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PPC Tactics 2021

Why Competitor Analysis Is By Far The Most Important PPC Tactic for 2021

The biggest mistake somebody can do when managing a paid search account is to forget about the competition. Tragically, this is commonly done across the board. Some paid search managers do not even consider the impact of increased competition on performance. With established online businesses accelerating their digital strategy and previously offline focused companies dedicating proper resources to their online channels this has become essential to managing any PPC account in 2021. Importance of Competitors to Your Marketing Targets and Bottom Line Competitors have three major effects: An increase in […]


Targeting Ireland – Guide for Casinos and Sportsbooks

With more and more operators revising their strategy for the UK, many are now looking at Ireland as a source of traffic. Previously, companies located outside of Ireland have not invested substantially in this jurisdiction with the exception of some UK operators focusing on retail but since pulling out. However, this is changing with many EU based operators eyeing the Emerald Isle. The Two Columns of Irish Betting Sector Yes, there are lots on independent bookies out there but the two brands that dominate the market are Paddy Power and […]


The Five Pillars of Online Conversion Rate Optimisation

When most people think about conversion rate optimisation they envision button position, mobile accordions, fonts, load speed, form sequence etc. Yes, these are essential parts of increasing conversion. However, it goes much deeper than that. Conversion is not just influenced by on-page factors, off-page factors can have just as big an influence. Conversion Rate Optimisation – A Holistic Approach A good offer can often get over a poor purchase path. Likewise, a good brand or awareness of your product can get over a poor landing page. You see, when it […]


The Danger of Online Direct Response Channels in B2C E-Commerce

As a marketer who cut his teeth at the start of the digital era at the turn of the century, but who studied “old school” marketing before entering the professional world, I always saw clear similarities with e-commerce and “regular” bricks and mortar commerce. In some ways, I didn’t get what the fuss was about. From a marketing standpoint, it all remained the same to me. Yes, fulfilment and distribution had changed but the fundamentals of marketing had not. In fact, I believed that brand building would become even more […]


SEO Ireland – How To Rank Your Website in Ireland 2020

I recently had a coffee with a developer friend of mine (yes developers can have friends). We had an interesting conversation about Search Engine Optimisation (SEO). During our conversation, it dawned on me that SEO Ireland today is not the SEO I grew up on. It involves so much more. It is not just the case of building links. You must deliver the total package to your customers from both an offsite and onsite perspective. For many Irish organisations, this means a rethink of how their marketing team is structured. […]


Will The Chief Disintermediation Officer Become the Most Powerful Marketing Voice in the C-Suite?

Since the advent of Internet advertising, us marketers have gotten lazy. Innovation and product positioning has been replaced with bidding strategies and algorithms. The old “everything can be tracked” mantra is repeated even to this day. However, as Phil Collins would say “I can feel it in the air tonight” there is a seachange happening. You see, as companies put more and more budget online the “real estate” gets more and more expensive. With the “new normal” likely to lean heavily towards e-commerce this will accelerate. Thousands of companies like […]


PPC Strategy for Casino and Poker – Webinar Summary

We held a Webinar on May 5th 2020 looking at PPC strategy for Casino and Poker sites. Thanks to everyone who attended. Here is a summary of the key topics discussed and a shortened video version of the webinar for those who could not make it. Webinar Video – PPC Strategy for Casino and Poker Operators Webinar Summary Casino/Poker Relationship All roads should lead to casino. Therefore, view cross-sell to casino the ultimate goal of your poker campaigns. For example, look at customers who play mini-games and move to full […]


Covid-19: Online Retail Scheme – Enterprise Ireland

The Online Retail Scheme from Enterprise Ireland has some fantastic supports that you can avail of. Therefore, if your business needs to make the step online now is the time. the scheme covers a massive 80% of the costs of launching an online presence. What’s impressive is that the funding covers strategy development and research. As a result, you can cover key fundamental issues that will help you succeed for years to come. Essentially, the supports cover strategic marketing and technical implementation. If you want to discuss the scheme with […]


The Marketing Triangle – The Foundation of Your Marketing Strategy

Marketing is by far the most misunderstood business discipline. Which is great for companies that can focus on the fundamentals. You see, as most CEOs come from either a Financial or Operations background marketing is often seen almost as an inconvenience. In fact, what they don’t realise is that marketing encompasses everything a business does. In some cases, they are marketing geniuses without even realising it!   Marketing Perspective for Non-Marketers   I often say to CFOs that the most successful investor of all time invests in brands. Yes, bring […]


Google Ads – PPC Magic – One Ad Group for Your Entire Account

Some people marvel at the lastest car designs. Some people gaze for hours at buildings from the worlds top architects. I believe this post covers something just as wonderous. In fact, it’s pure magic. Its the one ad group Google Ads account. One Ad Group That’s Impossible! No, it’s not. In fact, it is probably the best account structure for about 90% of PPC accounts in the world today. Really it is. I know you are sitting in shock but I am serious. Therefore, you might be surprised at the […]

Advertising, App Development

The Absolute Best Value Marketing Spend in Betting for 2020 is…

So, you control the marketing budgets for a betting brand and you want to get the absolute best value for your marketing spend in 2020. This is how you can get the best return on your ad spend in 2020. Yes, it does involve a little bit of unorthodox thinking and co-opting your dev team but hear me out. What You Need to Do to Get the Best ROAS in 2020 Ok, so here is what I want I want you to do. Google some Star Wars trivia Get up […]


Marketing Trends for Betting 2020

2020 will see some interesting developments in the gambling sector. The opening up of the United States to sports betting will cause deep-seated changes for marketing teams. As a result, there will be major shifts in resources and budgets between regulated markets. 2020 will also see a further split in marketing objectives for regulated and grey markets. This means that costs for certain advertising channels will soar in regulated markets as they will be growth driven. However, grey markets will be mostly profit-driven which will cap ad/affiliate costs to some […]