Case Studies - William Hill - Live Betting Odds

Case Study

Live Odds in Creative
with William Hill

William Hill is a gambling brand with services including sports betting, online casino, online poker, and online bingo.

The challenge

Odds Promotion

Competitive odds are one of the most powerful mechanisms for attracting bettors to William Hill and therefore one of best messages for ad copy. William Hill hadn't used odds effectively in messaging due to how often they change and the difficulty in keeping copy up to date.

Event Specific

A second complicating factor to this is the fact that the odds and betting offers are often unique for each sports fixture. Given that there are 100s of live fixtures available to sports bettors daily, maintaining event specific copy was an incredibly time consuming task.

Dynamic Offers

To make matters even more complicated, the offers for each fixture would change through the run up to the fixture and during the fixture itself. These would often be the most compelling offers available and it was important to promote them in copy.

The approach

Our solution was to build a custom tool that connected with the William Hill site API that would allow us to update ad copy in real time.

API Connection

Using our technology, we built a real time connection to the William Hill API that would allow us to collect all of the live fixtures, offers and odds directly from the William Hill site. This data was then collected into a Google Cloud instance and sorted into a readable table.

Dynamic Ad Template

We designed a Google Ads copy template with placeholders that would be auto populated with the information that we captured from the William Hill website. The template was designed with fall back copy in case we had any technical issues with the live data.

Auto Copy Changes

We then built a second API connection from Google Cloud through to Google Ads. This would review the live data that we collected from the website and use this data to update our live ad copy, as and when it was required, without any need for manual intervention or management.

+ %

improvement in Clickthrough Rate

Increased interest

Inserting live and up to date offers translated into greater interest and engagement for searchers. This generated an uplift in traffic directed through to the site.

- %

reduction in Cost Per Click

Reduced costs

The improvements in clickthrough rate helped to improve quality score, which in turn helped us to reduce the average cost per click captured through our search.

+ %

improvement in Conversion Rate

Greater returns

Not only did we managed to generate more traffic to site, we also managed to convert that traffic at an improved rate by consistently promoting the best odds.

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