Hitting the Jackpot with Google Adwords
We would like to share some analysis from our Media Team. The purpose of this whitepaper is to provide Gambling advertisers with insights and strategies to maximize their online trade.
Since October 2008, gambling companies have been able to advertise their offerings through Google AdWords which has proven to be a powerful tool for driving relevant and highly-targeted traffic, promoting new customer acquisition. The percentage of adults in the UK participating in remote forms of gambling has risen to its highest level in four years and despite the economic downturn, gambling queries have maintained their volumes.
The first section of this paper focuses on insights. We look at seasonality and the latest trends relating to Bingo, Poker, Betting and Casinos.
The second section of this paper focuses on advanced strategies for Adwords gambling campaigns. We look into the following:
- Impression share, cost-per-click, Quality Score and budgets
- Expansion of keyword coverage
- The exponential relationship between Rank and click-through-rate for all four main gambling segments
- How to capture event driven opportunities such as assist in new product launches
- An overview of Google tools to assist gambling advertisers in driving new conversions and optimize their website conversion processes
- How search works with other media used in the gambling sector (mainly TV)
- Search for gambling branding
This paper and others can be found in the insights archive on the Google UK Advertising Toolkit.