If you’ve been in the iGaming affiliate space for a while, you know how quickly advertising costs can spiral out of control. Between competitive bids on paid search, skyrocketing CPMs on social platforms, and experiments with native or push ads, it’s easy to spend more than you’re making. The secret to long-term success isn’t just about increasing revenue—it’s about stopping the bleed by cutting out underperforming channels and allocating your budget to what works.
This guide is your blueprint for spotting low-performing channels, optimizing your budget for geo-targeted campaigns, and ultimately increasing conversions without breaking the bank. Let’s dive in.
Spot low-performing channels in casino and sportsbook traffic
One of the biggest pitfalls affiliates face is spreading themselves too thin across traffic channels. It’s tempting to think that more channels equal more conversions, but in reality, some platforms simply don’t deliver for certain offers or markets.
How to Identify Problem Channels:
- Analyze Conversion Data: Look beyond click-through rates (CTR). A channel with high CTR but low conversion rates might be attracting curious users who lack the intent to deposit.
- Compare ROI by Source: Tools like Voonix or Google Analytics can show you the return on investment (ROI) for each traffic channel. For example, if you’re spending $1,000 a month on TikTok ads but only earning $500 in revenue, it’s a clear sign to reevaluate.
- Measure Quality vs. Quantity: Some traffic channels deliver huge volumes of clicks but poor-quality leads. For example, push notifications might drive traffic to your landing page, but if players aren’t signing up or depositing, they’re not adding value.
Example:
An affiliate running campaigns for a sportsbook operator in Europe noticed that Facebook ads were driving 3x more clicks than Google Ads. However, Google Ads delivered 2x more first-time depositors (FTDs). By cutting their Facebook budget and doubling down on Google, they slashed costs and increased conversions by 40%.
Optimize budget allocation for geo-targeted iGaming campaigns
Different geos (geographical regions) perform very differently. A campaign that thrives in one country can flop in another, even with similar ad spend and creatives. Geo-optimization is crucial for maximizing your budget.
How to Optimize Geos:
- Start Small, Scale Smart: Begin with a small budget in new markets to test performance before going all-in. For example, if you’re expanding from the UK into Canada, test with $500 on localized creatives before scaling to $5,000.
- Focus on Player Value: Some geos deliver higher LTV players. For instance, players in Scandinavian countries often deposit more than those in Southeast Asia. Use operator reports to prioritize regions with the highest average deposit values.
- Leverage Localization: Tailor your campaigns to specific geos. For example, promoting cricket-themed slots in India or NHL betting offers in Canada can significantly improve click-to-conversion rates.
Example:
An affiliate promoting casino offers noticed low conversions in South America despite high click volume. After analyzing the market, they realized the issue was a lack of localized payment options on the operator’s site. They switched to promoting operators offering local payment solutions like Pix in Brazil and saw a 60% boost in deposits.
Real-world budget optimization strategies for cutting costs while increasing conversions
The most successful affiliates know when to cut their losses. Here are practical strategies used by affiliates who’ve reduced spending while boosting performance:
Shift Budget to Proven Creatives
One affiliate scaled down a paid social campaign after realizing only one creative out of five was delivering consistent FTDs. By pausing the underperforming ads and redirecting the budget to the high-converting one, they cut their CPA (cost per acquisition) by 25%.
Eliminate Channels with Poor Retention
It’s not just about acquiring players—it’s about acquiring players who stay. An affiliate targeting mobile traffic realized that users from a certain ad network had high initial deposits but poor retention rates. They cut that network and focused on channels delivering longer-term players, resulting in more stable revenue from rev-share deals.
Consolidate Tracking Across Programs
Using a tool like Voonix, affiliates can easily spot trends to optimize budget across campaigns and operators. For instance, one affiliate discovered they were overspending on two traffic sources that delivered fewer conversions than expected. By shifting that spend to their best-performing source, they reduced overall ad costs by 20%.
Actionable tips to eliminate ineffective channels and optimizing budget
- Run Periodic Channel Audits: At least once a quarter, evaluate the ROI of each traffic source. Cut back on channels that consistently underperform.
- Test Creatives and Landing Pages: Poor conversions aren’t always the channel’s fault. Test different creatives and optimize landing pages before deciding to cut a traffic source entirely.
- Track the Full Player Journey: Use tools to track not just clicks and sign-ups but also deposits and lifetime value. Channels delivering low-LTV players aren’t worth your spend.
- Don’t Fear Experimentation: It’s okay to test new channels—but set strict budgets and clear KPIs. If a channel doesn’t meet your benchmarks within a set time, pull the plug.
Final Thoughts
Overspending in iGaming affiliate campaigns is a common challenge, but it’s one you can overcome with a strategic approach. By identifying low-performing channels, optimizing your budget for geo-targeted campaigns, and focusing on high-quality traffic, you can reduce costs while boosting conversions.
Spend your budget wisely, prioritize data-driven decisions, and don’t hesitate to cut what’s not working.