Brand bidding in iGaming is becoming increasingly competitive. When a partner or competitor engages in brand bidding, they enter the same auction and direct users through their affiliate ID. This leads to additional competition in the auction, resulting in a rise in Cost Per Click (CPC).
So, how much does this cost? Currently, the CPC for clean listings is around $0.70 to $0.40, with a volume of brand clicks reaching 20,000, which translates to approximately $6,000 per month. And this figure does not even account for commissions.
Why is it hard to notice these changes? Several factors contribute, including GEO restrictions, dayparting, redirect chains, and cloaking techniques.
In the iGaming sector, brand traffic is the most conversion-friendly. As a result, many companies are shifting from one-time checks to regular monitoring of their brand presence.
At a minimum, brands should be checked manually. Systematically, companies are moving towards regular monitoring of listings and redirects, potentially utilizing tools like Bluepear.