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3 . AdWords During MajorFootball Tournaments
Opportunities - Increase Audience , New FTDs
Major footballing events like the Euros , Champions League , league finals and ( of course ) the World Cup attract higher levels of attention , and open up the possibility of attracting new customers .
However , in developing your acquisition strategy you must weight up the cost of bringing a new customer on board , versus their realistic potential lifetime value .
It ’ s well known that major events , particularly events like the Grand National , can lead to a flood of lowstake , first-time betting customers .
This spike in interest is clear . This graph shows just one example of how searches for ‘ football ’ bet have overtaken ‘ online casino ’ in the UK in June 2018 :
As increased search volume and competition drives click costs up during such events , it is especially important to manage costs and develop paid strategies based on an understanding of customers , and a practical assessment of how likely your brand is to keep them on board .
Setting Cost Per Acquisition KPIs
To maximise the potential of football tournaments , it ’ s important to settle on the right measures of success from the outset .
At Blueclaw we focus on what a good cost per acquisition ( CPA ) for a customer that makes a deposit might be for our client - and it isn ’ t a one-size-fits all approach .
Not only will different companies have different potential CPAs that could be considered ‘ good ’ ( based on their brand positioning , experience and familiarity to customers ), a single CPA is too simplistic even as an internal measure .
Looking over whole clusters of keywords - and the relative value of different audiences based upon what we know and think that customer will do - is fundamental to developing a profitable and scalable PPC strategy .
World Cup PPC Strategies Blueclaw Report 2018