Top returns for Vernons Bingo

When Vernons was acquired by NetPlay TV, despite the company already running PPC campaigns in-house on their existing brands, Circus PPC were asked to take over the management of the account. We were already managing the prestigious Casino product of Vernons at the time.

Following our initial success, we were asked to manage their other brands as well.

Online bingo is a very competitive market and the launch of a new brand and product can prove difficult. We needed to hit the CPA targets on an ongoing basis and ensure profitability. Profitability can sometimes be outside a PPC company’s control, however, with careful management of the keywords, we can understand the kind of players that different keywords drive and build strategies around these keywords. We also aimed to improve the ROI with Loss per Player data.

Using existing data, market trends and insights we were able to plan for the year ahead in advance. Building from our previous experience of the iGaming sector, we picked the account up and moved quickly, delivering great results from Month 1.

Increased First Time Depositors by 100% in the 2nd month of management

Decreased CPA by 25% in the 2nd month of management.

Vernons Bingo also has a TV presence focused around their brand mascot Stan the Pug. Stan has appeared in multiple advertising campaigns including sponsorship of Loose Women on ITV and many other channels in the ‘Be Like Stan’ advertisement campaign. We used the same messaging being portrayed in the TV ads across the PPC ads to ensure the messaging was consistent throughout the user’s journey.

Ad scheduling has been one of the keys to success on the Vernons Bingo account. We took advantage of the key times of day, saving money in the poorer performing times. This also aligned with the TV advertising schedule which ensured once the TV ad had been aired, we were visible to the users.

As with all sectors, we found ad scheduling trends needed to be updated by season, proving to be particularly fruitful in the iGaming sector.

Geo targeting and device analysis were two other key areas we looked at carefully, helping the client to understand the data. We ran workshops with the client to help improve the mobile experience. Devising a separate strategy for mobile, we saw a stronger mobile performance (which is what we would expect the market to do).

Creating a successful PPC account is never a one-time instance. We are continually working across all these channels to improve the account performance. We adapt in anticipation of shifts in the market and the trends we see coming. Whilst the past few years have been all about the emergence of Mobile, the coming years are the years of Video and Attribution. Video is an area we are looking at the moment to help improve targeting with the TV ads.