High Stakes for Online Betting Companies: Creating Bigger and Better Results by Addressing Invalid Traffic

Metcalf discusses the risks being taken by online sportsbooksto create better results and higher site traffic

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In a highly competitive market with limited targeting, if you’re a betting company, you’re likely running a digital marketing campaign. Google Ads, one of the largest ad networks available, is a valuable tool for sports betting marketers because of its accessibility, reach and value for companies in the industry.

However, even when using premium ad networks likeGoogle Ads, betting companies are impacted by what’s known as invalid traffic. This is an issue across a range of industries – retail, technology, hospitality – but the risk is even higher in sports betting because of the vast amount of money involved. The global online betting market is anticipated to be valued at over $92.9bn by 2023, which is reflected in the invalid traffic rates we see – while the invalid click rate across all industries is 17%, it is 28%for gambling companies.

Sports betting companies running multiple high-investment marketing campaigns, including free bet bonuses and boosted odds, could inadvertently be investing millions into a channel that is filled with sources that will never convert into a paying customer. With a clearer understanding of where invalid traffic is coming from, and why betting companies can drive return on ad spend with greater conversions, they just need to know where to start.

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