Traffic is expensive, conversions are uncertain, and operators rely on you to send FTDs like clockwork. One click can make all the difference in this game. But what if we told you that an FTD does not have to cost $30 or even $10, but pennies?

These numbers aren’t magic – they are the results of a slick and precise retargeting mechanism.

In this article, as previously on the podcast, the Peaky Ads team and Sergey Sergienko, CEO of Kadam ad network, break down how retargeting is achieved in iGaming, why non-funnel traffic is wasting budgets, best-performing retargeting GEOs, and how Kadam empowers affiliates to make FTDs for pennies.

What is retargeting, and why is it a game-changer for iGaming?

Retargeting is engaging users who have already had some interaction with your product or brand – perhaps they visited your site, maybe even signed up, but didn’t deposit. Or they deposited once and never came back. These are your most valuable leads: warm, known, and already halfway down the funnel.

The classic example is a person visiting your website, leaving, and now they’re looking at your ads everywhere. That’s retargeting. And if it’s done well, it’s not just a reminder – it’s a conversion machine.

Retargeting is not «remarketing ads.» It’s about providing the right message at the right time, in the proper manner. In iGaming, push notifications simply work. Sergey highlights that push ads are the king of retargeting. They don’t depend on whether the user is online or not. We send push ads to their devices. So if they registered five minutes ago but didn’t deposit, they get an instant message – and boom, they deposit.

Why is a well-thought-out funnel a must for your traffic?

One of the most common mistakes new affiliates make is believing that some of their cold traffic will «just convert».

A good landing page or a good bonus will magically work. But real user behavior doesn’t play out according to this fantasy. In the gambling vertical, the user path is long and fragmented. A click is merely the beginning.

«Most users drop off between the click and registration. Then, more users drop off between the signup and the first deposit. If you’re not retargeting them, you’re losing money at every step,» Sergey explains.

Every drop-off in the funnel is a missed opportunity – and without a system to bring users back, you’re flushing your budget down the drain. Especially in expensive GEOs, where CPCs are steep and CPAs need to stay razor-sharp, retargeting becomes the only way to drive real profit.

Expert tips to build a high-performing funnel

A successful retargeting funnel is not the same for all audience types. It’s a stacked funnel with different user intent and behavior.

Here’s a common funnel structure:

• Visitors who did not register;
• Registered but didn’t deposit;
• Deposited once and never came back;
• Once-active players who have lapsed;
• Users who have deposited previously (re-deposit targets).

«Some clients have hundreds of audience segments. The more segmented your targeting, the more personalized your creatives – and the better your performance,» says Sergey.

Sergey also adds that they send as many as 30 push ads per user a day. That sounds aggressive, but it works. It’s about catching them when they’re warm and ready to act. 

Kadam also enables a rotation-based creatives approach. In case a free spin bonus offer fails, the system replaces it after several impressions, testing out variants until it finds a winner.

Top GEOs to test for retargeting

Retargeting performance is local – Kadam has boots on the ground in some of the hottest emerging markets and is ready to share insights.

Take Africa, for example. It’s Kadam’s second-largest region by volume, even leading LATAM by activity and growth, according to Sergey.

«We have a dedicated specialist for Africa. The continent is full of potential. But every country is different – language, culture, even religious calendars are involved,» he explains.

User language enters the equation, too. Users in India, for instance, who have English-language browser settings will be more likely to convert than Hindi-using users. Why? English-speaking Indians are generally more affluent. From a creatives point of view, GEO segmentation also matters: cricket in India, hockey in Canada, football in Europe. And for casino traffic, classic images like Wheel of Fortune, animal mascots, and free spins resonate.

Kadam: Why choose the network for retargeting?

Kadam is a full-service platform built for performance marketers. Unlike mainstream networks, Kadam allows clean, compliant promotion of verticals like betting and casinos, without bans or cloaking.

“Facebook won’t show ads on PornHub. We will. We work openly with iGaming, and you don’t need to hack your way around restrictions. You can just run your campaign,” says Sergey.

But compliance is just part of the value. Kadam also supports advanced tracking (pixel and event-based), fingerprint retargeting for cookieless targeting, and smart segmentation. That means you can retarget users even after they wipe cookies or switch browsers.

You don’t need to be a retargeting expert either – Kadam’s team helps you build strategies, craft creatives, and segment users based on behavior. Whether you’re targeting lapsed users or pushing for redeposits, you get hands-on support.

Real cases on retargeting: experience of Kadam

We asked Sergey directly about the real cases and figures of the Kadam team on the direction of retargeting. Right on the podcast, the CEO of the company opened the phone and frankly shared metrics for several audiences and GEOs. It’s worth noting that all situations are real, but we can’t name the operators due to NDA.

India

Redep cost: from $0.01
Reactivation cost: from $0.05
FTD: $2.5

Kazakhstan

Redep cost: $0.01
Reactivation cost: $0.07
FTD: $1.34

Canada

Redep cost: $0.03
Reactivation cost: $0.23
FTD: $6.5

Mexico

Redep cost: $0.01
Reactivation cost: from $0.20
FTD: $5

The key factors in achieving these results on retargeting

The metrics are really impressive. We had a reasonable question: how to achieve them and in what time frames?

Sergey’s answer: “The key to success is getting fast and accurate feedback and data so that you can work and optimize campaigns just as quickly. It’s no secret that from the very beginning you need to do tests on the order of 100-200 dollars a day, but it takes about 1-2 months to fully scale”.

Kadam records that 100% of the clients who launched retargeting at least for a test continue to work. And this is probably the best indicator of efficiency.

As you may have noticed, running retargeting in gambling is worth it, at the same time there’s real money and risks involved. So use all the information from this article and contact experienced intermediaries especially in the initial stages.

Conclusion

In affiliate marketing, especially in iGaming, you can’t just «buy traffic». You need to earn it. You need to build, segment, test, optimize, and retarget.

Retargeting is no trend or growth hack. It’s the cornerstone of profitability. It minimizes FTD spend. It offers users reactivations in pennies. And it turns traffic that would otherwise be lost into loyal, high-LTV players.

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

Сообщение How Retargeting Saves Funnels and Turns Traffic into Cash? 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.

As a small business owner or part of an extensive marketing organization, having knowledge of the different types of media buying can open doors to great opportunities to connect with your audience.

In this article, the PeakyAds agency team will take you through the basics of media buying definition, types of it, how it impacts businesses, as well as ways to launch successful ads and even more. 

Let’s take a look and see how to make sure your ads reach the people who matter most!

What are the Types of Media Buying?

First, let’s briefly explain what media buying is or remind those who know what the notion is all about. 

Media buying is the strategic process of purchasing advertising space across various media outlets in order to effectively reach your target audience. Media buying process involves negotiations with media firms, placement of ads in the most suitable locations, and cost control to achieve the highest ROI. The goal is to ensure that your advertisement campaign conveys the correct message to the correct people at the correct time.

Types of Media Buying

1. Direct buying.

Direct purchasing is the method of directly purchasing advertising space from a publisher. It is a method based on personal relations and negotiated deals, not automatic machinery or brokers.

• Ability to acquire specific ad positions in publications that your target consumers use.
• Tailored agreements can be established based on your needs.
• Fosters ongoing relationships with publishers.

Best used for: Most suitable for building trust within local or niche communities and for targeting small markets.

2. Programmatic buying.

Programmatic buying was born with the emergence of digital media and simplifies the ad-buying process. It uses algorithms to put ads on real-time across multiple exchanges.

• Enables precise targeting of certain audiences.
• Allows participation in multiple exchanges simultaneously.
• Often reduces the price of ad placements.

Best used for: This approach is best suited for smaller companies who wish to optimize their ad spend.

Media buying advertising also encompasses a variety of ad types, including:

• Display Ads
• Mobile Ads
• Paid Search
• Social Media Ads
• Video Ads
• Digital Out of Home (OOH) Ads

Digital OOH ads are particularly exciting for media buyers since they introduce new and fascinating methods of engaging with audiences. 

In addition to digital platforms, media buying strategy also involves traditional media such as:

• TV Ads
• Print Ads (newspapers and magazines)
• Radio Ads
• Out of Home (OOH) Ads (all non-digital ads)

Even though internet ad placements allow for more targeted campaigns, old-fashioned advertisements are more ideal when building brand recognition. The best choice for your business will depend on your budget, goals, and market.

Why is Media Buying Important for Businesses?

Media purchasing, in the competitive business world today, can be a breaker of deals for businesses aiming at heightening their visibility, accessing their target markets, and expanding conversions. 

Here are some cogent reasons media purchasing is fundamental to business prosperity.

Quality inventory slots availability

According to the Digital 2024 Global Overview report, the leading brand discovery channels are search engines (31.9%), television (30.9%), and social media (28.7%). Media buyers possess the expertise to deal with these channels and identify the most valuable inventory slots that have high engagement levels. With their insight into market dynamics and external factors affecting ad placement and pricing, organizations can invest their budgets more accurately.

For instance, companies using white-label ad technology software can act as platform owners, giving them direct publisher placements through an ad server. This flexibility allows for customized strategies that enhance exposure on various platforms.

Simple professional negotiations

Media buyers are skilled negotiators with extensive connections in the media industry. Their negotiation capabilities can result in sizeable cost reductions for businesses. Research indicates that companies employing veteran media buyers can save as much as 30% of their advertising budget versus those companies that conduct media buying in-house.

Deal optimization is significant in programmatic advertising. DSPs utilize sophisticated algorithms, such as bidding autopilot features, which dynamically change bids based on real-time performance metrics. Not only does this functionality increase win rates, but it also optimizes spending so that businesses are able to achieve reduced costs per conversion over time.

Enhanced brand awareness and HQ leads

Effective media purchasing strategies can truly enhance brand awareness. Through granular targeting, advertisers can drill down into their audience profiles based on fine-grained demographic and behavioral data. The precision assists businesses in targeting potential customers more effectively, resulting in higher quality leads.

Statistics indicate that targeted ads have the ability to increase conversion by as much as 50% compared to non-targeted campaigns. On top of this, media purchasing through a white-label DSP allows businesses to enjoy unlimited supply potential along with custom traffic sources that provide real-time analytics that inform business owners of the quality of conversions and allow them to optimize campaigns accordingly.

Flexibility in a dynamic market

The advertising landscape keeps evolving according to changes in consumer behavior, technology, and market conditions. Media buyers are experienced in changing plans according to the market trends. For example, when there are major events or trends, they can quickly divert campaigns to capitalize on emerging opportunities, making businesses relevant.

Data-driven decision-making

Data-driven decision-making is a hallmark of successful media buying. Media buyers use advanced analytics software to track campaign performance, audience engagement, and ROI. The data not only informs current strategy but also provides insights for future campaigns.

Studies have established that companies that utilize data analytics in advertising experience, on average,have a 20% greater ROI compared to those companies that fail to leverage such intelligence. Through continuous review of performance data, companies are able to refine targeting and messaging and thus develop more effective campaigns.

How To Plan and Launch Impressive Ads?

An effective media buying plan is essential for creating memorable ad campaigns. 

Here are key strategies to help you launch successful ads

1. Target your specific audience.

Focus on ad placements where your target audience spends their time, rather than just high-traffic spots. Use audience segmentation tools to refine your targeting based on demographics and interests.

2. Conduct market research.

Understand your audience’s needs and preferences through market research,analytics and data available on the web. It’s also a good idea to ollaborate with PR amd marketing agencies like PeakyAds to make this research more effective and target the audience you need!

3. Create catchy headlines and brand images

Your headline is crucial for grabbing attention. Use action verbs, imperatives, figures, or intriguing questions to entice viewers. Test different headlines simultaneously to see which performs best.

Ensure your ad’s visuals align with your brand identity. Consistent colors, fonts, and styles help boost brand recognition and build trust.

4. Make a CTA clear and direct.

Every ad should have a direct CTA that tells viewers what to do next—whether it’s visiting your website, registering or making a purchase. Use urgent language to encourage immediate action.

5. Apply new technologies

Stay updated on new advertising technologies and platforms. Explore programmatic advertising for precise targeting and consider emerging social media channels or influencer partnerships as well as AI tools for research, promo creation and optimization.

6. Monitor analytics and optimize ads.

Track key performance metrics like click-through rates (CTR) and conversion rates. Use this data to adjust your strategies as needed for better results. Cut off expensive or non-working placements as well as promos with low CTRs, test multiple approaches simultaneously.

Important: Don’t stop the conversation after your ads run. Engage with your audience through follow-ups, newsletters or surveys to gather feedback and build relationships.

5 Tips for Negotiating Digital Media Buying

So, how do you properly plan and buy digital media? Let’s examine how businesses can communicate and which media buying strategies to use.

1. Communicate your objectives clearly.

Start by having well-defined, measurable goals for your media buys. Having an idea of what you’re looking for—whether brand awareness, lead gen, or sales—will guide your choices and enable you to judge the success of your campaigns accordingly.

2. Know the cultural context.

Stay current with the social and cultural context prevailing around your advertising. Knowing this, you will be able to build your message and placements that resonate with your audience and decrease the chances of mistakes, as well as optimize campaign timeliness.

3. Blend your media strategy.

Don’t confine your campaign to a single channel; rather, build a synergistic combination of media placements. Combining digital, social, and traditional channels can advance your message and deliver a more complete reach. Having this variety also enhances your negotiating leverage by highlighting a balanced strategy.

4. Think about your budget in advance.

Always approach negotiations with a clear mind regarding your budgetary limitations. Research typical pricing and negotiate at a level below this. Ensure that your media purchases are within your financial goals and do not overspend while attempting to receive the best value.

5. Get detailed contracts.

Be sure to have all terms and conditions clearly stated in contracts before making any media purchase. This would include defining timelines, deliverables, and any other services promised. A well-documented agreement will safeguard your interests during the course of the campaign period.

Trends of Media Buying in 2025

There are several online media buying trends that will prevail in 2025 that need to be taken into account for business owners this year, according to ExpertMarketResearch data.

• Data-drven marketing. The use of advanced analytics will optimize cross-channel campaigns and allow marketers to track consumer behavior and improve real-time ROI.

• Personalized content. Consumers will need tailored experiences. Media buyers will focus on providing relevant content, compelling information, and the utilization of interactive formats to increase levels of engagement.

• Social media and influencer marketing. Social media will remain significant, with brands leveraging influencers to engage meaningfully with specialist audiences and establish brand trust.

• New technologies. AI and machine learning will automate and improve targeting. Blockchain will increase the transparency of ad transactions, and augmented reality (AR) will deliver immersive brand experiences.

Conclusion

Obviously, in 2025 successful media buying will rely on data-driven strategies, personalized content, social media influence, and innovative technologies. Brands that adapt to these trends will build stronger consumer relationships in a competitive market.

By implementing such tips as being budget-concious, understanding cultural context and your goals as well as using different media channels and getting detailed cooperation conditions, you can navigate the complexities of digital media buying more effectively and secure better outcomes for your advertising campaigns.

Сообщение Types of Media Buying: Why Media Buying is Crucial for Businesses появились сначала на Peaky Ads Agency.