Third Party Reports Blueclaw World Cup PPC Research Paper - Page 21

page 16 5. Investigate Paid Social And Target The Player, Not The Keyword K nowing your potential customer is important and opens new ways to build value into sportsbook PPC. If your own data is telling you that certain demographics have a higher-than-usual propensity to bet during the World Cup, apply that insight to the most cost-effective channels to reach these audiences. Google’s data shows that top names in the sport are attracting larger followings than ever - Interest in players and their World Cup potential and progress can be a way to attract relevant audiences to your betting site. By targeting player keywords– and not a trademarked term or the most costly keywords – there is scope to increase deposits without getting into hot water, or getting beaten down in a bidding war against larger operators. It’s important to choose AdWords keywords that tightly map to player intent to bet, while remaining competitive. In terms of nations, search volume is directly linked in different regions to the progress of local teams. So - the better England do, the more we’ll see PPC opportunities in England. It is therefore essential to adapt in an agile way as the tournament develops, focusing in on the audiences who will become more likely to bet, and avoiding the audiences who will become less likely to bet, to maximise your ROI. Even without major sporting tournaments, the gaming sector is fiercely competitive - and though establishing a baseline of ROI can be achieved fairly straightforwardly, many gaming firms miss out on profit due to a lack of an integrated strategy. At Blueclaw we advise all our gaming clients to focus on the following critical areas to squeeze out maximum value from AdWords PPC campaigns: World Cup PPC Strategies Blueclaw Report 2018