William Hill is one of the world’s leading betting companies and specialises in offering legal off-track wagering.
Founded in 1934, they have over 70 years of experience offering betting services. They currently operate over 2,000 licensed betting offices in the UK and have over 450,000 telephone clients worldwide, making them the worlds largest telephone betting organisation. They operate the fastest growing Internet gambling site of any UK based betting company with 292,000 active clients. They also operate 7,500 Fixed Odds Betting Terminals and 600 AWP machines across our retail estate. They are universally recognised as one of the world’s leading bookmakers.
Campaign Objectives
- Build William Hill’s brand further through online channels
- Increase the customer base through online registrations
- Build awareness of William Hill’s website, and increase visitor usage
- Communicate benefits of the site to its online audience
Industry Issues
Over the years we have seen this particular industry become increasingly saturated with new online gaming companies continuously entering the market. Therefore, there is a great need for differentiation in the market place and to “stand out” from the competitors.
With recent US legislations there was an uncertainty of gambling advertising laws placed in the UK Market. In addition strict guidelines stipulated by the search engines on PPC copy and CPC advertising has made it a challenge for both William Hill and affiliates to drive traffic to their site.
Solution
- Developed attractive CPA offering to drive interest
- Regular meetings allowing dgm to work as a strategic partner and understand William Hill’s online marketing objectives.
- William Hill wanted to pay out on “bet staked”, so dgm provided an effective solution to enable them to do this.
- Seasonal and Event specific creatives were developed in order to increase conversion rates and to help affiliates drive targeted traffic through e-mails and complimentary websites.
Results
- Over 3.2 million impressions
- Over 240,5000 clicks
Testimonial
“Through dgm’s extensive and high quality online network, William Hill has been able to maintain its market share in a very competitive affiliate network. Both the quality of the account management and the resulting return on investment has been impressive. Through the tiered commission structure, dgmAffiliates” network is motivated to heavily promote our campaigns, making affiliate marketing a very cost effective way to recruit new customers.
James Lowe
Affiliate Marketing Manager
William Hill
William Hill Case Study - download as pdf
