Part 4: Diversify your PPC campaign budget accross the markets.

This series, we will venture into dividing your PPC budget across various markets.

Once PPC budget is set and the tools for monitoring are funcitoning well, you can then decide on how to distribute your budget across the different search engines. While each search engine is open to different markets and has different market shares within each of those markets, your PPC budget should also be set according to the:
a) markets that your are targeting
b) search engines that allow PPC in those markets, and
c) respective market share of each of those search engines.

First and foremost, targeting a market with PPC ads can be done using top search engines in that market. Figure below shows the tops 5 search engines in 2 major Engligh-speaking markets, the UK and Australia. From the figure, it can be seen that Goodle has predominantly taken over the search engine title in major Enligh speaking markets, and secondly, Google is both the first and the second most popular search enginve in both the UK and Australia; its country level search engine is number one and its .com engine is number two. Hence, operators who wish to leverage PPC as an acquisition channel should take note of two key observations from the figure shown.



Therefore, any PPC campaign which target players in the UK should have a large budget invested in Google Adwords as it draws the majority of the search traffic. Conversely, there are also many other large search engines in every market elsewhere, hence, operators should invest a portion of their PPC budget that is proportionate to those search engines’ respective market shares.

In markets where Google.com is the number two engine, it is wise for the marketers to invest their budget there. One major drawback is that Google is only re-opening Adwords to onine gambling in selected countries and only to specific countries such as Google.co.uk or Google.com.au. Therefore, it is only advisable for to locate the version of Google Adwords that is open to online gambling ads before placing an investment in it.

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