CPC to the bookies?

[skladfin]

Hey guys, quick question

I've seen the CPC on Google for keywords like "soccer betting" as high as $40~60. I assume these are bookies getting people to land on their sign up pages.

I'm wondering what a ballpark CPC is for affiliate sites that generate click-throughs to the same sign up pages.
I don't need anything laser specific, but just a ballpark. Or what would you consider them to be?

Thanks in advance.

[LukeC]

Both operators and affiliates bid on keywords like soccer betting - and pretty much every keyword that anyone can think of. CPCs are the same for both, it comes down to quality score so if you have a higher quality score you get a discount (https://instapage.com/blog/what-is-quality-score). If your QS is below average you're very unlikely going to be able to compete.

If you meant to ask about ballpark CPA not a CPC, aggregators (affiliates) generally convert better than someone clicking directly to an operator so you're generally getting lower CPAs than operators. That is true of pretty much every industry and is why they have a place in the market. It is critical you are turning as many of your paid clicks into bookie clicks as possible, and then maximising your click to FTD rates. You'll also want to retarget your PPC visitors too.

[skladfin]

Thanks for the info. Really useful.

I guess I should've been a little more clear though. I just meant like let's say you have an affiliate site - and you have an ad for a bookie. How much (in $), is each of those clicks worth to the bookies? Just a ballpark.

Cheers

[LukeC]

No bookie buys on CPC from affiliates and no bookie would consider the value of a click. They consider the value of each new depositing customer and that depends on the source of your traffic in the first place.

You might work out the value of sending a click, based on the earnings you get from each operator divided by the number of clicks you send them (though if you are doing rev share, you have to ignore the actual earnings and forecast the value of each player using that data to inform your forecast, otherwise you'll be wrongly biased towards those you have promoted for longer and built up a customer base with).