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

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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