Third Party Reports Blueclaw World Cup PPC Research Paper - Page 19

page 14 5. AdWords Best Practice for Sportsbook Operators and Affiliates For marketers in sports betting, there are several key steps to follow to stay on the right side of regulations, while also intelligently maximising reach to drive FTDs. 1. Avoid Official Trademarks – And Think About Terms That Show ‘Intent To Bet’ A lot of official terms may be off-limits, but that doesn’t mean you can’t get creative with the name of participating countries and players. More than this, while the search volume for the World Cup and related terms is huge, only a proportion of that traffic will ever choose to place a bet. The more specific you can be in your ads about the type of bets that people may wish to try out during the World Cup, the more successful you will be. That means thinking more about players and their interests and appetites than the tournament itself. A great starting point if you are an operator is to look back at previous large football tournaments and consider – is there anything different about the types of bets made or the traffic that visits your site? 2. Focus On Players, Nations And Real-Time Performance I t’s widely known that ‘unofficial’ sponsors will nevertheless be very visible because of sponsoring national kits, accoutrements and (of course) players themselves. Of course, some brands go overboard. At Euro 2012 for instance Paddy Power cheekily sponsored Denmark’s Nicklas Bendtner to visibly wear his ‘lucky’ Paddy Power pants in 2014 – and got him fined as result. In today’s mobile-first world, we’re used to making single-word searches and hoping that Google is smart enough to figure out the rest. Bidding on particular player or country names could be a fruitful strategy if we can anticipate c