PlayOJO Casino is an online casino that features video slots and progressive slots powered by some of the most popular software providers, like NetEnt, Microgaming, NextGen Gaming, Blueprint Gaming, SkillOnNet, Amaya, and many more platforms. All of the games are offered through an instant-play mode. Furthermore, there is a live casino available. PlayOJO Casino is fully licensed and regulated by the UK Gambling Commission and Malta Gaming Authority.
Marin’s managed service team has gone above and beyond our expectations. We were very impressed by their software automation tools and expertise in Facebook ad buying. The results speak for themselves!
Samit Dutta
Head of Digital at PlayOJO
Delivering on Acquisition and Brand Awareness Goals
PlayOJO is relatively new in the competitive online gaming space. To achieve its growth goals, PlayOJO turned to Marin to enact an acquisition strategy to deliver on a “Cost per First Time Deposit” that could rival industry benchmarks. The challenge was to increase brand awareness at the top of the funnel with an audience that would likely convert from acquisition campaigns, in order to reduce the overall Cost per First Time Deposit. PlayOJO decided to expand their marketing endeavors by running social ads.
Optimizing the Funnel with Reach and Frequency Buying Strategies
Marin’s managed service team established a social strategy—from branding to retention—to support each stage of the funnel. By pre-testing multiple creatives across demographics, bidding, and lookalike audiences, the team was able to design a winning strategy at scale.
Hitting the Jackpot with Video Ads
PlayOJO found a perfect combination when it used Reach and Frequency Buying to accurately control message exposure across the funnel, and Video Ads to highlight its product offering.
Performance improved significantly over a four-month period:
8% decrease in CPC
18% decrease in CP registration
48% decrease in cost per FTD
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White paper
PPC for B2B: a Performance Marketing Survey Report for 2023
To help you stay on the leading edge of performance marketing, we surveyed over 300 B2B marketers to uncover actionable insights that will help you improve the performance of your PPC investment. Through a Marin and LinkedIn partnership, we sought out to understand what B2B marketers face right now and how they are dealing with a complicated market. Read the full report to get a better understanding of how B2B marketers are changing their approach this year.
What You'll Learn from the Report:
How budgets have changed through the years 2020 to 2023 and how budgeting complexities affect the work of advertisers this year.
What challenges are most prevalent this year and how other marketers like you are adapting.
The critical role audience targeting plays in your success, especially during a recession, and some interesting trends relating to targeting techniques.
The types of content and campaign management techniques are currently helping advertisers move buyers through the sales funnel.
What paid social or PPC channels are providing the best ROAS or conversions for B2B right now.
Landing Page Relevance: The Missing Link in Performance Marketing
Landing Page Relevance: The Missing Link in Performance Marketing
Performance marketers invest heavily in driving traffic to websites by optimizing bids, refining audience targeting, and A/B testing creatives. But all too often, there’s a disconnect between what we know about visitors (their audience segment, intent, or referral source) and what they experience on the landing page.
If your landing page delivers a generic experience that ignores the visitor's context, you’re missing the opportunity to lock in their attention and avoid the dreaded bounce. Fortunately, minor tweaks can make a big difference in relevance, engagement, and, ultimately, conversion rates.
Personalized landing pages targeting specific customer segments shortened our sales cycle by 15%. - Gordon Ferris, Director of Growth at Marin.
In this post, we’ll explore why landing page relevance matters, simple ways to improve it, and how to use URL parameters to personalize content dynamically.
Why Landing Page Relevance Matters
When someone clicks on your ad, being greeted with a different message on the landing page gives them a moment to pause. And when people pause, it creates an opportunity to bounce. In fact, research from Unbounce suggests that over 70% of consumers feel frustrated when website content isn’t personalized to them.
Here’s what happens when landing pages fail to match visitor intent:
High bounce rates – Visitors quickly leave if they don’t see what they expected.
Lower conversion rates – Irrelevant messaging doesn’t resonate, leading to less overall engagement with the site and lower sales.
Wasted ad spend – You pay for the traffic, but fail to capitalize on the opportunity.
Lower Ad Rank – Landing page relevance is a factor in Ad Rank, improved relevance will lower costs and move you higher on the SERP.
But by aligning your landing page with visitor context, you can create a more engaging experience and increase conversions without increasing ad spend.
Simple Ways to Increase Landing Page Relevance
You don’t need a complete website overhaul to improve relevance. Here are three simple tactics to start with:
Align Headline & Copy with Ad Messaging
This is admittedly basic, but your landing page should reinforce the promise made in your ad. In the example below, the ad promised speed, which should be reflected in your landing page language.
Personalize Based on Audience & Context
Taking this a step further, you can personalize broadly targeted content based on what you know about the Visitor, including audience segments (e.g., new vs. returning customers), intent or referral source. Building a new LP for each ad could be daunting, but another approach is to use dynamic text replacement tools (available in platforms like Unbounce, Optimizely, or Webflow’s Optimize) to automatically match landing page text with ad copy.
In the example below, the visitor has given us more information based on the query, and the ad matches their interest well. With a small change to the landing page, you can create the continuity that will drive engagement.
How this works
One of the simplest and most effective ways to personalize landing pages is by passing information via URL parameters. These are small bits of text added to the end of a URL that can trigger changes on the landing page. If you add parameters like: ?headline=50off&cta=ShopNow you can dynamically update the page’s headline and CTA without creating multiple versions of the page.
Add Parameters to Your Ad URL:
In your ad settings, modify the final URL to include custom parameters. Example:
You may also be able to use the the existing UTM parameters that have information about the campaign and ad content. Marin makes this process easy with our automated URL builder. You can tag your campaigns, keywords and ads with Marin Dimensions and reference these in the URL builder rules
Modify Your Landing Page to Read These Parameters
If using Webflow’s Optimize or Optimizely, set up dynamic text fields that adjust based on the parameter values. See your platforms help for specifics on this setup.
Customize Page Elements Based on Parameters
• Headline: Change the headline dynamically using JavaScript.
• CTA Button: Adjust the call-to-action text or destination.
• Images & Offers: Show different images based on audience segment.
If you’re not using a built-in personalization tool, you can implement this with a small JavaScript snippet. Of course, ChatGPT or Gemini can be a big help setting this up.
Final Thoughts: Relevance = Higher Conversions
Landing page relevance is one of the most overlooked but impactful ways to boost performance marketing results. You can create a frictionless journey that drives more conversions by aligning the page experience with what you already know about your visitors—through dynamic text, audience-based personalization, and simple URL parameters.
If you’re new to Marin, let us show you how our platform can transform your performance. Request a Demo today to see how we can help you manage, optimize, and grow your campaigns across Amazon, Google, Meta, and more—all from one unified platform.
Fusion92 simplifies budget management and increases conversions 10% with Marin
Are you spending too much time managing a large number of budgets?
Could you get more from your campaigns by reallocating spend to top performers? Fusion92 asked these questions about their paid search program, and Marin had answers. Marin's performance management tools helped them save time and improve conversion volume.
Background
The Fusion92 team has a client that provides non-clinical administrative services to private dental practices. The client manages the business side so the doctors can focus on serving patients. The client also offers search marketing services to help practices acquire new patients, and the Fusion92 team manages those paid search campaigns.