uk gambling insights trends

Insights from Bing Ads 2015

GamblingUK

What trends are we seeing in Gambling on Bing Ads?Search patterns in 2014-2015

Gambling traffic on Bing Ads is fairly strong throughout the year, particularly in August to

September

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep2014 2015

40%

50%

60%

70%

80%

90%

100%

110%

120%

130%

Gambling Bingo Casino Poker SportsbookOverall

Gambling: 9%, Bingo: 6%

Gambling, Bingo: 11%Casino: 18%

Casino: 10%

Poker: 7% Sportsbook: 16% Poker: 10% Sportsbook:

11%

Poker searches start early in January whilst Casino searches pick up in February. Sportsbook is a big player during the summer with volume peaking +16% from March to June. August continues to be a hot month for all gambling categories.

Monthly search volume trend for overall gambling and key subcategory

Monthly search queries with gambling and respective sub-category search intent indexed to the average monthly search volume for the period Sept 2014 – Sep 2015

PC: +25%Mobile: +28%Tablet: +10%All Up

GamblingBingo Casino Poker Sportsbook

PC: +17%Mobile: +67%

Tablet: +6%


Tablet: +7%


Tablet: -6%

PC: +13%Mobile: +7%

Tablet: +14%

Monthly search queries with gambling and respective sub-category search intent indexed to the average monthly search volume for the period Sept 2014 – Sep 2015

Year-over-year volume increase in Sep-15 across categories, split by device

• Casino related search queries see the highest increase in PC volume year-over-year in Sept 2015.

• However Bingo related search queries see the biggest mobile volume increase year-over-year.

• For Poker users, tablet activity actually drops 6% year-over-year in Sept 2015.

Bingo players are using their smartphones more year-over-year

Which Gambling categories are the most mobile?

3 in 10 Gambling searches are made on mobile devices

Device share & day of the week trends for gambling & key sub category queries, Bing and Yahoo sites, UK Sep 14-Sep 15

More than 45% of the searches relating to Sportsbook are made on mobile devices, whilst PC dominates Bingo with more than 80% search contribution.

Gambling Sportsbook Casino Poker Bingo

68%54%

68% 68%81%

10%14%

8% 9%7%22% 32% 24% 23% 12%

PC Tablet Mobile

When do our users gamble?Key days of the week for Gambling related searches

M Tu W Th F Sa Su

13%

14% 14% 14%

15% 16%

13%

Friday & Saturday are the most popular days for Betting & Gambling with more than 30% of searches taking place on those two days.

Overall

Impressions & click share by ad positions for gambling & key sub-categories, Bing and Yahoo sites, Sep 2014 - 15

Position 1 is critical to capture clicks in the gambling sector

43% of impressions & nearly 90% of clicks are from Mainline Position 1.Mainline position 1 dominance is the highest for Sportsbook category, with over 90% of clicks and 57% of impressions.

Sportsbook

Bingo

Poker

Casino

Gambling

Sportsbook

Bingo

Poker

Casino

Gambling

Clic

ksIm

pres

sion

94%

88%

84%

75%

89%

57%

39%

40%

37%

43%

4%

8%

12%

15%

8%

24%

26%

30%

28%

26%

1%

3%

3%

6%

2%

11%

19%

18%

19%

17%

Mainline 1 Mainline 2 Mainline 3 Mainline 3+

Overall

Overall

Gambling & key sub-categories searches split by age and gender, Bing & Yahoo sites, Sep 2014 - 15

Nearly 70% of gambling related searches are from those aged 35-64.Interestingly, Casino is also very popular with the 25-34 year olds.

Generation X: Our Gambling audience on Bing Ads

Poker and Sportsbook related searches are dominated by men. However Bingo searches are predominately made by women.

Age Group Gender

Bingo

Casino

Poker

Sportsbook

Gambling

28%

32%

30%

25%

29%

43%

23%

28%

41%

38%

27%

21%

18-24 25-34 35-49 50-64 65+

73%

48%

27%

29%

53%

27%

52%

73%

71%

47%

Female Male

Overall

Mob

ile

Tabl

et PC

Mob

ile

Tabl

et PC

Mob

ile

Tabl

et PC

Mob

ile

Tabl

et PC

Mob

ile

Tabl

et PCGambling Bingo Casino Poker Sportsbook

15% 14%16%

11% 11% 11%13%

11% 11%

16% 17% 18% 19%17%

22%

Average CTR & CPC for key Gambling categories: Brand Terms

Brand terms in the Gambling sector have a CTR of 15% and an average PC of £0.79

Average CPCs & CTR across gambling and its key sub-categories for the period Sep 2014-Sep 15, Bing and Yahoo sites

Avg. CTR Avg. CPC

Overall

Mob

ile

Tabl

et PC

Mob

ile

Tabl

et PC

Mob

ile

Tabl

et PC

Mob

ile

Tabl

et PC

Mob

ile

Tabl

et PC

Gambling Bingo Casino Poker Sportsbook

£0.76 £0.80 £0.80

£0.52£0.63

£0.49

£1.78 £1.75 £1.79

£0.63 £0.67£0.78

£0.11 £0.15 £0.16

OverallOverall

Average CTR & CPC for key Gambling categories: Generic

Average CPCs & CTR across gambling and its key sub-categories for the period Sep 2014-Sep 15, Bing and Yahoo sites

Avg. CTR Avg. CPC

Overall

Mob

ile

Tabl

et PC

Mob

ile

Tabl

et PC

Mob

ile

Tabl

et PC

Mob

ile

Tabl

et PC

Mob

ile

Tabl

et PC

Gambling Bingo Casino Poker Sportsbook

£6.42

£8.82 £8.68 £8.09

£10.77

£8.55

£11.21

£13.51£13.67

£4.63

£9.08£10.26

£1.74 £1.91 £2.24

Mob

ile

Tabl

et PC

Mob

ile

Tabl

et PC

Mob

ile

Tabl

et PC

Mob

ile

Tabl

et PC

Mob

ile

Tabl

et PCGambling Bingo Casino Poker Sportsbook

4%

6%

4%

5%

6%

3%

5%

6%

3% 3%

4%

3%

4%

6%

5%

Overall

Generic terms in the Gambling sector have a CTR of 5% and an average PC of £7.97

Branded Gambling searches are cheaper than last year

Average CPCs have dropped YoY in Sep-

15:

Sportsbook51%

Poker48%

Bingo31%

Casino27%

KPIs across key gambling sub-categories, Bing and Yahoo sites only, Sep-14-Sep-15

Avg. CPC & CTR trends by gambling category for Branded searches


0%

2%

4%

6%

8%

10%

12%

14%

£0.00

£0.10

£0.20

£0.30

£0.40

£0.50

£0.60

£0.70

Bingo


0%

2%

4%

6%

8%

10%

12%

14%

£0.00

£0.50

£1.00

£1.50

£2.00

£2.50

Casino


0%

5%

10%

15%

20%

25%

£0.00

£0.20

£0.40

£0.60

£0.80

£1.00

£1.20

Poker


0%

5%

10%

15%

20%

25%

30%

£0.00

£0.05

£0.10

£0.15

£0.20

£0.25

SportsbookAvg. CPCAvg. CTR


0%1%2%3%4%5%6%7%8%9%

£0.00

£0.50

£1.00

£1.50

£2.00

£2.50

£3.00

£3.50

Sportsbook


0%

1%

2%

3%

4%

5%

£0.00

£2.00

£4.00

£6.00

£8.00

£10.00

£12.00

Poker

Generic Gambling searches are mostly cheaper than last year

Average CPCs have dropped YoY in Sep-

15:

Poker32%

Bingo21%Casino3%

Sportsbook+35%

Avg. CPCAvg. CTR


Avg. CPC & CTR trends by gambling category for Generic searches


0%

1%

2%

3%

4%

5%

6%

£0.00

£2.00

£4.00

£6.00

£8.00

£10.00

£12.00

Bingo


0%

1%

2%

3%

4%

5%

6%

£0.00£2.00£4.00£6.00£8.00£10.00£12.00£14.00£16.00

Casino

Top 10 search terms across key Gambling categoriesA list of the top 10 gambling queries by search volume, Bing and Yahoo sites, Sep-14 – Sep-15

PokerBingo1. bingo2. bingo sites3. online bingo4. free bingo5. free bingo no

deposit6. new bingo sites7. bingo games8. Online bingo sites9. bingo no deposit10.bingo online

1. casino2. roulette3. slots4. cards5. online slots6. free slots7. blackjack8. backgammon9. phone casino10.online casino

1. poker2. online poker3. poke4. poker hands5. free poker6. poker games7. play poker8. free poker games9. texas holdem poker10.poker sites

Casino Sportsbook

1. bet calculator2. free bets3. betting sites4. betting5. horse racing results6. horse racing7. racing tips8. horse racing fixtures9. horse racing today10.bookmakers

Top Gambling brands searched across devices on Bing AdsA list of the top 10 Gambling brand names by search volume across devices, Bing and Yahoo sites, Sep.2014 –

Sep-2015

TabletPC

1. Bet3652. Paddy Power3. William Hill4. Ladbrokes5. Betfair6. Coral7. Betfred8. Gala Bingo9. Betvictor10.Mecca Bingo

1. Bet3652. William Hill3. Paddy Power4. Betfair5. Ladbrokes6. Sun Bingo7. Tombola Bingo8. Gala Bingo9. Mecca Bingo10.Betfred

1. William Hill2. Bet3653. Paddy Power4. Ladbrokes5. Betfair6. Betfred7. Coral8. Gala Bingo9. Sun Bingo10.Mecca Bingo

Mobile

4 out of 10 Betting or Gambling brands on a smartphone are Bingo related

Horse racing season

Sports Betting

55%

33%

12%67%

22%

11%PC

Mobile

Tablets

Key trends & KPIs for the sportsbook category


Mobile devices account to 45% of the impressions & nearly 35% of the total

click share for sportsbook terms

Split by devices based on the top 50 sportsbook category terms, Sep-15, Bing Ads Intelligence Tool

Sportsbook terms enjoy the higher avg. CTR of 5.15 % on the mobile devices, with avg. CPC lower than on PC

at £5.15

Impr

essio

nsClick

s

All up PC Mobile Tablet0%

1%

2%

3%

4%

5%

6%

£-

£1.00

£2.00

£3.00

£4.00

£5.00

£6.00

£7.00

£8.00

5%

3%

5%6%

£5.71

£6.76

£5.03 £5.27

Chart Title

Avg. CTR Avg. CPC

Key trends & KPIs for the sportsbook category


Exact match for sportsbook terms bags 45% of the clicks, while phrase match seems to

be optimal

Split by match types based on the top 50 sportsbook category terms, Sep-15, Bing Ads Intelligence Tool

Phrase match receives 50% lesser avg. CTR than exact, but is nearly 70% cheaper than the Exact

match

14%

45%41%

22%

19%59%

BroadExactPhrase

Impr

essio

nsCl

icks

All up Broad Exact Phrase0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

£-

£2.00

£4.00

£6.00

£8.00

£10.00

£12.00

£14.00

5%

2%

8%

4% £5.71

£2.06

£11.48

£3.63

Avg, CTR Avg. CPC

Top Sportsbook queries across devices on Bing AdsA list of the top 10 sportsbook queries by search volume across devices, Bing and Yahoo sites, Sep.2014 – Sep-

2015

TabletPC

1. betting2. betting site3. free bets4. online betting5. sports betting6. betting sites7. betting online8. betting odds9. free bet10.bets

1. betting2. free bets3. betting sites4. betting site5. online betting6. horse racing betting7. betting odds8. free bet9. horse betting10.sports betting

1. betting2. free bets3. betting site4. betting sites5. online betting6. betting odds7. free bet8. sports betting9. bets10.horse racing betting

Mobile

Source: Bing Ads Intelligence Tool

Horse racing season

Jump straight intoyour Horse Racing campaigns

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2,014 2,015

0%20%40%60%80%

100%120%140%160%180%

+30%

Cheltenham and the Grand National contribute to strong search peaks during March & April

Search volume growth for queries with horse racing & betting intent, relative to the average monthly volume between Sept 2014-2015, on Bing and Yahoo sites

Search volume relative to the average monthly volume between Sept 2014 – Sept 2015, all devices, Bing and Yahoo sites 2014-15

23%PC

25%Mobile Devices

Cheltenham: The Festival & Grand National

+68%

March 2015

45%PC

70%Mobile Devices

April 2015

+ 10% YoYSep 2015

Search volume growth for the 2 key months split by device over the 13 months average between Sep 14 –

Sep 15

Top 10 search days for the key UK Horse Racing events

The top search days take place 2-3 days before the event even starts. Search volumes also increases on the day after the event mostly when people are searching for post event updates, trends and news.

Top days during the months of the event with the highest search volume relative to the average daily volume during the period Sept 2014 to Sept 2015, all devices. Bing & Yahoo sites

A list of the top 10 days by search volume during horse racing event months on Bing Ads

NovDec

Royal Ascot

Jun 16th -20th 2015Mar 2014M Tu W Th F Sa Su

12 3 4 5 6 7 89 10 11 12 13 14 1516 17 18 19 20 21 2223 24 25 26 27 28 2930 31

Apr 2014M Tu W Th F Sa Su

1 2 3 4 56 7 8 9 10 11 1213 14 15 16 17 18 1920 21 22 23 24 25 2627 28 29 30

Jun 2014M Tu W Th F Sa Su1 2 3 4 5 6 78 9 10 11 12 13 1415 16 17 18 19 20 2122 23 24 25 26 27 2829 30

Don’t forget to double check your campaigns & campaign budgets to capitalize on the large volume of searches during these key datesTip

Grand NationalApr 9th -10th 2015

Cheltenham

Mar 10th -13th 2015

2016 event dates

Mar 15th -18th Apr 7th – 9th June 14th – 18th

Cheltenham Horse Racing Trends

Search volume with Cheltenham intent indexed to the average daily volume,

Bing and Yahoo sites, Sept 2014 –2015

Weekly View

Average search volume per hour with Cheltenham intent indexed to the average daily volume, Bing and Yahoo sites, Sept 2014 – Sep 2015

PCMobileTablet

Hourly View• Mobile searches tend to peak a little higher than on

PC• Gambling searches spike 8X the average daily

volume on the Friday, the last day of the event.

Weekly & Hourly Views on Bing Ads

9-Mar 10-Mar 11-Mar 12-Mar 13-Mar 14-Mar 15-MarM Tu W Th F Sa Su

Mobile: 11X, PC & Tablet: 7.5X

Champion Day Ladies Day St. Patrick’s Day Gold Cup Day

7X8X

7.5X

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230%

100%

200%

300%

400%

500%

600%

700%

800%

900%

Hot hours: • PC: 1pm -3pm

• Mobile: 1pm – 5pm• Tablets: 1pm – 10 pm

Analysis Period: Mar 10th – 13th 2015

15-Jun 16-Jun 17-Jun 18-Jun 19-Jun 20-Jun 21-JunM Tu W Th F Sa Su

15X

Mobile: 12X, PC & Tablet: 11X

14X

23X

14X

12X

Royal Ascot Horse Racing Trends

Search volume with Royal Ascot intent indexed to the average daily volume,


Weekly View

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230%

20%

40%

60%

80%

100%

120%

Analysis Period: Jun 16th - 20th 2015Hot hours:

• PC & Mobile: 12pm – 5pm

• Tablets: 12pm – 10 pm

Average search volume per hour with Royal Ascot intent indexed to the average daily volume, Bing and Yahoo sites, Sept 2014 – Sep 2015

PCMobileTablet

Hourly View• Search volume is up by 16X the average daily

volume during the week of Royal Ascot.• Gambling searches spike 23X the average daily

volume on the Thursday, the last day of the event.


The Grand National Horse Racing Trends

Search volume with Grand National intent indexed to the average daily volume,


Weekly View

Average search volume per hour with Grand National intent indexed to the average daily volume, Bing and Yahoo sites, Sept 2014 – Sep 2015

PCMobileTablet

Hourly View• Search volume ramps up significantly on the

Opening day by X100 the average daily volume and up X200 on Ladies Day.

• Gambling searches uplift a staggering 600X the average daily volume on The Grand National Day itself.


6-Apr 7-Apr 8-Apr 9-Apr 10-Apr 11-Apr 12-AprM Tu W Th F Sa Su

Grand Opening

Day

Ladies Day

Grand National

Day

200X

600X

100X

Mobile: 80X, PC & Tablet: 75X

0 1 2 3 4 5 6 7 8 9 10 1112131415161718 19202122230%

500%

1000%

1500%

2000%

2500%

3000%

3500%

4000%

Analysis Period: Apr 9th – 11th , 2015The Grand National sees a sharper spike in traffic at race

time (3pm) than the other events. Make sure you ensure a strong page position on the search results to capture last minute bets.

Horse Racing events & betting intent search queries by age and gender, Bing and Yahoo sites, Sep 2014 – Sep 15

Nearly 60% of Horse Racing event related searches are coming from those 35-64 years old

Generation X : The wagers on Bing Ads

Those searching for Horse Racing event-related searches tend to be split equally across genders than general betting searches

Age Group Gender

Betting

Cheltenhem

Grand National

Royal Ascot

8%

13%

11%

11%

17%

21%

20%

18%

28%

31%

35%

29%

35%

25%

26%

30%

11%

10%

10%

13%

18-24 25-34 35-49 50-64 65+

29%

46%

52%

51%

71%

54%

48%

49%

Female Male

(June average)

(April average)

(March average)

(Sep14 – Sep15 average)

Overall

Overall Betting

Cheltenham Grand National

Royal Ascot0%

5%

10%

15%

20%

25%

30%

35%

PC Tablet Mobile

Avg. CTR & CPC for Betting and the Horse Racing events

Horse Racing event specific queries see a higher CTR average of 15% during the months of the events

KPIs across events & betting intent search queries, Bing and Yahoo sites, Sep 2014 – Sep 15

Avg. CTR Avg. CPC

(June average) (April average) (March average)

(Sep14 – Sep15

average)

(June average) (April average) (March average)

(Sep14 – Sep15

average)

Generic Betting

Cheltenham Grand National

Royal Ascot £-

£1.00

£2.00

£3.00

£4.00

£5.00

£6.00

CPC is the highest during the Cheltenham FestivalAverage CPC for the Cheltenham racing intent search queries, Bing and Yahoo sites, Mar-15

Searches for the winning results are done on mobile devices

Betting Generics

All up Betting Generics Result Horse Names



Cheltenham Grand National Royal Ascot

55% 54% 55% 60%47%

56%44%

54%42%

30%49% 54% 55% 60%

37%

62%

13% 12% 13%13%

12%12%

15%14%

19%

16%

13% 14% 13% 15%

14%

13%

32% 33% 32% 27%41%

32%41%

32% 39%55%

38% 34% 32% 29%48%

25%

PC Tablet Mobile

Cheltenham Grand National Royal Ascot (June average) (April average) (March average)

(Sep14 – Sep15 average)

Search volume by sub-categories split by device for the key generic betting & horse racing events

Search volume from specific event intent queries, split by devices, Bing and Yahoo sites

Cheltenham2015 Trends

Microsoft Confidential

16-Feb

17-Feb

18-Feb

19-Feb

20-Feb

21-Feb

22-Feb

23-Feb

24-Feb

25-Feb

26-Feb

27-Feb

28-Feb

1-Mar

2-Mar

3-Mar

4-Mar

5-Mar

6-Mar

7-Mar

8-Mar

9-Mar

10-Mar

11-Mar

12-Mar

13-Mar

14-Mar

15-Mar

16-Mar

17-Mar

18-Mar

19-Mar

20-Mar

21-Mar

22-Mar

M Tu W Th F Sa Su M Tu W Th F Sa Su M Tu W Th F Sa Su M Tu W Th F Sa Su M Tu W Th F Sa Su

0%200%400%600%800%

1000%1200%1400%

MobilePCTablet

Cheltenham search volume peak throughout February and March

. .Search queries with Cheltenham horse racing intent indexed to the period Sept 2014 – Sep 2015 daily volume,

Bing and Yahoo sites

Dates & Timing to watch out for in 2016:

Day 1: Champion Day | 15th March 2016 | 10:30 - 18:00 Day 2: Ladies Day | 16th March 2016 | 10:30 - 18:00 Day 3: St Patrick’s Thursday | 17th March 2016 | 10:30 - 18:00 Day 4: Gold Cup Day | 18th March 2016 | 10:30 - 18:00

3%Last week

of February

42%March 1st

week

5.5XThe Festival

Week

7.5XThe Festival

Days

Preparation starts in late February, before the volume spike in March

Don’t Forge

t

Microsoft Confidential Search queries with event specific intent vs. the average for the period Sept 2014 – Sep 2015 daily volume

5 112 8 14 17 20 23 2 5 8 11 14 17 20 23 2 5 8 11 14 17 20 23 2 5 8 11 14 17 20 23 2 5 8 11 14 17 20 23 2 5 8 11 14 17 20 23 2 5 8 11 14 17 20 2303/08/15 03/09/15 03/10/15 03/11/15 03/12/15 03/13/15 03/14/15

0%200%400%600%800%

1000%1200%1400%1600%1800%2000%

30%

Mobile Indexed All

PC Indexed All

Tablet Indexed All

18X

8X

10X

Hourly View of “The Festival” week

• Hot Hours: 4pm – 8pm: 8X• Daily Average: 7am – 12pm: 4X

Cheltenham bettors stay longer on their Tablets through the festival

• Hot Hours: 1pm – 11pm: 7X• Daily Average: 6am – 12pm: 5X

• Hot Hours: 12pm – 5pm: 10X• Daily Average: 7am – 11pm: 6 X

14X

10X 9X13X

9X 9X

12X

8X10X

Champion Day Ladies Day St. Patrick’s Day

Gold Cup Day

• Bettors are hooked to PC on the final day of the festival as queries peak 10X the average daily volume from 7am-7pm

• Tablets: Search continues for results, tips, updates and guidance till late in the night.

• Tablets: 7pm – 11pm: 8X

What the Cheltenham bettors are searching for across devices?

. .

More than 50% of the searches for the Cheltenham results are from the mobile devices

Overall

Chelt

enha

m Gen...

Horse N

ames

Inform

ation

al

Bettin

g Gen

erics

Bettin

g Bran

ds

Resul

ts

33% 25% 31% 30% 33% 37% 41%

15%11%

12% 14% 12% 11% 12%

52%63% 57% 57% 55% 52% 47%

Mobile Tablet PC

March all up

8-Mar 9-Mar 10-Mar 11-Mar 12-Mar 13-Mar 14-Mar

31% 32% 27% 34% 36% 36% 30% 38%

15% 23%16%

13% 14% 14%13%

23%

54% 45%57% 52% 51% 50% 56%

39%

Mobile Tablet PC

How the Cheltenham bettors are searching across devices?

. .

Mobile devices account for nearly 50% of search volume during the week of Cheltenham –The Festival.

People get more mobile the day after The Festival, with mobile devices accounting to nearly 60% of the day’s searches on Bing Ads

Search volume split by device for the key days and across the key categories for Cheltenham and betting intent queries, Bing and Yahoo sites, UK Sep 14-Sep 15

Key demographics for the Cheltenham intent search queries, Bing and Yahoo sites, Mar 2015

Search queries split in the age group 25 – 64, with 30% contribution from 35 – 49

The Festival bettors on Bing Ads

..Men attribute to nearly 60% of the searches during The Festival

Age Group Gender

13-Mar

12-Mar

11-Mar

10-Mar

March All up

22%

22%

23%

23%

21%

30%

30%

29%

29%

31%

23%

23%

23%

23%

24%

18-24 25-34 35-49 50-64 65+

45%

42%

40%

41%

46%

55%

58%

60%

59%

54%

Female

Top 10 search terms across devices & top negative keywordsBing and Yahoo sites, Mar-2015

TabletPC

1. Cheltenham racecourse2. Cheltenham festival 20153. Cheltenham races4. Cheltenham gold cup 20155. Cheltenham races 20156. Cheltenham tips7. Cheltenham nn20158. Cheltenham results today9. Cheltenham race card10.Cheltenham festival 2015

results

1. Cheltenham festival 20152. Cheltenham results3. Cheltenham racecourse4. Cheltenham races5. Cheltenham festival6. Cheltenham results today7. Cheltenham gold cup 20158. Cheltenham gold cup9. Cheltenham races 201510.Cheltenham festival 2015

results

1. Cheltenham racecourse2. Cheltenham races3. Cheltenham festival4. Cheltenham results5. Cheltenham gold cup6. Cheltenham gold cup 20157. Cheltenham festival 2015

results8. Cheltenham results today9. Cheltenham races 201510.Cheltenham tips

Mobile NegativesCheltenha

m+

1. Cineworld

2. Weather3. Theatre4. Hotel5. College6. Jobs7. Hospital8. News9. Literature10. Jass

A list of the top 10 queries with Cheltenham intent by search volume and top key negatives to consider.Top tips : Include the calendar year in your query terms such as “2016” for your next campaigns.

Appendix


0%

2%

4%

6%

8%

10%

12%

14%

£0.00

£0.10

£0.20

£0.30

£0.40

£0.50

£0.60

£0.70

Bingo (Brand - PC)


0%

2%

4%

6%

8%

10%

12%

14%

£0.00£0.10£0.20£0.30£0.40£0.50£0.60£0.70£0.80£0.90

Bingo (Brand - Tablet)

Branded Bingo searches are cheaper than last year

Average CPCs have dropped while CTRs have increased YoY in

Sep-15:

MobileCPC = -40%CTR =+75%


Avg. CPC & CTR trends by device for Branded Bingo searches


0%

2%

4%

6%

8%

10%

12%

14%

£0.00

£0.10

£0.20

£0.30

£0.40

£0.50

£0.60

£0.70

Bingo (Brand - All Devices)

Avg. CPCAvg. CTR


0%2%4%6%8%

10%12%14%16%

£0.00£0.10£0.20£0.30£0.40£0.50£0.60£0.70£0.80£0.90

Bingo (Brand - Mobile)

TabletCPC = -35%CTR =+14%

All DevicesCPC = -31%CTR =+14%PCCPC = -30%CTR =+11%

Generic Bingo searches are cheaper than last year

Average CPCs have dropped as too have

CTRs YoY in Sep-15:



0%

1%

2%

3%

4%

5%

6%

£0.00

£2.00

£4.00

£6.00

£8.00

£10.00

£12.00

Bingo (Generic - All Devices)

Avg. CPCAvg. CTR


0%1%2%3%4%5%6%7%8%

£0.00

£2.00

£4.00

£6.00

£8.00

£10.00

£12.00

Bingo (Generic - Mobile)


0%1%2%3%4%5%6%7%8%9%

£0.00

£2.00

£4.00

£6.00

£8.00

£10.00

£12.00

£14.00

Bingo (Generic – Tablet)


0%

1%

2%

3%

4%

5%

6%

£0.00

£2.00

£4.00

£6.00

£8.00

£10.00

£12.00

Bingo (Generic - PC)

MobileCPC = -29%CTR = -7%

TabletCPC = -21%CTR = -2%

All DevicesCPC = -21%CTR = -42%PCCPC = -19%CTR = -48%

Avg. CPC & CTR trends by device for Generic Bingo searches


0%

2%

4%

6%

8%

10%

12%

14%

£0.00

£0.50

£1.00

£1.50

£2.00

£2.50

Casino (Brand - PC)


0%

2%

4%

6%

8%

10%

12%

14%

£0.00

£0.50

£1.00

£1.50

£2.00

£2.50

Casino (Brand - Tablet)

Branded Casino searches are cheaper than last year


Avg. CPCAvg. CTR


0%

2%

4%

6%

8%

10%

12%

14%

£0.00

£0.50

£1.00

£1.50

£2.00

£2.50

Casino (Brand – All Devices)


0%2%4%6%8%

10%12%14%16%

£0.00£0.50£1.00£1.50£2.00£2.50£3.00£3.50

Casino (Brand - Mobile)


All DevicesCPC = -27%CTR =-3%PCCPC = -22%CTR =-13%

TabletCPC = -13%CTR =+26%

Average CPCs have dropped while the

majority of CTRs have improved

YoY in Sep-15:

Avg. CPC & CTR trends by device for Branded Casino searches


0%

1%

2%

3%

4%

5%

6%

£0.00£2.00£4.00£6.00£8.00£10.00£12.00£14.00£16.00

Casino (Generic - PC)


0%1%2%3%4%5%6%7%8%

£0.00£2.00£4.00£6.00£8.00£10.00£12.00£14.00£16.00

Casino (Generic - Tablet)

Generic Casino searches are mostly cheaper than last year


Avg. CPCAvg. CTR


0%

1%

2%

3%

4%

5%

6%

£0.00£2.00£4.00£6.00£8.00£10.00£12.00£14.00£16.00

Casino (Generic – All Devices)


0%1%2%3%4%5%6%7%8%

£0.00£2.00£4.00£6.00£8.00£10.00£12.00£14.00£16.00

Casino (Generic - Mobile)

TabletCPC = -12%CTR = +41%

MobileCPC = -5%CTR = -34%

All DevicesCPC = -3%CTR = -55%PCCPC = +1%CTR = -63%


some CTRs YoY in Sep-15:

Avg. CPC & CTR trends by device for Generic Casino searches

Branded Poker searches are cheaper than last year


Avg. CPCAvg. CTR


0%

5%

10%

15%

20%

25%

£0.00

£0.20

£0.40

£0.60

£0.80

£1.00

£1.20

Poker (Brand – All Devices)


0%2%4%6%8%

10%12%14%16%18%20%

£0.00£0.10£0.20£0.30£0.40£0.50£0.60£0.70£0.80£0.90

Poker (Brand - Mobile)


0%

5%

10%

15%

20%

25%

£0.00£0.10£0.20£0.30£0.40£0.50£0.60£0.70£0.80£0.90£1.00

Poker (Brand - Tablet)


0%

5%

10%

15%

20%

25%

£0.00

£0.20

£0.40

£0.60

£0.80

£1.00

£1.20

Poker (Brand - PC)

PCCPC = -51%CTR =+18%

All DevicesCPC = -48%CTR =+18%TabletCPC = -31%CTR =-1%




YoY in Sep-15:

Avg. CPC & CTR trends by device for Branded Poker searches

Generic Poker searches are cheaper than last year



0%

1%

2%

3%

4%

5%

£0.00

£2.00

£4.00

£6.00

£8.00

£10.00

£12.00

Poker (Generic – All Devices)


0%

1%

2%

3%

4%

5%

£0.00£1.00£2.00£3.00£4.00£5.00£6.00£7.00£8.00

Poker (Generic - Mobile)


0%

1%

2%

3%

4%

5%

£0.00

£2.00

£4.00

£6.00

£8.00

£10.00

£12.00

Poker (Generic - Tablet)


0%

1%

2%

3%

4%

5%

£0.00£2.00£4.00£6.00£8.00£10.00£12.00£14.00

Poker (Generic - PC)Avg. CPCAvg. CTR

PCCPC = -34%CTR = -16%

All DevicesCPC = -32%CTR = -10%TabletCPC = -8%CTR = +5%

MobileCPC = -4%CTR = +16%


some CTRs YoY in Sep-15:

Avg. CPC & CTR trends by device for Generic Poker searches

Branded Sportsbook searches are cheaper than last year


Avg. CPCAvg. CTR


0%

5%

10%

15%

20%

25%

30%

£0.00

£0.05

£0.10

£0.15

£0.20

£0.25

Sportsbook (Brand – All Devices)


0%

5%

10%

15%

20%

25%

30%

£0.00£0.02£0.04£0.06£0.08£0.10£0.12£0.14£0.16£0.18

Sportsbook (Brand - Mobile)


0%

5%

10%

15%

20%

25%

£0.00

£0.05

£0.10

£0.15

£0.20

£0.25

Sportsbook (Brand - Tablet)


0%

5%

10%

15%

20%

25%

30%

£0.00

£0.05

£0.10

£0.15

£0.20

£0.25

£0.30

Sportsbook (Brand - PC)

PCCPC = -56%CTR =+13%

All DevicesCPC = -51%CTR =+15%TabletCPC = -41%CTR = -9%




YoY in Sep-15:

Avg. CPC & CTR trends by device for Branded Sportsbook searches

Generic Sportsbook CTRs & CPCs trends vary significantly by device


Avg. CPCAvg. CTR


0%1%2%3%4%5%6%7%8%9%

£0.00

£0.50

£1.00

£1.50

£2.00

£2.50

£3.00

£3.50

Sportsbook (Generic – All Devices)


0%1%2%3%4%5%6%7%8%9%

£0.00

£0.50

£1.00

£1.50

£2.00

£2.50

£3.00

£3.50

Sportsbook (Generic - Mobile)


0%1%2%3%4%5%6%7%8%9%

£0.00£0.50£1.00£1.50£2.00£2.50£3.00£3.50£4.00

Sportsbook (Generic - Tablet)


0%1%2%3%4%5%6%7%8%9%

£0.00

£0.50

£1.00

£1.50

£2.00

£2.50

£3.00

£3.50

Sportsbook (Generic - PC)

TabletCPC = +27%CTR = +53%

MobileCPC = +27%CTR = +53%

All DevicesCPC = +35%CTR = -7%PCCPC = +42%CTR = -53%

Average CPCs have increased as too

have some CTRs YoY in Sep-15:

Avg. CPC & CTR trends by device for Generic Sportsbook searches

uk gambling insights trends

Marketing