To cut through the noise, Vasilii caught up with Gali Hartuv, CEO & Co-Founder of Warrior Lab. With 13+ years across four continents, he’s seen what works and what flops.

As he put it:

In this chat, Gali lays out how African VIPs actually think, how to win their trust, and why understanding culture is just as important as rolling out the latest tech. Check out our YouTube channel to listen to the full “Where’s My Money?” podcast, and here we’ll break it down.

Defining the African VIP

Ask most people what a VIP is, and they’ll say “the whales, the guys who bet big.” But Gali Hartuv makes a different point: in Africa, VIP isn’t just about size of deposits, but about sustainability. The players who count aren’t just dropping big deposits once in a while. They’re the ones who play consistently and prove they have real disposable income. As he notes: “$2,000 a month in Nigeria might be just as valuable as $20,000 in a European Tier 1.” In other words, VIP is relative to local economy and lifestyle.

This isn’t theory. The revenue stakes are massive. VIPs regularly drive 30–50% of total revenue, and in some operators, it’s north of 50% of monthly deposits. Miss the segment, and you’re leaving half the pie on the table. Nail it, and you’re locking in the players who stick, spend, and advocate for your brand long-term.

Demographics & Player Behavior

According to Hartuv, the “classic” VIP profile is still male, 30–45, making up around 70% of the market. But that’s changing quickly. Female participation is rising fast — “up to 25% of new VIP entrants in some countries are now women.” These players are active not just in casino, but also football betting and newer areas like esports.

On the product side, the breakout star is crash games. In some regions, they’ve blown past sports betting to capture 40%+ of VIP play. The hook is clear: instant action, quick outcomes, and high engagement. But here’s the catch — retention. Crash VIPs typically churn after 3–4 months, while live casino VIPs can stay active for a year or longer. 

One thing is universal: Africa is mobile-first by default. Players are tech-savvy, highly engaged on phones, and expect smooth, data-efficient platforms that run across all screens. Operators who don’t optimise for mobile simply won’t keep up.

Attracting African VIPs: Speed, Culture & Experience

To win African VIPs, Hartuv stresses the importance of cultural relevance. “Operators really need to anchor their strategy around local passion points as well as cultural relevance.” Football is the universal hook. Whether it’s EPL watch parties, La Liga tie-ins, or grassroots tournaments, nothing beats the pull of the world’s game. Ignore it, and you’re invisible.

But culture alone won’t save you. VIPs expect instant everything: fast KYC “under 10 minutes to complete and you’ve got their attention” and even faster payouts. “If you can process withdrawals quickly, you basically hit the lottery because VIPs want their money now.”

Experiential marketing also matters. Add live experiences to the mix, and the numbers jump. In Kenya, SafariCom partnered on local tournaments, doubling registrations when combined with mobile money perks. It’s the blend of passion, speed, and real-world presence that pulls in the whales.

Keeping Them Engaged

Engagement lives where players live. In Africa, that means WhatsApp and Telegram: “60% of successful VIP communication is driven through WhatsApp or Telegram.” SMS still matters in patchier regions (25%), while push notifications cover another 15%.

The principle is simple: forget spam blasts. VIPs want targeted, respectful outreach on the channels they already use. In South Africa, one operator’s dedicated VIP WhatsApp line produced 30% higher monthly revenue per user. Recognition beats bonuses every time. 

Retention & Relationship Building

Bigger bonuses don’t build loyalty, community does. African VIPs stay loyal when they feel like insiders: “VIP only leaderboards, exclusive watch parties and events.” Gift-giving shows the same principle. It’s not about price but meaning. A personalized gesture, like a gift-wrapped, engraved bowl for a whale’s favorite dog, will get you a long way. 

But context matters. Blanket holiday alcohol baskets will flop in Muslim regions. Contrast that with Betica’s Ghana campaign, “Be the Goat,” where every week during December they gave away three goats. “Goats are obviously an important part of festival season. They’re a primary source of meat for celebrations. They also serve as a valuable asset for households.” That single insight built retention through relevance, not generic giveaways.

Responsible Gaming & Player Protection

VIP care isn’t just ethics, it’s business sense. Operators now run proactive wellness checks: a sudden deposit spike triggers a gentle call, not an accusation. “If a VIP suddenly, say, doubles their average deposit in a short period of time, the account manager should receive a trigger to go and check in.” Done right, it boosts trust and keeps VIPs long term.

Monitoring tools can flag when VIPs hit 80% of preset thresholds, while fraud systems evolve toward behavioral detection. “This results in 20% increase in satisfaction scoring and net promotion scores because VIPs here felt that they were valued as people, not just as a wallet.” Fraud prevention remains part of the balance: “False positive rates must be low for VIP, it needs to remain under 2%.”

Challenges in Execution

Hartuv stresses that VIP management is more than raising deposit limits.

“Many operators still treat VIP as simply bigger bonuses or higher deposit limits, rather than a discipline that requires clear strategy, resources, KPIs, and structure.”

Regulatory environments only add pressure. Nigeria, for example, is a patchwork of unclear policies and uneven enforcement. Operators need adaptable frameworks that work across markets without compromising service. 

“Nigeria sits in a more fragmented space where policies are potentially a bit unclear and enforcement can be inconsistent.”

Then there’s infrastructure: “Mobile money is both the biggest advantage and the biggest challenge.” Looking forward, Hartuv believes cryptocurrency adoption is inevitable, making future-proofed systems a necessity.

Benchmarks & Metrics

Benchmarks help cut through the noise. A strong VIP segment should generate 2–3x the ARPU of regular players, averaging 6–8 deposits per month. Key KPIs include monthly churn below 10% and response times under 2 hours.

“Healthy VIP segment delivers a minimum of two to three times the ARPU of a general player.”

Another reality check: VIPs usually split their action across 4–5 different operators. The goal isn’t monopoly, it’s making sure you’re always in their top 3 tabs open. 

Future Outlook

As the conversation wrapped, Vasilii asked Gali Hartuv to look ahead. His forecast was clear:

But Africa isn’t one market, it’s 50+. The challenge for international operators lies in avoiding the oversimplification trap that has hindered many market entry attempts. Saying you “want African traffic” is meaningless without cultural, linguistic, and economic nuance. International operators flooding in will need sniper-level targeting, not shotgun blasts.

Africa’s VIP segment is unique — built on sustainability, loyalty, and cultural fit. Attracting and retaining these players requires more than financial perks. “You need to be targeted. You need to understand what about Africa you’re looking to penetrate as a new GEO. You know the local culture, language, customs, and nuances.”

As Hartuv made clear, the continent won’t bend to imported models. To succeed here, operators must rethink, reframe, and re-engineer their approach. Those who do will discover a market still rich with “hidden gold bars and diamonds,” as Hartuv puts it — opportunity waiting for those who play the long game.

Check out Gali’s LinkedIn page to catch more useful marketing insights, and we’ll be back real soon with more tips on affiliate marketing and driving traffic. Stay tuned!

Сообщение VIP Players in Africa: Who They Are, How to Attract & Retain Them появились сначала на Peaky Ads Agency.

Expert Spotlight

Craig Campbell is a UK-based SEO expert with over 20 years in the trenches. He has spent two decades in SEO metaphorical trenches, thriving in the chaos of iGaming, dodging penalties, playing Google AI Overviews, and proving that when it comes to SEO, aggressive approaches often win. Craig has built and ranked hundreds of sites, spoken at global conferences like SiGMA and Affiliate World, and currently serves as CMO at ODIS Global, a leader in aged domain acquisitions. Whether through affiliate marketing, YouTube, or education, Craig’s focus remains consistent: test what works and then exploit the hell out of it.

Regulated vs. Unregulated SEO

If you think the same SEO strategy works in every market, you’ve already lost. In iGaming where regulations often change overnight and Google updates can wipe you off the map, one-size-fits-all is basically a suicide. So, understanding whether you’re operating in a regulated or unregulated market isn’t optional.

In regulated markets like the UK or the Netherlands, online casinos must secure licenses, follow strict advertising rules, and tiptoe around platform bans. Even Google SERPs are sanitized: search for “online casino” in the Netherlands, and you’ll only see government-approved results. In tier-1 regulated markets, you’re playing SEO chess, it’s a long game.

In unregulated or gray markets — think Southeast Asia, parts of Latin America, or pre-2022 Brazil — the game is totally different, because you’re playing dodgeball on fire. You have 3–6 months to cash in before the penalties hit. No one’s checking licenses. SERPs are loose. Competition is fast and dirty.

Craig thrives in the chaos of unregulated markets, where ranking fast is the only goal and survival is temporary. And that’s the game. If you’re building a clean brand, cool — be patient. But if you’re just trying to rank and bank, you better move.

Pick Your Battles

Craig’s philosophy is ruthless: don’t waste time on keywords you can’t realistically hold. Especially not in risky markets where the clock’s always ticking. He targets lower-intent, easier-to-rank keywords in unregulated regions — it’s fast deployment, quick traffic, and fast turnover. In regulated markets, he invests in E-E-A-T, compliance, and brand building.

Unless you’re a licensed operator with a media budget, don’t chase tier-1, ultra-competitive terms. You’ll waste months and bleed out before you break even.

Instead, go after what’s winnable:

• Lower competition long-tail keys
• Bonus variations
• Region-specific search terms
• Unfiltered keywords in slow-update markets

You’ll rank faster. Convert better. And stay off the radar longer.

Here’s what Craig runs with globally:

1. Aged domains: they must have backlinks, brand queries, and Google trust. Even better if they’ve been indexed in the last year.
2. Subdomain piggybacking: buy any clean authority site (e-commerce, news, etc.), deploy an iGaming site, Google sees trust and gives you faster indexing and faster ranking.
3. Viral CTR traffic: this is about using local IPs with volume that matches the keyword intent and then using it to spike rankings for medium to high competition terms.
4. Redirect loops: when a site gets hit, redirect to another. Keep the link juice and CTR benefit flowing.

Craig’s strategy in volatile markets? Spin up 10+ sites simultaneously. All aged, all prepped with content, and all ready to rank. You hit traffic with CTR manipulation. You push links fast. And when Google eventually pulls the plug, you don’t panic. You redirect. You rebuild. You redeploy. It’s a churn-and-burn ecosystem. And it’s very profitable when done right. These sites won’t last long, but that’s the point: you just need them to rank before they die.

Content Strategy That Doesn’t Suck

You should also forget about one-page casino sites. Those died with the last Core Update. Whether it’s a short-term churn site or a long-term authority build, content has to show substance and do it fast. If you’re still deploying one-pagers, you’re wasting your crawl budget and your money.

Craig’s blueprint:

• Launch with 30+ pages
• Cover the basics: casino reviews, bonuses, payment methods
• Add real user value: offline listings, deposit comparisons, local currencies
• Keep it structured, clean, and indexable

And no, AI content isn’t a get-out-of-effort-free card. Instead, choose AI-assisted and human-reviewed. Otherwise, you will be building a penalty magnet.

Links That Don’t Care About Context

In most SEO playbooks, topical relevance is sacred. But let’s just say it: in iGaming link purity is a luxury. You can’t always get casino links, so you take what you can. A food blog? Sure. A plastic surgery domain? Why not. If it has traffic and trust, we can use it.

The link-building logic here is simple: there’s limited inventory, everyone’s using dirty tricks, and Google keeps rewarding it. Just try and look at the top-ranking iGaming sites: half their links will be complete garbage. But if Google allows it, we can replicate it and exploit it. So you work with what you can get — and sometimes that means links from construction blogs, cooking forums, or expired PBNs that still pass juice.

You still want anchor diversity, home page links, and a smart interlink structure, though. But topical purity? Nice in theory. Useless in practice.

AI Content and SEO

Let’s settle this first: Google absolutely does penalize AI sites. Craig has tested pure-AI deployments that get traffic for 3–4 months and then fall off a cliff with zero recovery path. No warnings. No index. Just ghosted. The fix? Use AI to build draft structures. Then human editors clean it up. Add unique data, polish the structure, and make it crawlable. That’s the sweet spot, it’s cheap, fast, and still safe, at least for the time being.

Craig doesn’t sugarcoat the direction of the industry. AI search is eating organic clicks, and Google’s updates are more erratic than ever. But in his view, it’s not the end, it’s a shifting battlefield. SEOs who adapt win, those who cling to best practices lose.

Ranking in Google AI Overviews

Google’s AI Overview is already rewriting how search works — and yes, it can be gamed. The secret lies in the citations. Not backlinks. Not domain rating. Just the number of trusted sources saying the same thing over and over.

As a part of an experiment, Craig’s team is currently trying to dethrone Brighton SEO as the “best SEO conference in the UK” by repeating that claim across dozens of respected sources for a rival event. It’s already showing up in AI sources. It doesn’t stop there. Craig is also in an identity war with a famous American singer — also named Craig Campbell. The goal is to become the top Craig Campbell in ChatGPT, Google AI, and beyond. This will, however, require gaining a search volume that is substantially bigger than that of the singer.

Forget organic position #1. Google AI Overview is the new top spot, and it’s insanely easy to manipulate for now. No backlinks. No schema. No EEAT. Just citation volume on trusted domains. The playbook:

1. Pick your statement (“Best casino affiliate site in India”)
2. Say it 30–50 times on real, semi-trusted sites
3. Watch Google and ChatGPT swallow it whole

Scary? Yes. Effective? Also yes.

The Final Word

iGaming SEO isn’t about playing it safe, it’s about calculated aggression. iGaming SEO rewards speed, execution, and flexibility. Not compliance checklists and wishful thinking. 

If you’re working in gray markets, you’re already in the mud. Embrace it, build fast, and rank fast. Most importantly, move before the penalties hit. And if you’re trying to build a real brand? You still need to understand how black hat tactics work, because your competitors are using them.

Google changes the rules weekly. Regulators change them monthly. Your only constant is not being constant. SEO’s not about doing what Google says. It’s about doing what works, before they figure it out. Here’s what works right now:

• Age your domains
• Spike traffic with CTR
• Stack smart content
• Multiply your attack points
• Manipulate AI Overviews before Google patches the hole

Want more? Follow Craig Campbell on LinkedIn and YouTube for case studies, live experiments, and unfiltered SEO truth. And subscribe to Peaky Ads for more deep dives into global markets.

Сообщение SEO in iGaming: Regulated vs. Unregulated Markets появились сначала на Peaky Ads Agency.

In this article, based on the “Where’s My Money?” podcast by Peaky Ads featuring Brendon Spiteri, Affiliate & SEO expert,  and hosted by Vasilii Gamov, CEO of Peaky Ads, you’ll learn how to build a boutique affiliate network that delivers sustainable ROI, deeper partnerships, and superior traffic quality.

What is a boutique affiliate network?

A boutique affiliate network is defined by selectivity and strategic focus. Rather than onboarding hundreds of affiliates with varying performance, the boutique model prioritizes deep relationships with fewer trusted, high-performing partners.

“Working with 30 strong affiliates is far more effective than trying to manage 300 average ones.” – Brendon Spiteri.

This model emphasizes performance, transparency, and manageable growth, making it ideal for companies that want to scale smart.

Why choose the boutique model?

• Focused growth.
  A boutique network allows you to scale not by expanding your affiliate list, but by maximizing value from existing partners. This approach ensures better resource allocation, deeper partner understanding, and ultimately, stronger results.
  
  
• Enhanced traffic quality.
  When the volume is low, the atrus is high, and it is easier to monitor traffic sources, detect anomalies, and avoid fraud. According to ClickGuard, open affiliate networks experience four times more fraud incidents than closed or boutique ones.
  
  
• Better relationships.
  Having fewer affiliates allows the managers to offer greater one-on-one assistance. That includes advice on funnel optimization, GEO targeting, campaign management, and even direct feedback on conversion tactics.

Affiliate recruitment and onboarding

Picking affiliates for a boutique network involves doing due diligence and building relationships. While open registration may be allowed, the path from sign-up to activation is far more rigorous.

“Everyone registers through our site, but I always insist on a call. I need to understand your funnel and intentions before proceeding.” – Brendon.

If an affiliate is unknown, a small test cap (e.g., 20 FTDs) is arranged, followed by a performance review and feedback. Those who perform well and demonstrate transparent traffic can scale further.

Metrics that Matter

Operators and affiliates often evaluate success through different lenses. Boutique networks bridge this gap by understanding and aligning both perspectives.

“If a publisher brings 20 solid FTDs with high retention, that can be more valuable than 200 low-quality leads.” – Brendon

Platform capabilities and data strategy

A boutique network must offer accurate and timely performance data to deliver value to affiliates. Brendon’s network operates on a proprietary platform designed for flexibility and transparency.

Key platform features include

• Real-time postback support for registration, FTD, and qualification.
  
• GEO-based performance benchmarks (e.g., click-to-deposit rates).
  
• Traffic source tagging for PPC, SMS, Facebook, SEO, and more.
  
• Granular reporting and feedback for both affiliates and operators.

This allows publishers to benchmark their traffic, adjust strategies, and confidently enter new markets.

Top performing GEOs and traffic sources

Boutique networks are often more agile in responding to GEO trends. Brendon highlighted the following as current strong performers:

Top GEOs:

• Nordic countries.
  High conversion and CPA rates (up to €400+).
  
  
• GCC region.
  Rising interest from operators and increasing player value.
  
  
• Latin America.
  High traffic volume, better suited for CPA than revenue share.

Best performing sources:

• PPC (Google Ads) remains the strongest, despite challenges with account bans
  
• SMS traffic is unexpectedly effective in Scandinavia and Africa
  
• Facebook and in-app traffic are becoming viable alternatives as PPC becomes riskier.

“Even some operators were surprised at how well SMS traffic performed in Finland and Sweden.” – Brendon.

Fraud prevention and quality control

Due to the smaller partner list and closer relationships, fraud detection and traffic quality control significantly easier in a boutique setting.

Scaling the boutique: strategies

Scaling doesn’t mean abandoning the boutique approach. Instead, it means doing more with less.

Scalable strategies include:

• Offering more brands and deals to the same affiliates
  
• Expanding into new GEOs through partner testing
  
• Supporting vertical diversification (e.g., adding SEO or app-based funnels)

“We grow by staying on top of market trends, onboarding new operators, and giving affiliates deals as soon as markets open up.” – Brendon.

Revenue models and profit margins

Boutique affiliate networks typically aim for a 10–20% margin depending on deal type, affiliate leverage, and traffic quality.

Negotiation plays a significant role. The affiliate’s leverage (i.e., traffic quality and scale) often determines how much margin the network can retain.

“If the affiliate brings quality, they get what they ask for. But we can negotiate hybrid deals that benefit both sides.” – Brendon.

Operating costs and profitability

Boutique networks often maintain lean operations, which helps preserve profitability despite modest margins.

Typical boutique team structure:

• 2–3 affiliate managers
  
• 2 in-house developers
  
• No external media spend or large overheads.

“We invest in relationships and technology, not in massive advertising. Most leads come from events, panels, and personal recommendations.” – Brendon.

Common mistakes to avoid

Building a boutique network is not without risk.

Brendon warns of several common pitfalls:

1. Lack of operator relationships.
   Without trust, you won’t get good deals.
   
2. Scaling too fast.
   Managing 100 affiliates with a small team can dilute quality.
   
3. Ignoring traffic source clarity.
   You can’t protect your reputation if you don’t understand your partner’s funnel.
   
4. Failing to onboard properly.
   Circumventing the vetting process leads to poor conversions and damaged relationships.

“Your reputation with operators is everything. If you don’t have it, you’ll get poor deals and miss out on the top affiliates.» – Brendon.

Conclusion

A boutique affiliate network isn’t a smaller-scale version of a traditional one — it’s an alternate model. Instead of volume, it’s founded on trust, accuracy, strategy, and relationship.

For affiliate managers and entrepreneurs looking to build something long-lasting in the iGaming space, boutique networks offer better traffic quality, higher partner loyalty, stronger operator relationships, lower exposure to fraud, and sustainable margins.

To stay updated with the latest insights in digital marketing and iGaming, follow the Peaky Ads Blog and subscribe to our YouTube channel!

Сообщение How to Build an Affiliate Network in iGaming? появились сначала на Peaky Ads Agency.

Three top-tier speakers, Dmitry Shcheplyakov, Team Lead of Influence at Riddick’s Partners, Pavel Beinia, Founder of Chatterfy & Famesters, and Leonid Pudov, CEO at Mr. Booster, broke down what’s popping up in influencer performance: how it works, where it breaks, and what brings ROI.You can watch the full stream in Russian at Peaky Ads’ YouTube channel and use this article as a structured recap with speaker quotes, raw metrics, and the kind of field-tested insight you won’t find on LinkedIn.

What is Influence Traffic? Brief Explanation

Influence traffic is performance-driven user acquisition from trusted content creators, streamers, YouTubers, TikTok influencers, Telegram admins, and others, whose audience acts based on trust, not tricks. It’s not just views or likes; it’s targeted traffic with real intent, driven by authentic recommendations, not pushy funnels.

When done right, influence traffic delivers:

• Lower CAC
• Higher LTV
• Better compliance
• And a stronger brand reputation than most paid media buys

Unlike traditional ad placements or scam-driven flows, influence traffic scales with reputation, not just budget. It’s the sweet spot between brand and performance, and that’s why it’s becoming one of the most strategic sources in affiliate and gaming verticals.

Influence: Not Hype but a Working Channel

The old-school view of influencers was simple: eyeballs and brand mentions. That era is dead. Now, we talk about full-funnel influence traffic, tracked to the reg and LTV, with proper budget logic and retention metrics.

Dmitry Shcheplyakov highlights, “If your influencer’s locked in, the numbers will speak.”

Team Lead of Influence at Riddick’s Partners, Dmitry, opened his talk with a banger of a case: $86.5K NetDep from a $58K spend, all from one influencer drop.

“When you see a spread like that, first you double-check your tracker. Then you start scaling ASAP,” Dmitry said on stage.

The case breakdown:

• The promo code was baked into the script, not slapped on last minute.
  
• The influencer played with the product.
  
• The tracking was surgical, with data from click to repeat deposit.
  
• Audience trust was on point, no spoofed credibility, just real talk.

One key takeaway from Dmitry’s drop: influence traffic converts when it’s authentic. It’s not about reach. It’s about absolute conviction from the creator.

“A promo code needs to be part of the narrative, not just a line at the bottom of a caption,” he emphasized.

And that’s what makes the traffic valuable: not manufactured hype, but legit user intent triggered by a trusted voice.

Influence vs. Cheap Scam: Know the Line or Get Burned

Pavel Beinia, CEO of Famesters and founder of Chatterfy, has been in the influencer trenches since before it was cool. His talk focused on the fine line between influence and scam.

Pavel highlights from the beginning: “If there’s a chat manager involved – it’s not influence”. Pavel laid it straight out of the gate: “90% of what people call ‘influence traffic’ is just whitewashed scam.”

He broke down the difference with sniper clarity:

He didn’t stop at definitions. Pavel blew open the retention problem behind most scam-driven campaigns: “When you run users through chatbots and fake VIP clubs, yeah, you might hit KPIs, but you torch your trust and churn the player instantly.”

“Real influence means the user chooses to join. No carrot, no fake win rate, no psychological squeeze,” Pavel said. “Those users stick. They deposit again. They trust the flow.”And that’s the gold standard: sustainable traffic that doesn’t need a retarget every 5 minutes just to break even.

Twitch isn’t Dead: You’re Just Using It Wrongly

Third on the mic was Leonid Pudov, CEO at mr.Booster. While others wrote Twitch off as burned, Leonid showed what happens when you rebuild the flow from the inside.

Leonid Pudov highlights: “We built ads inside the stream UI, doubled conversion rate.”

Instead of the usual Twitch ad setup, link in bio, banner nobody clicks, the mr.Booster team rolled out an in-stream gamified widget. Think: wheel spin, prizes, bonus drops, but inside the Twitch player.

The data:

• Click-to-reg.
  +23% over standard format
  
• Reg-to-dep.
  2x lift
  
• Cost-per-dep.
  Cut in half
  
• Stream watch time.
  Up 15–20%

“People were asking the streamer to reroll the wheel. It became part of the show,” Leonid said.

What killed Twitch for affiliates wasn’t the platform; it was the lazy placements. “Links in chat? Dead. Static banners? Ignored. We had to bring the ad into the content, and let users click during the hype,” said Leonid.

He broke down the three keys to making it work:

• Emotions from the streamer
  
• Gamified ad formats that reward clicks
  
• Tailored bonuses (not generic cashback nonsense)

Influence Traffic: Long Game, Real Metrics

If there’s one throughline across all three speakers, it’s that influence traffic isn’t soft. When done right, it’s just as measurable as media buying, just as scalable, and way more brand-safe.

What defines good influence traffic:

• Clean funnels.
  No fake promise-to-dep hand-holding.
  
• Legit creators.
  Not paid actors or farmed TikTok pages.
  
• Retarget-free LTV.
  Users come back because they want to!
  
• Performance-first mindset with actual creative strategy.

Just numbers, engagement, and conversion – all with brand lift.

Conclusion

In a world full of fake stats, hype dashboards, and recycled creatives, influence done right stands out and sticks. Whether you’re a brand, a product owner, or a traffic buyer, you can’t afford to sleep on it.

To stay aware of industry trends, subscribe to the Peaky Ads YouTube channel for full interviews and podcasts from the teams pushing performance marketing forward. Reach out to our team to boost your efforts to the moon: we don’t chase trends – we scale them!

Сообщение How to Work with Influencer Traffic: Cases from Riddick’s Yerevan Meetup появились сначала на Peaky Ads Agency.

YouTube in 2025 isn’t the same platform it was two years ago. The rules are tighter, but the reach is greater. In the hands of those who understand the mechanics, YouTube remains one of the most reliable sources of high-quality, scalable traffic. 

The article by Peaky Ads provides a full breakdown of Erdem’s approach, from working funnel structures to creative strategy and risk mitigation.

YouTube isn’t just a channel: it’s an ecosystem

“YouTube is Google’s daughter. And if you break the rules, it’s not the daughter that punishes you — it’s the father”, says Erdem.

Funnel blueprint: structuring YouTube for performance

One of the most effective strategies shared was the “multi-layer funnel,” in which traffic flows through clean channels to a controlled destination.

Funnel example: the bridge channel setup

1. The main channel is purely content — no links, no offers.
   
2. The description contains a link to a second YouTube channel.
   
3. That second channel hosts the call-to-action video and promotional links.

“YouTube doesn’t scan the secondary channel the same way. It’s less exposed, protecting the entire funnel”, Erdem. 

Even if one asset is flagged, the rest of the structure remains functional. This allows campaigns to run longer and scale more safely.

Why do longer videos now outperform short clips?

YouTube’s algorithm has shifted toward long-form content with high watch time.

Creating longer, well-edited videos (especially in widescreen or 4K format) improves your chances of appearing in recommendations and positions your channel as high-value content, something YouTube rewards organically.

Key factors that help long videos perform

• Wide resolution, optimized for smart TVs
  
• Clear topic structure
  
• Smooth editing and natural pacing
  
• Inclusion of comments, timestamps, or community interaction

No links? No problem — linkless funnels still convert

One of the most effective tactics in sensitive niches is running videos with no clickable links, especially in regions with stricter content policies (e.g., EU, India, Brazil).

“If you’re working with risky offers, don’t leave traces. No visible links. Let the user come to the next step naturally”, says Erdem.

The traffic can still convert by using

• Pinned comments with redirection
  
• Mentioning keywords or channel names verbally
  
• Redirecting to a bridge channel
  
• Adding links in banners or older community posts

This protects the video’s lifespan and allows you to focus on audience retention and engagement — two signals the algorithm values even more than raw views.

Design and voice as a part of the funnel

Erdem emphasizes that visual identity and production style directly affect how YouTube perceives your content. A clean, professional setup builds algorithmic trust and keeps your channel compliant.

Recommendations

• Avoid template-style thumbnails (they signal low quality).
  
• Use voiceovers that match the brand — avoid robotic or generic tones.
  
• Optimize thumbnails and formatting for widescreen viewing.

Consider using recurring elements like a specific intro tone, phrase, or visual motif — this builds brand familiarity and strengthens your user funnel.

The Web3 opportunity: untapped traffic with low competition

One of the more strategic angles in Erdem’s talk was focused on Web3 and GameFi brands.

“They’re strong in branding, but weak in traffic. They have budgets, but don’t know how to acquire users”, Erdem points out.

Most Web3 projects lack proper performance marketing teams.

This creates an opportunity for affiliates to develop

• Educational content explaining the product
  
• Honest comparisons between platforms
  
• Personal challenge videos or trials (e.g., “I staked for 7 days…”)

These offers often come with less competition, less compliance overhead, and strong CPMs. The funnel structure remains unchanged, but the angle shifts from entertainment to informative storytelling.

One channel is not enough — build a channel network

A single YouTube channel is vulnerable. Multiple channels working in sync form a resilient traffic ecosystem.

“YouTube respects structure. If you only have one channel, you’re replaceable. If you have a network, you’re harder to stop”, Erdem says.

This approach also gives you flexibility

• Different verticals (e.g., tutorials, reactions, reviews)
  
• Cross-linking between channels
  
• Audience segmentation
  
• Safer A/B testing environments

It’s a smart long-term strategy that allows you to scale gradually without risking your entire system on one account.

YouTube funnel checklist for 2025

To recap, here are Erdem Ukhinov’s top principles for running YouTube performance funnels:

• Never link directly from your main channel; use a “bridge” system.
  
• Prioritize long-form videos (15–20 minutes) for better algorithmic support.
  
• Use comments and indirect prompts for calls-to-action.
  
• Shoot in widescreen (4K preferred) to optimize for TV visibility.
  
• Keep high-risk offers out of your main content, and segment them appropriately.
  
• Build a unique sound and visual identity for higher audience recognition.
  
• Target Web3 projects for low-competition, high-potential offers.
  
• Scale with a multi-channel approach, not single-channel dependency.

Conclusion

Erdem Ukhinov’s session at Riddick’s Yerevan Meetup didn’t just share tactics — it laid out a framework. In 2025, YouTube is still one of the best-performing and most brand-safe channels for affiliates and product teams. But the bar is higher. You need structure, patience, and a clear funnel strategy to stay alive and scale.

Whether you’re working in gambling, crypto, Web3, or finance, you’re falling behind if you’re not building YouTube funnels. This channel isn’t going anywhere — it’s just becoming more refined.
Don’t hesitate to cooperate with the Peaky Ads team: your marketing efforts will take off to the moon!

Сообщение How to Attract YouTube Traffic in the New Realities? появились сначала на Peaky Ads Agency.

Of all the programs on offer, 888STARZ Partners is among the best affiliate programs associated with the well-established global online sportsbook and casino website 888STARZ. With a name that precedes it and more than 30,000 affiliates, it provides serious moneymaking opportunities with various flexible commission plans.

Why choose 888STARZ as an affiliate?

888STARZ is a global gambling and betting website operating from 100+ GEOs. The brand launched in 2020 has gained 5 million+ registered members after successful business collaborations with affiliates.

888STARZ Partners is set up to offer affiliates all they require to succeed

• Direct contact with the advertiser (no intermediaries);

• Up to 50% RevShare;

• CPA, CPI, and hybrid models are available;

• Customised packages for big groups;

• Geo-targeted, localized creatives;

• In-house apps for mobile traffic;

• All traffic types are accepted (aside from unapproved SMS, email, incentivized, or brand-bidding traffic);

• Set up and optimization of dedicated account managers;

• Weekly or monthly payments as low as $100.

Registration at 888STARZ Partners explained.

To get started, follow the link and fill out the registration form: create a username and password, then click the Next button to proceed.

Provide your name, email, and telephone number. After that, click the Next button again.

Fill in your payment method and agree to the Terms & Conditions.

Submit the form!

Once you’ve registered, an account manager will typically call you back within 24 hours to finalize the setup and give you access to your dashboard.

Dashboard tour: what you’ll see once logged in 

888STARZ affiliate dashboard is clean, quick, and feature-rich. The left menu is divided into Main Menu, Marketing, and Reports.

Main menu features

Main page

You can view your balance, earnings (daily, monthly, 30-day, total), performance graphs, customizable conversions, and registration graphs.

Below is a snapshot of views, clicks, commissions, and other key metrics. You’ll also have access to configurable block layout and report period filters.

Websites

Here, you can insert and organize the categories where your tracking links should be placed. Select a category and a language, then click «Add Site.»

Commission structure

Look at the current payout models and a detailed description of each.

Payment history

Generate and export comprehensive payout reports by currency and date range.

Costomer`s profile

Update your details, enable 2FA, and view or modify your payment method.

Contacts

Obtain support details, such as Telegram and email contacts.

Marketing tools overview

Affiliate Links

Create custom tracking links for campaigns with personalized parameters. The «Hide» feature can also hide outdated links in a concealed folder.

Promo codes

You can create bonus promo codes based on your traffic’s currency and interests.

Media Library

It allows access to creatives, videos, and banners once your manager approves them.

Reports section

Summary

Get a summary of your performance by selecting parameters.

Full report

Immerse yourself in a close examination of your metrics and campaigns.

Marketing tools report

Monitor the access to your creatives and tools.

Player report

Examine referred traffic, user interaction, and behavior.

Sub-affiliate report

View earnings from affiliates you have referred.

Commission models and offers: choose what fits your strategy

888STARZ provides various affiliate models, each of which has its strengths.

• RevShare.
  50% revenue share. Best for long-term traffic and SEO.
• CPA.
  Perfect for media buy or aggressive lead-gen.
• Hybrid.
  RevShare and CPA mix, negotiated with your manager.
• CPI.
  Install-based revenue (for mobile campaigns).

Top offers right now:

• 50% RevShare with no admin fee (NNCO) — ideal for SEO betting traffic
• 35% RevShare + $80 CPA — best suited for Tier-2 GEOs

To take advantage of any promotion, your manager will assess your traffic plan and recommend the most suitable one.

Payout terms and conditions at 888STARZ Partners

Payments are flexible and secure. 

Here is what you can expect:

• Minimum payout: $100

• Frequency: Monthly or weekly, depending on the model

• First withdrawal: Manager approval is required

• CPA hold period: A maximum of 14 days

• Methods: Options’ ratings, from crypto, cards, and e-wallets

• Custom methods: Place your preferred method in order as per your GEO

Each affiliate has a personal account manager available daily from 07:00 to 16:00 UTC. 

Conclusion

888STARZ Partners isn’t just another affiliate program; it’s an open door to one of the world’s most well-known online betting brands. 

With high-converting offers, flexible payment options, great account support, and an easy-to-use dashboard, 888STARZ Partners is a wise decision for affiliates of every size, particularly if you have gambling, casino, or sports traffic. If you want to monetize gambling traffic with a reliable partner, 888STARZ Partners is worth your attention.

Сообщение 888STARZ Partners Review: Gambling Traffic with Up to 50% RevShare появились сначала на Peaky Ads Agency.

In the recent Peaky Ads podcast, Vasilii Gamov, CEO of the agency, and Gali Hartuv, CEO of WarriorLab, shared all their findings on the VIP iGaming segment, from the definition of such players to VIP program positioning, retaining VIP clients, and strategies to attract them.

Who are VIP players in iGaming: definition

Most operators recognize VIPs based on their high spending alone. But according to Gali, that’s outdated. «VIPs are characterized by a mix of value, activity, and behavior, not just spending potential.»

This more strategic definition is supported by the research of WA.Technology, refers to the fact that VIP players generate 5–10 times more revenue per user than standard players. In some territories, they contribute over 60% of the operator’s margin.

A true VIP might not always deposit large sums at once, but their retention, activity, and frequency make them highly valuable.

The changing portrait of the VIP players in 2025

Let’s see the trending portrait of VIP clients in iGaming. Yes, it’s changing!

Gen Z expectations

This shift in demographics necessitates operators to transform their VIP programs to include graphical gamification, personalized progress bars, and real-time interaction mechanisms, as in the case of winning brands such as Casumo.

Cryptocurrency and VIPs

VIPs are increasingly interested in crypto. Research shows that 25% of VIP revenue is now generated through cryptocurrency transactions.

The benefits for them include:

• Reduced KYC barriers,
• Fast, anonymous deposits and withdrawals,
• Alignment with Gen Z values.

As fiat payments become increasingly regulated, crypto’s profile can only rise.

Misconceptions that derail VIP programs

A central myth is that high deposits establish VIP value. Transactional value in a vacuum is non-representative.

As Gali explains, operators must analyze:

• Player behavioral volatility,
• Sustainability of activity,
• Long-term engagement, not short-term spikes.

As the PeakSupport report explains, personalized support increases VIP loyalty and lifetime value far more than generic bonus strategies.

Identifying VIP players: tools and strategies

Several tools and strategies help to detect VIP clients; we’ve highlighted the two most relevant ones.

Real-time data & AI support

Operators must spot VIP potential early. Leading platforms now use real-time analytics, LTV prediction models, and AI behavior tracking as standard. AI tools can spot potential VIPs days or weeks before they increase spend, allowing operators to intervene early and trigger personalized onboarding.

Segmented onboarding journeys

VIP onboarding must be intentional and value-based. As Gali warns, «Don’t show a VIP experience too early and then remove it, it feels like rejection.» An explicitly designed onboarding funnel prevents churn by offering users incentives and milestones based on their actual behavior and lifetime value, not upfront deposits.

Critical components of a successful VIP program

Globally, there are two most crucial components of an excellent VIP program.

Customized account management

VIPs are hungry for human interaction. Initiatives with named VIP account managers have a greater player engagement, according to PeakSupport.

These specialists must know every player’s routine, communication style, and interests. Websites investing in extremely skilled, culturally sensitive VIP managers outperform the opposition.

Real-life and virtual rewards

VIPs are not bonus hunters. Gali stresses the importance of experiential rewards, from luxury travel to live events. «Sending a luxury watch is fine, but presenting it at dinner builds long-term loyalty,» he says.

Examples:

• Hospitality packages for concerts or sporting events,
• Private crypto bonuses,
• Custom gifting is player-specific.

As iGaming Afrika reports, bespoke perks build emotional connection and brand loyalty.

Making your VIP program visible: advantages and disadvantages

Visibility strategy depends on brand maturity and operational readiness. A hybrid model is usually best:

• Public levels to fuel aspiration,
• Private offers for exclusive interaction.

Operators should not overpromise public VIP rewards they can’t fulfill. Gali says, «Transparency is key, but only if you can deliver what you advertise.» Gali states that most operators conceal 80% of their VIP rewards to protect proprietary strategies from imitation.

Retention as a priority: intelligent financial strategy

Acquiring a high-value VIP can be 500 times more costly than retaining one when the conversion rate on first-time depositors (FTDs) is under 1%.

Losing a €100,000/month player and acquiring one who plays with €20,000/month leaves an €80,000 revenue gap despite «the dashboard looking the same,» Gali cautions.

Retention must prioritize:

• Fast payouts (no restrictions or time delays),
• Gamification (VIP milestones and dashboards),
• Personalized engagement (surprise bonuses, personal messages),
• Hospitality events (online or offline).

Regulatory navigation: VIP programs and compliance

Operating in regulated markets like the UK, Sweden, and Germany requires operators to make VIP programs compliant with AML, KYC, and RG standards.

As Gali suggests, VIP teams must work together with:

• MLROs (Money Laundering Reporting Officers),
• Legal and compliance teams,
• Data protection officers.

Operators must determine acceptable risk thresholds while incorporating compliance protocols into the program’s infrastructure. The secret is cross-functional collaboration: VIP, risk, and compliance cannot exist in silos.

Acquiring VIPs: online, offline, and broker strategies

The acquiring process can come in three variations: online, offline, and broker approach. Let’s analyze each of them.

Online channels

Start success with the shared data of the retention and acquisition teams. Acquisition should feed directly into custom onboarding pipelines, and the transition should be seamless.

• Leverage CRM data to inform affiliate offers,
• Optimize landing pages for HNWIs,
• Use LTV insights to modify ad spend.

Gali continues that failing to break silos leads to short-term victories but long-term defeats.

Offline methods

Offline acquisition is achievable in markets like the Gulf, Africa, and certain Asian areas. VIPs go to:

• Golf tournaments,
• Art expos,
• Luxury brand showcases.

Utilize current VIPs as referral channels: “VIPs know VIPs,» states Gali. Incentivize them to bring in peers.
Consider also VIP brokers, a niche but growing iGaming vertical. Like financial advisors, they navigate high-value players to authorized sites.

The future of VIP: towards dynamic, real-time programs

Traditional tiered VIP programs are making way for dynamic models. These programs respond to real-time activity rather than pre-set thresholds.

Gali foresees that the next generation of VIP schemes will harness:

• AI for player reward dynamic adjustment,
• Machine learning for churn prediction,
• Behavioral modeling to shape offers and incentives.

Conclusion

Now you understand that managing VIPs is not simply about bigger bonuses, deeper relationships, better data, and smarter engagement; it is what matters most. 

Use this article by Peaky Ads as a manual to boost VIP clients’ acquisition, retention, and shift your iGaming revenue to the moon.

Сообщение How to Work with VIP Players in iGaming: Acquire, Retain, and Develop High-Value Players появились сначала на Peaky Ads Agency.

In a recent Peaky Ads podcast, Vasilii Gamov, CEO of Peaky Ads marketing agency, and Olalekan Joseph Oyekunle, iGaming Executive Director (Nigeria) at 888STARZ, an industry insider with over 15 years of experience in the African betting market, gave a close-up view of the Ivorian market. 

From monetary dynamics to marketing strategy, the interview showed an insider’s information guide for affiliates and operators looking to target this dynamic but complex market space.

Market Size and Capacity

Côte d’Ivoire boasts around 30 million people, and the betting market has already notched a turnover of $210 million by 2023. But here’s the surprise!

Sports betting is the most popular, with 85% of the market share. Côte d’Ivoire’s youth population, increased smartphone penetration, and increased internet usage fuel this exponential growth.

Number of Active Players

Active monthly gamblers in Côte d’Ivoire stand at around 1.5 million. Notably, 70% of them place bets weekly.

«Smartphone usage has fueled the growth of this market» Joseph stressed. With mobile devices as the main entry point to gaming, mobile-first strategies are unavoidable.

Betting/Casino Ratio of the market

The landscape is greatly dominated by sports betting. «Sports betting is currently the highest growing vertical in the market» Joseph said. The reasons are apparent: a fervent football culture, convenient mobile access, and real-time betting attraction.

As much as traditional online casinos have, they come second to the pace and interaction of sports betting. Esports is also on the rise, especially among young adults, meaning diversification in the future.

Top payment methods in the region

Here are several tips to follow in terms of payments in the region

• «Orange Money and MTN Momo mobile payment issuers own the territory,» Joseph demonstrated. They allow customers to send, receive, and store money in their phones, and the process is smooth sailing.

• Weekend outages are a usual issue. «From time to time, there will always be mobile money downtime on peak weekends,» Joseph described. 

Operators should be proactive and have financial backup solutions to guarantee uptime and player trust.

Key Metrics

Compared to Western markets, Côte d’Ivoire’s average deposit and spending figures are tiny. Let’s see the average metrics in the region to be aware of.

• The average deposit per transaction is $6 to $15, and monthly spending per user is $25 to $40.

• «It’s not so easy to do business with such revenues,» both speakers agree. However, many players compensate for the low ARPU (Average Revenue Per User).

• VIP players are present, occupying 10-15% of users. «A VIP can spend $100 in a single transaction and reach up to $600/700 monthly,» Joseph stated. These high-rollers are what operators are looking for in terms of pushing enhanced profitability.

Retention, however, is the biggest challenge. «The retention rate drops to 20% in the third month,» Joseph continued, citing variable internet connectivity and ruthless brand-switching behavior.

Regulatory Restrictions

Côte d’Ivoire regulation is structured and vibrant. 

The main regulating body, LONACI (Loterie Nationale de Côte d’Ivoire), operates under two licensing regimes:

• Concession Regime.
  Exclusively for state-owned or monopoly businesses.

• Authoritative Regime.
  The determination of whether or not to issue a license is solely in the hands of the regulating body.

Taxation is modest — 5% on GGR (Gross Gaming Revenue) and withholding tax on player deposits. While not excessively high, these charges and bureaucracy hurdles force some operators into the gray market.

Moreover, 12% of gamblers use VPNs to visit offshore websites. While LONACI strives to inform users and ban unauthorized sites, full enforcement is out of reach.

Best Marketing Tactics and Channels

To market in Côte d’Ivoire, it is all about knowledge of the local culture. And in that case, grass-roots marketing works best.

Top marketing strategies to apply for the region

• Mobile-first advertising. Mobile apps, PWA, APK, or native, are critical. People typically visit betting sites via smartphones. «80% of the population uses smartphones and gets information online,» Joseph said.

• Bonuses and promotions. «Africans love gifts,» Joseph chuckled. From the welcome bonus to deposit matches, promotions are king. Spreading them across multiple game verticals (sports, crash games, etc.) boosts acquisition significantly.

• Social media and messaging apps. Media platforms like WhatsApp, Facebook, and TikTok dominate. «WhatsApp groups have a click-through rate of 18-25%,» Joseph mentioned. Influencer marketing, primarily through such media, promises tremendous ROI because of low CPMs (down to $0.50).

• SEO and organic growth. As internet penetration increases, SEO has become a battlefield. Businesses are investing in content planning to top Google’s search results and attract users organically.

• SMS campaigns. Because internet coverage is patchy, SMS remains essential. It allows users to communicate even in low-bandwidth conditions.

• Offline street activations. Operators often employ branded street teams, typically young women wearing company-branded uniforms, to engage with potential users in markets, beer bars, and university districts. «This boosts brand visibility and builds trust at a personal level,» Joseph explained.

• Traditional media (for licensed operators). Radio, television, billboards, and newspapers are valid and efficient, but only for those with valid local licenses. They are more expensive but offer better coverage and authenticity.

Regional Trends in Games and Sports

Crash games are the biggest non-sport product by far. «Crash is booming across Africa,» said Joseph. It’s fast, mobile-friendly, and a favorite among the local populace.

• In sports, international leagues are the trend. Take the Premier League, La Liga, Ligue 1, and the Champions League. 

• «There are some local leagues which are yet to be patronized well,» he admitted. But that could change with increasing infrastructure and interest.

Joseph sees strong growth in the next two years. «The CAGR for mobile casino and esports betting will increase 10-12% to 2026,» he stated.

With increasing internet and smartphone penetration and regulatory maturity, Côte d’Ivoire will be a hotbed for online betting.

Conclusion

Both speakers say that Ivory Coast is a promising mobile-led market that is rapidly expanding and has a large football culture, but it still requires custom marketing and all the tricks discussed.

Whether you’re an affiliate, operator, or marketer, the Ivorian market is full of potential. But success here depends on local knowledge, regulatory adherence, and a mobile-first, community-focused approach. As Joseph so aptly said, «Be on the ground, understand the culture, and the market will reward you.«

Subscribe to Peaky Ads’ YouTube channel for more insights and contact our team to elevate your marketing efforts!

Сообщение Côte d’Ivoire Betting Market: Potential, Challenges & Winning Strategies появились сначала на Peaky Ads Agency.

In this article, Peaky Ads Agency team will dive into online advertising metrics in 2025 and have a look at each of them, explaining the essence and importance.

Reach and Frequency

Let’s start with the most basic media measurement metrics: reach and impressions.

Reach measures the number of users from the desired audience who have seen your campaign at least once. You can apply it to measure the level to which your brand is becoming visible within the target audience.

Impressions do count the frequency of times that your ad gets displayed to the users, but ignore whether they are interacting with your ad or not. The frequency is how many times your ad gets displayed and plays a major role in spreading brand awareness and keeping your audience engaged.

By seeing both reach and impressions, marketers can learn a lot about how successful their campaign is, including how widespread it is and how frequently it is viewed.

Tracking these metrics simultaneously allows marketers to optimize their strategies in an effort to grow audience engagement, grow brand awareness, and achieve their marketing goals.
Tips to increase impressions: In order to boost your impressions, attempt to update your bidding strategy, expand your targeting choices, or increase your ad spend to expose your ad to more people and do not limit the frequency of impressions.

Cost Per Thousand (CPM) and Cost Per Point (CPP)

When we are talking about media advertising effectiveness, there are two most critical measures that enter the picture: Cost-per-mile(CPM) and Cost-per-point (CPP). 

Let us discuss what each of these measures entails and how they can help you to optimize your advertising strategy!

CPM

CPM, or Cost-per-thousand/mile, is a measure of how much it costs to reach 1,000 individuals with your advertisement. It’s a very significant metric in online advertising, where an «impression» is created whenever someone views an advertisement.

As a metric: CPM allows the advertiser to measure the success of their campaign by showing them how much they are paying for every 1,000 impressions.
As a pricing model: CPM is utilized by digital publishers to charge advertisers according to the number of impressions their ads are expected to receive on websites or digital media.

CPP

Cost per point (CPP) measures how cost-effective your ad is compared to other ads. It’s calculated by dividing the total media cost by the Gross Rating Points (GRPs), which are the same as the percentage of the target market reached. Target Rating Points (TRPs) represent the impressions directed towards your target audience, with one TRP being equal to 1% of your target audience in a given market.

Formulas to remember

• CPM = (( (Total Cost)/(Total Impressions) )) × 1000

• Cost = (CPM × Impressions) / 1000

• CPP = (Total Cost) / TRPs

How are the online advertising metrics different? CPM is extensively used in the case of purchasing ad space in out-of-home advertising. CPP is mostly applied in broadcast advertising but can be applied to other mediums as well.

While CPM gives data on the overall cost of impressions, CPP is more concerned with how effectively your ads reach the market.

Click-Through Rate (CTR) and Conversion Rate (CR)

CR and CTR are the first two metrics a successful advertiser and media buyer shall search for, after googling “what is media buying in digital marketing”, they are really important success indicators.

CTR

CTR is a key online advertising metric that measures the performance of an ad in getting people to click. To compute for CTR, determine how many clicks the ad received and divide it by the impressions and multiply by 100 to get it as a percentage. The greater the CTR, the greater the number of people were impressed with the ad to click through to the advertiser’s website.

Reasons to monitor CTR: A high CTR means your ad is resonating with your audience, a gauge of how well your copy, image, and design are doing. More engaging ads will tend to be better positioned and charged lower Cost Per Click (CPC) fees by ad platforms.

How to enhance CTR: Employ compelling ad titles that provoke curiosity, ensure your creative is concise and communicates value quickly. Don’t forget to use engaging images or graphics that draw attention. Finally, focus on reaching the most relevant audience segments.

CR

Conversion Rate refers to the ratio of users who take a desired action after viewing an ad—such as purchasing or subscribing to a newsletter. Conversion Rate is a critical measure to gauge the effectiveness of marketing activities in turning prospects into customers.

Reasons to track CR: A high conversion rate indicates that your ads and landing pages are effective in persuading clients to take action, boosting a positive return on investment (ROI). A low conversion rate may reveal messaging, targeting, or user experience issues, which need to be optimized.

How to improve CR: First, provide seamless flow from ads to landing page. Then, experiment with different offers, call-to-action (CTA) buttons, and creatives to figure out what performs best. Don’t forget to observe conversion rates across varied channels and demographics to refine targeting strategies.

Return on Ad Spend (ROAS) and Return on Investment (ROI)

The following to metrics will speak loudly about profit in media buying and marketing in 2025, let’s see the difference and importance!

ROI

ROI is a crucial measurement that assists in assessing the profitability of media buying campaigns. ROI determines the net profit achieved from the investment in relation to the amount invested. In essence, ROI gives an insight into the efficacy of a campaign by comparing costs and revenue.

Why is ROI important: positive ROI shows that your campaign made more money than it spent, whereas negative ROI indicates loss. Its analysis helps advertisers measure the performance of their campaigns, identify successful campaigns, and budget accordingly.

ROAS

ROAS is the revenue produced from your advertising divided by how much was spent on those ads. It is an important metric for judging the effectiveness of media buying campaigns.

Why is ROAS important: high ROAS means that your ads are producing substantial revenue in proportion to your spend, validating campaign profitability.

How to improve ROAS: Improve your audience targeting in order to reach potential consumers more efficiently. Make sure you experiment with various ad formats to find out which one performs most effectively. Finally, keep landing pages clean and optimised for conversion.

By measuring both ROAS and ROI, media buyers can make smarter decisions to enhance campaign efficiency and generate optimal returns.

Quality Score and Relevance Score

Obviously, Google and Facebook ads are all about media buying optimization, let’s see which metrics need to be tracked and modified.

Quality Score

Quality Score is a 1-10 measure of relevance and quality of Google ads and landing pages. The higher your score, the more relevant your ads to users compared to others, leading to better placement and possibly lower CPC.

Quality Score is affected by three basic factors. First, estimated Click-Through Rate (CTR) which shows how likely users are to click through to your ad. Second is ad relevance, it compares how much your ad matches user search intent. Finally, landing page experience that assesses the relevance and quality of your landing page.

Why track Quality Score:

• Increased Quality Scores have a tendency to generate lower CPC, making your ad budget go further. 

• High-quality ads as categorized by Google have a greater probability of being displayed in top spots, increasing exposure and potential clicks, which drive your return on ad spend (ROAS) higher.

•  Consistent high-quality ads can generate more leads and clients for less investment than your rivals.

Relevance Score

Relevance Score is a metric that estimates your Facebook ad’s quality and engagement level. It matters because it impacts both your cost per click and the frequency of which Facebook displays your ad. Think of it as Facebook’s way of saying, «Our ad is amazing!» or «This isn’t really working.»

Similar to Google Ads Quality Score mentioned above, Relevance Score is a value from 1 to 10, measured at the ad level. 1 means poor relevance, your ad is failing to reach out to your users, causing a higher cost. A 7-10, on the other hand, is a good value with larger ones increasing the possibility of showing your ad more often.

What are the components of the Relevance Score?

In contrast to Google’s objective components (predicted CTR, ad relevance, landing page experience), Facebook’s Relevance Score is more subjective. It mainly captures predicted positive and negative user feedback.

After your ad has been displayed more than 500 times, Facebook provides a score based on audience response. 

Remember: smaller budgets or manual placements will slow this process down.

Customer Lifetime Value (CLV) and Customer Acquisition Cost (CAC)

Finally, yet really important customer-related metrics, let’s see what’s the difference between CLV and CAC and how to actually count them.

CAC

Customer Acquisition Cost (CAC) refers to the total cost a company pays in order to obtain a new customer. It covers all marketing and sales expenses, such as advertising, salaries, and commissions. CAC is necessary for companies in order to understand how efficient their marketing campaigns are.

Direct and indirect costs are both considered in calculating CAC. Salaries for the sales team and advertising are examples of direct costs, while overheads like rent and utilities are examples of indirect costs.

CAC comparison allows firms to calculate their ROI in marketing and sales. CAC, as a metric followed over time, permits firms to identify trends, optimize strategies, and reduce costs of acquisition.

CLV

Customer Lifetime Value (CLV) is the total revenue a customer will generate throughout their whole relationship with a business. It includes not just the initial purchase, but repeated purchases and additional services as well. CLV is valuable in establishing the long-term value of customers.

To estimate CLV, firms forecast the lifetime average revenue from a customer and subtract the cost of serving them, such as production and support expenses.

CLV offers customer profitability insights, which guide marketing and retention efforts. With high-value customers identified, firms can better allocate resources and target marketing efforts.

Additionally, CLV may be utilized in measuring the efficacy of retention initiatives by comparing the lifetime values of customers that have been targeted with such initiatives against those that haven’t.

Difference between CAC and CLV

CAC is interested in the upfront costs of acquiring new customers. It provides insight into marketing efficiency in the sense that it prevents acquisition costs from exceeding revenue earned.

CLV takes a broader view in the sense that it examines the entire customer relationship, repeated cooperation, and loyalty. It determines the total value a customer will provide over a span of time.

For instance, a company may have both a high CAC and a high CLV. That is, although customers are more costly to acquire, they repay in the long run, and so the initial investment is worth it. Having knowledge of both amounts allows companies to make smarter decisions in terms of resource planning and strategy.

Conclusion

Now you have a full manual on crucial metrics by Peaky Ads agency, use it as your own dictionary on important digital marketing metrics, from the simplest like impressions and CPMs to ROAS and ad-specific measurements like Quality and Relevance scores.

Go ahead and collaborate with Peaky Ads to boost all your marketing metrics related to profit!

Сообщение Essential Metrics to Track for Successful Media Buying Campaigns появились сначала на Peaky Ads Agency.