When Brand PPC Increases in iGaming
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When Brand PPC Increases in iGaming
If a partner or competitor launches brand bidding, they enter the same auction and direct the user through their affiliate ID — additional competition appears in the auction, and CPC rises.
How much does it cost?
(Current CPC − CPC for ‘clean’ listings) × volume of brand clicks. Example: (0.70 − 0.40) × 20,000 ≈ $6,000 per month. And this is without considering commissions.
Why it’s hard to notice:
In iGaming, brand traffic is the most converting. Therefore, many companies are moving from one-time checks to regular monitoring.
At a minimum, check the brand manually.
Systematically — switch to regular monitoring of listings and redirects (for example, using Bluepear).
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