Last week we featured part 6 in our 7-part series on PPC Budgeting Secrets, called Search Volumes & Key Trends. We explored the proper way to allot funds among various keyword sets, and how to divide your PPC budget among different campaigns.
This week, in the 7th and final part of our series, we’re going to revisit the most important aspects of our previous posts and talk about the best way to implement these tips in to your PPC acquisition strategies. The tracking of these acquisitions will help you get a better sense of your PPC efforts and how they’re paying off in long-term revenues.
PPC has the potential to be more than an awareness building tool. When properly managed, a PPC campaign is an incredibly powerful acquisition channel that offers very clear ROI reporting. Operators can tap into this resource by ensuring that their PPC efforts are managed within their pre-existing business model.
First, a PPC budget should be determined by your average CPA. The lifetime value of a player is a crucial component to knowing your ROI because it allows you to determines how much to invest in each acquisition.
Second, to monitor that ROI, it’s also essential that you track each acquisition from click-through to the wagering level. Being able to track what a keyword costs you, how well it converts, and the value of that conversion is integral to effectively managing your PPC efforts.
This level of tracking also helps ensure that your PPC campaigns are bringing in the kinds of players that are best-suited for your business. By tracking acquisitions from the click through to the wager you are gaining the intelligence you need to determine which PPC campaigns are attracting the profitable players you need.
Because affiliate software can track the entire life-cycle of a new player, it can be used as an integrated marketing solution for monitoring your PPC campaigns. Therefore, the right affiliate tracking platform will be able to track players referred, deposits, long-term revenues generated by each PPC ad, and which types of players are coming through on which keywords.
With your PPC budget established, you should distribute it according to (1) the markets you are targeting, (2) the search engines that permit PPC in those markets, and (3) the respective market share of each of those search engines. It is also imperative that you familiarize yourself with the search engine policies that apply to those markets, because they will affect both your own campaigns, and those of your affiliates.
It’s also important to allot your PPC budget according to search volume and keyword trends. Doing so ensures that you are investing in keyword sets at the same rate that users are searching for those keywords – no less, no more.
PPC will continue to grow as an acquisition channel for the iGaming industry, so operators cannot afford to overlook it. After all, a properly run PPC campaign will generate cost-effective results. Having the tools in place to effectively manage PPC campaigns is imperative, as PPC continues to be an increasingly important part of any operator’s online marketing PPC strategy.
Whether you’re just getting started, or are already established, incorporating these tactics should help you to determine your future growth strategies and development directions. In-depth PPC tracking can help you to realize your growth potential and to find the areas in which your business needs improvement. In conclusion, the more you know, the more you can grow.
- Part 6: Search Volumes & Keyword Trends
- Part 4: Dividing your Campaign Budget Across Markets
- Part 2. Tracking Your PPC Budget
- Get Ready for Our Seven Part Series on PPC Budgeting Secrets to Optimize your CPAs
- Part 3: Tracking Your PPC Budget II
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