ADWORDS FOR IGAMING Optimising Your PPC Strategy For Long Term Success

Optimising Your PPC Strategy

For Long Term Success

Adwords for iGaming The Opportunity and Background Running an Adwords Campaign Tracking Conversions

The Opportunity and Background

Running an Adwords Campaign

Tracking Conversions

Background In 2004, Google closed Adwords to the online gambling industry. In October 2008, Adwords re-opened to white-listed operators promoting to the UK. In January 2009, Google re-opened Adwords to affiliates promoting white-listed operators to Great Britain.

In 2004, Google closed Adwords to the online gambling industry.

In October 2008, Adwords re-opened to white-listed operators promoting to the UK.

In January 2009, Google re-opened Adwords to affiliates promoting white-listed operators to Great Britain.

Rules Affiliates must get White Listed by Google must be “Aggregators” must have suitably targeted and relevant content must provide resources for problem gamblers

Affiliates must get White Listed by Google

must be “Aggregators”

must have suitably targeted and relevant content

must provide resources for problem gamblers

Rules Affiliates can only target residents of the UK Affiliates cannot engage in any form of search arbitrage

Affiliates can only target residents of the UK

Affiliates cannot engage in any form of search arbitrage

Benefits of PPC Advertising Instant results Highly targeted traffic Measurable and controllable Already a HUGE source of revenue for Retail affiliate programs Google rewards quality

Instant results

Highly targeted traffic

Measurable and controllable

Already a HUGE source of revenue for Retail affiliate programs

Google rewards quality

RUNNING A PPC CAMPAIGN Setup, Monitoring and Measuring

Setup, Monitoring and Measuring

Setting Up Your Site Quality content Optimized for converting players Well suited to the keywords you will bid on Meets Google Policy requirements and is white-listed by Google

Quality content

Optimized for converting players

Well suited to the keywords you will bid on

Meets Google Policy requirements and is white-listed by Google

Setting Up Your Campaigns Keywords Research Ad Groups Average CPC Daily Budgets

Keywords Research

Ad Groups

Average CPC

Daily Budgets

Monitoring and Optimization PPC spend Keyword performance Ad performance Ad position A/B testing

PPC spend

Keyword performance

Ad performance

Ad position

A/B testing

Quality Score What is it? Keyword Relevance CTR: Click-Through-Rate Ad Content: title, text, URL Landing Page Affects your CPC (and ROI!)

What is it?

Keyword Relevance

CTR: Click-Through-Rate

Ad Content: title, text, URL

Landing Page

Affects your CPC (and ROI!)

Measuring ROI Are you generating more commission than you are paying for clicks? Where should you be focusing your spend? Are you getting high quality traffic or high quantity traffic?

Are you generating more commission than you are paying for clicks?

Where should you be focusing your spend?

Are you getting high quality traffic or high quantity traffic?

Affiliate Program Software

Affiliate Program Software

Summary Good source of targeted traffic Research and planning Analysis and Optimization Use the best tools

Good source of targeted traffic

Research and planning

Analysis and Optimization

Use the best tools

QUESTIONS?