PPC Tips Written by 1

The last article to have been analysed in the ‘Analyse A Real PPC Campaign’ series was JustEat who had, in general, a well optimised pay per click advertising campaign. However, I did feel there was one area of improvement on the landing page where they could have had used location services to make the landing page not a ‘middle man’ landing page. In this article, with the start of the football (or soccer) season, I thought to look at what adverts and campaigns that were appearing for everything related to football betting. In this article, I am going to be analysing bet365.

 

 

To view bet365’s PPC search advert, I had to type into Google search UK,’bet on football’:

bet365 Search PPC AdvertOf course, with it being the start of the season, there is a lot of competition in football betting as this is the time of year most people put their accumulators on and their bets for the new season. For this reason, it is no surprise that the maximum number of adverts have appeared.

It makes sense why bet365 are top because, shockingly, they are not even on the first page of results for such a crucial keyword phrase (which goes to show even some of the biggest companies have poor SEO)! bet365 have chose to use PPC to boost their traffic for this reason.

Looking at the advert, it is well optimised and is packed with information for the web user to read and take in. I particularly like the overuse of their brand name so it is engraved into web users for them to visit bet365 direct after viewing/clicking on the advert. The one point I think bet365 could improve on is by having a promotional offer. The two adverts below bet365’s both have free bets up for grabs for new customers – surely, to stay competitive, bet365 should have done the same and if they have, why have they not used it as an enticement in their search advert?

 

 

After clicking on the above advert, I came to the following landing page:

bet365 PPC Landing PageThe first thing that doesn’t make sense is the fact bet365 have not used the free bet enticement – surely that is a big factor in new customers using bet365 over competitors or not?

As for the landing page, it is good and bad:

  • It is clear this is a click through landing page with the big yellow ‘Bet Now’ button – this page, for this reason, will attract a healthy click through rate.
  • However, the page seems to be very generic since there are different language options at the top of the page (where it could be used for something better).
  • There is a lot of content to cover the terms and conditions. I understand that bet365 have to put this on the page but in the prime area of the landing page? Surely they could have placed the terms and conditions below the fold of the page or at the bottom of the page?

As much as the landing page is good, it is a bad example at the same time.

After completing a Masters degree in Automotive Engineering with Motorsport, Will moved on to work at McLaren. He created AskWillOnline.com back in 2010 to help students revise and bloggers make money developing himself into an expert in PPC, blogging, SEO, and online marketing. He now runs others websites such as PoemAnalysis.com and RestoringMamods.com. You can follow him @willGreeny.

Share your comment 1 responseTO bet365 – Analyse A Real PPC Campaign.
  • Reply
    on 22 Sep 15 at 9:03 am

    You have some valid points on your article, but there are some elements of the gaming industry that you are missing.
    Indeed when a click costs over 50$, you have to be careful not to attract too many poor value visitors. Yes, a free bonus is very attractive and very often it will either bring in visitors that have no idea what a bonus is (normally requires a deposit), or people that are coming only for the bonus and therefore their LTV will be low. By advertising their service only, they bring in people interested by the service itself, without necessarily associating it with an incentive.
    An other thing related to the language section – You are 100% right, but you should also know two things.
    1. Lots of foreigners live in england – and giving them the option to pick a language is relevant.
    2. More importantly – the gaming industry has always been a few steps back in term of technology. If you check some of the top gaming brands, you will notice that most dont have responsive landing pages and very few use ab testing tools or landing page optimization analytics.

    bet365 is the perfect example of a huge corporation that makes very little use of internet marketing technology.
    No analytics, no heatmap, no retargeting pixels…

    And yet, they’re making millions every month!

Share your comment

Your email is never published or shared.

You may use these HTML tags and attributes:
<a href="" title="" rel=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>
*

*