ADWORDS FOR IGAMING ADWORDS FOR IGAMING Optimising Your PPC StrategyOptimising Your PPC Strategy

For Long Term SuccessFor Long Term Success

Adwords for iGamingAdwords for iGaming

■ The Opportunity and BackgroundThe Opportunity and Background

■ Running an Adwords CampaignRunning an Adwords Campaign

■ Tracking ConversionsTracking Conversions

BackgroundBackground■ In 2004, Google closed Adwords to the online In 2004, Google closed Adwords to the online

gambling industry.gambling industry.

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

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

RulesRules

■ Affiliates must get White Listed by Affiliates must get White Listed by GoogleGoogle– must be “Aggregators”must be “Aggregators”– must have suitably targeted and relevant must have suitably targeted and relevant

contentcontent– must provide resources for problem must provide resources for problem

gamblersgamblers

RulesRules

■ Affiliates can only target residents of Affiliates can only target residents of the UKthe UK

■ Affiliates cannot engage in any form of Affiliates cannot engage in any form of search arbitragesearch arbitrage

Benefits of PPC AdvertisingBenefits of PPC Advertising

■ Instant resultsInstant results

■ Highly targeted trafficHighly targeted traffic

■ Measurable and controllableMeasurable and controllable

■ Already a HUGE source of revenue for Already a HUGE source of revenue for Retail affiliate programsRetail affiliate programs

■ Google rewards qualityGoogle rewards quality

RUNNING A PPC CAMPAIGNRUNNING A PPC CAMPAIGNSetup, Monitoring and MeasuringSetup, Monitoring and Measuring

Setting Up Your SiteSetting Up Your Site

■ Quality contentQuality content

■ Optimized for converting playersOptimized for converting players

■ Well suited to the keywords you will bid Well suited to the keywords you will bid onon

■ Meets Google Policy requirements and Meets Google Policy requirements and is white-listed by Googleis white-listed by Google

Setting Up Your CampaignsSetting Up Your Campaigns

■ Keywords ResearchKeywords Research

■ Ad GroupsAd Groups

■ Average CPCAverage CPC

■ Daily BudgetsDaily Budgets

Monitoring and OptimizationMonitoring and Optimization

■ PPC spendPPC spend■ Keyword performanceKeyword performance■ Ad performanceAd performance■ Ad positionAd position■ A/B testingA/B testing

Quality ScoreQuality Score

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

Measuring ROIMeasuring ROI

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

■ Where should you be focusing your Where should you be focusing your spend?spend?

■ Are you getting high quality traffic or Are you getting high quality traffic or high quantity traffic?high quantity traffic?

Affiliate Program Software

Affiliate Program Software

SummarySummary

■ Good source of targeted trafficGood source of targeted traffic

■ Research and planningResearch and planning

■ Analysis and OptimizationAnalysis and Optimization

■ Use the best toolsUse the best tools

QUESTIONS?QUESTIONS?