26% improvement in CPA through hyper-personalisation with ad-machina

26% improvement in CPA through hyper-personalisation with
ad-machina

Cost per Registration

Cost per New Depositing Customer

CVR (click-deposit)

CTR

The Challenge

The primary goal of this iGaming company was to drive new registering customers (NRCs) and new depositing customers (NDCs).

Vertical restrictions prohibit the use of 1st party data audiences in Google Ads, therefore, the challenge was to drive improvement in CPNDC by achieving hyper-relevance of ad copy as it relates to the user’s search query.

The Approach

We implemented Making Science’s proprietary technology, ad-machina, to leverage the power of ad customizers to serve ad copy that addressed the user’s exact wants, doing so dynamically across thousands of potential search queries.

ad-machina’s integration with the client’s data feed ensured ads were always aligned with the business, promoting available, popular and profitable games.

The Results

We ran an A/B test over 2 months, comparing ad-machina campaigns against non-ad-machina campaigns. ad-machina delivered significant improvement across the entire customer journey, as detailed below: