Author: Feargal Byrne

  • Sweepstakes Casino SEO – Complete Guide to Ranking on Search Engines

    Sweepstakes Casino SEO – Complete Guide to Ranking on Search Engines

    With regulations varying at both the country and state level, ad platforms have remained cautious about allowing sweepstakes casinos to advertise.

    Traditional regulated online casinos are pressuring governments worldwide to ban sweepstakes casinos. As a result, running ads and promoting your brand can be challenging.

    Recent actions in several U.S. states, most notably in Florida, have reinforced this trend.

    SEO The Foundation of Sweepstakes Casino Marketing

    However, as in most cases where approvals on traditional digital ad networks are dubious SEO provides the opportunity to build your customer base in specific geos.  

    SEO Tactics for Sweepstakes Casinos

    There are several tactics you can use depending on your budget. However, at a minimum, you should ensure your website is optimized from a technical SEO standpoint.

    SEO: Open Your Digital Front Door to New Customers

    The first and most important objective is to get crawled and indexed. Many sweepstakes casinos are built on JavaScript frameworks like Angular and React.

    These frameworks can be challenging for search engines to render and index. Unlike traditional HTML-based sites, JavaScript sites require multiple passes from web crawlers to fully process and index content. As a result, out-of-the-box JavaScript frameworks present inherent SEO challenges. Recently, we’ve observed an increase in crawling issues specifically affecting JavaScript sites.

    Additionally, JavaScript-based websites often suffer from poor Core Web Vitals scores, a major ranking factor in 2025. This issue arises from client-side rendering, which increases load times on the first visit.

    Since JavaScript frameworks render content on the client side rather than the server side, search engines must execute the JavaScript before processing the HTML. In contrast, server-side rendered sites offer a major SEO advantage because the HTML is pre-rendered on the web server, making it instantly accessible to search engines. This improves indexing, enhances performance, and strengthens SEO rankings.

    Sweepstakes Casino SEO – HTML Rendering for Search Engines

    When optimizing a sweepstakes casino website for SEO, you have two main options:

    1. Render for SEO crawlers
    2. Render HTML server-side

    Render Your Site for SEO Crawlers

    Rendering specifically for SEO bots is not the ideal solution, as it does not address Core Web Vitals issues that can impact rankings. However, if this is the only viable option or if a temporary solution is needed to get the site indexed, it can be used.

    Tools such as Prerender.io and frameworks like Rendertron can help facilitate this process.

    Render HTML Server-Side

    We strongly recommend server-side rendering. This approach improves user experience metrics, enhances Core Web Vitals scores, and allows for faster indexation of changes while reducing the resources required for rendering by search engines.

    To implement this effectively, planning is essential. If you have control over your platform, deciding on the best approach before launch ensures a smooth transition and optimal SEO setup.

    Your options include:

    • Edge SEO
    • Running an HTML version of your site in parallel for logged-out users

    Edge SEO for Sweepstakes Casinos

    Ideally, this is the best solution. With Edge SEO, your site is rendered on Content Delivery Networks (CDNs), allowing you to modify the HTML directly at the CDN level. This means you can optimise title tags, meta descriptions, and keyword-focused content without altering the core platform.

    Since sweepstakes casino sites are mostly static (unlike sportsbooks), this approach is highly effective.

    Edge SEO Requirements

    To implement Edge SEO, you need:

    • A CDN like Cloudflare or Amazon CloudFront
    • Serverless applications to modify HTML for technical SEO improvements
    • Tools like Cloudflare Workers to insert SEO-friendly copy, metadata, and structured data

    Build a Server-Side Rendered HTML SEO Site in Parallel

    Another approach is to build a separate server-rendered SEO site that runs in parallel with your sweepstakes casino. This is particularly useful if you are using a white-label provider.

    By creating a site for logged-out users and search engines, you can implement effective SEO strategies while maintaining your platform’s existing structure. This method has been successfully used by traditional casino sites that faced technical SEO challenges due to platform restrictions.

    If you are considering a white-label provider, we recommend consulting with us first to optimise your domain and URL structure.

    Pros and Cons of This Approach

    • Pro: Easier to implement
    • Con: If hosted on a subdomain, it won’t be as powerful as Edge SEO, but it will still be effective in driving new customers across multiple regions

    Content and Localisation for Sweepstakes Casinos

    Proper localisation is critical for success. Your sweepstakes casino should be optimised for three levels:

    1. Country
    2. Language
    3. State

    Country and language targeting requires hreflang tags, while state or city targeting involves embedding location-based content in SEO tags and on-page copy.

    A well-mapped geo-strategy ensures that your SEO content aligns with user search intent and improves visibility across multiple territories.

    Off-Page SEO for Sweepstakes Casinos

    Link building is a crucial element of iGaming SEO, including for sweepstakes casinos. However, with the increasing popularity of sweepstakes casinos, additional off-page tactics such as parasite SEO and domain acquisition have become essential strategies to consider.

    Currently, affiliates have the advantage in off-page SEO. As an operator, studying the approaches used by the top-ranking sites in your target territories can provide valuable insights. In some cases, you may discover opportunities to grow your backlink profile quickly. However, when facing aggressive parasite SEO tactics, it may be challenging to outrank well-established sites. In such cases, Google’s ongoing trend of favoring operators in rankings could work to your advantage.

    Sponsoring local sports teams and blogs can also help improve your SEO rankings, particularly for state-specific search terms. However, keep in mind that off-page SEO requires a dedicated budget. Start by auditing your backlink profile and identifying high-quality backlinks that can enhance your search engine rankings. Prioritize quality over quantity, ensuring a diverse yet relevant selection of domains. Avoid excessive link-building tactics that appear spammy, as this could result in a Google manual action penalty.

    Sweepstakes Casino SEO – Conclusion

    Some platforms are optimized for indexation and rendering, while others overlook these essential SEO factors. As a result, having a structured SEO plan is crucial.

    1. Ensure your site is properly indexed and ranked.
    2. Develop content focused on target keywords that drive conversions.
    3. Track SEO-driven customers throughout the user journey and attribute cohorts to this channel.
    4. Understand the off-page SEO requirements and choose the right approach based on your business model.

    There are multiple strategies available to enhance your sweepstakes casino’s SEO. If you need guidance on the best approach for your business, feel free to reach out—we’re happy to point you in the right direction.

  • Meridian from Google: Open Source MMM Initial Reaction

    Meridian from Google: Open Source MMM Initial Reaction

    Today, Google opened up Meridian, their new Marketing Mix Modeling (MMM) tool, to the general public. This is an interesting development, to say the least. It had been in closed beta for a while, so it’s great to finally see what’s under the hood.

    As a former marketing student, I remember when Media or Marketing Mix Modeling was seen as something done by old-school agencies and marketing departments before the rise of the Internet.

    However, the more practical experience you gain running campaigns, the more you see the need for a deeper understanding of performance. Simply put, attributing results to the “halo effect” is a lazy explanation.

    According to Google’s documentation, “Meridian uses a Bayesian framework and Markov Chain Monte Carlo (MCMC) algorithms to sample from the posterior distribution.”

    So, why has Google built an MMM tool?

    In summary, to make it easier for marketing teams to secure more budget for YouTube and Google ATL ad products.

    Essentially, marketing teams must build a case for ad spend, which is particularly challenging for video and programmatic channels. The reason for this is that users typically view ads and convert at a later time.

    Even in 2025, many financial decisions are still made based on measuring clicks, even though this does not account for the entire marketing mix. Marketers need more advanced tools to justify budgets for upper-funnel ATL campaigns.

    Search and Other Google Owned Platforms

    Some campaigns and sectors see research and upper-funnel terms deliver strong performance when modeled correctly. Even high-cost generic search terms can drive direct or in-store sales without registering conversions on the ad platform or online tracking tool.

    The Problems with MMM and Regression Analysis

    The core issue that typically arises is the age-old correlation versus causation question.

    Additionally, measuring the long-term impact of advertising frequency combined with organic social marketing is extremely challenging.

    For example, it could take five or more years of continuous campaigns to reach the critical mass needed to build a brand that generates significant conversions from direct website traffic or point-of-sale (POS).

    In theory, using MMM data and incorporating correlation test groups could provide clearer insights into the effectiveness of each channel. However, in practice, the time horizon of marketing effectiveness will likely blur the results.

    Advertising is a Subset of Marketing – Paid Media Is Only a Part of Marketing Success

    A viral video, a founder with millions of followers, a brand with strong consumer trust that doesn’t advertise, organic marketing, SEO, and other non-paid strategies can sometimes be more impactful than paid media in the marketing mix.

    MMM often struggles to account for these factors. There are countless case studies of brands driving revenue through non-paid media sources, but measuring their impact alongside paid media remains challenging.

    As a result, MMM cannot provide a complete picture.

    The Broad Marketing Mix – Self-Service Platforms

    Real-time self-service platforms do require a degree of MMM, as it helps marketers get closer to the truth. The marketing mix available to most companies has never been this large.

    Brands now have access to Spotify, YouTube, social media, programmatic ads, native ads, push and pop notifications, app install ads, VoD, TV, radio, search, and even outdoor advertising—all on demand. MMM is a valuable method for evaluating channels, but it’s important to remember that it’s not the be-all and end-all.

    Ultimately, you are optimizing the thought process and emotions of your customer.

    As experienced advertisers say: your product or service is not the product—your customer is.

    Meridian from Google Conclusion

    Hopefully, this will help marketers secure more budget for upper-funnel campaigns. However, if this works as intended in an ideal world, lower-funnel ad auctions on Google Search might become less competitive—though this is unlikely.

    You can check out Meridian on Google’s developer site or GitHub.

    Overall, because Meridian is backed by Google’s credibility, marketers can use it to justify decisions and request additional budget—even from the most risk-averse and cautious C-suites.

    The kind of thing your CEO, CFO, and COO will appreciate.

  • Conversion Rate Optimisation: Key Approaches for iGaming and Sports Betting

    Conversion Rate Optimisation: Key Approaches for iGaming and Sports Betting

    Conversion Rate Optimisation (CRO) can deliver remarkable improvements to the performance of each marketing channel.

    Ultimately, it delivers revenue growth and increases ROI.

    However, despite the overwhelming benefits, especially in the online betting space, the majority of websites do not apply CRO processes to improve conversion.

    Conversion Rate Optimisation – Where to Start

    So, where to begin?

    Ok, so I am going to start with some sports betting and casino issues you should be aware of.

    1. Your bonus can make a bad funnel look good. A generous price boost in your sportsbook or a no deposit bonus on your Casino will make even the worst landing pages and registration forms convert well.
    2. Page speed is a factor. Outside of the page design, page speed has a massive impact on conversion rate. Always check the load times of variations in your tests to make sure there are not huge differences. This can invalidate your test.
    3. Segment your results by device type.
    4. Proximity to an event can affect conversion rates. For example, ten minutes before a race you will see a smaller percentage of people drop from the conversion funnel. Therefore, conversion rates tend to be naturally higher just before an event starts (PPC Managers – bid modify)

    CRO Pre-Test Research

    The first step is to look at your user journey and identify problem points. Then depending on the areas identified you may want to roll out a test on live traffic or do some preliminary user testing first (on staging environment).

    If it is something like moving the “Join Now” button above the fold the releasing the test straight to the live environment should be ok.

    However, in the case of changing the registration form, you should do some user testing on the changes before deploying to your live environment to test.

    A/B Tests

    On the face of it, A/B tests are simple. Just test two variations against each other and keep the winner. Rinse and repeat by replacing the losing page and letting evolution create the ultimate conversion machine.

    However, it’s not that simple. Each test should have a hypothesis.

    You need to do preliminary research in order to identify where users are dropping off and what might be causing issues with conversion. This will give you insights which you can use to create your hypothesis.

    For instance, after reviewing Google Analytics Click Events, looking at heat maps and viewing recordings of user actions you see that many users do not click on the “Call to Action” button because it is located below the fold on mobile devices.

    So, your hypothesis is – The “Call to Action” button located above the fold on mobile devices will get a higher click-through rate than the control (button located below the fold on mobile devices).

    A/B Test – How do you know what is the best version?

    The accepted standard is that if a version has a conversion rate and the test shows 95% significance (1/19 favourite) then you should select it as the winner.

    Now, we have all seen 19/1 horses win a race so just because your A/B test shows 95% significance doesn’t mean that it is the best version for sure. It means that there is a good chance that it is the best version, but there is a 5% chance that the difference between pages was down to natural variance.

    Try running a series of A:A tests and see how that will mess your head up. This is when you run identical pages against each other. (Sometimes an identical page will convert better than it’s twin!)

    On a lot of occasions, you don’t reach 95% confidence. There is just not that big of a difference between the two pages. Some practitioners recommend dropping the significance threshold or designing your tests so that there are likely to be large differences between variations.

    Because of this, you should try getting the biggest possible sample size for your A/B tests. Now, this can be difficult if you are testing single marketing channels or expensive if you are testing online casino PPC traffic.

    Multivariate Tests

    Multivariate tests require a lot more traffic. As a result, it can take a long time to get significant results. Because of this, for most tier 2/3 bookmakers A/B testing is the best approach.

    Look at Multivariate tests as A/B/n tests. You are testing multiple “static” versions against each other.
    It is sort of like a league format with a number of teams and multiple games to determine the champion, compared to the one on one boxing style “if you beat the champ you are the champ” of A/B testing.

    Affiliates Will Appreciate You More

    By implementing a conversion rate optimisation programme your affiliates will also benefit. They will see better value in sending traffic to your site than to your competitors.

    When affiliates are looking at driving revenues from their website real estate, you will be eligible for improvement in position. Or, in the case of a CPA affiliate, can compete for better CPA deals.

    Cost of Implementation Versus Benefits

    The cost of implementing findings from tests must be considered.

    • What are the potential benefits of implementing the changes?
    • What resources are required to implement the changes?
    • Am I likely to see a positive ROI?
    • What am I “saving” in ad spend?

    Online Betting – Using Conversion Rate Optimisation to Get the Most from Your Advertising Budget

    Paid Search is hugely expensive with some of the highest cost-per-clicks in any industry.

    I believe that Conversion Rate Optimisation should be compulsory for any paid search programme in betting. The costs of implementation are often dwarfed by the improvements in CPA that can be achieved even with modest changes to landing pages and registration forms.

    Below is an example of how after a cycle of conversion tests throughout the conversion funnel resulted in an improvement of 7% on landing page CTR, 20% on form completion rate and a 16% deposit rate improvement can reduce CPA per depositing customer by £175.

    So, in this example, the operator saves £175 in ad spend every time they acquire a new customer (based on their old pre-test CPA).

    Budget – £100,000
    Average CPC – £65
    Old VersionNew VersionImprovement
    Number of Clicks1,5381,538
    Landing Page Conv. Rate70%75%7%
    Web Form Visits1,0771,154
    Form Completion Rate35%42%20%
    Registered Customers377485
    Deposit Rate50%58%16%
    Depositing Customers18828149%
    CPA  – £ (Depositing Customer)531356-175
    Saving on Customer Acq. (1 month)49,143

    Above The Line/Sponsorship Campaigns and Conversion Rate Optimisation

    Sponsorship, T.V., Print and In-Shop campaigns are expensive. Spending all that money to get people to visit a website with gaps in the conversion funnel is crazy.

    Optimise conversions from “Direct” traffic to make the most from your ATL and sponsorship spend.

    Most of the time this traffic class will land on your homepage. You will find that you can achieve substantial increases in registrations and revenue by optimising the home page.

    However, patience is required and you must resist the temptation of testing everything all at once. Remember that you are optimising a thought sequence and not a website design.

    Conversion Rate Optimisation – Well Known Brands Convert Better

    An important thing to note is that a strong brand can improve a poor conversion funnel. Branding increases conversion and in many cases papers over the cracks.

    Be aware of this whenever analysing funnels of Tier 1 operators.

    Tier 2s and 3s along with start-ups have to work much harder.

    Conclusion

    In summary, Conversion Rate Optimisation (CRO) is the best way to increase revenue and increase new customer numbers.

    On top of this, it is also a great way to help improve customer retention metrics.
    Ultimately, Conversion Rate Optimisation should be a priority for your marketing team.

  • Edge SEO for iGaming and Sports Betting Sites

    Edge SEO for iGaming and Sports Betting Sites

    Edge SEO is about to become the go-to setup for many igaming sites sports betting sites.

    The core issues igaming and sports betting sites face using Javascript frameworks like React and AngularJS are 1) indexation/rendering and 2) failing core web vitals metrics.

    Client-side rendering is the prime culprit. As a result, you require a solution that delivers a pre-render site to the user’s browser.

    Solutions:

    Prerendering only for Search engines

    A rendering tool like Pretender.io to render the side server side for search engines. However, this does not fix core web vitals issues because these are measured using a sample of real people using Chrome.

    SEO on the Edge

    Render the site on a CDN. This can address Core Web vitals and rendering/indexing issues.

    On top of this, there are other benefits.

    Improved Load Times: improving the user experience and associated SEO ranking factors.

    Faster and Deeper Indexing: Search engines use fewer resources crawling, rendering and indexing pages server or CDN rendered than client/browser rendered (HTML) pages.

    Edit HTML Content Outside of the Platform: Many platforms are not configured to contain SEO copy. As a result, text and SEO tags can be injected into the page on the CDN.

    Typical CDNs used in the sector are Cloudflare, Cloudfront and Akamai. There are different set-ups required for each of these.

    Competitive Advantage of SEO on the Edge in iGaming and Sports Betting

    The majority of sites use a platform built by third-party suppliers. In a lot of cases, these are white labels. As a result, there are issues when custom work is required on the front-end.

    SEO on the edge solves this by enabling front-end edits on the CDN outside the core platform. From an SEO standpoint, this work is essential for both SEO content and improving core web vital metrics.

    On top of this, many React/Javascript sites have problems being rendered by Google. So, essentially Google doesn’t have the proper information to index the pages.

    Rendering on the edge solves this issue and ensures optimal indexation and by proxy more SEO traffic.

    Conclusion – Edge SEO

    We can help you get over SEO indexing and core web vitals/site performance hurdles.

    In conclusion, contact us for a chat about how you can implement SEO on the Edge for your gaming or sports betting site.

    There are a number of variables to consider such as your CDN and your platform. However, we can appraise your requirements and deliver a roadmap for you to achieve increased revenues from organic search.

  • PPC Sports Betting Sites – Guide

    PPC Sports Betting Sites – Guide

    PPC Sports Betting Sites: Overview

    Paid Search is a major part of the marketing mix of most online bookmakers. It is the cornerstone of many online gaming sites’ marketing strategy.

    Many C level executives love it because you don’t have to buy multiple placements in advance. You can turn it on and off as you please. However, there is a worrying trend, the cost per click keeps increasing year on year especially on the keywords that deliver the best return.

    Increasing CPC – Customer Knowledge is Key

    It is not uncommon to pay over £60 per click for a top sportsbook keyword and over £120 for a top casino term.
    When done correctly PPC delivers good quality customers that add to the overall value of the company. There are different approaches that can be taken depending on the company size, years in existence, retention marketing performance and Above The Line (ATL) activity.

    Internal Reports and Processes Make the Difference

    As time goes by, Paid Search for online gaming becomes more and more complicated. In the Gaming sector, a successful paid search campaign depends on many interlinking parts, many of which sit outside the paid search team and in some cases outside of the marketing department altogether.

    As Google bidding becomes more automated, the internal analysis and business process become increasingly important to paid search.

    1): Get your fundamentals in order

    It is essential that you have accurate Customer Lifetime Value (CLV) figures across all products for the top head terms. You can’t effectively manage PPC without this.

    For Sportsbook PPC accounts it is essential that you include casino revenue from sportsbook acquisitions in your CLV calculations.

    PPC Sports Betting Sites – Points to Consider:

    Percentage of self-excludes
    Bonus abuse
    Margin
    Device performance (margin) trends
    VIP category
    Cross product interaction

    2): New Versus Returning

    In many gambling marketing departments, the Retention and Acquisition teams sit separately. Budgets are divided along rigid lines and both teams have little or no interaction.

    This might make it easier for the HR department to manage, but it doesn’t reflect the complexities of today’s customer journey.

    Retention versus Acquisition

    Ask yourself this question.

    Is your PPC Brand Campaigns an Acquisition or Retention channel?

    Now, check Google Analytics and (I hope you have ecommerce set up – If not we can help you).
    Surprised?

    Unlike many other sectors, the gambling sector has been left at a serious disadvantage by Google. Restrictions on RLSA mean that techniques and audience segmentation that are fundamental to paid search strategies in other industries are not available.

    As per Google’s gambling policy. We can’t use business data ad customizer to craft different offers for new and existing customers. We can’t bid modify returning customers down on expensive generic terms. We can’t use Google Analytics behaviours to create unique customer segments and manage bids accordingly. We can’t create similar audiences based on user behaviour and VIP level.

    So how can you control this when you don’t have any control?
    In general, your Brand, Competitors and Generic campaigns will have different functions. Your Ad Copy and offers should reflect this.

    For example, if you only want new customers include “New Customers Only” in your ad copy. Be prepared to sacrifice CTR for conversion rate. There are quality score implications for this.

    3) One generic CPA target doesn’t work

    Having one generic CPA target for all campaigns doesn’t work. Typically the overall CPA is too low to get the best quality customers who typically come through core head terms (remember we should be factoring in revenue from all products).

    You should set CPA targets for keyword clusters. Keep an eye on cross sell to online casino and other products while watching bonus abuse.

    A good way to view this is the difference in intent between a customer searching for “online betting” and one searching for “free bet.”

    Which one do you think will have the higher lifetime value? Pretty obvious huh.

    4) To Brand or not to Brand? That is the question

    Many C-level executives ask this question. It can induce a sense of paranoia about spending budget unnecessarily. The same C-Level executives then spend money on sponsorships and partnerships without the same rigorous analysis.

    PPC Betting Sites: Always Advertise on Brand

    This is known as the “Google Tax” and if you don’t want your customers being wooed by your competitors who are offering them free bets or boosted odds, you should maintain position one on your brand. Also, traffic that previously came through those £60+ generic head terms often revisits the site through a brand search to sign up.

    Don’t Allow Your Competitors to Steal Your Customers

    All in all, by not ranking position one for your brand term on the paid search listing you will haemorrhage customers. Your brand will take a hit in the eyes of your customers. It doesn’t give that VIP who wants to deposit a quarter of a million pounds this month any confidence in your brand if you are being outmuscled out of position one on your own brand term.

    Our advice is to advertise on your brand terms. Owning page one of SERPs for your brand term is essential, being active on Paid search particularly on mobile is key to achieving “above the fold” dominance for your brand and push competitors down the listings.

    5) Returning Customers – Click a Sitelink

    On Brand terms, the main headline may be geared towards new customers. Some operators will include a sitelink for existing customers that brings them to the homepage and not a landing page.

    This is good practice from a UX perspective. However, it is not as simple as that.
    If you are only working towards acquisition KPIs you will be wasting budget and increasing your Brand CPA by attracting clicks from current customers.

    6) Cheltenham

    You can get payback on ad spend when you specifically target Cheltenham but expect it to be over at least 24 months. Generally poor quality customers.

    My advice – allocate more budget towards regular day to day horse racing campaigns. Don’t get caught up in the rat race Cheltenham week.

    Remember the Champions League fixtures that week. Don’t be afraid to push budgets in the evening.

    7) Grand National

    Pause all campaigns until after the race on Saturday (best advice on this article). Oh and remove your standard sign-up offer across the site until after the race.

    The Grand National attracts punters who bet once a year. It is an exceptional event and rarely delivers in terms of new customer acquisitions. Most of the new customers who sign-up on the day of the Grand National will bet a fiver or less on the race then never bet again. Needless to say, these are not the type of customers you want to acquire at typical PPC CPAs

    8) Premier League Saturdays

    Now we are talking. This is the ideal time for aggressive bid modifiers.

    During National Hunt season you have both Channel 4 racing and the Premier League. You will get good quality customers if your mobile site/app is up to scratch.

    Is Your Betting Site up to Scratch?

    This is where PPC can build a decent customer base. However, your product both sportsbook and casino must at least match the industry standard. If you have a better offering than the industry standard you will do very well.

    9) Ad Customizers for Online Betting – [The Feature Has Changed For Responsive Search Ads]

    For online sports betting and casino sites, ad customizers are essential. You should be using them. It does mean changing how you manage offers and ad copy but in the long run it is worth it.

    With welcome offers changing and different price boosts every weekend changes to ad copy on gambling accounts is inevitable. Editing text the standard way removes the previous ad and it’s associated performance data and replaces it with a fresh ad.

    *Please note the information on ad customizer files is outdated. They have changed with responsive search ads. See more about the updated ad customizers for responsive search ads here: https://support.google.com/google-ads/answer/10711524?hl=en

    Using ad customizers enables you to keep the original ad and all its data and just change dynamically the ad copy according to your ad customizer file in the business data section of your account.
    Therefore it is important for two reasons. 1) Keep data in one place. 2) Maintain quality score of ads.
    Information on Ad Customizers
    How to Use Ad Customizers

    Conclusion: PPC Sports Betting Sites

    Essentially the success of PPC in the online betting space comes down to the product quality and backend data just as much as PPC account management.

    It is important that the PPC team works in line with both the customer retention and the above the line teams to deliver a consistent message with the objective of increasing revenue.
    Let your first-party data to the talking. Don’t listen to the Cheltenham hawks in your office. Invest budget based on what is giving you the best return.

    Don’t fear the Sportsbook CPA. With healthy revenues from cross-selling to other products, a seemingly high Sportsbook CPA can actually represent the best ROAS.

    We haven’t touched on UX and conversion optimisation which are major factors, especially on mobile devices. Don’t worry we will cover these in a later article. The core message is to get the product in line and PPC revenue will follow.

    If you would like to discuss PPC for Sports Betting or Marketing for betting/gaming let us know.

  • iGaming & Sports Betting PPC – Leverage Imported Conversions to Supercharge ROI

    iGaming & Sports Betting PPC – Leverage Imported Conversions to Supercharge ROI

    The single biggest mistake PPC managers make when managing PPC across online casino and sports betting campaigns is only focusing on First time depositors. Especially for sports betting but also for online casino PPC campaigns all FTDs are not equal.

    The massive swing in individual customer value must be factored into how you manage campaigns. As a result, it is essential to go beyond the first deposit and into more detailed customer segmentation.

    This will help drive your overall igaming marketing performance.

    Import from Clicks

    Approach to Optimising Player Value from Paid Search (Google Ads)

    There are three key elements in successful PPC management for both igaming and online sports betting. These are:

    1. Identifying negative conversions – such as bonus abuse, self excludes, non-profitable customers
    2. Identifying VIPs
    3. Identifying who has played through the free bonus and continues to play/bet with real money

    This can only be achieved by assessing player activity and analysing your player database. Ideally you should be able to attribute an estimated player lifetime value to each player.

    Once you have done this the next step is to assess likely retention and additional promo costs.

    Essentially, you want to map revenues and costs across the full duration of a players lifecycle using discount rates to calculate the Net Present Value of a player.

    This can be leveraged across multiple bidding methods and campaigns depending on your specific goals. You can set a target CPA or a target ROAS (based on aggregated NPV) etc.

    How to Include Player Analysis on Google Ads

    There are three approaches but, they are the same. You can upload manually or use an API or refer to a Google sheet at a preset schedule. We recommend starting manually before looking at using the API or Google Sheet.

    How to Tag Your Conversions on the Offline Conversion Sheet

    You can set this up in a manner that matches your CRM approach. For example, use your VIP tiers and whenever a customer reaches a new tier flag this as a conversion. If you are confident in your predictive analysis, you may also add the Net Present Value (NPV) of your expected Customer Lifetime Value (CLV) and use this as an anchor metric for automated bidding.

    Negative Conversions – Essential in Sports Betting and iGaming

    This is a core element in the success of your PPC strategy in the space. Including self-excluded customers and customers who have failed AML and KYC checks is important. On top of this trading categories can be imported including bet factored customers.

    This will help optimise towards longer term lifetime value and avoid as much as possible customers who may lean toward self-exclusion. As responsible gambling should be a primary focus of your acquisition campaigns you should do all you can to identify keywords/time of day etc. that attracts a higher percentage of self-excluded customers and apply budget elsewhere.

    The Key Approach to Managing Paid Search for Betting and iGaming

    As we know all customers are not the same. Paid search is a VIP collection operation where a small number of customers contribute the vast majority of the revenue. As a result, your budgets and timeframe of analysis must be large enough for you to find these VIPs.

    Quite often they may only be acquired once per quarter. As a result, monthly analysis of paid search ROI is for optics only. However, using micro indicators of how campaigns and keywords are performing is key to maintaining position on the terms a VIP is more likely to come through on.

    Put it this way, you will lose money on your median number for CLV but make money on your mean CLV number as VIPs skew this upward.

    Avoiding “bad” customers is probably the most important element of PPC management. This will shut down keywords that may be performing well from a CPA standpoint but do not have the customer indicators to show that medium or high value customers are part of that cohort.

    Essentially, with Paid Search in the betting and igaming space you are a trapper and not a hunter. Having multiple conversions can help you focus on the areas where you are more likely to trap a quality customer while avoiding places where unwanted customers will be caught.

    Conclusion

    There are multiple criteria that can be flagged at the initial stages of a customer’s lifetime which are proxies for potential CLV. Reducing bonus abusing customers, fake accounts, AML and KYC rejected as well as reducing self-excluded is essential for the successful manager of a Paid Search campaign in this space. As a result, if you can leverage multiple early-stage conversions to refine campaigns you will be in a good position to drive ROI on your Paid Search campaigns.

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