The big number in the bonus is just the top layer.
It is easy for the partner to compare offers on the size of the bonus. But the user is faced not only with the number: there is a minimum deposit, wagering, expiration date, restrictions on games, the maximum amount and features of a particular GEO.
If the creative shows only the most attractive part and hides an important condition, the top of the funnel may look strong, and then disappointment and poor quality will appear.
What to compare
| Parameter. | Why is it important? |
|---|---|
| Bonus size | It attracts attention, but does not describe the mechanics. |
| Minimum deposit | specifies the threshold of entry |
| Wagering | impact on the actual conditions of use |
| Term | Limits the time of fulfillment of conditions |
| GEO | The offer may differ in the market |
| Gambling restrictions | Some of the products may not be involved |
| Maximum amount | sets the upper limit of accrual / withdrawal according to the rules |
Creativity and landing should coincide
If there is one amount on the banner and another amount after the transition, this is not “optimization”, but a gap in expectations. Before launching, save a screen of the actual offer and check it for each significant update.
Do not rate the bonus on CTR only.
Strong wording can raise clickability, but lead to an audience that responds only to a promise. So compare the next steps: registration, FTD, confirmation and, if available, cohort quality.
A bonus is part of the product economy, but not your guarantee.
The partner should not promise the user a win or an income. The correct job of content is to explain the terms and give a link to the full rules. In disputable cases, it is better to agree on the wording before launching.
Check before publication
- Whether the amount is relevant;
- Whether a minimum deposit is specified if it is important
- Have you missed wagering?
- Is it the same as GEO?
- Whether there are words “guaranteed winnings”;
- CTA leads to the expected page;
- The offer can be confirmed by the current conditions.
Conclusion
Good work with a bonus is about accuracy, not maximum volume. Additional Principles Collected on the Page responsible marketing.
