowing us to upweight age and geographic segments identified as optimal.
1. Keyword Targeting - With strict targets, it was imperative that every keyword delivered strong value, targeting short tail and high value terms that deliver the best conversion rates. Due to the strength of these keywords, these are also the most competitive with the highest ad depth – therefore further measures were necessary in order to make sure efficiency targets were achieved.
2. Brand-Aligned Copy and Landing Pages - Low CPCs were also targeted with targeted copy and landing pages in order to maximise Quality Scores. This uses the unique features of OJO to get as high a CTR as possible and offsetting the would-be negative of running without a large welcome offer. Further to copy testing, we’re also consistently running landing page testing to also maximise conversion rate.
3. Broad Match Keywords - One good source of volume at cheap CPCs has been broad match modified keywords, once strictly controlled via scheduling, bid and budget caps as well as extensive negative lists. This has aided in the strategy of targeting as cheap an average CPC as possible, whilst with the strict control creating a set of campaigns just as effective and efficient as their exact-match twins.
78% Growth in Investment.
68% Reduction in CPA since launch.
178% increase in total conversions.