Casino Programmatic Buying & AdWords 12-Month Review

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1 Casino Programmatic Buying & AdWords 12-Month Review Page 1

2 1) Executive Summary We were able to achieve a 28.7% larger audience for this client. 2) The Problem AdWords and Display Advertising can be very expensive for companies to reach the right people. With increasing competition, higher prices from advertising providers and expensive management fees it is very difficult to get a good ROI for your marketing budget. 3) The Solution With Artificial Intelligence, advanced machine learning algorithms and a deep insight into customer targeting, a much lower cost (compared with the rest of the industry) was achieved which allowed this group of casinos to gain a market dominance which assisted them to purchase and additional 7 casinos. 4) The Benefits By partnering with us, this group of casinos was able to take advantage of strategies such as geo conquesting where we market directly to the customers who walk into a competitor s casino, hyper mobile targeting to target them with ads while they are gaming, as well as retargeting these individuals after they have gone home on both their mobile and desktop devices. In addition to this, advanced Artificial Intelligence AI and Machine Learning Algorithms were used to optimize the CTR (click through rate), Day Parting, display ad optimization, keyword bidding, and other techniques to bring down the costs of the advertising significantly. 5) Programmatic Buying Results On average, our customers reach a 28.7% larger audience on the same budget 1. We consistently achieved an industry gold-standard CTR of approximately.150% across all campaign types for cold traffic. Cross-property promotion, one of our most successful (highest CTR) and most cost-effective (lowest CPC/CPM) campaigns, is a completely proprietary service that allows us to market directly to customers that are at a nearby competitor s location. Metric Definitions. Click Through Rate (CTR), Cost Per Click (CPC), and Cost Per Thousand Impressions (CPM) are industry-standard metrics in the online advertising industry that measure customer interactions (clicks) and cost-effectiveness. Each metric is discussed in further detail below. Page 2

3 Campaign Type. Campaigns are broadly broken into two types: campaigns that maximize CTR as a measure of user interaction (like offers, promotions, etc.) and campaigns that maximize CPC/CPM as measures of cost-effectiveness for exposure (like branding, event promotion, etc). Page 3

4 5.1 Click Through Rate (CTR) CTR is a measure of how many impressions must be shown in order to produce a single click from a user. A higher CTR roughly means people are more likely to click on an ad. Quick Insight \CTR is best (highest) among campaigns involving Offers and Promotions. Page 4

5 5.2 Cost Per Click (CPC) CPC is a measure of how much money is required to produce a single click from a user. A lower CPC means a greater reach with more people able to be targeted with ads. *Based on our 2017 average of $2.00 CPM vs. industry average of $2.80 in Quick Insight CPC is best (lowest) among campaigns involving Branding and Events/ Entertainment Deeper Dive. CPC is an important measure of cost-effectiveness. While a campaign may have high CTR, if the CPC is prohibitively high, it may not be sustainable long-term. Our highest CPC is wellbelow the industry average of $4.68 in the travel and hospitality industry (WordStream, 2018). Page 5

6 5.2 Cost Per Thousand Impressions (CPM) CPM is a measure of how much it costs to show an advertisement to one-thousand people. Quick Insight CPM is best (lowest) among campaigns involving Branding and Events/Entertainment. Deeper Dive. CPM is the most important metric for exposure-focused campaign types. In Branding and Event-related campaigns, lower CPM means reaching a larger audience for with the same budget Page 6

7 Casino Programmatic Casino Programmatic Buying & AdWords Buying 12-Month & AdWords Review 12-Month Review 6) AdWords Results 6) AdWords Results required a concentrated effort of a large team as well as a significant amount of testing and optimization These results are a combination of 12 Months. This was performed in highly competitive markets in Las Vegas, Kansas City, West Virginia, and many other large cities. The cost per click was valued at over 55% cost savings based on market values and PPC Costs during this period of time. With the averae CPC of Advanced Artificial Intelligence and Machine Learning processes were utilized to manage each keyword individually adjusting the ad spend throughout the day as competition changed. This is absolutely impossible for humans to perform giving us a distinct advantage. 55% Cost Savings! Page 7 Page 7

8 6) The History While these results are outstanding, it required a concentrated effort of a large team as well as a significant amount of testing and optimization to achieve this. Through this optimization we have been able to dial-in the audiences to avoid costs that would normally be higher with other marketing firms. We have a data scientist on staff that performs all the analysis as well as build and implement the Artificial Intelligence and Machine Learning algorithms for our marketing systems. 7) About Us Our systems were built to provide an advanced programmatic and AdWords platform for small to medium sized businesses to use to increase their reach and maximize their advertising budgets. We use advanced Artificial Intelligence and Machine Learning algorithms combined with a deep industry knowledge to produce the best marketing processes in the business. 8) Services: We are a B2B marketing automation, strategy, communications and digital support agency that delivers the expert, fractional skill-sets you need to achieve your marketing goals. If you are looking to extend your reach and maximize your advertising dollar, reach out to us today to see if we might make a good team together. Page 8

9 PPC/Retargeting Native advertising SEM/SEO Marketing automation CRM Display Advertising Content promotion Lead generation Social media White papers WordPress Strategy Sales enablement Application development UI/UX and prototypes Prototypes Page 9