Sports betting operator wins big with TrafficGuard

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A leading European bookmaker was running Google pay-per-click (PPC) campaigns to increase new customer acquisition. After testing with TrafficGuard they could see that 43% of their budget was being lost to invalid traffic, mostly to existing customers who were using the operator’s brand search terms as a front door to reach their website and log in. These existing customers were cannibalising the performance of the brands keywords and were costing them thousands of Euros per week.

This wasted budget was not contributing to new incremental growth and was increasing the customer acquisition cost of existing customers.

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The Solution

After implementing TrafficGuard’s PPC solution, the operator was able to set custom click frequency thresholds based on click frequency data in the TrafficGuard dashboard. This meant these returning users would be served a maximum of 3 PPC ads per day, limiting the amount of budget being used on them as they offer no incremental value. Instead, the saved budget could then be spent on reaching new customers.

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The Results

After implementing TrafficGuard, invalid traffic was reduced significantly. After 3 weeks, TrafficGuard’s real-time invalid traffic prevention resulted in:

• The average cost per conversion decreased from €246 to €141, a decrease of 42.4%.
• TrafficGuard was able to deliver an ROI of 12X. That is before you take into account the incremental revenue opportunity of reaching new users and their lifetime value.

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