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

page 1 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