Last week we featured Part 4 of our 7-part series on PPC Budgeting Secrets, called Dividing your Campaign Budget Across Markets. We looked at how to best divide your PPC campaign budget across different markets according to (1) the markets you are targeting, (2) the search engines that permit PPC in those markets, and (3) the respective market share of each of those search engines.
This week we’re exploring PPC policies. Google’s market predominance means that Google’s policies are particularly pertinent to any iGaming PPC campaign, as these policies directly govern how traffic can be purchased from the largest search engine. Google’s policy has separate policies for operators and affiliates. So let’s explore them together.
Most noticeable iGaming operator policies:
- Google only permits the advertising of sites that are licensed to advertise gambling in their jurisdiction. For example, any UK operator that wants to advertise through Adwords needs to be registered with the Gambling Commission and must provide Google with a valid operating license number and a copy of their license.
- Licensed operators in the following countries are deemed eligible to run Adwords campaigns:
- United Kingdom (England, Wales, Scotland)
- Ireland
- Austria
- Italy
- If you want to promote online gambling through Adwords, then you need to first set up a new Adwords account by filling out an application and the legal declaration. During this process, you will need to provide details on your gambling license – e.g. license number, regulatory authority, etc.
- This process can also take several weeks, but can be fast-tracked by working with an established, third-party SEM agency such as Income Access. Because of their relationship with Google, such third-parties are able to fast-track the application process because Google trusts them to ensure that advertisers meet the quality guidelines that Google enforces for iGaming advertisers.
In Australia, only state licensed sportsbook operators can run Adwords campaigns. iGaming operators can only target new player acquisitions in their licensed jurisdiction.
Most noticeable aggregator / affiliate policies:
- Google requires that affiliates apply for separate Adwords accounts for their gambling campaigns.
- Affiliates/ aggregators do not need a license to apply for an Adwords account. However, they must be promoting licensed operators in the jurisdiction that they are applying for an Adwords account.
- If affiliates / aggregators own several websites and want to run multiple PPC campaigns to these sites, they will need to apply for a separate Adwords account for each of the websites where they want to run PPC campaigns.
Whether you master these policies on your own, or you need some expert advice from our SEM Agency to help get you started in the right direction, understanding and applying these regulations is a must-have for the success of any iGaming PPC campaign.
Next Thursday, in Part 6 of PPC Budgeting Secrets, we’ll look at ensuring that your budget is properly allotted among various keyword sets, by examining search volumes and keywords trends.
- Using Adwords for Gambling Ads
- Part 4: Dividing your Campaign Budget Across Markets
- Google White Listing Policy Change
- Does Google Adwords Allow Gambling Ads?
- How Do I Maximise My Adwords Campaign?
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