With hundreds of Slots, Video Poker and Table Games for both Mobile & PC, Wombat Casinos entered the ultra competitive online casino market with very little brand awareness and USPs compared to established rivals.
To help increase their standings, the brand required a strategy that would promote their wide breadth of gaming options and tasked with the Blueclaw team with developing a competitive, cost-effective and highly scalable PPC strategy that would do just that.
New to the industry, Wombat Casino tasked Blueclaw with setting up their paid search accounts and optimising their ads to drive FTDs. Additional KPI’s included FTD’s being set to 200€ CPA to ensure player profitability.
With CPCs in excess of €60 across most non brand casino terms due to intense competition, most brands struggle to drive profitable customer acquisition. This is particularly evident with newly created casino brands with very little awareness and USPs compared to established rivals such as Sky Bet and Paddy Power.
Blueclaw’s Paid Search strategy focused on a strength outlined in the SWOT analysis conducted for Wombat Casino – their broad range of games. Having a broader range of games meant Blueclaw would be able to implement a strategy focused on long tail searches for these specific games. This meant the CPC was much lower due to less competitors offering these games and the conversion rate was higher as there is clear intent.
As part of their 5 point Paid Search strategy, the Blueclaw team focused on the following:
These focus points, in conjunction with tactics such as competitor bidding, device bid adjustments and competitor conversion funnel monitoring (as part of a wider CRO initiative) saw great success for Wombat Casino.