The U.S. legal sportsbook market has become increasingly competitive. This is the result of the rise of sports betting apps available on Android, iPhone, and iPad devices. This is because most of the online access happens through mobile channels. So most sportsbook operators are designing mobile-first and desktop second for a seamless mobile experience. Today, sports betting makes up about 30-40% of the global gambling market, which also includes lotteries, casinos, poker, and other gaming. Some of the largest sports betting apps include Fanduel, BetMGM, WynnBet, FoxBet, Unibet. This highly crowded market affects business model differentiation and product offerings. But it also affects sports betting user acquisition to obtain a loyal user base.
User acquisition is one of the most effective ways to grow the sports betting app user base because the campaigns meet consumers where they are, in a digital environment. Sports betting user acquisition is the process of using data-driven mobile ad campaigns to build awareness for an app to capture new users. Unlike traditional advertising or campaigns that nurture leads at various stages, user acquisition campaigns are designed to convert users to download a sports betting app right away.
Which platforms are the best for sports betting app user acquisition?
Facebook boasts over two billion active users, with users spending several hours per week on the platform. It is one of the most cost-effective forms of advertising to reach current and new customers. These are people interested in a business or product based on their optimizing campaign algorithms.
Facebook advertising presents the opportunity for businesses of all sizes to reach their desired audience and sell directly to them. Businesses who leverage Facebook ads successfully can significantly grow their app audience in a predictable, measurable way.
Google boasts the largest direct and extended network of users in the world. In fact, Google App Campaigns (previously Google Universal App Campaigns) have become one of the best ways for advertisers to create ads where people can download an app directly from an ad. App Campaign ads – and all the settings available for Google App Campaigns – are designed expressly to generate app installs.
Google also offers other campaign types like display and text ads to advertise apps. But the conversion rates for those campaigns are terrible compared to App Campaigns. Probably because they require a heavy lift on the user. Users are much more likely to install a sport’s betting app if they only must make a couple of clicks.
How should I plan a user acquisition campaign for my sports betting app?
Sports betting app user acquisition campaigns work much like any other user acquisition campaign, with a few key differences:
Know your audience.
Mobile interfaces may be simplified compared to desktops, but they have got just as many – if not more – distractions. You really want your message to get through all the noise. So, you will need to know what type of messaging will make your users listen. You will also need to know which channels and publishers your ideal users flock to.
Find out which channels and ad formats fit your budget.
Do not blow your budget on a display ad on The New York Times if in-app ads with video will work better.
Get your tracking and reporting dialed in.
Data-driven marketers love sports betting app user acquisition. It is a blend of art and science, with the art driving the creative development and the science requiring a lot of number crunching. While it is rare to find someone, who can manage both aspects, we have tools that can make up for any shortcomings in your teams’ skillset.
Develop great creative. A lot of it.
Creative is your most effective lever to improve the performance of your user acquisition campaigns. Facebook and Google have effectively taken over intraday bidding and budgeting with automation, which has also simplified media buying due to improved machine learning algorithms. As a result, advertisers need superior creative to achieve breakthroughs. And experienced Facebook and Google partners like us can provide it.
The challenge for effectively marketing sports betting apps has been the expense of creating enough high-quality ads to produce runaway successes (i.e., the 5% of ads capable of beating previous high performers) and manage creative fatigue.
A 5% success rate means 19 out of 20 ads will fail along the way. That is a lot of creative! Without human talent driving the process, sports betting app advertisers stand to lose a lot of money in their efforts to strike gold.
Check Out Our Blockbuster Creative!
Use optimization algorithms to your advantage
Facebook and Google UAC have improved their optimization algorithms so much that advertisers of all sizes can access sophisticated optimization algorithms without becoming advertising experts. Both new and established companies can automate the most repetitive aspects of campaign management. And also achieve comparable financial results to acquire users effectively.
This means advertisers are now free to focus on what really counts to drive audiences to sports betting apps. This includes creative development, creative testing, and audience selection.
To help advertisers to compete more effectively, we offer tiers of our managed user acquisition and creative services for Facebook, Instagram, and Google UAC. All sports betting app developers and lead generators﹘ regardless of budget size ﹘ now have the means to get profitable and scale their user acquisition on Facebook and Google App Campaigns.
Takeaways for Sports Betting App Marketers
For sports betting apps, Facebook App Install Campaigns and Google App Campaigns are the best tools to acquire valuable users. To help level up your game, we provide creative services, fully managed user acquisition services and SaaS tools for advertising. We are your partner for creative strategy, production, and optimization & analytics of social advertising. We have spent over $3 billion buying mobile app installs and leads on Facebook, Instagram, and Google. With over 300,000 videos and images delivered, we know how to move fast and prototype ads to cost-effectively find winning concepts. Get in touch with us to see how we can help drive effective user acquisition for your sports betting app.
Read our blog post, UA Media Buying Model, and see how it works in tandem with our Ad Concept Model. Learn the media buying best practice strategies for Facebook Android, Facebook iOS SKAN, Google, and TikTok.