There’s nothing to hide: we don’t always get record ROI and insane profits. The cases are very different, especially on Tier 1.

Today we’ll tell you how users in France said “Arrivederci” to us and we got losses of almost $1400 on a rather promising offer.

Gambling trains you to take risks and experiment. The brave often pull down the “jackpot”, but you have to take into account that there are a lot of brave in this direction, and at some point everything can go wrong.

Summary:

Vertical: gambling

Geo: France

Platform: Facebook apps

Test period: 01.09-30.09

Costs: $2,904

Revenue: $1,531

ROI: -47,3%

Case statistics:

Some sad statistics (if you look closely, you can see webmaster’ tears between the numbers).

Choice of GEO:

France is a Tier 1 GEO. It is the second largest country in Europe with a population of 65 million, and one of the richest countries in the European Union.

The French love online shopping, and they’re also a very gambling nation. Casinos, roulettes, machines, betting – it’s all about them. Actually, when you know this, you automatically set yourself up for success.

Traffic Source:

The most popular social network in France is Facebook. Since we were aiming for an audience of 32 years old and above, it was an extremely logical choice for this campaign.

Process of creative selection:

Note that one of the reasons why working with France is not easy is the special taste of the French. They are really hard to please, including the aesthetics of advertising.

No, we are not talking about “baguette and beret” – if a Frenchman sees stereotypes about his country, the chances of not liking the advert will only increase.

We used football-themed images with the colours of the French national flag, animated clips, success stories and racy videos in the creatives. Did we hit it? Apparently not this time…

We used football-themed images with the colours of the French national flag, animated clips, success stories and racy videos in the creatives. Did we hit it? Apparently not this time…

An example of static/video creative:

How were the ad campaigns set up?

The chosen playset was Facebook on the Android 8+ version. Ads were targeted to a broad male audience between the ages of 32 and 58. In the end, the price per install was $11.3 dollars.

Conclusions: 

The conclusions are disappointing – unfortunately, after a month we entered a serious downside with an ROI of -47%. However, such cases with the prefix “anti” allow us to analyse mistakes and accumulate data on how not to do things.