Sportradar AG is bolstering the efficiency and ROI of search campaigns in the betting and gaming sectors, unveiling its new paid search module within its ad:s marketing solution at the SBC Summit in Lisbon last week.
The launch marks an ‘important development’ for operators looking to optimise their marketing strategies.
George Powell, Sportradar’s MarTech specialist, provided insights into the significance of the paid search module for operators in a competitive landscape.
SBC: With the expansion into ‘Paid Search,’ you’ve announced that the ad:s solution will now cover all digital marketing disciplines. How important is this addition for Sportradar and its marketing partners?
GP: The launch of paid search is an important development for operators as it means Sportradar’s ad:s marketing service now encompasses full 360-degree coverage of all major digital channels, so we’re able to support clients across all aspects of a campaign. Earlier this year, we announced audio and digital out-of-home channels, so these new additions alongside the existing paid social, programmatic display and video, affiliate and sponsorships provide end-to-end campaign efficiency.
Paid search is a vital marketing channel for betting and gaming because sports fans and casino players frequently search the internet to try and find the best odds or deals. A well-executed paid search strategy is essential to convert customers who are ready to play and searching for the best opportunity.
SBC: What new campaign and intelligence metrics will ad:s paid search deliver to customers to help optimise campaign performance and overall ROI efficiency?
GP: We can compare any operators’ account, in any market, to our keyword benchmarking tool to help refine their paid search strategy. Having done the hard work of aggregating industry data, we can show the good and the bad of any account’s performance.
For example, one of our first alpha testing clients thought they were getting great value from their blackjack topic, but ad:s paid search immediately showed that they were bidding almost four times above the industry average. Using this information, we realised that their strategy for generic casino was not specific enough and was accidentally picking up blackjack related search traffic, which increased costs for the whole account.
SBC: Does paid search still offer the best value and ROI for campaigns?
GP: It can, when done the right way. But most operators view paid search in silo, so don’t optimise the things outside of the channel that have significant impact on performance. Understanding how factors like landing pages, customers’ post-click activities or CRM interact with both paid search and your wider marketing strategy is essential to get the most out of your campaigns.
With ad:s, Sportradar’s data and technology allow clients to achieve greater ROI by effectively targeting the right search topics to achieve maximum acquisition efficiency.
For further insights from Powell regarding Sportradar’s latest offerings, you can read the full interview on SBC News, here.
