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Adwords For iGaming: Optimising Your PPC Strategy For Long Term Success


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Now that Google has re-opened Adwords to the online gambling industry in the UK, the industry has regained and extremely powerful acquisition channel. To optimize your Adwords efforts for long term success, however, you should ensure that you pursue it in a way that complements your existing acquisition channels, and have the right tracking tools in place to measure performance.

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Adwords For iGaming: Optimising Your PPC Strategy For Long Term Success

  1. 1. ADWORDS FOR IGAMING <ul><li>Optimising Your PPC Strategy </li></ul><ul><li>For Long Term Success </li></ul>
  2. 2. Adwords for iGaming <ul><li>The Opportunity and Background </li></ul><ul><li>Running an Adwords Campaign </li></ul><ul><li>Tracking Conversions </li></ul>
  3. 3. Background <ul><li>In 2004, Google closed Adwords to the online gambling industry. </li></ul><ul><li>In October 2008, Adwords re-opened to white-listed operators promoting to the UK. </li></ul><ul><li>In January 2009, Google re-opened Adwords to affiliates promoting white-listed operators to Great Britain. </li></ul>
  4. 4. Rules <ul><li>Affiliates must get White Listed by Google </li></ul><ul><ul><li>must be “Aggregators” </li></ul></ul><ul><ul><li>must have suitably targeted and relevant content </li></ul></ul><ul><ul><li>must provide resources for problem gamblers </li></ul></ul>
  5. 5. Rules <ul><li>Affiliates can only target residents of the UK </li></ul><ul><li>Affiliates cannot engage in any form of search arbitrage </li></ul>
  6. 6. Benefits of PPC Advertising <ul><li>Instant results </li></ul><ul><li>Highly targeted traffic </li></ul><ul><li>Measurable and controllable </li></ul><ul><li>Already a HUGE source of revenue for Retail affiliate programs </li></ul><ul><li>Google rewards quality </li></ul>
  7. 7. RUNNING A PPC CAMPAIGN <ul><li>Setup, Monitoring and Measuring </li></ul>
  8. 8. Setting Up Your Site <ul><li>Quality content </li></ul><ul><li>Optimized for converting players </li></ul><ul><li>Well suited to the keywords you will bid on </li></ul><ul><li>Meets Google Policy requirements and is white-listed by Google </li></ul>
  9. 9. Setting Up Your Campaigns <ul><li>Keywords Research </li></ul><ul><li>Ad Groups </li></ul><ul><li>Average CPC </li></ul><ul><li>Daily Budgets </li></ul>
  10. 10. Monitoring and Optimization <ul><li>PPC spend </li></ul><ul><li>Keyword performance </li></ul><ul><li>Ad performance </li></ul><ul><li>Ad position </li></ul><ul><li>A/B testing </li></ul>
  11. 11. Quality Score <ul><li>What is it? </li></ul><ul><li>Keyword Relevance </li></ul><ul><li>CTR: Click-Through-Rate </li></ul><ul><li>Ad Content: title, text, URL </li></ul><ul><li>Landing Page </li></ul><ul><li>Affects your CPC (and ROI!) </li></ul>
  12. 12. Measuring ROI <ul><li>Are you generating more commission than you are paying for clicks? </li></ul><ul><li>Where should you be focusing your spend? </li></ul><ul><li>Are you getting high quality traffic or high quantity traffic? </li></ul>
  13. 13. Affiliate Program Software
  14. 14. Affiliate Program Software
  15. 16. Summary <ul><li>Good source of targeted traffic </li></ul><ul><li>Research and planning </li></ul><ul><li>Analysis and Optimization </li></ul><ul><li>Use the best tools </li></ul>
  16. 17. QUESTIONS?