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