Maximising the Opportunity of Emerging Markets_Neil Fairweather
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MAXIMISING THE OPPORTUNITY EMERGING MARKETS 24/05/2012 Presented by // Marketing // to: Igaming Supershow Latitude Digital Marketing
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This session with demonstrate how to launch an effective search (paid search) campaign in a new territory. By May the Danish market is due to be fully regulated providing the perfect case study of how to launch an effective campaign in this territory from both an operator and affiliate perspective. Our expert speakers from top search agency, Latitude and search monolith, Google will present key takeaways and processes that need to be followed from an account set up, launch and market size perspective. Attend this session to get all the tools you need to prepare for the Spanish licensing decision which is also expected summer 2012.
Transcript of Maximising the Opportunity of Emerging Markets_Neil Fairweather
MAXIMISING THE
OPPORTUNITYEMERGINGMARKETS
24/05/2012Presented by // Marketing // to: Igaming Supershow
Latitude Digital Marketing
AGENDA
• Know The Market
• Account Structure
• Use Native Speakers
• Test & Innovate
KNOW THE MARKET
DENMARK
200k Sportsbook Impressions in April across
Mobile and Desktop terms
Spil the biggest native keyword
Odds and Bet the largest Volume
keywords in terms of Impressions
Mobile clicks are 45% Cheaper
CPC’s for top 2
terms £3-£5 on average
ACCOUNT STRUCTURE
RECOMMENDATIONS
• Best Practice Structure
• Create both Native and UK creative’s & Keywords based on demand
• Identify Key Sports, teams and events
• Test and refine
AccountDenmark
Sportsbook
Danish Top Terms
Campaign
Bet Exact (Danish) Ad
Group
SpilVæddemål
Handball Campaign
Handball Exact Ad
Group
Handball Odds, odds
på håndbold
Casino Poker
USE NATIVESPEAKERS
• Have to be native!
• Tailor Content
• Monitor trends
• Test and Trial
INTERNATIONAL SUCCESS
• High CTR (Over 9%)
• Exceeded Account targets by over200%
• CPFA’s over 60% lower than target
• Optimisations across Mobile, Tablet and Desktop
All of which enables competitive advantage…
WHY CONSIDER SPAIN?
• 38% of 44 million citizens have fixed line connections
• One of largest mobile communications market – 64% playing games on mobiles
• Market size in 2010 estimated at EUR 465million
• Expected to grow to EUR 680million in 2015
KEY TAKEAWAYS
• Know The Market
• Account Structure
• Use Native Speakers
• Test & Innovate
CONTINUE TO INNOVATE
MAXIMISING THE OPPORTUNITY
