Moloco Ads vs Facebook: Stable ROI in iGaming Strategies

The Competitive Edge of Moloco Ads

In the iGaming industry, strategic advertising can mean the difference between profit and loss. Moloco Ads has emerged as a contender against Facebook, offering a reliable return on investment (ROI) of 30–40%, as explained by Ion, CEO of OnMyAds. Moloco distinguishes itself by leveraging user-specific behaviour rather than publisher-based strategies, providing a stable alternative to the often volatile environment of Facebook ads.

Understanding the Metrics and Spends

Ion highlights that a spend analysis from a base level of $30,000 is optimal for determining publisher performance. However, reliance too much on blacklists may limit Moloco's machine learning capabilities. The spotlight is on behavioural patterns of individual users, crucial for relevant offers, which prunes weak publishers swiftly.

Optimisation Timelines

With targeted strategies, optimisation can begin showing results by the second day, although the algorithm's full adaptation typically takes 7 to 10 days. Moloco's use of historical app data helps to target users likely to engage in desired actions, enhancing the efficacy of campaigns over time.

A Stable and Effective Choice

Unlike Facebook, where fluctuations and policy changes can disrupt campaigns, Moloco Ads maintains a steadier course, only occasionally subject to minor updates. Importantly, for the iGaming sector, Moloco's platform avoids the bans and rejections that can plague other ad sources.

Strategic Campaign Management

Moloco facilitates campaigns focused on targeted events more than simple installations. Arbitrators and direct advertisers benefit from optimising based on First Time Deposit (FTD) and subsequent metrics. Mobile Measurement Partners (MMP) integrate seamlessly, enabling precise control over campaign settings and performance goals.

Evaluation and Optimisation: Risks and Strategies

Ion notes that technical issues, such as incorrect app tracking setup, can impede optimisation. Nonetheless, with precise implementation, optimisation risks remain minimal. The choice between Return on Advertising Spend (ROAS) and Cost Per Action (CPA) goals depends on strategic preferences; both carry unique advantages, as indicated by varying practices among iGaming teams.

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