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3. AdWords During MajorFootball Tournaments
Opportunities- Increase Audience, New FTDs
Major footballing events like the Euros, Champions League, league finals and( of course) the World Cup attract higher levels of attention, and open up the possibility of attracting new customers.
However, in developing your acquisition strategy you must weight up the cost of bringing a new customer on board, versus their realistic potential lifetime value.
It’ s well known that major events, particularly events like the Grand National, can lead to a flood of lowstake, first-time betting customers.
This spike in interest is clear. This graph shows just one example of how searches for‘ football’ bet have overtaken‘ online casino’ in the UK in June 2018:
As increased search volume and competition drives click costs up during such events, it is especially important to manage costs and develop paid strategies based on an understanding of customers, and a practical assessment of how likely your brand is to keep them on board.
Setting Cost Per Acquisition KPIs
To maximise the potential of football tournaments, it’ s important to settle on the right measures of success from the outset.
At Blueclaw we focus on what a good cost per acquisition( CPA) for a customer that makes a deposit might be for our client- and it isn’ t a one-size-fits all approach.
Not only will different companies have different potential CPAs that could be considered‘ good’( based on their brand positioning, experience and familiarity to customers), a single CPA is too simplistic even as an internal measure.
Looking over whole clusters of keywords- and the relative value of different audiences based upon what we know and think that customer will do- is fundamental to developing a profitable and scalable PPC strategy.
World Cup PPC Strategies Blueclaw Report 2018