Third Party Reports Blueclaw World Cup PPC Research Paper | Page 3

page ii
1. Contents
Editor’s Letter................................................................................................................................................iii
Introduction..................................................................................................................................................iv
1.
2.
AdWords for Sports Betting.................................................................................................. 1
AdWords During MajorFootball Tournaments ......................................................................... 3
Opportunities - Increase Audience, New FTDs.............................................................................................3
Setting Cost Per Acquisition KPIs..................................................................................................................3
Challenges, Risks and Limitations
Trademarks, Keywords and Brand.................................................................................4
AdWords During Major Football Tournaments
Opportunities - increase audience, new FTDs................................................................5
3.
World Cup 2018 ................................................................................................................... 6
Overview........................................................................................................................................................6
Mobile Readyness....................................................................................................................................6
Competitive Landscape...........................................................................................................................6
World Cup 2018 Live Ads, Snapshots and Analysis......................................................................................7
National Pride Versus Revenue...............................................................................................................7
Major Operators - All-out Acquisition or Laser Targeting?.....................................................................8
Fandom Versus Offers and First-Time Players Versus Returning Players..............................................9
‘World Cup Bets’, PPC Bidding Platforms and Competitive Advantage.................................................9
Dynamic Creative and AdWords Landing Pages...................................................................................10
Betting Brand Search Volume Compared - 2014 Versus 2018..............................................................12
Ladbrookes, Paddy Power and Bet365.................................................................................................13
AdWords for Betting App Installs...........................................................................................................13
4.
AdWords Best Practice for Sportsbook Operators and Affiliates.............................................. 14
1. Avoid Official Trademarks – And Think About Terms That Show ‘Intent To Bet’..................................14
2. Focus On Players, Nations And Real-Time Performance.......................................................................14
3. Take Advantage Of Competitor Efforts....................................................................................................15
4. Don’t Ignore Brand Biddings...................................................................................................................15
5. Investigate Paid Social And Target The Player, Not The Keyword.........................................................16
6. Create Yightly Focused Adgroups............................................................................................................17
7. Incorporate Match-Type Strategy............................................................................................................17
8. Target Ad Copy To Player Interests..........................................................................................................18
9. Use Negative Lists To Avoid Unwanted Clicks........................................................................................18
World Cup PPC Strategies
Blueclaw Report 2018