Third Party Reports Blueclaw World Cup PPC Research Paper | Page 16

page 11
In all of the above landing pages, there is a direct
reference to the offer, which is to be expected as it is still
the biggest area of competition between companies for
players who are aware that better deals may be
available.
Global events like the World Cup open up the possibility
to steal players from competitors, as high traffic
volumes and passionate punters mean that the right
offer can be persuasive.
We know that during events like the World Cup, brand
loyalty is weaker than normal - hence the focus on
attention-grabbing offers.
This is a smart move given the correlation we’ve
discussed between search volume and England games,
but among the other major players, William Hill are
impressive too.
The William Hill landing page is similarly dynamic and
allows users to select from the games of the day to place
a bet on.
This keeps the content relevant to the user, while broad
enough to be suitable for multiple ad campaigns with
different copy and different audience targets.
Comparing the landing pages above, we can see that
Ladbrokes have made a clear play based on national
pride, with a dedicated landing page focused on the
England game with England related odds.
World Cup PPC Strategies
Blueclaw Report 2018