Sports and gaming are some of the hottest industries in the world. If you own a site that specializes in these topics, it helps to have a marketing strategy that works.
Pay-per-click advertising is one of the best forms of marketing around, and one that will be useful to you no matter what kind of site you own. Here are some strategies that you can use to make the most of PPC ads for sports and gaming.
1. Make Sure That You’re Focusing on Mobile
Today, people handle a lot of business on their mobile devices. Since people watch sports, play games and bet on sports comfortably from their mobile devices, you need to make sure that your PPC ads cater to these customers. Lately, many people are using mobile devices to watch live sports, play games, or get together with friends and family remotely to watch events. Since many people can’t attend events in person, virtual event promotion ads have become huge. Using ads to promote a sports or gaming event virtually has grown recently.
More and more, mobile devices are becoming the preferred way to browse and do a number of activities. Knowing this, you should design your ads and strategies with a mobile-first approach. You want to make sure that the ad goes to a mobile friendly page, or an app download link. This way you can optimize your budget for targeting mobile users. Most PPC platforms will also allow you to select targeting ONLY mobile users, so your budget doesn’t go to desktop users.
2. Use PPC in Conjunction With SEO
Search engine optimization (SEO) is the most important form of marketing today. When you mix quality SEO practices with PPC you will be able to get the best of both worlds.
Using creative content is one of the best ways that you can draw people in using SEO. For instance, you can create a blog that breaks down the NFL draft or the best fight sports bets to make over the weekend. After this content is created, you can Boost a post on Facebook ads, or use Google Ads, or Outbrain and Taboola for content marketing ads. This will drive engaged users to your website that are interested in the topics your blog discusses. Re-using your amazing SEO content in PPC can help boost your content even further.
When you use well-researched keywords, this sort of content will get more attention from Google searchers. As a result, you’ll get more traffic and people will follow your content long-term.
Building this traffic and equity with SEO creates the perfect opening to knock it out of the park with PPC. You can bring in revenue to monetize the new influx of traffic that you’re receiving.
This also allows you to flex your creativity. The more engaging and creative your copy, the more likely people are to click your advertising links.
3. Research and Target Your Audience
Pay-per-click is more sophisticated today. You can’t just arbitrarily post ads and expect people to click through. Instead, you need to do more research into your audience to know who they are and what they desire.
This research will lead you to more sophisticated targeting that hits its mark. Sports and gaming offer the perfect opportunity to do this. While there is a lot of intersectionality between sports, there is also plenty of opportunity to specialize. In addition, when promote your game or gaming app, you can easily target people that use similar games or gaming categories on their apps or interests.
Someone interested in Mixed Martial Arts (MMA) content and advertising may not be keen on women’s volleyball or golf. The more that you learn about your audience, the more you can hone in on specific segments and then target them more effectively. Facebook, Native Ad Platforms, YouTube Ads, and Google allow you to narrow down your audience by interests to make sure you are showing relevant content to people actually interested in it.
This can be extremely effective when promoting a sports event, app, or game when you target the ad to show to people interested in that exact topic. Users already engaging with this content on Facebook, Twitter, YouTube, or other apps are much more likely to engage with your ad then generic demographic targeting or even keywords.
Make the Most of PPC Ads for Sports and Games
Without question, pay-per-click is a great way to market. It works in all industries today, not just sports. However, if you are planning to use PPC ads for sports or gaming, the words of advice above will help you out tremendously.
At Falcon Digital Marketing, we would be happy to offer you the best PPC management solutions in the industry. To talk to a specialist, get in touch with us today.