Third Party Reports Blueclaw World Cup PPC Research Paper | Page 15

page 10
From the first two weeks of the tournaments, we have
seen that Ladbrokes have quite a strategic approach,
choosing between offer and odds messaging based on
the search term, time of day and event. These companies therefore need to use human
intelligence, knowledge of customers and leverage their
unique selling points to stand out and obtain relevant
clicks at a sensible cost.
Part of this strategy will be to better target the
interests of different types of potential player, but it also
suggests they are testing the performance of different
approaches and may well be narrowing in on a an ad
copy format that performs best overall. Dynamic Creative and AdWords Landing Pages
This more dynamic approach is the one that will allow
for the most efficient use of spend. For this, third party
data management platform (or DMP) like Doubleclick or
Marin will be key and it’s likely that larger operators like
Ladbrokes are making use of such platforms.
From our analysis it looks very much like some of the
bigger players are also trying out automation, either via
Custom Scripts of proprietary tech, to allow for real time
odds to be fed into their ad creative.
Different types of tech and data management
platforms ensure that brands can manage huge
amounts of ad copy variations that can be turned on
and off based around time, device and search terms,
these platforms can add serious firepower and
intelligence to PPC, and a level of sophistication that
smaller operators or affiliates can find hard to challenge.
World Cup PPC Strategies
S
2014.
peaking of dynamic creative, we’re seeing
some of the sportsbook companies being more
dynamic with their landing pages compared to
Landing pages are critical to ad