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

page 6 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