Traffic Quality Improvement Strategies from Facebook by Rockit Media
Over the past few years, the affiliate marketing market — and the gambling vertical in particular — has come a long way from the simple formula of "more FTDs = more payouts" to a focus on service quality and building long-term partnerships, which in turn directly impacts the profitability of both sides. Today, every player in the industry keeps their eye on traffic quality, and the Rockit team is no exception.
In this piece, we want to share how Rockit's media buyers improve traffic quality specifically from Facebook when working with gambling products — the approaches we use ourselves.
Product Quality Check
One of the key steps is a thorough product quality check: for example, this could mean a dedicated QA testing team within the buying structure. As for Rockit, we aim to guarantee that all product components are functioning properly, so our buyers independently verify every element available to them — the registration flow, payment systems, and so on. Only after confirming that everything works correctly do we move on to launch.
We recommend doing a double-check after campaigns go live.
iOS vs Android
We prefer iOS traffic, especially within Tier 1, for several reasons:
- iOS users tend to have higher purchasing power than Android users, particularly in Tier 1 countries with a high standard of living;
- Android app bans heavily impact the longevity of ad campaigns, making optimization of such traffic virtually impossible. No optimization = no quality = no deposits and no profit.
In Tier 3, of course, the share of iOS traffic is quite small — typically no more than 20%. So when working with these GEOs, it's worth mastering WebLink and exploring new strategies.
Funnels and retention
Audience interest and trust grow significantly when expectations match reality. Developing branded apps tailored to the offer, using relevant visual identity and spins in creatives — these are a must-have.
In addition, our team also uses push notifications to further warm up the audience already engaged with the app. We recommend insisting that the brand share its messaging and player incentive systems to be integrated into the app being used. It's the least we can do to boost audience activity, since player retention is typically handled by the product's retention department.
To scale quality traffic volumes, it's especially important to involve the product-side media buying team — they need to understand how each traffic source performs for their brands and be just as invested in scaling as we are.
Analytics Approach
Analytics is the cornerstone of performance marketing and one of the core functions of a media buyer. It matters not only for developing and testing various hypotheses and funnels, but also for effectively analyzing product metrics and drawing the right conclusions.
We are firm believers in a data-driven approach, so Rockit's buyers always keep their focus on the numbers. Traffic quality is heavily dependent on feedback from the product side, the materials provided, and how quickly issues are addressed — in short, on how strong a brand's affiliate team is.
Even at early stages, our specialists can determine whether the traffic will be profitable for us or the advertiser, whether there's potential in the partnership, and what can be done to make it a success. To build a win-win working model, it's essential to focus on ROI for both sides: the partner (advertiser, network) and the media buying team. When either side focuses solely on their own profit, it significantly undermines the chances of a long-term successful collaboration — which is exactly why open dialogue and quality tests are essential. It's hard to draw conclusions from a small number of deposits, so minimum volume thresholds need to be agreed upon depending on the GEO.
Conclusion
Today, improving traffic quality from Facebook for gambling offers is a complex undertaking. It involves both a thorough check of all product components and funnel development, as well as in-depth analytics of brand metrics for successful post-launch optimization.
The Rockit team once again emphasizes the importance of testing new hypotheses rather than copying approaches from spy services, which in 90% of cases are ineffective and deliver no results 😉. So… here's to successful tests and advertiser appreciation for quality traffic! 🤘
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