A quick review of our SEO & PPC Workshop at Betting on Sports Europe

Last week, Blueclaw’s senior team ran a comprehensive Digital Marketing workshop at Betting on Sports Europe – video below!

Split into two parts – the first focusing on SEO and Link Building and the second PPC and Data – the workshop saw our award-winning senior team share their knowledge and skills of cutting-edge digital marketing techniques for both operators and affiliates.

Part 1: How to Utilise Digital PR and Link Building to enhance your SEO Performance

Our Senior SEO Lead, Jordan, and Online PR Campaign Manager, Natalia, kicked off the workshop with an in-depth discussion on how to utilise Digital PR and Link Building to enhance SEO performance. 

From an SEO perspective, Jordan covered the impacts of recent Google updates, including E-A-T, and focused heavily on the importance of analysing your markets and using prominent SEO tools to review Google’s “Page Rank” factors to better inform and customise effective campaign strategies.

Alongside Jordan’s insights, Natalia was quick to shine light on the biggest challenges digital PR’s face, the importance of doing your research, successful content themes for iGaming and betting brands, the benefits of utilising audience insights, and how to execute and measure ideas in a successful manner. Additionally, Natalia provided a peak into Blueclaw’s tried and tested approach to organically building links through Content Marketing and PR. 

Part 2: Automation vs Humans: Which Is Best to Leverage Performance from Your PPC Strategy?

Leading the second half of the workshop, our Paid Media Lead, Emilia, and Senior Data Insights Manager, Vignesh, covered the topical area of Smart Bidding and the balance between automation and human management.

Focusing on how Smart Bidding can be utilised by Sports Betting operators and affiliates to save time and effort, Emilia covered the advantages and disadvantages of automated bidding and compared them to the human process of bidding manually. She also touched on the ways in which automation can be used to discover keywords in a Dynamic Search Ad campaign and highlighted the advantages of implementing a strategy that utilises both Automation and manual management, particularly when it comes to finding new keywords and saving valuable time. 

To complement Emilia’s presentation, Vignesh jumped in to discuss a happy medium between Automation and manual management – Google Ad Scripts and API’s within the context of sports betting. Focusing heavily on Countdown Scripts and Google Ad Scripts With Ad Customizers, Vignesh covered a handful of ways operators and affiliates could implement scripts into their strategy. He also went on to discuss Betting Metrics to Inform Paid Search Campaigns.

For more information on any of the content mentioned above or to discuss any of the tactics highlighted within the workshop, please feel free to reach out and book a non-obligatory chat with our senior team – https://www.blueclaw.co.uk/contact/.