1. Failing to implement proper conversion tracking and attribution
Before launching any ad campaign, the first thing a media buyer should do is ensure that tracking is set up correctly. The last thing you want is to go live and discover that tracking isn’t working. It’s critical to confirm that event tracking functions properly as before traffic starts flowing. Do test conversions. Check for any errors or missing syntax on your links.
2. Using misleading or deceptive creatives
Bold claims of massive jackpots and bonuses might drive clicks, but they won’t attract quality registrations or depositors. Users don’t appreciate feeling misled. It’s essential that your ad creatives are honest and accurately represent the offer. If the landing page doesn’t deliver what the ad promised, users are likely to bounce and lose interest.
3. Mixing different traffic types in one campaign
Different traffic types perform in different ways, which is why they should be split into separate campaigns. This is especially important when comparing web and mobile traffic, or iOS and Android users. Each traffic type has its own costs, conversion rates, and user behaviour that can significantly impact your campaign’s results.
4. Setting unrealistic campaign budgets
Casino traffic is highly valuable. You have to set a reasonable budget size and campaign timeline. How much can you afford to spend? How much can you afford to lose? A $100 budget simply won’t deliver meaningful results. To gather enough data for proper analysis and optimization, you need to start with a sizable budget that generates sufficient traffic volume.
5. Spending on ads without defined ROI goals
While it’s important to set realistic budgets, you should never spend ad dollars without a clear ROI goal in mind. Define early on what success looks like for your campaign. At first, your goal might simply be to break even. With proper optimization, you can then aim for a 10%, 20%, or even 30% return after a defined testing period. Establishing clear ROI goals helps ensure you’re not spending blindly and allows you to measure real performance against expectations.
6. Failing to A/B test campaigns
Never put all your eggs in one basket. Relying on a single creative, audience, or approach can limit your results. Instead, run A/B tests to experiment with different angles, taglines, audience segments, and even times of day. Testing allows you to identify what resonates best with users, optimize performance, and maximize ROI. Without systematic testing, you’re essentially guessing at what’s working. Insufficient testing can sink your campaign.
7. Optimizing too granularly too soon
Making too many changes at once can hurt your campaign’s performance. When you adjust multiple elements at once, it becomes difficult to figure out which change had an impact. Instead, make small tweaks one at a time and wait to see how they perform before making the next change. This way, you get clearer insights and can optimize your campaign more effectively.
8. Using inconsistent bonus promotions
The bonuses featured in your promotional materials should always align with those offered by the brand you’re sending traffic to.
For example, if Brand A is promoting a 200% Welcome Bonus up to $300, but your ad highlights 300 Free Spins, there’s a clear disconnect. When your ad and landing page don’t align, trust drops and conversions suffer.
9. Ignoring compliance and regulatory restrictions
Understanding and following compliance guidelines for promoting casino campaigns is very important. It’s critical from a legal point of view and also from a performance standpoint. Non-compliance can result in fines, account suspensions, or even legal action. Not adhering to specific restrictions can result in a complete loss on ad spend. Imagine launching a campaign in a restricted market, spending your entire budget, only to realize you never had a chance to convert those users in the first place.
10. Choosing the wrong commission model
You have to decide from the start which commission model is right for you. The best option depends on your budget and optimization goals. If your focus is on driving sign-ups, a CPL model is ideal, as it ensures you’re paid for every registration you generate. If you’re confident in your ability to bring in depositors through your promotional methods, choose CPA, which offers higher payouts for delivering paying players. Once you’ve refined your optimization strategy and are consistently generating strong FTD numbers, consider moving to a RevShare or Hybrid model to maximize long-term earnings.