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  1. #1
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    Adwords - Simply too expensive?
    I used google adwords keyword planner to estimate the cost of a top keyword for the sports betting market - "football betting tips"

    From the keyword planner a daily budget of EUR 20 will give me between 0 and 4.3 clicks per day - best case scenario each click will cost me EUR 4.65 (plus tax?).

    Obviously this is not doable whatsoever as the top 2 paid results are ladbrokes.com and paddypower.com, both of which have an annual turnover in excess of EUR 1,000,000,000.

    The 4th organic result was a site with soccer in the URL. How they managed to rank so highly is admirable considering their parent company is based in the United Kingdom where the locals always search for 'football' and almost never 'soccer'.

    This is the main keyword I want to rank for, but it will have to be done without adwords.

    There is a small site I know of for a while that definitely does not pay for advertising which ranked number 3 however that is from a journalist that writes for a major Scottish newspaper.

    I am trying to develop a strategy to maximize my exposure for this keyword in the UK and Ireland. If anybody could give me useful advice that would be greatly appreciated.

    Thanks.

    Last edited by Phil Kaufman aka AffiliateHound; May 21st, 2014 at 08:09 PM. Reason: Image re-sized

  2. #2
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    You might want to fix the width of your image attachment so the text above is readable - it's getting cut off due to the image size problem.

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  4. #3
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    Now that should be the correct size for readers hopefully.

  5. #4
    Beachy Bill's Avatar
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    Now that should be the correct size for readers hopefully.
    Still too wide at 1080 px. Should be reduced to under 700 (or so).
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  6. #5
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    There must be a maximum length of time after which I can't edit the post further.

  7. #6
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    But to answer your question - you're trying to get into an ultra-competitive niche with high margins and a huge number of players. Since the barrier to entry is so low for online marketing sites like yourself, the number of competing sites is high.

    Not saying that paid advertising won't work - you just need to do the math on how much a click is actually 'worth' to you in terms of your conversion rate and your pay structure. Far better to pay $14.50 for a $15 lead then to forgo it entirely.

  8. #7
    ABW Ambassador isellstuff's Avatar
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    Quote Originally Posted by robgurley View Post
    Far better to pay $14.50 for a $15 lead then to forgo it entirely.
    Yikes, I don't have the guts for that considering you don't know the reversal rate. IMHO, your level of expertise and amount of available funds should determine how you proceed.

    Try to understand the characteristics of your target audience. What websites do they hang out on? Can you buy low cost advertising on these related websites? Banner ads combined with consumer targeting info can allow you reach your target audience. e.g. show my banners to males in the UK who have an affinity for gambling and football. Sometimes you reach people indirectly by association, e.g. people who bet on football also enjoy (fill in the blank drinking, pubs, the lottery, fantasy football, a particular tv show, movie, etc) The point being that your target PPC term is too expensive, but showing a banner ad to someone while they are on a sports website not related to gambling might be super cheap.

    Its hard for me to give concrete advice given that the US is very anti-online gambling (and really sports betting in general outside of designated casino areas and the state of Nevada).
    Merchants, any data you provide to Google Shopping should also be in your affiliate network datafeed. More data means more sales!

  9. #8
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    Quote Originally Posted by isellstuff View Post
    Yikes, I don't have the guts for that considering you don't know the reversal rate.
    Haha - yeah, I guess I'm assuming that your reversal rate is factored into your lead valuation. I'm definitely more experienced in the B2B field, where contracts are a bit more cut and dry and credit card charge-backs are virtually non-existent.

    Gambling scares me a little bit - never give yet another regulatory authority an excuse to pinch your accounts.

  10. #9
    Moderator MichaelColey's Avatar
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    The main broad keywords often aren't worth going after, but if you can find some good long-tail keywords, they will likely be MUCH less expensive.

    Also, don't think it's essential to have the top spot or even the first page. If all you can justify spending on a click is $0.50, bid it and see where you fall. For a high volume keyword, you may still get enough traffic to be worth your while even on the second page.
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