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