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Coral is a leading high-street bookmaker in the UK and as part of the Gala Coral group forms part of one of the pre-eminent integrated betting and gaming companies in Europe.

Cheltenham 2013

The Cheltenham Festival is one of the main fixtures in the annual Horse Racing calendar and one of the most cut-throat periods for online advertising in the UK gambling sector. Here’s how we managed to stay one step ahead of the pack and achieve record numbers for Coral Interactive!

With every bookie in the UK out to get their share of the app. £150 million gambled during the 4-day festival, one of the main challenges was to maintain campaign relevancy at all times and ensure our PPC ads were in sync with broader above-the-line brand messages.

Our main objective was to leverage the hype around Coral’s core offer whilst maximizing signups within a set budget and target CPA.

We’ve seen a huge improvement not only with our results but also in gaining valuable insights and knowledge into how paid search can play a key role in driving our business forward. TMI and the team have proven themselves to be a completely dedicated resource who are always on hand to provide analysis, advice, honest opinion and foresight.
Mike Dodgson, PPC Manager
Account Expansion
Dominating Mobile
Test, Test, Test
Account Expansion

With so much interest in the festival, it was crucial that we had a clearly defined plan for each stage of the event – from the ante-post market to intra-day query spikes around runners and winners.

Thus we need to have a cohesive build which ensured we had full control over what keywords were driving traffic and modify our exposure on these in-line with performance targets…

The result – close to 20 000 additional keywords!

Dominating Mobile

This was the first time we ran Cheltenham with Google’s Enhanced Campaigns which allowed us much greater flexibility around bid upweights and mobile targeting options.

The result was a massive jump in mobile acquisition numbers!

Thanks to clever url formats we were able to retain device-level tracking and had up-to-the-minute conversion statistics throughout the 4 day festival!

Test, Test, Test

With so much going on during the festival, it is crucial that Coral stayed ahead of the pack and ensured it’s ads and offers remained relevant and market-leading!

As such, we had a super-granular testing matrix set up around core messages, offers and landing pages and were able to switch between these in real-time to ensure we were live with the most enticing offers.

Using heatmap analysis around impression spikes, we could ensure we focused on times were there was the most interest and avoided periods with less betting intent.

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