yellowHEAD Helps Hot Shot Casino Win Big with Facebook’s Lookalike Targeting

The Challenge

Hot Shot Casino, published by Scientific Games Interactive, gives players a feel of a real Vegas casino experience featuring the most popular Bally, WMS and Shuffle Master slot machines.

Scientific Games partnered with yellowHEAD’s UA team to reach profitable audiences across Facebook with better targeting to achieve stronger CVR and higher returns for Hot Shot Casino.

Our Approach

Having worked with Scientific Games for over a year prior to this campaign, yellowHEAD executed a Facebook campaign strategy built on one that already used Lookalike targeting. In order to solve the client’s challenge of dropping CPIs without harming conversion rates, yellowHEAD’s user acquisition experts gathered and analyzed data and insights for optimization. To deliver the best results, the campaign was approached with the following tactics:

• Improve the seed audiences and gain key learnings on users who generate higher profits
• Use surgical targeting to reach the highest affinity users by utilizing Facebook Lookalikes’ advanced options
• Upon an immediate improvement, increase the Lookalike share of the spend
• Reach higher quality users at lower CPI
• Scale the activity based on strong results, and decrease acquisition costs while maintaining great performance