Third Party Reports Blueclaw World Cup PPC Research Paper | Page 23

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8. Target Ad Copy To Player Interests
P
PC is a digital discipline that allows for a lot of
experimentation to guide improvements. The
best sportsbook marketers put ego and opinion
to one side and identify the best performing ads - and
ad copy - using data.
Each ad should be optimised for clicks or impressions
to get an initial idea of the ads that players are most
interested in.
Using different phrasing variations in ad copy, guided by
competitors, player feedback and other data points and
then comparing performance will allow for continuous
improvement.
Though ad copy should be human and appealing, the
precise mix of terms to include can be learned from
rotating different versions and A/B testing rigorously to
pick up on what players respond most to - and you may
be surprised.
World Cup PPC Strategies
9. Use Negative Lists To Avoid
Unwanted Clicks
F
ootball is a passion for millions of people, and
there’s huge interest in news, events predictions
and stories about the game.
Unfortunately only a proportion of the people scouring
the internet for football insight will be interested in
placing a bet.
To protect ROI and minimise waste, it’s vital to avoid
clicks from individuals who will never make a deposit,
regardless of offer.
The most powerful way to achieve this is to create a
negative list of keywords that you do not want to trigger
an ad. When used in combination with other keyword
strategies and Ad Group and exact-match best practice,
you’ll have a much stronger focus on audiences that can
place a bet.
Blueclaw Report 2018