Third Party Reports Blueclaw World Cup PPC Research Paper | Page 17

page 12
Betting Brand Search Volume Compared - 2014
Versus 2018
B
rand traffic is an important aspect of PPC, as
conversions are high while the opportunity exists
to capture traffic from players searching for
competitor offers.
When it comes to the sportsbook brands, the
distribution of search volume for some of the major
players isn’t too dissimilar to 4 years ago.
World Cup 2018
William Hill still gets the lion’s share of volume, which
would explain why they only show sporadically on paid
ads.
Because William Hill perform so well in organic search,
they have less reliance on PPC and are happier to let
others fight it out.
Their focus on PPC is mainly centered around holding
down and protecting their own brand terms, using a
very strong matched bet offer to ensure audiences are
engaged and don’t go elsewhere.
World Cup 2018
World Cup PPC Strategies
Blueclaw Report 2018