them to assess their own performance against market trends and user interests. Tis is the core of the tool, then we have layered technology on top so performance executives can easily fine tune campaigns to deliver and optimal efficiency.
Using Sportradar data and industry experience, we’ve conducted keyword research and benchmarked over 400 betting related topics in different languages against industry standards of performance. Tis groundwork means we can position operators’ performance for each individual search category against this information within 24 hours, sparing them from manually researching hundreds of thousands of search terms.
Google quality scores, which reduces costs. With MrQ, we realised their targeting and positioning of their blackjack offering was not as strong as other topics on the search engine results page (SERP), when compared to the aggressive strategies of some of their competitors.
So, we redistributed this spend to other topics like casino and slots – a simple tweak that saved tens of thousands on monthly marketing spend. Tis data-driven approach allowed MrQ to streamline their paid search strategy to deliver 250 per cent more growth when scaling campaigns, reduce cost-per-acquisition by 18 per cent, and increase Google Quality Scores by 50 per cent.
With the world becoming super focused on using generative AI in ad platforms, it’s easy to lose focus on what really makes search engines powerful and that’s the keywords behind each search. We can learn a huge amount from search terms and the performance metrics associated with them, which enables us to really understand the behaviours of users and how they interact with the iGaming vertical.
From there, we can continuously refine their topics and strategy to improve search performance in-line with trends and user interests. What benefits do proprietary marketing tools like topic management and keyword benchmarking offer over conventional approaches?
Rob: Sportradar’s topic management and keyword benchmarking provide crucial visibility into performance. Paid search is a broad and complex marketing channel, so these insights are invaluable for a deeper understanding of performance. Te combination of these tools and Sportradar’s experts makes performance easy to manage, allowing us to focus on building the MrQ brand with the confidence of knowing that paid search is aligned with our objectives.
Could you provide examples of how these tools have directly contributed to improved ad performance and higher conversion rates?
George: Ads that are more relevant to user searches achieve higher 40
In what ways does the efficiency of paid search complement other digital marketing channels within holistic ad:s marketing service?
George: Digital channels don’t exist in silo. So, when the other channels in Sportradar’s marketing service, like programmatic and paid social perform well, we see an uplift in paid search. Tis can be through improved conversion rates, if customers have more digital interactions with an operator and recognise their brand more. Or purchase intent can be created elsewhere to incentivise users to “Google” a certain topic.
Paid search also identifies peak times when interest in specific operators or topics occur. Search is always “on” so gets consistent data, meaning it's a reliable source of trends and changes, and provides insights into which other channels are effective.Ultimately, data tells a story, and search is a key piece of the puzzle that complements the efficiency of other channels to deliver well- rounded campaigns.
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