GPWA Times Magazine - Issue 50 - August 2021

As a Marketing Consultant at Blueclaw Media Ltd, Rachael Sammut is part of an award-winning team of specialists that works with leading operators and affiliates across sportsbook, casino, poker, bingo, slots and lottery markets. Blueclaw is dedicated to providing exceptional work, search marketing campaigns and creative projects that span the entire world. Should you have any questions about link acquisition, content marketing or other aspects of SEO, feel free to reach out. CONCLUSION Given the competitive nature of the iGaming sector, having an integrated approach to player acquisition that takes each noted pillar into account is crucial for those looking to get ahead of their competition. For more information on how you can utilize these four pillars, reach out to Blueclaw’s senior SEO team for a free 1-to-1 consultation. Paid Search is one of the fastest ways to acquire new cus- tomers and with the rise of advertising options across social media channels, native advertising, programmatic media, and well-established platforms like Google AdWords, there is a lot of potential to target customers and acquire their interest. While there are some restrictive obstacles in the betting and gaming industry when it comes to Paid Search, regulations and complexities should not deter growth-oriented betting brands if they have confidence in their on-site performance, products offers and bidding strategy. Ultimately, the best brands will make strategic use of paid search as part of an integrated strategy, while also focusing on taking ad- vantage of “free” ways to generate traffic, such as the other noted pillars: SEO, content marketing and customer engagement. For brands looking to compete with the giants in the industry, we suggest ensuring your Paid Search bidding strategy is forensic and focuses on player intent. While competition is high when it comes to leading betting terms such as “casino” or “free bets,” bidding on lower cost, more specific long-tail terms that nevertheless provide quality traffic is key. These may be terms related to ways to deposit (e.g. by phone), specific bonuses, games and pay-out options. Another key area of player acquisition within Paid Search is Paid Social. The most exciting aspect of social media is the ability to reach completely new audiences by having followers and fans amplify your content. The best betting and gaming brands use social media to engage with customers in a whole range of ways, from match day predictions and tips tomore general humor and authentic banter that fans can engage with (Paddy Power is an excellent example of this). Additionally, Paid Social is a great way for betting companies that have invested in their brand to build a deeper relationship with existing and potential customers, to kick start content marketing campaigns and build the wider brand awareness that is so crucial to having a truly profitable paid strategy. There are few easy wins in betting and gaming Paid Search but that, ultimately, is where the true opportunity lies to take your brand further and acquire more players than your competitors as part of a blended strategy, tying PPC in with the other pillars in this report to create expertly targeted campaigns and content that keeps players engaged and active. P i l l a r 4 Paid Search and Social There are few easywins in betting and gaming Paid Search but that, ultimately, is where the true opportunity lies to take your brand further and acquire more players. 25 g p w a t i m e s . o r g