Third Party Reports Blueclaw World Cup PPC Research Paper | Page 6

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2. AdWords for Sports Betting
AdWords for sports betting has its challenges, even outside of major tournaments so it’s worth
taking a step back to explore how Google AdWords is used more generally by sportsbook
marketers.
F
or those unfamiliar, AdWords works based on
ads being triggered in the search engine results
page based on keywords mentioned in customer
searches.
So for example, the following shows ads triggered by a
search for “best football bets” -
The cost of these clicks will be specific to how Google
evaluates the quality of your site for the terms you’re
bidding on - if you’re a well-established sportsbook
with a long track record of producing quality football
content, and you have organic rankings for football-
related terms, you could pay less than an online
casino that has suddenly decided to bolt on a sports-
book offering.
To work on lowering cost per click and therefore get
more traffic from a set budget, sportsbook marketers
need to work on -
• Building a track record of ads that have high click-
throughs and low bounces
• Relevant and sensible keyword selection
• A landing page mapped to these keywords
• Ad text that bridges the two accurately and
effectively
The best ads combine offers relevant to the keywords
used, with a sensible customer journey that makes it
easy for potential customers to register and place a
bet.
Top positions are given based on how much the
brands bid for each click.
Setting a maximum cost per click tells Google the
most that your company is willing to spend in order to
have ads shown for this keyword or phrase.
World Cup PPC Strategies
Due to the event-based nature of sport, it’s striking
how search volume changes rapidly, and the best
sportsbook marketers have pay-per-click campaigns
that are targeted towards what customers are
searching for before, during and potentially after the
match.
Blueclaw Report 2018