Third Party Reports Blueclaw World Cup PPC Research Paper | Page 20

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3. Take Advantage Of Competitor Efforts
A
s a sports betting brand, you’re not the only
company that is battling to take full advantage of
the AdWords opportunity presented by the 2018
tournament.
For that reason, it’s worth taking an especially close
look at competitor campaigns – paid and otherwise –
to be inspired by approaches that you may not have
considered.
Apply the learnings that make sense and get a better
awareness of who you’re up against and your AdWords
strategy will stay grounded and focused on practical
opportunities.
With a mega-event like the World Cup, there is always
a heavy focus on offers used in ad creative and copy,
much like during Cheltenham and the Grand National –
so pay attention to what competitors are doing here and
use whatever leverage you have in terms of creativity or
offers to win profitable traffic.
World Cup PPC Strategies
4. Don’t Ignore Brand Biddings
B
idding on your own brand is good practice in PPC
in general, as competitors will frequently try and
target your potential customers.
During the World Cup and other major football
tournaments, this is an approach frequently used by
large operators as it’s reasonable to assume that much
of this traffic will be looking for World Cup odds rather
than (for example) information about the brand.
While bidding on your own brand may seem
counterintuitive, the click cost should be low due to
having a high quality score, and the value of
safeguarding customers who might otherwise be
attracted by competitors offering enhanced odds or
other incentives is clear.
While PPC can help build a great customer base with the
right mix of profitable keywords, focused on the right
customers, the offer, relevance, speed and usability
presented by your site is key to converting visitors into
customers.It’s a lot to get right, even without the fervour
of major sporting tournaments - but the stakes (and
potential rewards) are even higher during World Cup
season when all eyes are on football.
Blueclaw Report 2018