Third Party Reports Blueclaw World Cup PPC Research Paper | Page 18

page 13
Ladbrookes, Paddy Power and Bet365
I
n contrast all three have much more aggressive
activity on AdWords. The fact that the Bet 365 brand
has the least search volume of the five is a strong
indicator explaining why the company is being so
aggressive when it comes to paid activity on generic
football betting keyword terms and phrases.
This is due to a combination of increased mobile device
usage, greater audience sophistication and the large
advancements in Google’s App download products and
advertising options.
Bet365’s strategy is based on seeing the World Cup as
a chance to get as many acquisitions as possible to
increase brand awareness and loyalty, and try to gain
more market share.
They know that mobile is where the majority of activity
is taking place and it’s no surprise to see them quite
regularly sitting above the fold in positions one or two.
AdWords for Betting App Installs
I
nterestingly, and as further evidence of how priorities
change in just four years, we have seen a rise in some
companies using mobile ads as a chance to drive App
Downloads.
This is a reflection of the shift towards leveraging in App
activity as well as the more traditional on-site sign ups.
It’s a trend that shows the move towards using the an
app to engage with people more regularly and avoid
the drop off that normally happens during high volume
acquisition periods like the World Cup.
World Cup PPC Strategies
Blueclaw Report 2018