Third Party Reports Blueclaw World Cup PPC Research Paper | Page 11

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4. World Cup 2018
Overview
W
hile there is a lot we can learn from
previous football tournaments to guide PPC
strategies, it’s important to emphasise how
quickly the digital landscape moves on.
The last World Cup in 2014, though only four years in
the past, is several generations of smartphone ago,
with less internet connectivity, ease of access,
familiarity with betting platforms and the
sophistication of those platforms.
The opportunity to acquire a significant volume of
new customers, and the many and varied challenges
around cost control, trademark issues and high
competition is a lot to consider.
Beyond these factors, the wider technology and
iGaming landscape has changed since the last
tournament.
Mobile Readyness
T
he mobile moment has long passed. The
majority of search engine traffic now comes
from mobile devices, so mobile experience is a
critical aspect of PPC.
World Cup PPC Strategies
For fans on the go, watching games in the bar or with
friends, mobile devices keep fans in the loop about
other ongoing games, stats, trivia and (of course) their
friends and family who are watching elsewhere.
There are more opportunities than ever to capitalise
on these always-connected fans through PPC,
targeted by device, timing and backed up with mobile-
first customer journeys after ads have been clicked.
Competitive Landscape
T
he betting industry has been changed
significantly in the past 4 years with
successive mergers and acquisitions, meaning
some organisations have enormous spending power
in paid search.
Where before firms like Ladbrokes, Coral and various
GVC brands might be fighting each-other in bids and
PPC visibility, they are now part of one group - and it is
a similar story across the industry.
What this means for challenger brands is they need
to pick their battles effectively to maintain a sensible
CPA.
On the plus side, with so many giants in the sports
betting arena, there is scope to be smarter, more
reactive and win profitable customers through more
inventive and less-corporate strategies.
Blueclaw Report 2018