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PPC Betting Guide for the Premier League Season

Paid Search guide for sports betting websites focused on the Premier League season. The guide lays out 17 key strategies for success for Tier 2 and 3 operators.

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PPC Betting Guide for the Premier League Season

  1. 1. PPC Premier League Season Guide for Tier 2 and 3 Operators
  2. 2. Why Use PPC to Target the Premier League The Premier League along with daily horse racing fixtures should be the cornerstone of any Tier 2/3 acquisition strategy. Customers acquired during the Premier League season tend to have much better lifetime values than customers acquired during World Cups and Cheltenham.
  3. 3. PPC Lingo Generics Brand Competitor Generic betting terms. betting sites football betting Any term that contains your Brand name. {BRAND} football Any term that contains a competitor’s Brand name. {COMPETITOR} football Betting Terms : Odds Terms : Free Bet Terms : Queries that relate to betting - online bookie, football acca etc. Queries that contain odds - premier league odds, best odds chelsea etc. Queries that contain “free bet” - free bet premier league, free bet arsenal
  4. 4. Get FREE PPC Audit of Your Sportsbook’s PPC Account before the Premier League Season Starts - https://goo.gl/bp3wyv
  5. 5. Tip 1: Use bid adjustments aggressively in the lead up to televised games Conversion Rate (Deposit) } ● Bonus Offered ● Landing Page to Reg. Form CTR ● Reg. Completion Rate ● Proximity to Kick Off (Time)
  6. 6. Tip 2: +betting will get better quality customers than +odds The search intent from somebody using a betting related term is much higher than somebody searching for odds. You can save budget by avoiding odds focused terms like “premier league odds” - Those types of searches are made by people looking for odds comparison and not to sign-up to a betting site.
  7. 7. Tip 3: Think very hard before you target “free bet” keywords Yes, CPA will be lower than betting generics but the large amount of “free bet hunters” will make it difficult to break even on ad spend when bonus costs are considered.
  8. 8. Tip 4: Know Your Football Fixtures Search “Premier League” Know Who Is Injured Are any key players out? Goalscorer Markets? Derbies and Rivalries Arsenal v Spurs Liverpool v Man Utd League Form Jamie Vardy + Leicester driving betting interest 15/16 season. International Breaks Change bid adjustment schedule. Key Transfers Can drive 1x2 and player markets at start of season and after Jan window.
  9. 9. Tip 5: Know the ASA Gambling Rules Before you start a campaign make sure that you comply with the ASA Rules for Gambling. https://www.asa.org.uk/resource/gamblin g.html
  10. 10. Tip 6: Problem Gambling and Anti Money Laundering When running a PPC campaign you should be aware if your sign-ups are being flagged for problem gambling or AML issues. Discuss with your compliance and customer service teams. Monitor “time-out” and “self-exclude” rates. You want to acquire customers who gamble responsibly and comply with the law.
  11. 11. Tip 7: CRM and Customer Categories With customer revenue typically spread out over a number of years its important for you as a PPC Manager to get an early handle on customer quality. Tap up the CRM team and use their customer categories to project Lifetime Value per keyword. Optimise from there.
  12. 12. Tip 8: Monitor Cross-Sell Rates to Casino (KEY TIP) PPC for sports betting is competitive. This is particularly the case during the Premier League. Let’s be honest, if you just had a sportsbook alone PPC would lose money! However, when casino revenue from customers acquired is factored in, the picture looks a lot more positive. Therefore, using cross-sell rates as a KPI to optimise your PPC account will deliver solid returns on your ad spend.
  13. 13. Tip 9: Business Data, Ad Customizers and Offers (KEY TIP) This is a trick that helps improve quality score when you are changing welcome offers and ad copy. You should edit your ad text using a file upload to the business data section of Google Ads for “Ad Customizers” and not directly in the ad. When you edit an ad you are deleting the old ad (with performance data) and replacing it with a new one. By using ad customizers you keep the same ad and associated performance data. Want to find out more about this tip? Fill out the contact form on our website and we will get back to you.
  14. 14. Tip 10: Make sure App Install sign-ups are Tracked by your Data Analyst App Extensions can deliver good results particularly when a comprehensive push notification plan has been laid out by the CRM team. Despite this, many PPC teams in the sector do not run app extensions. The main reason for this is that the revenues from app sign-ups are not tracked correctly. Appsflyer, Kochava and other attribution platforms can help. Linking with App analytics platforms like Xtremepush and Swrve is a good idea. Want to find out more about this tip? Fill out the contact form on our website and we will get back to you.
  15. 15. Tip 11: Advertise on your Brand Terms. Your Competitors Will If you stop advertising on your Brand terms you will suffer. 1) You will lose current customers to competitors 2) You will lose prospective customers to competitors 3) You won’t close the attribution loop 4) PPC managers for your competitors will have a fat wallet at Christmas or after Cheltenham depending on when their bonuses are paid. Oh, and brand CPA is cheap.
  16. 16. Tip 12: Monitor Competitors 1) Use Auction Insights and segment accordingly to work out their bid modifier strategy. 2) Check if they protect their brand with PPC. If not, then increase aggression on their brand terms and analyse customers. 3) For Sportsbook campaigns - do a Casino v Casino comparison. Their customers might prefer your Casino. 4) Have your competitors overextended themselves with an overly generous offer? Will this affect their PPC budget?
  17. 17. Tip 13: Find Out How Much Your Affiliate Team is Paying PPC Affiliates During the Premier League ask your affiliate team for CPA rates quoted by PPC affiliates for prime locations on their site. These can be a good benchmark.
  18. 18. Tip 14: Don’t use CPA Alone to Optimise Your Account CPA on its own gives no indication of Return on Ad Spend (ROAS). The best value keywords typically have much higher CPAs than poor performing ones.
  19. 19. Tip 15: Full Funnel Conversion Optimisation (Key Tip) PPC for sports betting especially during the Premier League requires a high performing registration and deposit funnel. Optimise: 1) PPC Landing Pages 2) Registration Form 3) Deposit Process 4) Registered but not deposited messaging Want to find out more about this tip? Fill out the contact form on our website and we will get back to you.
  20. 20. Tip 16: Tier 2/3 PPC Strategy is different from a Tier 1 Strategy Tier 1 bookmakers have a different marketing mix. They have massive brand recognition and require hundreds of thousands and in some cases over a million pounds per month to cover brand queries. Their ads are shown during Premier League games. As a Tier 2/3 bookmaker, you need to stop trying to emulate Tier 1 bookies. You need to target generic terms to acquire customers who will have a worthwhile lifetime duration betting with you. Some Tier 1 bookies can avoid generics but still get good quality through their brand.
  21. 21. Tip 17: Sync Paid Search with Sponsorship, T.V. Ads and other ATL Campaigns Know what your ATL marketing teams are doing. Manage brand campaigns accordingly. Also, be prepared for more competitors targeting your brand terms when you are running sponsorship and brand campaigns.
  22. 22. DESIGN / DEVELOPMENT / BRANDING / MARKETINGWWW.ROCKDIGITAL.IE “We have a team of PPC experts with many years experience in the online betting space. Get your free audit before the Premier League starts by contacting us through the link below.” - Paddy Casey - Co-Founder, Rock Digital https://goo.gl/bp3wyv Get a Free PPC Audit Before the Premier League:
  23. 23. Skype : paddy.casey3 Email : paddy@rockdigital.ie Web : www.rockdigital.ie THANK YOU