Third Party Reports Blueclaw World Cup PPC Research Paper | Page 12

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World Cup 2018 Live Ads,
Snapshots and Analysis
F
or the UK market there is always a direct
correlation between search volume and England
games.
As we can see below, the spikes in activity for 2018
occured on the opening day of the World Cup and
then on the days England had a match.
Beyond that, we know that England not playing sees
a dip in volume. That is clear for 2018, with drops
between England matches.
So - if the public interest in World Cup betting is so
closely tied to the fortunes of the national team, what
does this mean for the strategies of operators and
affiliates?
This pattern directly mirrors what happened in 2014,
with user interest and intent heavily centered around
the national team. It’s a similar story across other
nations, with peak interest and enthusiasm in the
national team fuelling early player acquisition.
The major fear for sportsbook companies with a core
focus on the UK is England’s elimination. Their early
exit in 2014 saw a sharp decline in searches that only
picked up for the final.
For betting operators and affiliates,
it’s not just national pride that is
behind support for national teams
National Pride Versus Revenue
T
he trends pattern below illustrates the peak on
the opening day of the World Cup.
This is one of the most aggressive periods for sports-
book betting companies.
They know that if they get people in early they have
a stronger chance of retaining them throughout the
World Cup and beyond.
With that in mind, the majority will likely weight a
heavy amount of their budget into the days around
the first game, hoping to capture a large share of
traffic at a point where every team is still in the
competition, and fan hopes are high.
World Cup PPC Strategies
- it’s appetite for potential to acquire players and
deposits for the duration of the tournament.
What we can assume with confidence is that the same
will occur if and when England are knocked out - and
either way, the final will see an obvious increase in
activity.
The main players are using their budget with this in
mind, focusing around the days England play and will
definitely be saving up some of their budget for a big
push for the final.
This approach has parallels with traditional PR but for
superior link earning and brand awareness, the
content marketing pillar of player acquisition is
challenging – but vital.
Blueclaw Report 2018