CASE STUDY: BetConnect

Test and Learn: Our Mantra

Betconnect is the new betting platform who has their USP as ‘the transparent betting exchange’. However, to break into a market where there are dominant players like Betfair, Paddy power, William Hill – is never an easy task.

We were asked to achieve a target CPA of £45 for Paid Search campaign, where they were currently paying around £150 CPA.

Strategy Tested

When we took over the account, 

  • we also did an audit of their tracking through GA. There were lot of error as the channel grouping was not correct. 
  • We also identified a way to link customers who have created new account to customers who deposit as the time from account open to deposit is around 1-3 days. So, we are not penalised with last click model

After the above were sorted, we performed below optimisation:

  • Identified with data, the top sports for account creation and top sport for deposit – we then created ad copy with these sports as main target
  • Redesigned the landing page to include more reasons to deposit immediately with clear instructions and video tutorials & customer reviews
  • Launched Facebook ads

After Initial Test, We Recommended:

  • to pause FB ads as they were expensive
  • Instead to invest on brand awareness campaign using Google Display

Results:

With the above strategy, we managed to achieve the blended CPA target of £45 within 3 months. We also increased deposit by 35% MoM

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