Colombia Case Study from Facebook by Improve Team

Our latest achievement was successfully entering the Colombian market, which has proven to be an exceptionally promising GEO for the gambling industry. We're sharing our approach to working with this GEO, the technical settings we used, and key performance metrics.

What are the specifics of this GEO? What traffic source did you use?

Colombia, with a population of 52 million, is a highly attractive market for gambling — a large share of the population has never played at a casino, and this form of entertainment is rapidly gaining traction.

We worked with this GEO exclusively through Facebook traffic, using Android and PWA apps.

Roman Dzhus, Team Lead, Facebook Team

Technical Settings

The optimal settings that, in our experience, deliver strong quality include:

• Gender: male only
• Age: 25+
• Placements: automatic placements
• OS: Android 10.0+

These settings allow you to attract high-quality players, which is exactly what the advertiser is looking for. 

Beyond targeting, it's important to use strong push notifications that support high player LTV. Unique bonuses and promotions, new slots, and new provider integrations — all of this helps retain your audience and keeps them motivated to play. 

It's also worth highlighting the importance of eye-catching landing pages. The theme can vary, but pre-landers featuring top slots for the given GEO tend to perform best.

Creative & Copy Best Practices. Examples.

We tested several approaches — standard reels, wheels, news-style, emotion-driven — and focused on what worked best: the "THREE IN A ROW" concept. The creative concept involves a set of symbols from a popular slot, combining three matching symbols and hitting a win.

Creatives like these must include emotional reactions, which draws more attention from potential players. A few examples of such creatives can be found here.

Numbers & Rates

Key metrics for this GEO:

• Average CPM: $2–4
• Average CPI: $0.3–0.5
• Install2dep: 2–3%
• Reg cost: $1.1–1.3
• Reg2dep: 10–12%

Were there any challenges during the campaign run? How did you handle them?

One of the main challenges was finding a solid offer. You need to pay attention not only to the CPA payout rate, but also to the variety of payment methods and the popularity of payment systems in the country. 

On the Facebook side, there were no technical issues — no bans, no rejections.

Finding a working creative is a process we've helped you with above. It will definitely make a difference when running this GEO.  

Roman Dzhus, Team Lead, Facebook Team

What are the prospects for this GEO and approach?

The strengths and prospects of this GEO lie in the growing number of products entering the market, which is building a new player base. The number of payment methods available for players to fund their accounts is also increasing, which has a positive impact on conversion rates across products.

Roman Dzhus, Team Lead, Facebook Team

Profitable launches to all,
Team Lead Facebook Team Roman Dzhus,
Improve Team