William Hill Increases User Volumes by 72% While Cutting CPA by 40% through Kenshoo

"At first, we were hesitant to use Kenshoo’s automatic bidding algorithms as we have had bad experience with automatic bidding on other platforms, but after several A/B tests we understood the power it actually brings us and the ROI it would return."
William Hill

72 %
User Volume Increase
40 %
CPA Decrease

Background

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

Challenge

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.

Solution

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.

Results

These efforts resulted in a 72% increase in user volume while CPA decreased by 40%.

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Challenge

  • 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.

Solution

  • William Hill activated Kenshoo’s automated real-time Facebook bidding solution from day one.
  • The platform also optimized to the secondary goal of LTV as required by William Hill.

Results

  • These efforts resulted in a 72% increase in user volume while CPA decreased by 40%.