Cost Per Session – The Online Sportsbook and Casino KPI for 2020

Yes I know. We have been all working to CPA targets for donkeys. However, have you heard your CRM team complain that they can’t get the value out of customers anymore? Well, it makes perfect sense, especially in regulated markets that are over-saturated like the UK. Now, I have always said that ATL campaigns are just as much about retention as acquisition. Many of the top operators agree and have built retention metrics into their reports relating to TV and Print etc.   Cost Per Session – Share of Mind […]


Gaming Industry Trends for 2020: SEO

SEO is about two things – rankings and visibility. The relevance of SEO has come under scrutiny in recent years but it’s making a comeback as a key part of marketing strategy, particularly in the gambling sector. SEO is more complex than ever. It’s no longer just about link-building and keeping your blog updated. There is a whole host of other factors that come into play. Page speed, UX, content relevancy and your branding efforts all have to be taken into account when optimising your website for search. We have […]


Google BERT Update – SEO is Dead Long Live SEO

Ok, so this is very familiar. We keep saying this whenever Google releases a new major update to how it indexes and ranks pages. It is not about one single update it is about the trend over time. Instead of rushing around like a headless chicken, look at the finish line. Look at what Google’s overall objective is. So, BERT gives Google a better understanding of what users mean when they make a search. This allows them to match content better. Ultimately, it makes google much better from a users […]


Google Ads – PPC Sports Betting Ads for the United States

Google has announced that it will be allowing gambling ads on Google Ads in more US states. Currently, they are only permitted in New Jersey, Nevada and West Virginia. Officially, Google started in New Jersey as a trial, but all of us in the industry knew from the get-go, that the trial would be successful. It was only a matter of time before they rolled approval out to more states.   New States That Google Allow Sports Betting PPC Ads So, big Goo has announced that they are about to […]


NBA Announces Betting Partnership

The National Basketball Association has become the latest major American sports association to enter the gambling sector. They announced their partnership with William Hill in a press release last week. William Hill are one of the pioneers of legal sports betting in America, already operating in 10 states. Their partnership with the NBA gives them the right to use official NBA betting data and their sports book will be promoted across the NBA’s official social media channels and broadcasts. They have a similar partnership in place with the National Hockey […]


How Sports Sponsorship Boosts Your Digital Marketing Performance

In the betting sector, we are all familiar with sports sponsorship. But the question is does it actually work? Well, the answer is complicated. It all depends on the execution and the targeting. However, with sponsorship, you must be realistic about what you can achieve. If you are, then Sponsorship is a vital thread that will tie all your other advertising channels together. This goes from Social through to SEO. Sponsorship Fails Because the Business Expectation is Wrong I’ll say it now. Sponsorship on its own will result in zero […]


Affiliate Marketing Tips for Busy CMOs

I have been really surprised with some CMOs and other senior members of staff running sportsbooks and casino with their lack of understanding or affinity to affiliates. This is usually a result of bad experiences with mismanagement, overspending and under performance. We know that CMOs have to cover a lot of ground and you may not necessarily have time to take an active role in affiliate management. However, it’s important that you understand the purpose of your affiliate program and how it can play a key role in your overall […]


What Does Google’s New Link Attributes rel=”sponsored” and rel=”ugc” mean for Betting Sites and Casinos

On September 10th 2019 Google announced two new ways that they will use to identify the nature of links.   1. rel=”sponsored” This will identify links that are paid for. From the perspective of the betting industry Affiliate sites will be the main category that this will apply to.   However, links from sports/athlete sites should also contain this attribute.   2. rel=”ugc” This applies to links from user-generated content. So, now links in comments and forums should be tagged “ugc.” It may have further implications on social media platforms […]


Why Customers Really Sign Up to New Online Bookmakers

Let’s face facts from the get-go. Betting is a utility. There is not much separating all the betting platforms. Many new bookmakers have tried to copy the Tier one’s and failed.   Don’t Follow Tier Ones The main reason why is that the tier ones played the smart game. They invested in building a brand identity and then put their money where their mouth was with large media buys.   For example, almost every punter has a Bet365 or Paddy Power account. Why? Because they positioned their brand and stuck […]


Advertising Regulations & Affiliates

Increased advertising regulations have had a major impact on the gambling sector in recent years. These tougher regulations have had a particularly strong impact on how bookmakers promote their offering on affiliate sites. The increase in regulation means that each affiliate manager needs to be on the ball as to how their affiliates are promoting the brand. From the aspect of the affiliates, adhering to all the regulations should increase player conversion and player value. The increase in regulation has actually resulted in operators be more creative with their offers to […]


UX Writing Can Improve Your SEO Ranking

UX writing is a relatively new addition to the digital sphere. Although they are technically different fields, UX and SEO should go hand-in-hand. At the end of the day, the goals of the UX team and the SEO team are relatively similar. We both want the user to be satisfied when they visit our site. We want to build trust with our users through positive experiences and relevant content. The problem here is that often UX teams and marketing teams work in isolation with no aligned strategy between the two. […]


Implementing SEO Best Practice

Google is notoriously secretive about how they rank sites and their algorithms change regularly but for the most part SEO best practices have stood the test of time. With that in mind, we have taken a look at how you can implement SEO best practice on your site. What are the challenges to implementing SEO best practice? Development Resources: SEO takes time and effort. More often than not, SEO work is put to one side as companies focus on more ‘tangible’ projects. It’s understandable that resources get stretched from time to […]