Third Party Reports Blueclaw World Cup PPC Research Paper | Page 21

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5. Investigate Paid Social And Target
The Player, Not The Keyword
K
nowing your potential customer is important and
opens new ways to build value into sportsbook
PPC.
If your own data is telling you that certain demographics
have a higher-than-usual propensity to bet during the
World Cup, apply that insight to the most cost-effective
channels to reach these audiences.
Google’s data shows that top names in the sport are
attracting larger followings than ever -
Interest in players and their World Cup potential and
progress can be a way to attract relevant audiences to
your betting site.
By targeting player keywords– and not a trademarked
term or the most costly keywords – there is scope to
increase deposits without getting into hot water, or
getting beaten down in a bidding war against larger
operators.
It’s important to choose AdWords keywords that tightly
map to player intent to bet, while remaining
competitive.
In terms of nations, search volume is directly linked in
different regions to the progress of local teams. So - the
better England do, the more we’ll see PPC opportunities
in England.
It is therefore essential to adapt in an agile way as the
tournament develops, focusing in on the audiences who
will become more likely to bet, and avoiding the
audiences who will become less likely to bet, to
maximise your ROI.
Even without major sporting tournaments, the gaming
sector is fiercely competitive - and though establishing a
baseline of ROI can be achieved fairly straightforwardly,
many gaming firms miss out on profit due to a lack of an
integrated strategy.
At Blueclaw we advise all our gaming clients to focus
on the following critical areas to squeeze out maximum
value from AdWords PPC campaigns:
World Cup PPC Strategies
Blueclaw Report 2018