Third Party Reports Blueclaw World Cup PPC Research Paper - Page 9

page 4 Going back to the different keywords and customer types mentioned previously - the ‘free bet’ keyword customer versus the ‘football bets’ keyword customer - the CPA should focus on potential future value. This doesn’t mean disregarding lower value players - they just need to be acquired at the right cost. During football tournaments, challengers brands or affiliates in particular can find great value from acquiring customers who may not be experienced in betting, and who don’t have preconceived ideas about a preferred brand. The goal for all brands is to use the increased search volume to secure new customers, and get to the next level of growth. It is always a grab for customers - but managed intelligently, it can be a grab that makes ongoing commercial sense. Challenges, Risks and Limitations Trademarks, Keywords and Brand A s big an opportunity as the World Cup is for betting brands, it’s an even bigger opportunity for FIFA itself – so it will clamp down hard on unofficial mentions of copyrighted terms that their partners pay big bucks to use. FIFA’s trademarked terms are many and varied, and misuse will be swiftly identified. From terms like “FIFA”, “Russia 2018” and “World Cup” to less specific terms like “Russia 2018” and “Moscow 2018”, there are limits to the terms that can be used in marketing material. In AdWords PPC in particular, bidding on these terms is easy to identify and will very likely require FIFA to approve use of the terms as an Authorized Third Party. So…who is permitted? Here’s what FIFA has to say - World Cup PPC Strategies “The six FIFA Partners have the highest level of association with FIFA and all FIFA events as well as playing a wider role in supporting the development of football all around the world, from grassroots right up to the top level at the FIFA World Cup.” “The main rights for a sponsor in this tier are brand association, the use of selected marketing assets and media exposure, as well as ticketing and hospitality offers for the events. FIFA World Cup Sponsors have rights to the FIFA Confederations Cup and the FIFA World Cup on a global basis. The main rights for a sponsor in this tier are brand association, the use of selected marketing assets and media exposure, as well as ticketing and hospitality offers for the events. The National Supporter level is the final level of FIFA’s sponsorship structure, allowing companies with roots in the host country of each FIFA event to promote an association in the domestic market.” So…what to do if you aren’t one of these brand partners? Blueclaw Report 2018