Sports Affiliate Marketing in Brazil: Betano

The Power of Pop Traffic in Sports Betting Affiliate Marketing

Pop traffic is crucial in the affiliate marketing ecosystem, especially for sports betting campaigns promoting Betano in Brazil.

Pop ads, which appear in new browser windows or tabs, capture the user’s attention immediately, making them highly effective for driving traffic to betting sites.

These ads are particularly advantageous for sports betting affiliates as they can target users at the peak of their engagement, such as during live sports events or major tournaments, thus increasing the likelihood of conversions.

Leveraging pop traffic through platforms like EZmob offers significant benefits for affiliates. The immediate visibility and high click-through rates (CTR) associated with pop ads ensure that sports betting offers reach a wide audience quickly. This targeted approach enhances the campaigns’ effectiveness and helps achieve key performance indicators (KPIs) like effective cost per action (eCPA) efficiently.

Setting Up the Campaign

1. Choosing the Right Offer and Understanding the Target Audience

Selecting the right offer is crucial for a successful sports betting campaign in Brazil. Affiliates should focus on offers like Betano that provide attractive promotions and a user-friendly experience.

Understanding the target audience is equally important. In this case, the target audience is sports enthusiasts aged 18-35 strongly interested in soccer and other popular sports.

Effective targeting involves considering geolocation, demographics, and user interests to ensure the campaign reaches the most relevant audience and maximizes engagement and conversion rates.

2. Register an advertiser account on EZmob’s advertiser platform.

3. Selecting the Appropriate Targeting Options

For this sports betting campaign, precise targeting options were crucial to reach the most relevant audience. We focused on the following parameters:

1. Geolocation: Targeted Brazil exclusively to capture the local market.
2. Operating Systems: Included all OSs for maximum reach.
3. Browsers: Included all browsers to ensure compatibility and wide coverage.
4. Device Types: Covered all device types (mobile, tablet, and desktop) to reach users on any device.
5. Connection Types: Targeted all connection types (3G and Wi-Fi) and included all 3G carriers in Brazil for comprehensive coverage.
6. Verticals: Focused on sports betting verticals to target relevant domains and engage users interested in betting activities.These targeting options ensured that the campaign reached a broad yet relevant audience, maximizing the chances of conversions and achieving our KPIs. For added reference, check out our Sports campaigns guide.

4. Tracking for Success

In a pop campaign, the primary focus is ensuring the tracking link is correctly set up to capture relevant data.

For this sports betting campaign, we used the following example link with tracking macros:

Example Link:

https://mytrackinglink.com/123123123-1234-1234-1234-123123123?banner={banner}&keyword={keyword}&pubfeed={pubfeed}&pubfeedsubid={pubfeed}.{original_subid}&zoneid={pubzone}&original_subid={original_subid}&campaign={campaign}&bid={bid}&conversion={conversion}

• Explanation of Macros:
• banner: Tracks the specific banner ad shown.
• keyword: Captures the keyword associated with the ad.
• pubfeed: Identifies the publisher feed.
• pubfeedsubid: Combines pubfeed and original_subid for detailed tracking.
• zoneid: Tracks the specific ad zone.
• original_subid: Original sub-ID for granular tracking.
• campaign: Identifies the campaign.
• bid: Captures the bid amount.
• conversion: Tracks conversion actions.

These macros ensure detailed tracking and performance analysis, allowing for precise campaign optimization.

Launching the Campaign

Initial Campaign Settings (Budget, Bid Strategy)

To get started, set your initial campaign budget and bid strategy. On EZmob, you can launch a campaign with a minimum total budget of $100 and a daily cap of $10. The bid strategy for pop traffic is cost per view (CPV), billed at a CPM rate with a minimum of $0.20 per 1,000 impressions. This allows for cost-effective testing and optimization in the early stages of your campaign.

Setting Up Tracking and Conversion Goals

Tracking conversions is crucial for automating and optimizing your campaign. Accurate tracking helps you analyze performance and make data-driven decisions. It’s essential to set up your tracking macros properly to capture key metrics. For detailed guidance, visit our helpdesk and check out our review of affiliate tracking solutions. These resources will ensure you have the right tools to measure and enhance your campaign’s success.

Performance in the First 24 Hours

Once your campaign is live, monitor its performance closely in the first 24 hours. Pay attention to key metrics like impressions, clicks, and conversions.

Take it slow, make incremental adjustments, and focus on understanding the initial data. This careful monitoring helps identify early trends and informs necessary optimizations to improve performance.

Results and Key Insights

Detailed Analysis of the Campaign’s Performance Against KPIs

First Two Days of Activity:

In the initial two days, the campaign received 33,906 clicks, a total cost of $339, and a conversion rate (CR) of around 0.048%, yielding 12 conversions.

During this period, the effective cost per action (eCPA) was quite high at approximately $28.25, indicating the need for optimization.

Key Issues and Initial Adjustments:

• The high eCPA indicated that while the campaign was attracting clicks, the conversions were not keeping pace.
• Initial adjustments included refining the targeting parameters and testing different ad creatives to improve user engagement and conversion rates.

Next Couple of Days:

Over the next few days, continuous monitoring and adjustments led to a noticeable improvement in performance.

The campaign’s bid was increased to be more competitive in the ad auctions, which helped secure better placements and higher-quality traffic.

By fine-tuning the targeting and optimizing the ad creatives based on performance data, the eCPA gradually decreased to around $16.68 while maintaining a good conversion rate.

Challenges Faced and How They Were Overcome

High eCPA Initially:

Solution: Adjusted bids and refined targeting to attract more relevant traffic, improving conversion rates.

Maintaining High CTR but Low CR:

Solution: A/B tested different ad creatives and landing pages to find combinations that drove better conversions.