Last week we featured part 5 of our 7-part series on PPC Budgeting Secrets, called Mastering PPC Policies. We explored Google’s policies that are particularly pertinent to any iGaming PPC campaign, and how they affect operators and affiliates.
This week, in part 6 of our series, we are looking at how to properly allot a PPC budget among various keyword sets. This stage of campaign management is about further refining the distribution of your PPC budget. Search volumes and keywords trends are an effective way to gauge how your PPC budget should be divided up among different campaigns.
Of the four major iGaming verticals, poker leads the search terms, with bingo a distant second and casino close behind bingo, and ahead of sports betting. An operator promoting all these verticals should consider dividing their investment into predominate areas first and then evaluate their budget for each of these groups, as the data sets become available.
Once your PPC budget has been divided according to the verticals you want to target, you will need to divvy it up further according to keyword sets. Google offers a number of tools, like Google Insight, to help you determine keyword popularity and competitiveness. These tools can be used to determine whether a keyword is essential, or too competitive to invest in.
Google Insight can also help you identify up and coming keywords. Often, you will encounter keywords trends that are not related to the industry – such as the James Bond film “Casino Royale” in the screenshot above. These tools can be very effective in two ways. First, they can help keep ahead of emerging search trends, offering you added exposure to new players.
Second, and perhaps more importantly, they can provide insight into changes in average CPC. For example, the buzz around a film such as James Bond’s “Casino Royale” can cause an increase in the average CPC of casino-related keywords. By being able to detect the cause of such fluctuations, PPC marketers can maximize returns by temporarily dropping the broader keywords affected by such trends (such as “casino”), or focusing on more specific, “long tail” keywords in the meantime (such as “casino games”).
Once PPC traffic begins passing through the custom URL, the marketer can then view full detailed reports on the players, deposits and revenues being generated by each key phrase. This allows the PPC marketer to determine which players are attracted by which keyword, including which keywords bring in the most profitable players.
So, in conclusion:
(1) Choose the verticals you want to target, dividing your investment into predominate areas if you promote more than one vertical
(2) Evaluate your budget for each of your verticals
(3) Divvy up your budget even further according to keyword sets
(4) Use tools like Google Insight to determine whether a keyword is essential, or too competitive to invest in
(5) Using your PPC Reporting, view full detailed reports on the players, deposits and revenues being generated by each key phrase
Next Thursday, we will be featuring the last of our PPC Budgeting Secrets, and will be focusing on re-introducing PPC into your acquisition strategy. Make sure to join us then!
- Part 7: Recapping PPC as an Acquisition Strategy
- Blended Search Explained
- Part 4: Dividing your Campaign Budget Across Markets
- Part 3: Tracking Your PPC Budget II
- How Important Is Google Placement?
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