MrQ, a successful slots and casino focused operator in the UK, is using Sportradar ad:s Paid Search to:
Scale paid search campaigns by 2.5 times while maintaining profitability
Save thousands of monthly search spend using our search term benchmarking tool
Analyze search terms by distinct casino topics for precise targeting
Improve ad relevancy scores using our dynamic landing pages tool
Amplify other marketing activities through coordinated search campaigns
Territories covered: UK
Product/s featured: ad:s Paid Search
Website: www.mrq.com
HQ: St. Albans, UK
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MrQ had successfully optimized their paid search campaigns on a small scale, achieving good ROI and acquisition metrics. However, when attempting to scale these campaigns to reach more casino customers, they found their growth didn't keep pace with increased spending, creating a significant barrier to expansion.
Sportradar's ad:s Paid Search solution provided MrQ with sophisticated search term benchmarking tools specifically designed for betting and gaming operators. The solution analyzes search terms by distinct casino topics (e.g. slots, blackjack, roulette), enabling precise targeting and market positioning for each topic category.
This technology, combined with expert guidance from the ad:s team, allowed MrQ to identify the most effective search topics and compare performance against industry standards. In one of the first moves, our ad:s channel experts recommended pulling back thousands of pounds of media budget on the Blackjack topic and investing it in other topics, like online casino and slots, which immediately made an impact on their performance metrics.
On top, Sportradar’s dynamic landing page tool automatically optimized the content of the landing page to the content of the ad for different casino games, ensuring perfect relevancy and further boosting performance.
The partnership delivered exceptional results, with MrQ achieving 2.5 times more growth when scaling their campaigns compared to their pre-Sportradar performance. The sophisticated topic analysis enabled the team to identify and cut unprofitable campaigns, generating £10,000 in monthly savings from blackjack search terms alone, while redirecting budget to better-performing areas.
Costs per acquisition were reduced by 18% year on year after initiating the partnership, with the implementation of dynamic landing pages contributing to overall performance by improving Google Quality Scores by up to 50%.
By analyzing distinct casino topics separately and optimizing landing pages dynamically, MrQ has established a framework for sustainable growth in their paid search campaigns.
Ready to boost acquisitions at the bottom of the funnel? Scale your paid search campaigns with our industry-specific search term benchmarking and dynamic landing pages tool.
Learn moreFounded in 2018, MrQ is a slots and casino focused operator serving the UK market. Initially launching as a bingo brand, the company has evolved to become a significant player in the online casino space. MrQ differentiates itself through its commitment to responsible gambling and realistic marketing approach, positioning itself as an entertainment platform alongside streaming services and other digital entertainment providers.
