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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.
The objective was to prove that we could both increase spend volume whilst maintaining or decreasing CPA over the course of the financial year, against a challenging CPA target which was around 27% lower than the industry standard. This target was even more challenging given that the Casino vertical has seen immense pressures on CPC’s over the last 18 months, with some of them reaching upwards of £150/click!
With limited initial budgets, the decision was made to focus on making each click count, with a extremely focused approach around maximising conversion rate, lowering CPCs by focusing on long-tail terms to avoid the most expensive auctions, and maximising Quality Score.
Initially, we identified and added 13,120 long-tail Keywords to the account. To ensure bid’s were aggressively optimised, we utilised DoubleClick Search Positional Bid rules, which gave us up to 2 bid changes per hour across the entire build!
We further optimised both conversion rate and Quality Score by introducing granular, highly customised landing pages across the account. In conjunction with the client, we produced landing pages specific to casino games such as roulette and blackjack, and individual slots games.
We wanted to make CTR as high as possible to both raise Quality Score and hence drop CPC, and to drive sufficient long-tail click volume. To achieve this, we used highly customised and relevant Ad Copy which resulted in us compiling 2800 unique ads in the account across 3000 active ad groups.