Understanding Paid Search with George Powell, Head of Paid Search at Sportradar: An Overview of How it Works and Expected Results for Operators

Paid search is a crucial component of any successful digital marketing strategy, especially for operators in the sports betting industry. To shed light on this topic, we spoke with George Powell, the Head of Paid Search at Sportradar, a leading provider of sports data and betting solutions.

Paid search, also known as pay-per-click (PPC) advertising, is a form of online advertising where advertisers pay a fee each time their ad is clicked. This form of advertising allows operators to bid on keywords related to their business and have their ads displayed prominently in search engine results. When done effectively, paid search can drive targeted traffic to a website, increase brand visibility, and ultimately lead to conversions.

George Powell explains that paid search works by targeting specific keywords that are relevant to the operator’s business. When a user searches for those keywords on a search engine like Google, the operator’s ad is displayed at the top of the search results. The operator only pays when a user clicks on the ad, making it a cost-effective way to reach potential customers.

In terms of expected results for operators, George Powell emphasizes the importance of setting clear goals and tracking key performance indicators (KPIs) to measure the success of paid search campaigns. Some common KPIs for paid search include click-through rate (CTR), conversion rate, return on ad spend (ROAS), and cost per acquisition (CPA).

George Powell also highlights the importance of continuously optimizing paid search campaigns to improve performance and maximize ROI. This includes testing different ad copy, keywords, and targeting strategies to identify what works best for the operator’s specific goals.

Overall, paid search can be a powerful tool for operators in the sports betting industry to drive traffic, increase brand awareness, and ultimately boost revenue. By understanding how paid search works and setting clear goals, operators can expect to see positive results from their campaigns with the help of experts like George Powell at Sportradar.