An impressive 6.6 million people watched the Eurovision Song Contest. Did bookmakers use PPC to get these fans betting on who would win, or were their strategies lacking?
The Eurovision Song Contest is an iconic European institution – this year marked the competition’s 60th anniversary, and even Australia was invited to take part, despite its location halfway across the world.
The hype surrounding this Eurovision Song Contest was much like that surrounding the finale of the X Factor, one of the hottest shows on TV – on the night of the contest, social feeds were exploding with commentary. How exactly did this excitement translate to pounds spent with the bookies?
Coral said that they saw a flood of bets for the competition, with most people betting in advance on the favourite, Sweden’s Mans Zelmerlow, according to ITV. Hot on Sweden’s heels were Italy and Russia, coming in second and third places, respectively.
It looks like bookmakers decided to follow the crowds early on, slashing their odds to match demand – something they actually failed to do just a few weeks before the UK General Election.
To get a better idea of what happened, let’s take a look at Coral, Ladbrokes, and Betfred’s performances in Eurovision betting this year and compare them to last year’s numbers. Did the ad copy fairly reflect what was going on and who used PPC most effectively to boost their incomings?
Is Early Preparation Key?
[lightbox rel=”group1″ width=”860″ href=”https://www.adthena.com/wp-content/uploads/2015/06/eurovision_may.png” title=”Betting competitors share of voice, Adthena data” src=”https://www.adthena.com/wp-content/uploads/2015/06/eurovision_may.png”][/lightbox]
At the beginning of May, Coral and Ladbrokes were certainly the best in show, with Ladbrokes taking the lead around the early May bank holiday weekend. It completely dropped spending on May 6th, however, and didn’t invest in the event again.
Perhaps it didn’t get the response it expected, or perhaps it changed its strategy to only cover betting on the UK-specific finals that finished earlier in the month.
Coral was the obvious share of voice (SOV) leader all the way through to the final. Although Betfred did claw back some SOV a couple of days before, it only managed to overtake Coral on the day after the final, when it repurposed its ads to promote its introductory offers – with no mention of the Eurovision Song Contest at all.
Ad Copy Analysis
Taking a look at the ad copy of each of the three competitors, it’s clear that they are all appealing to those who don’t normally bet – each offering special sign-up offers in the form of free bets.
Coral was the only competitor that ran ads promoting the semifinals and finals of the Eurovision song contest, which explains how it managed to maintain a significant lead throughout May.
These ads in particular were being displayed in the week leading up to the Eurovision song contest, which proves that timing really is everything – as is experimenting with messaging.
Of course, bidding on a range of keywords is important, too. Coral had this tactic down to a tee when it came to the Eurovision Song Contest, bidding on the keywords eurovision 2015 betting, eurovision song contest betting, eurovision betting, betting eurovision and eurovision bet. They made sure to cover all the bases.
Betfred’s ad copy, as you can see, is relatively generic. It doesn’t include any references to Eurovision at all, generally promoting the company’s deal instead: deposit £10 and get £30 free when you join.
With no specific reference to the contest, it comes as no surprise that the company didn’t manage to gain any traction before the competition, only increasing its share of clicks when Coral stepped back on the day of the Eurovision final.
Taking a look at Ladbrokes’ ad copy, it doesn’t seem to have been promoting anything different from the other competitors before the contest.
It does look like the company is already trying to prepare for next year’s competition, however, with this ad in particular running between May 24th and 26th – the days just after the Eurovision song contest.
The analysis would seem to further prove that Coral certainly had the best strategy – vigorously bidding on all keywords related to the Eurovision Song Contest and leaving its competitors out in the cold.
How Betfred and Ladbrokes Could Have Taken on Coral
From this data, it’s clear that Coral’s strategy was the most effective. Not only did they target the widest range of keywords, but they also used them clearly in ad copy to promote the events, making them more clickable than the generic ad copy that their competitors settled on.
By marketing both the Eurovision semi-finals and the final, Coral covered all necessary bases – both before, during, and after the event. They grabbed a hold of the market and kept a firm grip until just after the event was over.
No Adthena client data was used to write this post.
(Main image credit: Daniel Aragay/flickr)