Third Party Reports Blueclaw World Cup PPC Research Paper | Page 19

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5. AdWords Best Practice for Sportsbook
Operators and Affiliates
For marketers in sports betting, there are several key steps to follow to stay on the
right side of regulations, while also intelligently maximising reach to drive FTDs.
1. Avoid Official Trademarks – And Think
About Terms That Show ‘Intent To Bet’
A
lot of official terms may be off-limits, but that
doesn’t mean you can’t get creative with the
name of participating countries and players.
More than this, while the search volume for the World
Cup and related terms is huge, only a proportion of that
traffic will ever choose to place a bet.
The more specific you can be in your ads about the type
of bets that people may wish to try out during the World
Cup, the more successful you will be. That means
thinking more about players and their interests and
appetites than the tournament itself.
A great starting point if you are an operator is to look
back at previous large football tournaments and
consider – is there anything different about the types of
bets made or the traffic that visits your site?
2. Focus On Players, Nations And
Real-Time Performance
I
t’s widely known that ‘unofficial’ sponsors will
nevertheless be very visible because of sponsoring
national kits, accoutrements and (of course) players
themselves.
Of course, some brands go overboard. At Euro 2012 for
instance Paddy Power cheekily sponsored Denmark’s
Nicklas Bendtner to visibly wear his ‘lucky’ Paddy Power
pants in 2014 – and got him fined as result.
In today’s mobile-first world, we’re used to making
single-word searches and hoping that Google is smart
enough to figure out the rest. Bidding on particular
player or country names could be a fruitful strategy if
we can anticipate c