CASE STUDY
Live Odds in Creative with William HillWilliam Hill is a gambling brand with services including sports betting, online casino, online poker, and online bingo.
June 15, 2023
+26%Improvement in Clickthrough Rate
Propel services used
Campaign Automation| Data Visualisation| Paid Search| Shopping Ads| Tech
Team members involved
Jack GossingtonCo-Founder / Head of Technology
Rob SimpkinsCo-Founder / Head of Service
Kai LohSolutions Engineer
The Challenge
Odds PromotionCompetitive 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 SpecificA 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 OffersTo 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 ApproachOur 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.
The Results
Improvement in Clickthrough Rate
+26%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
-18%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
+11%Greater returns
Not only did we managed to generate more traffic to the site, but we also managed to convert that traffic at an improved rate by consistently promoting the best odds.
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