The Cost of Google Ads for Online Casinos
A typical question we get asked when discussing Google Ads for online casinos is: "How much will my campaign cost me?" Our answer is always along the lines of: "How much would you like to budget?"
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The client will typically come back with a figure in mind and then naturally ask: "So, how much traffic would that get me?" A simple question, as the client just wants some clarity on what sort of return on investment they can expect. Unfortunately, the answer is not that straightforward.
This guide offers some general guidance on what you can expect from your Google Ads budget, and on the average CPC (cost-per-click) for some of the more popular online casino search terms. For our research we tend to use Google data.
Get In TouchWe use Google Keyword Planner to look at around 20 of the more popular gambling related keywords on Google, with their average monthly search volume (averaged across a 12 month period) and a low and high top-of-page bid range for each.
Google gives a low and high range bid for each search term. The top of page bid range can be affected by a number of factors such as Quality Score, device, time of day and competition.
Google provides the "Avg. monthly searches" figure as a guide. It will vary from month to month and is a relative figure that will not always match up to actual searches performed. These volumes still give a good understanding of which keywords are searched the most, and gambling related keywords make up a large proportion of the most popular and most expensive keywords on Google.
Search volumes give clarity on which keywords are going to be the most competitive. Search terms with higher volumes mean potentially more exposure and impression share, but are clearly more competitive and therefore more expensive.
Looking at other software tools such as SEMrush, the organic search volume and paid search CPC data they provide is very similar.
How Much Traffic Can You Get?
Using the figures Google provides, we can make some reserved assumptions on the budgets required. Working with an average CPC of £30.00 (low range) and £60.00 (high range), here is what you can expect in terms of clicks for varying budgets.
£5,000 Budget
Around 167 clicks at the low range CPC, or 83 clicks at the high range.
£10,000 Budget
Around 333 clicks at the low range CPC, or 167 clicks at the high range.
£25,000 Budget
Around 833 clicks at the low range CPC, or 417 clicks at the high range.
£50,000 Budget
Around 1,667 clicks at the low range CPC, or 833 clicks at the high range.
In Summary
Targeting high traffic search terms without closely monitoring bid management can quickly exhaust budgets. High traffic keywords can be one tactic, but broadening the range to lower searched variants and longer tail derivatives may deliver a higher rate of traffic and allow your budget to work harder for you.
While you are working on getting your website ranking organically, Google Ads will give you the injection of traffic and conversions you are looking for. The key is to manage your bids and budgets, while tracking conversions and understanding cost-per-acquisition and the lifetime value of your customers.
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