A PPC audit for iGaming and sports betting has some unique quirks that go well beyond a standard audit for other sectors.
The core reason is that, unlike in eCommerce—where there is a defined price and order value—in iGaming and sports betting, customer value varies significantly. Additionally, some winning customers may have a negative lifetime value.
As a marketing team, you also work closely with your trading team for sports and the casino product team for gaming.
Because of these complexities, an industry-specific approach is essential.
Key to Success – Paid Search iGaming
With semantic keyword matching and automated AI bidding and targeting, organising your off-platform data is critical for success.
This involves player analysis and linking players back to clicks from search ad platforms.
Note:All images are taken from our PPC Audit Deck. If you want the full deck, just message us using the contact forms on the side or at the bottom of this post.
Time and ROI Metrics
Surprisingly, outside of a few top-level PPC teams, time-based (annualised return) and ROI metrics—such as the NPV of projected lifetime value—are underutilised.
From experience, this can often be the deciding factor when allocating budgets between casino and sports campaigns.
It is also imperative to use theoretical hold and sports margin when analysing performance.
Additionally, you must consider commercial agreements with platform and game providers, as well as region-specific tax obligations.
Failing to factor in all costs could lead to misjudgments when comparing products and jurisdictions for budget planning.
Fraud and Stake-Factored Customers – PPC Audit for iGaming and Sports Betting
A key part of any PPC audit for sports betting is stake factor analysis of acquired bettors.
The quality of a channel can often be quickly assessed by reviewing the extent of stake factoring with your trading team.
However, as a marketing team, you must also evaluate the customer journey holistically, considering their value across casino and games products.
You may need to highlight excessive stake factoring on sports bettors who are high-value casino players. While this issue was more common in the past, today, sports traders and risk analysts assess customer activity across all products before aggressively applying stake factors. It is still worth keeping an eye on.
This is one of the most important industry-specific tasks in a PPC audit.
The same must also be done for problem gambling and AML markers.
Using VIP Tiers or More Qualified Customers for Bidding than FTD
There are two alternative approaches to basic FTD bidding that you should consider:
VIP tiering with a defined average CLV per tier.
Using a value amount for each click ID. (The challenge here is that cookies, GCLIDs, or MSCLKIDs can expire.)
You must balance consensus definitions across multiple teams while ensuring the approach aligns with the capabilities of ad platforms.
Yes, conducting a PPC audit requires cross-team collaboration.
Lower Click-Through Rates and Quality Score May Be Better for Profitability
In most industries, improving quality scores is a priority. However, in iGaming and sports betting, the primary driver of click-through rate (CTR) is the offer itself.
The key to profitability in paid search is avoiding clicks from non-converters or low-value customers.
An aggressive offer might attract bonus abusers, resulting in a high-quality score but a negative financial return.
On the other hand, a conservative offer will have a lower CTR (leading to lower quality score) but attract customers more likely to stay engaged, increasing your chances of long-term profitability.
Don’t Forget the Housekeeping Audit – PPC Audit for iGaming and Sports Betting
In addition to customer analysis and tracking reviews, you should also run a standard PPC housekeeping audit.
However, it’s important to integrate this with the industry-specific elements mentioned above.
If you would like a full rundown of our PPC audit process simply contact us below:
The UK Gambling Commission’s (UKGC) latest regulations introduce strict limits on online slot stakes, with a maximum of £5 per game cycle for players aged 25 and over and £2 for those aged 18-24. These changes will have significant implications for PPC strategies across the iGaming industry, requiring recalibration across automated bidding channels, CRM, and cross-sell strategies. Here’s how operators should adapt their paid search approach to stay competitive and maintain profitability.
As a paid search manager, your first priority should be gathering data from your casino team. You need to match the average spin amount with the acquisition keyword, allowing you to assess the potential impact of the UKGC changes on your paid search KPIs.
1. Automated Bidding Adjustments Across Casino and Sports Terms
Automated bidding models will require major adjustments, not only for casino-related terms but also for sports betting, particularly football. Given that under-25s are a key demographic for football betting, the reduced cross-sell potential into online slots needs to be factored in.
The £5 game cycle limit will also impact older players and in some higher-value players reduce the likelihood that they will continue to play.
Operators should:
Adjust automated bidding strategies to account for lower potential value from younger customers.
Monitor football-related terms more closely to evaluate shifts in player behaviour. They are likely to skew younger than horse racing.
Implement bid adjustments based on age-related segments (manual campaign experiment).
2. Table Games & Live Casino Considerations
While the new regulations directly impact slot play, table games and live casino games may also be impacted.
Spin limits reduce play across all games
Slot players may be open to try other games more frequently.
It’s crucial to:
Analyse search term data to see if players shift from slots to alternative products.
Adjust PPC strategies to optimise for high-value table game and live casino players.
Identify opportunities for retention marketing to engage affected slot players.
3. Impact on Bonuses, Offers & CRM
Bonuses and offers will likely see a knock-on effect due to changes in slot play behaviour. With lower stake limits reducing overall player value, CRM teams need to reassess retention and engagement strategies:
Refine promotional strategies to maximise lifetime value (LTV) under the new rules.
Consider targeted bonuses for high-value players who may shift preferences to Live Casino.
Evaluate the impact on loyalty programs and tailor messaging accordingly.
4. Demographic Targeting Reassessment
For example, high-value female slot players represent a significant segment that will be impacted by these stake limits.
To mitigate risks:
Operators should run 50/50 campaign experiments with manual targeting and bidding.
Allocate 50% of the budget to manual bidding while allowing automation to adjust over time.
Closely analyse performance to determine the most effective bidding strategy for different demographics.
5. Recalibrating Conversion Tracking
With shifting player behaviours, conversion tracking needs an overhaul. Additional conversion points should be integrated to capture meaningful engagement signals, such as:
Time spent on site and session depth.
Engagement with alternative casino products.
Deposit behaviours following slot play.
6. Adjusting Projections to Reflect the New Landscape
Operators must revise revenue and player value projections to reflect these changes. Key actions include:
Updating LTV models to accommodate lower stakes per game cycle.
Adjusting CPA (Cost Per Acquisition) benchmarks based on new player value calculations.
Refining budget allocation between acquisition and retention campaigns.
7. Conducting Competitor Analysis
To stay ahead of the competition, it’s essential to analyse how other operators are adjusting to the UKGC’s new regulations:
Monitor ad copy changes to detect shifts in promotional messaging.
Track competitors’ keyword strategies and bid adjustments.
Benchmark performance data to identify emerging trends in player behaviour.
Conclusion
The UKGC’s stake limit regulations will fundamentally alter the UK iGaming market, requiring a complete re-evaluation of paid search strategies.
By recalibrating automated bidding, adjusting KPIs, refining conversion tracking, and closely monitoring market trends, operators can navigate these changes effectively.
A proactive approach will ensure sustained profitability and long-term growth in an evolving regulatory landscape.
We can help with our detailed igaming and sports betting paid search audit service.
Find Out More About Our Detailed iGaming & Sports Betting PPC Audit
When launching a sweepstakes casino, it’s hugely beneficial to get your ducks in a row from the start.
Doing so will help you gain traction post-launch and position you to scale more quickly.
In this post, we’ll look at the core areas you need to consider when launching a sweepstakes casino.
Introduction Sweepstakes Casinos
Sweepstakes casinos have seen explosive growth in the United States, achieving an estimated 75% compound annual growth rate (CAGR) from 2019 to 2024, and reaching a market valuation of approximately $4 billion. This surge is largely attributed to their innovative business model, which allows players to enjoy casino-style games without direct real-money wagering, effectively navigating complex gambling regulations. Prominent brands in this thriving sector include Stake.us, WOW Vegas, High 5 Casino, and Luckyland Slots.
The appeal of sweepstakes casinos lies in their ability to offer legal, risk-free gaming entertainment, coupled with the potential to win real prizes through sweepstakes entries.
Concurrently, real money gaming (RMG) arcade competitions and social casinos are also experiencing increased popularity. Social casinos provide free-to-play games where players can purchase in-game currency without any real-world monetary value, delivering an engaging gaming experience devoid of financial risk. These platforms often incorporate arcade-style features, such as daily bonuses, tournaments, and competitive leaderboards, to enhance player engagement and retention.
The lines between RMG and social gaming are increasingly blurred, as operators explore strategic partnerships to integrate real-money elements into social gaming experiences. This convergence aims to attract a wider audience and foster greater player loyalty.
So, it is understandable that sweepstakes casinos are one of the most popular discussion points at igaming conferences.
Many people from both the mobile gaming and igaming spaces are looking to establish their own sweepstakes casino.
Here is an overview of this, especially focused on the marketing planning side of your launch.
Platform and Games
Selecting the right platform and games for a social or sweepstakes casino in the U.S. requires careful planning, market research, and regulatory considerations. Here’s a step-by-step guide to making the right choice:
1. Understand Regulatory Compliance
Sweepstakes casinos operate under unique legal frameworks, often using “sweepstakes” models to allow players to participate without direct gambling. To ensure compliance:
Research state laws on sweepstakes gaming.
Choose a platform that adheres to legal requirements (e.g., offering free entry methods).
Consult legal professionals for compliance verification.
2. Choose the Right Platform Provider
Selecting a platform provider is crucial for backend functionality, security, and scalability. When evaluating providers, consider:
Customization & Branding – Can you white-label the platform to fit your brand?
User Experience (UX) – Is the interface intuitive, mobile-friendly, and engaging?
Game Variety – Does the platform support a diverse range of games?
Security & Payments – Secure transactions and compliance with sweepstakes cash redemption models.
Marketing & CRM Tools – Loyalty programs, referral bonuses, and analytics to retain players.
Scalability – Can it handle growth as your user base expands?
iOS and Android Apps – This makes both user acquisition and retention much easier and increases your chances to grow rapidly.
Top platform providers for sweepstakes casinos include:
Pragmatic Solutions (iGaming platform for social and sweepstakes casinos)
SoftSwiss (known for crypto and sweepstakes gaming solutions)
White Hat Gaming (offering turnkey casino solutions)
BetConstruct (supports virtual casino and sweepstakes models)
If you want to learn more about which platform is best for you, we are happy to have a discussion.
3. Select High-Quality Game Providers
Offering popular and engaging games is key to user retention. Look for providers that specialize in social and sweepstakes gaming. Key criteria include:
4. Define Your Game Mix
Slot Games: Players expect a strong slot selection with various themes and bonus features.
Table Games: Blackjack, roulette, and poker add variety.
Live Casino Games: High engagement and interactive experience.
Arcade & Crash Games: Increasingly popular, especially for younger demographics.
5. Test & Optimize Before Launch
Conduct beta testing to ensure smooth gameplay.
Gather user feedback and refine the platform.
Implement a robust customer support system.
It is key to do your preparation work in order to avoid issues down the line.
Marketing Your Sweepstakes Casino
So, you have your sweepstakes casino live now you just need to market it. Well, it’s not that simple. Your marketing preparation should have started before you launched. There are two key areas that you should have started before launch.
They are:
Marketing Tech and reporting integration
SEO audit and technical set-up
Marketing Tech and Reporting Integration for Sweepstakes Casinos
1. Customer Relationship Management (CRM) System A CRM is vital for tracking user behavior, automating engagement, and personalizing experiences.
Your CRM Platform Should Have:
Automated email and SMS marketing
Player segmentation (VIPs, frequent players, inactive users)
You should consider a platform like Xtremepush, Optimove, Customer.io or Symplify.
We can give you some pointers based on your unique requirements. Just drop us a note and we will respond to start the conversation.
2. App Attribution Platform
This is overlooked by so many new sweepstakes casinos. Basically, in order to optimize your app ad campaigns you need a fully integrated app attribution platform.
Examples are AppsFlyer or Kochava. In 2025 these should be non-negotiables.
3. Full API integration with Ad platforms and Reporting Dashboards
In reality, in today’s environment optimizing outside the ad platform is just as important as optimizing on the ad platform. As a result, integrating conversions across the marketing mix is essential. You need to have a clear picture to assess ROI and make campaign decisions.
Search Engine Optimization (SEO) for your Sweepstake Casino
SEO is a massive opportunity for sweepstakes casinos. Especially considering ad policy across networks. Ranking well on a state by state basis can deliver significant growth alone.
So, before you launch, you should complete a technical SEO audit, as well as begin building out your site structure and the number of crawled and indexed pages.
Each platform has a different policy across each state for sweepstakes casinos. As a result, you should ensure compliance in order to get accounts/ads approved and live. In some cases, you should consider a number of online ad networks, depending on state-level policy.
For example:
Meta/X
Google Ads
Microsoft Ads
Apple Search Ads
Programmatic
Native
The key to success is ensuring best practice MarTech and reporting is put in place. This is essential as AI targeting and creative continue to increase in prominence.
So, if your MarTech is not up to scratch you are at a serious disadvantage.
Again your approach will depend on how your redemptions are set up, the type of games you offer and if you are 100% skill based or not (so not a true sweepstakes casino, there is a different approach for 100% skill-based arcade sites).
Conclusion – Launching Sweepstakes Casino
Building a thriving sweepstakes casino in the U.S. demands a meticulous blend of regulatory adherence, strategic marketing, engaging player experiences, and cutting-edge technology.
Navigating the Regulatory Landscape:
Compliance is paramount. Operators must meticulously structure their platforms to align with sweepstakes laws, ensuring free entry methods and appropriate virtual currency frameworks. Seeking expert legal counsel and staying abreast of evolving regulations are crucial for avoiding costly legal pitfalls.
Driving Player Acquisition:
Effective advertising and acquisition strategies are vital for attracting a robust player base. While platforms like Meta and Google impose restrictions on traditional casino advertising, savvy operators leverage social media ads, app install campaigns, influencer collaborations, and affiliate marketing. Crafting compelling, compliant messaging that resonates with the target audience is key.
Enhancing Player Retention:
Retaining players is just as critical as acquiring them. Personalized promotions, VIP programs, push notifications, and gamification elements foster sustained engagement. A robust CRM system enables seamless segmentation, automation, and tailored experiences that maximize player lifetime value.
Leveraging MarTech for Success:
Integrating advanced analytics dashboards, chatbots, and automation tools provides invaluable insights and enhances the overall user experience.
SEO optimization is essential for organic discoverability. Targeting high-intent keywords, creating compelling content, and optimizing on-page elements drive long-term traffic, reducing reliance on paid advertising.
Ultimately, success in the U.S. sweepstakes casino market hinges on a data-driven approach, unwavering compliance, innovative marketing, and a laser focus on player retention. By executing a comprehensive and well-rounded strategy, operators can cultivate a sustainable and highly profitable gaming platform.
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.
It’s only thirteen days ago that Manchester United boss Ruben Amorim stated that “it was really clear” that his side were in a relegation battle. Fast forward a little under two weeks, and his team have battled to a creditable draw at Anfield – against arguably the world’s most in-form side – and knocked Arsenal out of the FA Cup after an epic clash at the Emirates.
Change in the Odds
Their odds for relegation have lengthened from 40/1 to 66/1 in the interim period and suddenly, whisper it quietly, things are looking up at Old Trafford. There have been many false dawns in the post-Alex Ferguson era at United and it is hard to argue against this being another one.
However, in under a fortnight, United fans have gone from pondering whether there are three worse sides in the top flight to dreaming of cup success and an ascent up the table.
What a Difference a Week Makes
United’s latest turnaround of fortune is a perfect example of how campaign objectives can change. Just as a football team must adapt its strategy and objectives in response to the ever-changing dynamics of a season, so too must marketing campaigns be flexible to the ever-shifting landscape of consumer behaviour, market conditions and organisational goals.
For example, a campaign initially designed to boost brand awareness may pivot towards driving conversions if early metrics indicate a strong engagement but low sales. This flexibility in objectives is not a sign of failure but a critical component of effective marketing strategy. Many companies are guilty of rigidly sticking to campaign objectives despite insights gathered from customer feedback and data analysis which indicate a change in strategy is required.
Contact us now at tentenseven to discuss your organisation’s marketing objectives and how they can – and should – change over time.
