Imagine you’re managing a Facebook advertising account for gambling for a large betting company, aiming to promote their games through paid social media ads. The main objective is to achieve a positive return on investment (ROI), but you’ve hit a roadblock-traditional awareness campaigns just aren’t delivering the results.
Many betting companies turn to Facebook ads, but their workflows quickly become overwhelmed. They often rely on generic campaigns or basic dynamic ads that fail to engage their audience.
One of the major challenges is that promotions for betting change frequently, sometimes hourly. In addition, legal and licensing complications can create further obstacles.
However, there’s a way to tackle these challenges effectively-through workflow automation. By automating your workflow, you can create numerous campaigns with relevant, up-to-date offers in just seconds. The best part? You can do this without the need for additional staff, helping you:
- Improve customer retention
- Maximize new user acquisition
- Boost user engagement and activation
Why Many Betting Ads on Facebook Fail?
Understanding the challenges and regulations surrounding a Facebook advertising account for casino can shed light on why many betting ads on Facebook fail.
There are two primary challenges when it comes to running Facebook ads for gambling:
- Compliance with Legal and Licensing Requirements: You must comply with both Facebook’s rules and the specific laws of the countries you’re targeting.
- The Dynamic Nature of the Betting Industry: Since betting promotions change several times a day, it’s difficult to keep ads fresh and relevant, often leading to outdated or generic campaigns.
Regarding legal issues, Facebook didn’t always allow online gambling ads. Fortunately, they’ve since relaxed their policies, permitting gambling ads in regions where online gambling is legal. These ads are now allowed on both Facebook and Instagram, provided they meet the following criteria:
- The ads, displayed through a Facebook advertising account for gambling, comply with local laws in the countries where they are being shown.
- The ads receive Facebook’s approval.
The fast-paced nature of betting adds further pressure. Betting offers change so often that manually updating each ad throughout the day becomes impractical. Facebook also needs time to “learn” from your ads and optimize them for better performance. This is why the year 2022 marked a turning point for betting and casino advertising. Once you integrate real-time data into your campaigns and start delivering hundreds of offers daily, you unlock the full potential of paid social media for gambling.
Important Notes Before You Begin
Before diving into betting and casino ads, ensure you meet these key requirements:
- You must have a Facebook-approved license to run gambling ads using a Facebook advertising account for gambling.
- You must have an open data feed that allows for ad personalization.
As a Meta Business Partner, companies like MetaAdHub follow Meta’s policies strictly. Without a valid gambling license, you won’t be able to advertise using their platform.
Facebook Ads for Betting and Gambling Through Workflow Automation
Every month, millions of ads are launched on Facebook. A well-structured, automated campaign workflow can help your ads stand out from the competition.
By using both first- and third-party data, you can create personalized and engaging ad creatives tailored to your audience. This allows you to advertise thousands of matches and games each day, reaching users with content that resonates with them.
Dynamic Creative for Betting Ads
Automating betting campaigns involves setting up real-time promotions for matches, offering several key advantages:
- Your ads become more relevant by showing personalized offers instead of generic ones.
- Automation saves time, from building creatives to deploying campaigns each day.
- You can easily create over 1,000 ads for over 1,000 different matches.
There are two main types of dynamic creative for betting ads:
- Pre-match ads – These ads promote matches that are scheduled for the same day.
- Live ads – These ads focus on promoting matches that are happening in real-time.
Dynamic Creative for Casino Ads
Creating attention-grabbing casino ads on Facebook is no easy task, especially since users are constantly bombarded with advertisements. However, dynamic creative ads-powered by data through a specialized Facebook advertising account for casino can make a significant impact.
Dynamic creatives for casino ads help automate promotions for individual games like poker or roulette. You can categorize these games and create different types of ads, such as images, videos, stories, or carousels.
With many casino players on Facebook and Instagram, the platform collects vast amounts of data from Facebook pixels, allowing your ads to perform better by completing the learning phase quickly.
Key Components for Setting Up Workflow Automation
To run successful betting and casino ads, you need to integrate two essential tools:
- Data Feeds – These act as the data source for automating your ad creation and media buying processes. Feeds contain all the necessary information about matches and games that you want to include in your ads.
- Facebook Pixel – This tool tracks user behavior, enabling you to measure the effectiveness of your campaigns and optimize them accordingly.
When it comes to casino ads, it’s crucial to consider the larger strategy. Automating your workflow and using dynamic creatives can help you overcome the challenges of legal compliance and the fast-changing nature of the betting industry, allowing you to run engaging and effective ads across Facebook and Instagram.
How to Set Up Feeds and Pixels for Betting and Gambling Ads on Facebook
Setting up feeds and pixels is crucial to running successful betting and gambling ads on Facebook. Here’s how you can configure both to streamline your campaign workflow and achieve better results.
Feed Data Setup for Betting and Gambling Ads
To effectively automate your ads, you need to set up your data feed. This feed contains important information about the games or matches you’re promoting. Here are some essential elements you should include in your feed:
- Sports Team Logos: Use team logos to personalize ads for betting matches.
- Match/Promotion Time: Include the start and end time for each match or promotion.
- Game or Match Name: Mention the specific game or match being promoted.
- Offers: Highlight unbeatable offers or special promotions.
- Campaign Duration: Set the start and end dates for your campaign.
- Target Audience: Identify the audience segment you’re aiming to reach.
Setting Up Facebook Pixel Events for Betting and Gambling Ads
To enhance the effectiveness of your campaigns, you need to configure Facebook Pixel events that track key actions users take. This tracking helps Facebook optimize your ads and improve campaign performance. Here are the essential pixel events to set up:
- Page View: Triggers every time a user visits a page.
- Complete Registration: Fires when a user completes the registration or activation process.
- View Content: Activated when a user opens a casino game (include the game ID as a parameter).
- Add to Cart: Triggers when a user adds a deposit to their account (include the deposit amount as a parameter).
- Purchase: Fires when a user completes a transaction, such as buying tickets or chips (include the transaction amount).
Using Feeds and Automation for Betting Ads
By incorporating static assets like team logos, promotional images, and other details into your feed, you can automate the creation of dynamic, engaging ads for thousands of matches or games.
Audience Segmentation for Gambling Ads on Facebook
Audience segmentation is vital to ensure your ads reach the right people, improving your return on investment (ROI). In the gambling industry, you typically have two main audience types:
Acquisition Audience: These are users who haven’t registered on your site yet. You can target these audiences based on:
- Lookalike Audiences (LALs)
- Interest-based targeting
- Broad audience categories
Retention Audience: These are users who have already registered or interacted with your platform. They can be further categorized into:
- Registered Users
- Activated Users
- Users who have made deposits
Types of Promotions for Betting and Casino Ads
In the betting and gambling industry, there are two main promotion types:
- Always-On Promotions: These promotions run throughout the year and keep users engaged continuously.
- Special Campaign Promotions: These are short-term promotions that come from other marketing departments and can be integrated into paid social campaigns.
Using workflow automation, you can manage both types of promotions seamlessly. In fact, you can even combine always-on promotions with special campaigns to create dynamic, highly relevant ads.
Turning Paid Social into a Performance Marketing Channel
Running ads for betting and gambling can be tricky due to frequent changes in offers and strict compliance requirements. However, by leveraging hyper-personalized and contextual ads, you can transform Facebook into a performance marketing channel that drives results.
This strategy will help you keep up with the fast-paced nature of the betting industry while ensuring that your creatives are timely, relevant, and engaging.
By carefully setting up feeds, pixels, and audience segmentation, and by automating your workflow, you can achieve much greater efficiency and success with betting and gambling ads on Facebook.
