Third Party Reports Blueclaw World Cup PPC Research Paper | Page 14

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Fandom Versus Offers and First-Time Players
Versus Returning Players
W
e see two clear approaches - one is to ensure
live odds are in the copy for the game of
the day - and this is especially the case for
England matches.
‘World Cup Bets’, PPC Bidding Platforms and
Competitive Advantage
T
he search engine results page for the term
‘World Cup Bets’ tells a similar story to what
we’ve already discussed:
The other school of thought is focused on the offer,
with Ladbrokes promoting the “Up to £50 Free
Matched Bet” messaging.
For some, focusing on appetite for information
specific to the game is being used as a methodology
to capture attention of the most attentive fans - from
there the hope is to carry that fan through a landing
page and signup process that emphasises that this
operator is the right choice for fans of this particular
team.
The other approach is less about fandom, and more
about providing a compelling offer that is hard to
resist. This approach depends on an offer so good that
even a novice in sports betting can understand how
good it is, or an offer that is compelling to experienced
betting fans.
There are pluses and minuses either way as a
completely new player and first time deposit could
be a totally fresh source of ongoing revenue, but also
might be a one-off customer.
Attracting an experienced betting fan may mean
attracting a bet from a returning customer which
could mean they are more likely to return in future as
they are interested in football betting in general, not
just the bet.
The potential risk is they are savvy customers who
place a bet for a specific offer that they recognise as
being good value, and then go back to their usual
preferred betting brand after the tournament.
World Cup PPC Strategies
Again, Betway are going down the offer approach,
emphasising what they hope will be an unmissable
incentive to tempt in potential players.
Focusing less on the offer and more on the interests
of fans is Ladbrokes, who are putting Harry Kane front
and centre to highlight specific odds for him scoring.
Another heavy hitter, Bet365 again are pushing a
generic message, potentially relying more on a brute
force strategy of increasing brand visibility first and
foremost, with less tailored messaging.
Blueclaw Report 2018