Interactive sports betting is a very competitive niche. It is getting more and more difficult for any betting website, especially for a new one, to get some traffic. Marketing plan and advertising are essential in this case because an online bookmaker needs to generate revenue.
The SEO.UA company experts have developed several strategies, which have proved to be efficient practically and can be used as a basis.
Marketing for bookmakers: types of strategies
How to take a bookmaker to new profit margins? There are various plans for this. Here are the six best marketing strategies for betting operators.
- Focus on a product – improvement of the website operation, staff.
- Attractive line of interactive bets – the creation of the line with high odds and multiple events.
- Collaboration with CPA networks – paid acquisition of leads from affiliates.
- Entering the retail vertical – in addition to the website, opening of betting shops in legal jurisdictions.
- Focus on high-quality creative materials – gaining profit based on creative advertising and wide outreach of video ads.
- Promotion via online storefronts or portals – brand placement on bookmakers review websites.
How to advertise betting on the web?
The betting business will generate profit for its owner only if it has customers and its brand is recognizable. This requires a top-class advertising campaign. What tools to use for web marketing and other promotions?
- Outdoor advertising of bookmakers – banners, posters, branding, brochures, merch, and other promotional items allowed by the jurisdiction’s law.
- SMM – marketing on social media networks. Facebook, Instagram, TikTok, where accounts, groups, or communities are created.
- Contextual (PPC) advertising – Google Ads or Yandex.Direct is used for this. The ads are displayed only to the “warm” or “hot” audience.
- Affiliate marketing – the collaboration with affiliate programs based on which a bookmaker pays a fixed fee for an acquired lead to a webmaster.
- Search engine promotion. It is a rather effective advertising method. Let’s consider it in more detail.
How to promote bookmakers’ websites in search engines
It is undoubtedly a separate vertical. SEO, or search engine optimization, is a set of measures taken for the improvement of a bookmaker’s ranking in Google’s organic search results and other systems. The search traffic is the most valuable and high-quality, that is why for acquiring constant leads, it is necessary to focus on the organic promotion of a bookmaker website. It will allow users to find the website via keywords.
However, it is better to be cautious with this as the promotion of bookmaking services has some legislative restrictions. Even legal bookmakers face various obstacles across countries. It is important to consider the following things while promoting betting:
- Check whether a bookmaker uses mirror sites.
- Coverage – in what countries the brand is promoted, geo peculiarities.
- Company’s legality – the possibility of a ban in different countries.
What are the peculiarities of a bookmaker website promotion? The majority of such online platforms aren’t intended for publishing big texts. That is why the main task of the SEO expert is to collect the maximum possible semantic core, work on the website’s quality, usability, and link building.
It is worth mentioning that the promotion of bookmakers’ websites is also the promotion of blogs or sports portals related to the topic. In this case, it is better to promote via texts and inbound links purchased on trusted websites.
How to promote betting websites
Any promotion starts with a technical audit. Based on its results, SEO specialists begin to revise coding and other errors. Usually, search engine optimization includes the following steps:
- Analysis of competitors and search engine results.
- Collecting the semantics and writing promotional texts.
- Link building.
- Monitoring of ranking and traffic.
- Providing the widest coverage of the target audience.
- Regular reporting.
How to determine whether a website has a top-notch promotion? It is very simple. Here are the main signs that the SEO specialists do everything correctly:
- Traffic growth on a bookmaker’s website.
- More visitors – more leads.
- Brand recognition.
- The website pages rank considerably higher in the search results.
- A website has optimized content (photos, videos, texts).
If you don’t use all possible channels for traffic acquisition, if your website is sanctioned, if it doesn’t have commercial factors, or you are simply not satisfied with the current ranking – you need to get in touch with experienced specialists for website promotion.
Read more: Betting Affiliate Programs
