Third Party Reports Blueclaw World Cup PPC Research Paper | Page 18

page 13 Ladbrookes, Paddy Power and Bet365 I n contrast all three have much more aggressive activity on AdWords. The fact that the Bet 365 brand has the least search volume of the five is a strong indicator explaining why the company is being so aggressive when it comes to paid activity on generic football betting keyword terms and phrases. This is due to a combination of increased mobile device usage, greater audience sophistication and the large advancements in Google’s App download products and advertising options. Bet365’s strategy is based on seeing the World Cup as a chance to get as many acquisitions as possible to increase brand awareness and loyalty, and try to gain more market share. They know that mobile is where the majority of activity is taking place and it’s no surprise to see them quite regularly sitting above the fold in positions one or two. AdWords for Betting App Installs I nterestingly, and as further evidence of how priorities change in just four years, we have seen a rise in some companies using mobile ads as a chance to drive App Downloads. This is a reflection of the shift towards leveraging in App activity as well as the more traditional on-site sign ups. It’s a trend that shows the move towards using the an app to engage with people more regularly and avoid the drop off that normally happens during high volume acquisition periods like the World Cup. World Cup PPC Strategies Blueclaw Report 2018