GPWA Times Magazine - Issue 24 - April 2013

search impression volume comes from the folowing phrases: betting, online bet- ting, sports betting, betting site, betting online, betting websites and online bet- ting sites. Which brands are leading organic and paid search for online sports betting? By measuring click share (the act of a visitor clicking on a PPC advert or or- ganic link within the search engine re- sult page) our report goes on to analyze the performance of the major online gambling brands in organic and paid search for a range of sports betting key- word markets between January 2012 and December 2012. While Coral leads the organic click index and William Hill heads the paid, the over- all leader within the generic sports betting keyword market is Betfair. Betfair’s lead, however, is only small – at a marginal 0.24 percent – and it is clear that no one brand is dominating this segment. Any shift in or- ganic rankings or increase in the paid search exposure for any of the top brands will see a dramaticshiftinthelandscape(seegraph4). “The main growth area in sports betting is football, with ‘in-play betting’ being the fastest-growing element. Since 2009/10 consumer expenditure on football betting has grown from £355 million to £600 million in 2011/12.” 11