On the latest episode of iGaming Daily, the show’s SEO expert, Ivana Flynn, was joined by Aline Oliveira, Head of PPC at ComeOn, and Filip Janczak, Co-Founder & Head of Performance Marketing at Creatos Media, to discuss the importance of Pay-Per-Click in marketing.
On its importance, Filip said: “With PPC, you can see the results pretty much straight away, it’s one of the best and the easiest tools to have within your marketing arsenal. It works well with SEO and other channels as well.
“It’s always bottom of the funnel and mid-funnel as well because of the PMax. I always say you have to do a branding campaign as it will catch all the customers who are actually googling you. So not having a search campaign you risk losing that space to your competitor or someone else. I’ll say anywhere that you can advertise, use PPC.”
Aline agreed that PPC is “an essential part of any digital strategy”, especially in the gaming industry.
Filip also warned that in order to have the most effective marketing campaign you need to use testing to ensure that strategies like PPC are working as expected.
“Testing is what you do with performance marketing, whether that’s PPC or any other channel,” he explained.
“You have to test as what works for one operator might not work for another. [For example], in the UK most of the operators will have similar slot games and they might advertise those slot games with other competitors and there’s no way around it.
“So you have to be very competitive and make sure that you leave a bit of a profit margin for yourself.”
Aline also noted that it is important to consult with local experts to ensure that SEO content is appropriate for the audience you are trying to reach.
She said: “Localisation is a key point. This was an essential part of our strategy when we entered Ontario because as much as we have a team and they’re all English speakers, it’s a completely different market from the European market so we worked very closely with local consultants to provide the sort of language and understand the difference in each specific area.
“Even though [Ontario] is a small area, there are, I would say, different sorts of ways that people search and speak as well. So I think this was essential for us entering the market and adapting along the way. “
