Four tips for SEA campaigns around sporting events
1) Tailor messages to search queries
With the help of Ad Customizers, dynamically generated ads can be displayed in Google's search engine marketing and thus tailor-made advertising messages can be distributed. The ads are individually tailored to each search query or website accessed. Attract attention with time-dependent call-to-action functions, for example with a countdown that shows the time until the event. The numerical value is generated and adjusted dynamically whenever a user sees the ad, and the principle can also be applied to unit quantities, provided they reflect the actual stock of goods.Example:Get your EM jersey now!12 days to go until kick-off.Example:By bus to the European Swimming Championshipsto London. Only 5 places left.
2) Building on past activities
With creative remarketing campaigns, you can reach sports enthusiasts who have already visited your website or used your app, for example because they have already purchased a ticket. To do this, you need to implement a remarketing tag on your website or in your app, create remarketing lists and set up campaigns that use these lists. The following example refers to users from the "Football World Cup 2014" remarketing list.Example:Celebrate like at the 2014 World Cup!Cheap tickets for the 2016 Olympics.Ads for users from your remarketing list are displayed either in the Google Display Network or in Google Search. As these users have a high affinity with your brand or your products due to their visit to your website, it is worth bidding a higher click price on keywords that these users are searching for.
3) Address customers in a targeted manner
Remarketing campaigns can be implemented even more specifically with Google Customer Match. To do this, create lists based on your customers' email addresses and upload them to Google. This allows you to place targeted ads for these customers in Google search as well as on YouTube and Gmail.CRM data, for example, can be used for targeting via Customer Match. Create lists of email addresses according to company-relevant criteria and control them with different bid vectors depending on their relevance.
4) Attract attention with real-time information
If you are fast, you can also score points with customers with ads that pick up information in real time. For example, integrate the latest scores to attract the attention of sports fans.Example:Will it stay 1:0 for Switzerland?Bet live now with wetten.de.
