Total traffic

13,484 278,399 76,529

Paid Campaign

AD TRAFFIC

KEYWORDS

AD POSITION

1-3 4-8 9+Ads in position

Ad position in Google (based on top 100 adwords)

Ad Position

Landing Pages

Toolbox

Will the merger of Paddy Power with Betfair shorten their odds of success?

208,662 94,005

1,170

2.58 4.38

3,380 1,228

3.23

6,936

2.91

3,583

2.94

Google Analytics

Google AnalyticsWebTrends

Crazy Egg

Qualaroo

Crazy Egg Crazy Egg Crazy Egg

Qualaroo

Google Analytics

Dynamic YieldEvergageGaugesUsabilityToolsiovation

StatCounterUnicaiovation

Adobe AnalyticsGoogle Analytics

Google Analytics

Maxymiser

Dynamic YieldUnicaiovation

Adobe TargetVisual Website Optimiser

Qubit Deliver

iovation Dynamic Yield

MaxymiserQuibit Deliver

Will the merger of Paddy Power with Betfair shorten their odds of success?

TrafficInsight: Revenue comes from traffic that converts. Having more traffic than your competitors is a real advantage.

Analysis: William Hill lead the way when it comes to traffic, and therefore already have an advantage in their online sales execution. Interestingly, the combination of Paddy Power and Betfair’s traffic levels would match that of William Hill making them a potential challenger for the traffic top spot in the future. Ladbrokes and Coral will trail well behind these two.

Paid CampaignInsight: If you are confident about your sales execution (i.e. customers stick on your pages and convert well) then you don’t have to outbid your competitors to gain a top 3 ad slot, which is where you will attract exponentially more traffic than position 4 or below.

Analysis: William Hill drive the largest amount of adword traffic with only Betfair coming close. Something to note however, is that Betfair are achieving their high levels of adword traffic with only a third of the number of keywords that William Hill have invested in. In fact, Betfair employ the lowest number of keywords out of all of the competitors but as a result of their good average ad position, they are converting this investment into traffic. Paddy Power are losing out here, they have a low average ad position and are not gaining the traffic that their investment should receive, this is an area in which they will want to gain from the merger with Betfair.

Landing PagesInsight: Landing pages are a mark of how well you understand the different customer needs that you are fulfilling. More pages and more thought is being put into the marketing proposition and the following sales execution.

Analysis: Ladbrokes are clearly in the lead when it comes to landing pages, by differentiating and segmenting their target market they will be making it easier for their customers to complete the sales execution. The opposite is true for Paddy Power and Betfair who both need to improve their customer segmentation if they want a more successful and profitable sales execution.

ToolboxInsight: Listening to your customers is vital, without understanding the needs and wants of a potential buyer it is near impossible to improve conversion.

Analysis: The Paddy Power digital team need to teach their Betfair counterparts a few lessons when it comes to the online toolbox. Paddy Power are employing a full set of tools and by doing so will be able to run a successful split-testing campaign guided by insight directly from their customers. The same can be said of Coral who also have an equally extensive toolbox and following their proposed merger would need to pass on this setup to Ladbrokes. This could leave William Hill at a significant disadvantage, they are failing to survey their customers and will be missing out on vital information as to how to improve their sales execution in order to drive more revenue.

What can you tell from this?• The obvious conclusion: William Hill are the leaders in the industry, by running an impressive campaign on top of a pre-existing high level of traffic they will be tricky to topple at the top of the betting industry tree.

• The inevitable conclusion: Whilst Coral perform well with their toolbox, they suffer when it comes to their paid campaign and traffic levels. By not ensuring a worthwhile result from their investment into keywords, their bidding strategy may need a review and a merger with Ladbrokes will require some serious attention being placed on the online sales execution of both parties in order to really challenge at the top of the pack.

• The surprising conclusion: The accumulation of Paddy Power and Betfair has the potential to challenge William Hill. By learning from each other’s digital execution they will both be able to improve their online campaigns.

• The insight: William Hill are in control at the moment, but could suffer in the near future if Paddy Power and Betfair work together effectively. With the stakes so high, there is no odds-on favourite and with the going hard it could be a photo finish.

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How they score against the Good Growth Benchmark

www.williamhill.com

0

20

40

60

80

100

www.paddypower.comwww.betfair.com www.ladbrokes.comwww.coral.co.uk

0

10

20

30

40

50

60

25

15

37 37

55

4/105.8/10 4/10

6.4/10 4.8/10

Search Traffic

1,746,351

2,450,919

0 1,500,000 2,500,000 3,500,000500,000

1,006,583

1,275,236

747,770

2,705,444

828,275

0.00.20.40.60.81.0