What is PPC in marketing and how do you work with them

Introduction

In search of high-quality gambling traffic, webmasters and affiliate marketers employ various strategies. Currently, affiliate networks and advertisers particularly favor PPC traffic, which is not only hot but also available in large volumes. The main sources of such traffic include Google Ads, Yandex, Bing, Yahoo, Baidu, and similar search engines. In this article, we will examine the advantages of launching PPC campaigns in gambling and provide recommendations on building a semantic core and segmenting keywords.

Advantages of PPC in gambling

Obtaining relevant traffic at an optimal price: PPC advertising allows you to get relevant traffic and reduce the cost per click depending on the quality of the keywords used. This is especially important when working in the gambling niche.
Combination with SEO promotion: PPC traffic works well with SEO, helping to improve the site's position in organic search results. This ensures maximum visibility and attracts more visitors.
High limits and account longevity: With the right approach, PPC accounts can have high limits and last much longer than on social networks like Facebook. This allows for effective campaign scaling and achieving greater results.

However, beginners often find it difficult to work with PPC based on theoretical knowledge alone. In this article, we will discuss the necessary resources and provide recommendations on building a semantic core and segmenting keywords.

Types of keywords

Brand keywords

Keywords of the specific brand you are promoting. Many advertisers do not accept this type of traffic since, in fact, you are reselling their traffic back to them. However, there are exceptions—let's take Pin-Up as an example and consider its keywords:

You can access the Pin-Up offer in our affiliate network "Magic Click".

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Cross-brand keywords

Keywords for other popular online casinos and brands on which your ads are displayed.

For example, you can input "casino" and get a list of top keywords, pre-sorted by frequency, and excluding your brand.

General keywords

Collect general keywords that do not relate to a specific or competing brand. You can use popular slots or other casino elements in the keywords (online casino, best online casino, aviator casino, etc.).

Add brand keywords to the exclusion list, sort by frequency, and get a large list of relevant general keywords.

There are also other types of keywords that can be divided into the following clusters:

Collecting all clusters is essential for making the campaign more effective. For example, you can see what kind of traffic comes from bonus-related queries.

It may seem like a small amount, but only by considering all keywords together can you achieve good results.

Resources for launching PPC in gambling

To launch advertising campaigns on platforms like Google Ads, Bing, and others, certain resources are required. Webmasters should be prepared to have trusted accounts and bank cards. Additionally, when working with multiple accounts, it is necessary to use proxies and an anti-detect browser. It is important to note that skimping on proxies can negatively affect account performance, as Google is more sensitive to them than Facebook.

It is important to choose accounts with post-payment options so that in the event of account blocking, the advertising budget can be refunded. It is also recommended to warm up accounts by spending small amounts on white offers and letting them "rest." Knowing how to properly farm and increase the trust of a Google Ads account is also a key aspect of successful campaign launches.

Here are some shops where you can purchase Google accounts.

Bank cards also play an important role. There are services that allow you to generate virtual cards with trusted BINs in unlimited quantities. However, it should be noted that adding other payment methods to the account reduces the system's trust in it.

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Building a semantic core and segmenting keywords

At the campaign setup stage, affiliate marketers face the need to build a semantic core and segment it. There are several ways to collect and cluster keywords.

Manual collection and segmentation: The basic method of collecting and segmenting keywords is using standard Google Ads tools. Webmasters can gather keywords into an Excel table, which is especially convenient when dealing with a small number of keywords. However, this method takes more time and is not always effective with large volumes.

Automated services: To automate the process of building a semantic core, there are special services like Key Collector, Serpstat, Rush Analytics, PPC-Help, CloudLemma, Keywordtool, and others. Subscriptions to these services may be paid, but they significantly save the webmaster's time. For example, using Serpstat, you can collect keywords for gambling offers in a specific geographic area, such as Australia.

A quick guide to collecting keywords for PPC

We will use the Ahrefs service as an example, but you can use any of the others from the list above. Their interfaces are nearly identical.

To start, enter thematic queries in the search bar, having first selected the geo and offer you plan to drive traffic to. It is recommended to use general or cross-keywords, as most advertisers reject traffic on their own branded keywords (online casino, brazil online casino, etc.).

It is important to consider the key metrics from Ahrefs, namely: KD, Volume, GV, TP, and CPC.

KD - Keyword Difficulty estimates how hard it will be to rank in the top 10 organic search results for the keyword on a scale of 1 to 100.
Volume - Estimates the average monthly number of searches for the keyword over the past 12 months. The attached chart shows search volume trends over the past 12 months.
GV - Global search volume shows how many times per month, on average, people search for the target keyword across all countries in our database.
TP - Traffic potential shows the total amount of organic traffic that the top-ranking page for your target keyword receives from all the keywords it ranks for. Values are cached and may vary slightly across reports.
CPC - Cost per click shows the average price advertisers pay for each click on an ad in the paid search results for a keyword.

Here in the search results, you can also see the number of ads being promoted for each specific keyword in this geo.

Almost every service offers the option to export keywords to a table for further work.

Conclusion

Launching PPC in gambling requires the right approach and necessary resources. In this article, we reviewed the advantages of PPC, the essential resources for launching campaigns, and recommendations for building a semantic core and segmenting keywords.

Building a semantic core and segmenting keywords are essential steps in setting up PPC campaigns in gambling. The correct choice of keywords and their proper segmentation will help maximize efficiency and conversion rates for advertising campaigns.