Sabrina Rabini, paid media manager at Betsson Group, outlines the solutions available to help cut down on ad fatigue among igaming audiences.
The ever-increasing pressure for igaming operators to expand their reach to new markets, beyond those that have matured and are visibly saturated, has brought ad fatigue to the forefront as a pressing issue digital markets have to face.
Ad fatigue occurs when an audience is presented with repetitive advertising that results in decreased engagement, lower click-through rates (CTR) and rising advertising costs for the marketer. This unique challenge requires innovative strategies to maintain marketing campaign effectiveness by keeping the customer engaged and interested in your message.
In the below strategic overview, we review ad fatigue mitigation for paid search (PPC) campaigns.
Accepting that majority of igaming companies are offering a similar product competing in the same bidding market with dissimilar investment levels is a reality we need to acknowledge. Every small advantage gained and differentiation in the execution counts.
Creative refresh
Some quick wins that paid media teams can implement without additional investment include a creative refresh - regularly updating ad visuals and ad copy to maintain freshness.
This might be seemed like a given, but we see many operators running the same variation of ad copy since the inception of their paid campaigns.
Creating assets that are based on analysing player interactions with your product, highlighting new product features, exciting ambassadors and sponsorships will ensure that ads remain interesting and relevant.
If you need a helping hand, Google has implemented artificial intelligence-powered creatives that can help you in case in-house resources are limited.
Frequency management
Frequency management means implementing frequency caps to limit how often players see the same advert, primarily with video advertising.
Instead, use a diverse array of ad formats to showcase different aspects of your products across a number of shorter ad content formats. YouTube is an amazing ad space if you implement it wisely, where avoiding becoming perceived as spam is as important as getting the client.
Personalisation
Leverage your internal player data to tailor ads based on individual gaming preferences and behaviour. Personalised ads featuring in-game rewards or tailored experiences resonate more with customers and reduce the monotony that is standard practice nowadays in PPC advertising.
Optimising ad copy includes the “feature-benefit-feeling,” a differentiator from other operators that showcases the USPs that makes you stand out. Lastly, writing for search advertising may be a challenge as you need to find a balance between Google’s requirements and the customer’s needs
So, reiterate but don’t be redundant in your headlines and descriptions.
Cross-platform advertising
Expand campaigns across ad platforms to reach different player demographics and avoid overexposure on a single channel.
Besides, other platforms allow you to target your customer base more accurately and implement remarketing campaigns that Google doesn’t allow the igaming industry; a 360-degree media plan will help to acquire more users and guide them through to the other end of the purchasing funnel.
By implementing these strategies and doing so continuously, marketers can mitigate ad fatigue, ensuring that their digital marketing campaigns continue to engage and convert players.
Staying ahead in the igaming industry means keeping ads as dynamics and exciting as the games or betting experience itself.
This is what has allowed us at Betsson Group to maintain a presence in mature and saturated markets, while standing out from competitors whenever entering a new one.
