William Hill Online is the UK’s leading online betting and gaming business and one of Europe’s largest online gambling operators. William Hill Online covers a wide range of betting options including online casino, sports betting, poker, bingo, and financial betting
William Hill was looking for an effective new channel to draw new players and bettors to its online site. After having tried Facebook on its own, William Hill looked for a technology solution that would help them get the most out of its Facebook advertising. The team was struggling to optimize both to instant bettors for its sports betting and long-term lifetime value (LTV) for returning customers and casino bettors.
After trying several platforms, William Hill chose Kenshoo as its platform. William Hill activated Kenshoo’s automated real-time Facebook bidding solution from day one. By recognizing real-time user trends, the algorithm was able to focus bids on the quality players while weeding out those who were less likely to convert. The platform also optimized to the secondary goal of LTV as required by William Hill.
These efforts resulted in a 72% increase in user volume while CPA decreased by 40%.