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HOW TO RUN SPORTS BETTING ADVERTISING CAMPAIGNS

By Elizabeth Sramek November 23, 2023 14 Mins Read
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Betting campaigns in 2024 are as creative as they can get. However, launching a
successful sports betting advertising campaign is not an easy task. There are
many elements involved, platforms to leverage and messages to develop and
distribute to attract new customers.

On top of that, regulations are complex and are constantly evolving. 

How do you effectively break through the noise and connect with your target
audience?

We’ve been in the affiliate sports betting industry for over a decade and have
helped to launch hundreds of campaigns through our affiliate software. 

With this expertise in mind, here are our best tips for running sports betting
advertising campaigns that will score big.

Contents show
Setting Up Your Sports Betting Advertising Campaign
Choosing the Right Channels: PPC, Social Media, Influencers
Optimizing Your Landing Pages and Creatives
Clear Call-to-Action
Eye-Catching Images
Benefits and Incentives
Trust and Security
Mobile-Friendly
Measuring and Improving Your Campaign’s Performance
Track Key Performance Indicators
Make Optimization Changes
Why Use Scaleo Marketing Software For Betting Business to Track Your Marketing
Campaign?
Conclusion
FAQ: Common Questions About Sports Betting Advertising
What types of ads work best for sports betting?
What keywords should I target in sports betting campaigns?
How much should I bid on keywords?
What content works well for sports betting ads?
How do you Market a Sportsbook?
Can you Run ads for Gambling?
How to Grow Your Online Sportsbook?
How to Promote Betting Site in 2024?
How to Run Gambling Ads on Google?


SETTING UP YOUR SPORTS BETTING ADVERTISING CAMPAIGN

As we just said, we’ve been running many sports betting affiliate marketing
campaigns for years and have learned a thing or two. 

Here are our top tips for setting up a successful campaign:

Setting up an advertising campaign for a sports betting website involves several
key steps. These steps aim to target the right audience and market, create the
most effective advertisements, and ensure compliance with legal and ethical
standards. 


 1.  Understanding the Legal Landscape: Before starting your campaign, ensure
     you’re well-versed with the legal regulations regarding advertising for
     sports betting in your target countries. Some jurisdictions, especially in
     the EU, have strict rules and regulations surrounding gambling advertising.
     Do thorough research and, if needed, consult with a legal professional to
     avoid any complications.
 2.  Identify Your Target Audience: Understanding your target demographic is
     vital in any advertising campaign. Are they primarily males in their 20s
     and 30s? Do they follow specific sports? What channels do they use to
     consume content? Defining these characteristics will guide the design and
     messaging of your campaign.
 3.  Develop Your Unique Selling Proposition (USP): Your USP sets you apart.
     What makes your sports betting site better or different? Maybe you offer
     better odds, more betting options, or a more user-friendly interface.
     Highlight these features in your advertising.
 4.  Create Your Brand Message: Your brand message should be clear, engaging,
     and consistent across all advertising mediums. This message should convey
     your USP and appeal to your target audience’s interests and needs.
 5.  Choose the Right Advertising Channels: Certain advertising channels may be
     more effective depending on your target audience. These could include
     social media platforms, sports TV channels, radio, print, digital banners
     on sports news websites, email marketing, and more. Consider also
     sponsoring events or partnering with influencers who resonate with your
     audience.
 6.  Design Your Ads: Designing your ads should consider your brand message,
     USP, and specific channel. TV or YouTube ads might involve engaging visuals
     and narratives, whereas banner ads might be more about the offer and call
     to action. Consider working with professionals for high-quality results.
 7.  Implement an Affiliate Tracking System: Utilize a tracking system to
     monitor the performance of your campaign. This can be through unique URLs,
     promo codes, or digital tracking pixels. This data will provide valuable
     insights and help you optimize your campaign for better results. Scaleo,
     for example, is designed to track the performance of campaigns across all
     channels.
 8.  Launch and Monitor Your Campaign: After all the groundwork is laid, launch
     your campaign. Regularly review the analytics from your tracking system to
     assess the performance. This will provide you with insights to adjust and
     optimize your campaign, maximizing your return on investment.
 9.  Test, Refine, and Adjust: Advertising is rarely a set-it-and-forget-it
     endeavor. Regularly testing different messages, offers, and channels will
     allow you to refine your approach and improve over time.
 10. 


CHOOSING THE RIGHT CHANNELS: PPC, SOCIAL MEDIA, INFLUENCERS

So… How to market sports betting in 2024?

When it comes to sports betting marketing, we’ve found the most success using a
mix of paid advertising, social media, and influencer marketing. It’s never a
good idea to put all your eggs in one basket, so diverting your efforts through
a variety of channels gives you more flexibility and access to more target
audiences across different platforms.

For paid ads, focus on search engines that allow betting advertising and social
platforms. On Google, target keywords like “sports betting” using different
variations and long-tail keywords. 

Facebook and Instagram ads also work great for reaching new audiences.

We suggest:

 * Creating ads for your top-performing landing pages and promotions.
 * Optimizing your Facebook gambling ads to make sure they meet all FB’s
   regulations.
 * Split testing ad creatives to optimize click-through rates.
 * Retargeting visitors who don’t convert the first time.

Social media is key for brand awareness and engagement.

Regularly post updates, share content, run contests, and start discussions on:

 * Facebook – Focus on visuals, behind-the-scenes, and community building.
 * Twitter – Share tips and news and retweet influencers. Engage with followers.
 * Instagram – Post eye-catching sports and lifestyle shots. Build hype.

Influencers, like sports analysts, podcasters, streamers, and journalists, can
give your brand credibility and exposure. We’ve seen success with the following
most commonly used methods:

 * Sponsored posts – Pay influencers to mention your brand on social media, and
   post their experience.
 * Ambassador programs – Provide influencers with promo codes to share (such as
   a bonus for new clients).
 * Podcast sponsorships – Sponsor relevant sports betting podcasts and shows.

Using a mix of paid casino ads, social media, and influencer marketing, you can
reach new audiences, increase brand awareness, drive more traffic, and
ultimately generate more signups and revenue.

The key is testing to find what works, then optimizing and scaling up the
winning campaigns.

Now you probably ask “What’s the next sports betting marketing strategy, that
will 100% work in 2024?“. The answer is simple. One of the best sports betting
marketing strategies is to take advantage of social media influencers in the
betting industry as well as implement an incentives program, where people will
be motivated financially to promote the campaign.


OPTIMIZING YOUR LANDING PAGES AND CREATIVES

You must focus on key areas to optimize your sports betting landing pages and
creatives before driving traffic to them. Since CPC across most betting keywords
is very high, you can’t afford to send traffic to a page that isn’t 100% tested
for best conversions.

While there is no universal recipe for the “best” landing page design, here is a
small checklist to consider.


CLEAR CALL-TO-ACTION

You landing pages and ads should have a prominent call-to-action, like “Bet Now”
or “Place Your First Bet FREE“. This would depend on your online sportsbook
marketing strategy, but as a general rule of thumb, the offer should be too good
to resist.

Make sure the CTA stands out and is easy to spot. People have short attention
spans, so we must clearly show them what to do next.


EYE-CATCHING IMAGES

Include exciting images of people cheering on their favorite teams or
celebrating a win. These could be photos or mascots. You can also feature images
of money or chips to represent winnings. Images help bring the page to life and
make it more engaging for visitors. Just be sure the images are high quality and
relevant to sports betting or the exact offer you are promoting (for example,
the NHL league final).


BENEFITS AND INCENTIVES

Highlight the benefits of betting on your site, such as the thrill of victory, a
chance to win big, smaller risks compared to competitors, and the opportunity to
turn a hobby into a profit.

Also, promote any new member incentives, like:

 * free bets
 * deposit matches
 * odds boosts
 * VIP programs
 * etc.

People love deals and feel like they’re getting extra value.


TRUST AND SECURITY

Ensure your landing pages discuss how you operate legally and ethically with
responsible gambling practices. Mention any licenses or certifications you hold.
Discuss your secure payment methods and privacy policies.

Building trust is key to converting visitors into customers.


MOBILE-FRIENDLY

With so many people accessing the internet through their phones and tablets,
your landing pages and ads must be fully optimized for mobile. Use a responsive
design, large text, and minimal clutter. The pages should load quickly and be
easy to navigate on any device. 

If visitors have a bad mobile experience on your site, they likely won’t return.

Optimizing these elements of your sports betting campaign will lead to higher
click-through and conversion rates. Creating a great first impression turn
curious visitors into lifelong customers.


MEASURING AND IMPROVING YOUR CAMPAIGN’S PERFORMANCE

Assuming you have done all of the above, go ahead and launch your campaign – as
we have mentioned earlier, this is not a “set-it-and-forget-it” endeavor.
Campaigns should be ceaselessly optimized, tweaked, improved, and optimized time
and again.

Launching your initial campaign will give you a rough idea about the performance
of your ad, and once you have gathered a little bit of data, you can start
analyzing and, consequently, doubling down on the results.

Here are a few elements to consider:


TRACK KEY PERFORMANCE INDICATORS

You must monitor key metrics to see how your sports betting ad campaigns
perform. With affiliate software like Scaleo, for instance, you have access to
detailed reports in our dashboard to analyze things like:

 * Impressions: The number of times our ads were shown to potential customers.
   More impressions mean more visibility.
 * Clicks: The number of times people actually clicked on our ads. A higher
   click-through rate means our ads are resonating with the target audience.
 * Conversions: The number of clicks that resulted in a signup or deposit.
 * Revenue: The total amount generated from all signups and deposits attributed
   to our ads. This bottom-line number ultimately determines the success of our
   campaigns.
 * Registrations – The number of registrations through each campaign.
 * Deposits – The number of deposits received through each campaign.
 * CR to Reg – Registrations to clicks ratio; this is a metric displayed in
   percentage that allows you to see the actual conversion rate.
 * CR to Dep – Deposits to clicks ratio per betting campaign.
 * CR Reg to Dep – Deposits to registration ratio.


MAKE OPTIMIZATION CHANGES

You can make changes to improve your results over time by looking at the data.

Here are some of the easiest actions you can take to optimize your campaign on
the go:

 * Adjusting ad copy to make it more compelling. Adding time-sensitive
   promotions or bonuses may boost conversions. Rephrasing your current ad copy
   or creating multiple variations to do a split test later.
 * Targeting different audiences. You may find some demographics, locations, or
   interest groups that perform better, so you can focus our ads on those
   groups. You may double down on the top-performing channels and potentially
   eliminate underperforming ones.
 * Testing different ad formats. Try larger ads, video ads, or social media ads
   in addition to standard display ads. One format may resonate more strongly
   with your audience or stand out better in their news feed on social media.
 * Rotating ads more frequently. New ads tend to get higher click-through rates,
   so updating our ads every few weeks gives people something fresh to respond
   to.
 * Increasing our ad spend budget. More impressions and a larger reach can drive
   greater overall numbers if our key metrics remain within target ranges. You
   have to spend money to make money!

Making small changes and continuing to monitor how our campaigns evolve is key.
You know you’re on the right track when we see sustained improvements in our key
metrics over time.

Read more: 10 KPIs Every iGaming Company Should Measure & Track

Your sports betting campaigns can dominate with regular optimization of KPIs,
allowing to scale up your success.


WHY USE SCALEO MARKETING SOFTWARE FOR BETTING BUSINESS TO TRACK YOUR MARKETING
CAMPAIGN?

Scaleo is an affiliate marketing and tracking software that can be particularly
beneficial for sports betting businesses and their marketing campaigns for
several reasons. 

Here’s why you might consider using it:

 1. Tracking and Reporting: Scaleo offers real-time tracking and reporting. It
    can track clicks, conversions, and sales, providing you with a comprehensive
    view of your affiliate marketing efforts. The ability to see the
    effectiveness of your campaigns in real-time allows you to make adjustments
    quickly, maximizing your return on investment.
 2. Fraud Detection: Scaleo provides an advanced anti-fraud logic feature, which
    helps identify and prevent fraudulent activities. Since fraud can be a
    significant issue in the online betting industry, this can save you from
    losing revenue and maintain the integrity of your platform.
 3. Affiliate Management: Scaleo simplifies the process of managing your
    affiliates. You can handle all your affiliate marketers, their payouts, and
    communications through one platform. This can streamline operations and make
    scaling your affiliate marketing efforts easier.
 4. Customizability and Integration: Scaleo offers customizable solutions that
    can be tailored to fit the unique needs of your sports betting business.
    Furthermore, Scaleo’s API allows you to integrate the platform with other
    software tools you might be using, creating a seamless operational flow.
 5. Automated Features: The platform allows the automation of numerous tasks,
    such as commission payouts, reporting, and communications. This can save you
    significant time and effort, allowing you to focus on other aspects of your
    business.
 6. A/B testing: Scaleo’s built-in A/B testing capabilities enable you to
    experiment with different types of campaigns to see what works best. This
    helps in refining your approach and enhancing your advertising
    effectiveness.


CONCLUSION

So, here you have our tips for running successful sports betting advertising
campaigns. As with any marketing effort, do thorough research, understand your
target customers, craft a compelling message, choose impactful creative, and
distribute accross the right channels. 

If you follow these best practices, set a reasonable budget, and monitor and
optimize based on performance, you’ll be well on your way to driving new
customer acquisition and boosting your sportsbook’s bottom line. A little
strategic advertising can go a long way.


FAQ: COMMON QUESTIONS ABOUT SPORTS BETTING ADVERTISING


WHAT TYPES OF ADS WORK BEST FOR SPORTS BETTING?

Display ads, social media ads, and search engine marketing have proven the most
successful. Display ads on sports and betting websites allow us to reach
audiences already interested in the industry. Social media ads, especially on
Facebook and Instagram, are useful for targeting specific demographics and
interests. Search ads capture people already searching for sports betting
keywords.


WHAT KEYWORDS SHOULD I TARGET IN SPORTS BETTING CAMPAIGNS?

Focus on generic terms like “sports betting,” “online sportsbook,” and “bet on
sports.” Also, target keywords related to popular sports like “bet football” or
“NBA betting.” Include misspellings and synonyms as well. The wider you cast
your net, the more potential customers you’ll reach.


HOW MUCH SHOULD I BID ON KEYWORDS?

Start with a low bid of a few cents per click to determine which keywords
resonate best with your audience. Once you find keywords that convert, slowly
increase bids to improve ad rank and click volume. Monitor your return on
investment to make sure revenue outpaces ad spending.


WHAT CONTENT WORKS WELL FOR SPORTS BETTING ADS?

Compelling images of sports stars, fans, and action shots capture attention. For
social media, create shareable content like infographics on sports stats,
betting tips, and fun facts. For search ads, focus on clear headlines and ad
copy highlighting signup bonuses, easy deposits, and wide market offerings.


HOW DO YOU MARKET A SPORTSBOOK?

The way to market a sportsbook business is through affiliate marketing, which is
the most cost-effective and secure. If you want to get started with affiliate
marketing on your sportsbook website, you will need robust software, such as
Scaleo, to power your marketing efforts.


CAN YOU RUN ADS FOR GAMBLING?

No, I cannot run ads for gambling through most major advertising networks. This
is why you must employ a marketing strategy, such as partner or referral
marketing.


HOW TO GROW YOUR ONLINE SPORTSBOOK?

The best way to grow your online sportsbook website is through partner
marketing, which would allow you to enjoy a steady flow of clients in the most
cost-efficient manner.


HOW TO PROMOTE BETTING SITE IN 2024?

The best way to promote a betting site is through affiliate or referral
marketing, referral coupons and the good-ol’ word-of-month.


HOW TO RUN GAMBLING ADS ON GOOGLE?

Gambling-related ads are acceptable as long as they adhere to the following
guidelines and the advertiser has obtained the necessary Google Ads
accreditation. To be approved, gambling advertisements must be directed towards
countries that have been authorized, and must also have a landing page that
prominently features details about responsible gambling practices. It is of
utmost importance that these ads never target individuals who are considered
minors.

Last Updated on November 23, 2023

A/B TestingAdvertising StrategiesAffiliate MarketingbettingBetting
IndustryBetting RegulationsBrandingBudget ManagementCall-to-ActionCampaign
PlanningComplianceContent CreationConversion TrackingCreative AdsData-Driven
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0
Author Elizabeth Sramek

Elizabeth is a Senior Content Manager at Scaleo. Currently enjoying the life in
Prague and sharing professional affiliate marketing tips. She's been in the
online marketing business since 2006 and gladly shares all her insights and
ideas on this blog.

 * Website
 * Twitter
 * Instagram

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