Third Party Reports Blueclaw World Cup PPC Research Paper - Page 3

page ii 1. Contents Editor’s Letter................................................................................................................................................iii Introduction..................................................................................................................................................iv 1. 2. AdWords for Sports Betting.................................................................................................. 1 AdWords During MajorFootball Tournaments ......................................................................... 3 Opportunities - Increase Audience, New FTDs.............................................................................................3 Setting Cost Per Acquisition KPIs..................................................................................................................3 Challenges, Risks and Limitations Trademarks, Keywords and Brand.................................................................................4 AdWords During Major Football Tournaments Opportunities - increase audience, new FTDs................................................................5 3. World Cup 2018 ................................................................................................................... 6 Overview........................................................................................................................................................6 Mobile Readyness....................................................................................................................................6 Competitive Landscape...........................................................................................................................6 World Cup 2018 Live Ads, Snapshots and Analysis......................................................................................7 National Pride Versus Revenue...............................................................................................................7 Major Operators - All-out Acquisition or Laser Targeting?.....................................................................8 Fandom Versus Offers and First-Time Players Versus Returning Players..............................................9 ‘World Cup Bets’, PPC Bidding Platforms and Competitive Advantage.................................................9 Dynamic Creative and AdWords Landing Pages...................................................................................10 Betting Brand Search Volume Compared - 2014 Versus 2018..............................................................12 Ladbrookes, Paddy Power and Bet365.................................................................................................13 AdWords for Betting App Installs...........................................................................................................13 4. AdWords Best Practice for Sportsbook Operators and Affiliates.............................................. 14 1. Avoid Official Trademarks – And Think About Terms That Show ‘Intent To Bet’..................................14 2. Focus On Players, Nations And Real-Time Performance.......................................................................14 3. Take Advantage Of Competitor Efforts....................................................................................................15 4. Don’t Ignore Brand Biddings...................................................................................................................15 5. Investigate Paid Social And Target The Player, Not The Keyword.........................................................16 6. Create Yightly Focused Adgroups............................................................................................................17 7. Incorporate Match-Type Strategy............................................................................................................17 8. Target Ad Copy To Player Interests..........................................................................................................18 9. Use Negative Lists To Avoid Unwanted Clicks........................................................................................18 World Cup PPC Strategies Blueclaw Report 2018