Part 6: Search Volumes & Keyword Trends

This series, we will be looking at how to identify the PPC budget among various keywords sets, which further refine the distribution of your PPC buget.Search volumes and keywords trends are an effective way to gauge how your PPC budget should be divided up among different campaigns.

Among the four major iGaming verticals, poker appears as number one in terms of the search terms with bingo, a distance second and casino close behind bingo, ahead of sports betting. Therefore, operator promoting these games should consider placing their budgets according to these groups to maximize their gains.



Once your PPC budget is distributed according to the vertical you want to target, it is important to further divide them into keywords sets. Google offers a number of tools wuch as Goodle Insight which helps to identify keywords popularity and competitiveness, and hence enables us to determine whethere the keyword is essential or vice versa.



On the other hand, Goodle Insight also helps to identify up and coming keywords. This tool enables used to keep aheard of emerging search trends while offering added exposure to new players.

Secondly, keyword trends helps to give insight onto changes in average CPC. For instance, the buzz around a film such as James Bond’s “Casino Royale” can cause an increase in the average CPC of casino-related keywords. By identifying the fluctuation cause and effect, PPC marketers can maximize returns by temporarily dropping the broader keywords affected by such trends (such as “casino”), or focusing on more specific, “long tail” keywords in the meantime (such as “casino games”).

Once PPC traffic begins passing through the custom URL, the marketer can view the full detailed reports on the players, deposits and revenues being generated by each key phrase which then allows the PPC marketer to determine which players are attracted by which keyword, including which keywords bring in the most profitable players.



In summarym, it can be concluded that:
a) Identify verticals that your want to target and at teh same time dividing your investement into predominant areas if your want to promote more than one verticals.
b) Do careful evaluation on your budget for each of the verticals.
c) Further divide your budget according to keywords sets.
d) Make full use of the tools like Google Insight to determine useful keywords.
e) View full detailed reports on the players, deposits and vernues generated by each key phrase using PPC reporting.

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