The world of iGaming has become increasingly competitive and makes achieving significant results an arduous task that only the best can manage — and this is especially true in challenging markets like South Africa and Nigeria.
In this article, we will show you how a team of media buyers managed to generate 5,996 conversions using PropellerAds Social Traffic. Our goal is to highlight the strategies they applied and the ad formats they used.
Campaign challenges and strategy
The team worked directly with the affiliate program of a licensed iGaming brand. Given the risky nature of the RevShare model, where conversion is defined per registered lead, optimization was entirely managed by the media buyers, who also assumed all the risk.
Now, let’s get to the data!
Campaign period: June to July 2024
Traffic Sources: A combination of traffic from PropellerAds, Facebook and Google Ads. The quality of traffic from PropellerAds stood out, resulting in a higher volume of conversions compared to other sources.
Landing Page: Users were taken directly to the registration page on the company’s official website. Ad formats: Onclick/Pop-under and In-Page Push were the formats chosen due to their performance in iGaming campaigns.
Audience and targeting: Users from South Africa and Nigeria interested in iGaming, with additional targeting by interests (such as sports). This approach ensured that ads reached a highly relevant and engaged audience, which should increase conversion rates.
Optimization and results: The team tested different targeting options, including a Pop-under traffic comparison and PropellerAds’ new Social Traffic feature. The results showed that, despite the lower volume, Social Traffic significantly reduced conversion costs.
Another curious thing was the fact that the optimizations that the team carried out did not have much effect on the results because PropellerAds Social Traffic consists of a highly engaged audience, not requiring optimizations.
Statistics: Social Traffic vs. Social Traffic Pop-under Traffic
| Campaign | Impressions | Conversions | CR | CPL |
| Social Traffic | 61.639 | 58 | 0,09% | $8,01 |
| Pop-under Traffic | 96.707.232 | 5.938 | 0,01% | $11,60 |
Although the Pop-under numbers are higher, the cost-benefit ratio is much more interesting in Social Traffic, given the considerably lower CPL.
Lessons from the campaign
- Tier-3 Geos: Although deposits are lower in these countries, the conversion frequency makes up for it, allowing for a positive ROI.
- Ad formats: Pop-under and In-Page Push have proven to be the most effective for iGaming campaigns.
- Effective creative: Subtle tweaks like adding specific dates and information about which teams are playing greatly increase engagement.
- Social Traffic: This type of traffic has been shown to be more effective and does not require additional optimization, as it is made up of highly engaged users.
PropellerAds offers innovative solutions that boost campaigns in the iGaming niche, and can be your strategic partner in the search for new levels of success. Try the Social Traffic feature now!
