Third Party Reports Blueclaw World Cup PPC Research Paper | Page 7

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Searches for games, players and teams during 2014
UEFA Munich vs. Madrid match
Google AdWords is fundamentally an auction, with
click costs going up and down based on competitor
activity, search volume and even the quality/relevance
of your site to the ads that have been written.
Google is in the business of
making money, and fundamental to
this is making sure users get the right
answers in response to their search
engine queries.
World Cup PPC Strategies
Ad relevance is therefore important to Google, and so
in addition to crafting targeted and relevant landing
pages and ad copy, bidding strategies should take into
account customer intent, time of day and more as part
of a dynamic strategy.
Due to the fast-moving nature of AdWords PPC,
particularly during sporting tournaments in highly
competitive markets, click cost must be controlled
and budgets and bidding strategies set according to
the keywords that have the most commercial impact.
The sweet spot for your individual company will very
much depend on your brand, the customer journey
you’ve developed and the offers you can make - but
there are challenges even for the best-organised
campaign.
Blueclaw Report 2018