Challenge
ActiveWin has enjoyed an amazing partnership with Betfred since 2013. Our remit was to help this high-street bookmaker evolve its digital presence via multi-channel campaigns. Mission accomplished. With 22 of the 25 most expensive Google keywords in the UK being igaming related, it is the most competitive industry in paid search. ActiveWin’s continual challenge is to help Betfred compete with top global gaming operators. ActiveWin set about creating an omni-channel strategy, including PPC, paid media, retargeting, CRM, content marketing, social, affiliate marketing, branding, VOD, and technical SEO.
Solution
Betfred’s digital properties became antiquated, which affected acquisition across multiple channels. Full site migration to a new mobile-responsive site was executed in conjunction with Degree53 while creating more than 200 sports events pages for specific betting related keywords. Then, bespoke landing pages were tested for CRO. This not only generated enhanced acquisition but defined a clearer user journey from the initial search to placing a bet. At the same time, all URLs on the Betfred site were redirected to the new platform, ensuring no existing organic traffic or ‘link juice’ was lost.
Results
Betfred now appears on page one of Google search engine results pages (SERPs) for top search terms and is consistently dominant rankings in what is regarded as the most competitive industry online. Betfred continues to successfully compete against much bigger brands in the UK and elsewhere. This is demonstrated in blended results for Betfred PPC, paid social, paid media, affiliate marketing, CRM, content, and SEO. 68% increase in Deposits 26% increase in Revenue 98% increase in ROI
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