Bet365 comes out on top in World Cup clickshare battle

Bet365 comes out on top in World Cup clickshare battle

Thursday, August 2, 2018 Posted by Luke Massey
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Research from Adthena tracked the fight for SEO based supremacy

Adthena has reflected on the intense competition for clickshare at this summer’s World Cup, which highlighted the different SEO strategies adopted by the UK’s biggest sports betting operators.

The competitive intelligence specialists found that William Hill started the strongest, claiming a clickshare of 25% as Russia opened the tournament against Saudi Arabia in Moscow.

However, William Hill subsequently fell away, finishing up with a very minor share of the clicks as the likes of bet365 and Paddy Power began to exert their influence in the knockout stages.

The Stoke-based bet365 finished the tournament with a share of greater than William Hill’s opening 25%, while Paddy Power reached a peak of 15% on 1 July, the day that hosts Russia beat Spain and eventual finalists Croatia defeated Denmark.

The Irish bookmaker focused much of their SEO resources on England related terms, as the Three Lions embarked on an unlikely journey to the semi-finals in Russia.

Coral’s SEO strategy was also to ride the wave of positivity around Gareth Southgate’s side, boosting clickshare up to 15% of the overall clicks shortly before each England game.

Ultimately, football didn’t come home, but the basis of Baddiel and Skinner’s World Cup certainly made its mark on the English summer. In fact, William Hill, Ladbrokes and Coral each utilised the widely trending slogan in their ad copy.

Lorna Gill, UK Marketing Manager at Adthena, told “It’s always interesting to look back at an intense period of competitive activity, especially around sporting events. During the World Cup, Adthena observed a diverse range of competitors applying specific strategies in order to capture market share at key moments.

“The operators with the winning tactics were those who really understood the crucial betting periods and aligned campaigns to ensure they had the greatest ad visibility.”

Totally Gaming says: Adthena used the recent World Cup in Russia to gather data around how advertisers operate during the biggest sporting events. It’s hard to tell how much the unexpected English success impacted the SEO strategies on show, but it’s clear that ‘football’s coming home’ became a factor way beyond the confines of social media.


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