Paid search and social for player acquisition page 10
Brand versus non-brand paid search terms In betting and gaming, as in other industries, brand affinity matters in paid search.
Quite simply if someone who sees your ad is already familiar with your brand, your chance of winning their click is much greater.
This is one reason why betting and gaming paid search strategy benefits massively from being integrated with SEO, content marketing and social to build your brand and that crucial sense of brand affinity.
If you see your branded keywords( keywords related to your particular company) performing like nonbranded keywords( general terms like‘ sports betting’ or‘ slots’) with less impressive click-through report to create expertly targeted campaigns and content that keeps players engaged and active.
Using remarketing to draw customers back for repeat business is one further under-utilised but cost-effective way to maximise customer value.
Social marketing and paid social
Facebook and other platforms can be a challenge for gambling-oriented companies due to unfriendly terms and conditions regarding the type of brands they want to feature.
In practice, social marketing within the betting sector is currently conducted mostly on Twitter. But that can change – taking note of new platforms and assessing their worth when it comes to player acquisition is crucial.
The best betting and gaming brands engage with customers across a whole range of ways, from match day predictions and tips through to more general humour and authentic banter that fans can engage with.
Social media content should be engaging enough for devoted fans and those who are accustomed to betting, as well as those who may become interested in placing a first-time bet based on the image your company projects, and the brand awareness you establish. and conversion rates, you have significant work to do on your betting brand.
Paid search, or pay per click, is a strategy that involves making a promise to the customer – your ad copy should reflect the landing page you send them to.
The clearer and more consistent you can be, the lower your bounce rate will be and the scope for turning visitors into players will increase.
There are few easy wins in betting and gaming paid search but that, ultimately, is where the true opportunity lies to take your brand further and acquire more players than your competitors as part of a blended strategy, tying PPC in with the other pillars in this
Of course, posting or advertising alone of course does not drive engagement or player acquisition.
The more invested and experimental you are as a betting company in working to find out what boosts your brand the most, the better your results will be and, as with the other pillars discussed here, not every company will be up to the challenge.
For player acquisition, the most exciting aspect of social is the ability to reach completely new audiences by having followers and fans amplify your content.
Paid social is a great way for betting companies who have invested in their brand to build a deeper relationship with existing and potential customers, to kickstart content marketing campaigns and build the wider brand awareness that is so crucial to having a truly profitable paid search / AdWords strategy.
The four pillars of player acquisition in igaming
Blueclaw report 2017
iGB Blueclaw Player Acquisition Report 2017 _ v2. indd 10 03 / 02 / 2017 17:50