If You Know PPC And Want To Change Your Life, Read On…
Gradually more and more countries, both in Europe and the world, are passing laws to govern their online gaming markets. As this happens, opportunities for skilled and experienced pay per click advertising specialists are opening.
- 1 If You Know PPC And Want To Change Your Life, Read On…
- 2 Pay per click jobs are available in iGaming right now
- 3 In PPC, data is everything
- 4 Presentation and communication skills are vital
- 5 What PPC jobs are there in Malta?
- 6 How much are PPC salaries?
- 7 If you are looking for a PPC job in iGaming in Malta, let us help!
Pay per click jobs are available in iGaming right now
The world of igaming is split into three types of markets. The first are regulated markets, such as the UK, where stringent laws and rules exist to oversee igaming and betting companies and to protect the rights of consumers. The second type of markets are known as grey markets. These make up the majority of the world, where igaming is neither legal or illegal – quite simply, no laws currently exist. The final markets are known as black markets where there are rules that either forbid or severely restrict online gambling.
These types of market produce different types of revenue and pose different risks and challenges.
Black markets pose problems where company directors might be subject to arrest if they ever visit the country, for example.
Since grey markets are in the majority, most igaming businesses operate in one or more of these markets. The companies run the risk that the market might change and their revenue will cease. Major tech firms such as Google and Facebook require companies to produce proof that they are legally allowed to advertise in grey and black markets, which generally prevents PPC advertising. In these markets, companies often rely on SEO traffic as their main client acquisition channel.
In regulated markets, company revenue is worth more because it is legal and so – in theory at least – is more sustainable. If an igaming company is listed on a stock exchange, for example, regulated revenues are much more valuable to a company’s market cap. Advertising in these markets is usually subject to oversight and regulation, but it is allowed. This means that as more countries pass laws to regulate igaming, more pay per click marketers are needed to create, run and optimise advertising campaigns.
For example, in late 2018 to early 2019, Sweden enacted laws to regulate gambling businesses. Since Sweden is one of Europe’s main igaming markets, this immediately opened opportunities for PPC marketers. Other European markets moving in the direction of regulation in mid 2019 include the Netherlands and Italy.
In PPC, data is everything
Pay per click marketers and their campaigns create lots and lots of data. Every keyword, advertisement and campaign is creating data all day every day regarding click through rates, conversion rates, spend, income and profitability. Therefore, PPC marketers must be very comfortable with data and big spreadsheets.
Presentation and communication skills are vital
Since pay per click advertising requires a fee to be paid with every click, ongoing budgets are required. In regulated markets, the cost per click is usually high. The gambling sector – including sportsbook, bingo, live casino, slots and table games – is usually amongst the most expensive PPC sectors in every country.
This combination means that the budgets companies need to spend to be successful are either large or very large, every month. Company management in any business takes a close interest in all large expenditures and that always includes PPC. This means that PPC marketers spend a lot of their time preparing and presenting reports to management and internal stakeholders to keep them updated on their marketing spend and it’s profitability.
What PPC jobs are there in Malta?
Larger companies will have a team of paid acquisition marketers. The team will be lead by someone with a title of Head of Digital or Head of Digital Acquisition. Below them will be a Head of PPC. Depending on the business and it’s sophistication there may also be media buying (banner ads), programmatic advertising (data and AI driven banner ads) and native (ads made to look like online content). Very large companies will need staff that speak multiple European or Asian languages and can do these quite specialised jobs. The more countries a business operates in, the more staff they will need in their digital acquisition team.
The head of PPC is usually going to be a very experienced marketer. These roles are often filled by staff that have worked for large advertising agencies where they work for multiple clients, in different sectors with very large budgets. That kind of previous experience is very likely to lead to lower acquisition costs and higher returns on advertising spend.
Smaller businesses are likely to employ one specialist marketer to run their PPC campaigns and possibly others such as general media buying too. As PPC is relatively new to many igaming companies, the salary ranges are perhaps a little underappreciated. Once PPC becomes a consistently larger source of revenue, their importance and wages will likely grow strongly.
How much are PPC salaries?
In early 2019, the highly regarded Boston-Link salary survey suggested that PPC Managers salaries ranged from €30,000 to €50,000 depending upon experience. In 2018 there were relatively few new positions that were filled, with the vacancies left open, making it difficult to estimate an average. As more countries regulate, this will change and many more roles will be available.
If you are looking for a PPC job in iGaming in Malta, let us help!
PPC roles in Malta are very difficult to fill because so few genuine experts live and work in Malta. At MaltaStar we have partnered with one of the igaming sector’s leading recruitment agencies who can help you to find a fun and challenging role in the growing igaming and betting sector. If you speak English as a second language, but your mother tongue is perhaps German, Swedish or Danish then you are in very high demand! Please follow the link below and send us your details today.
Photograph (c) ScheiMedia