Everything You Need to Know About PPC Gambling Advertising on Google

Pay-per-click (PPC) advertising is one of the most popular forms of advertising for online gambling affiliates. But what does it mean, and do casino Google ads – and sports betting, for that matter – have to abide by different rules compared to other industries?

We will answer both of these questions in this article…

What Is PPC?

PPC is a form of paid advertising where advertisers pay Google for each click they receive. It is one of the most popular forms of paid advertising, alongside cost per mille (CPM) where you pay per 1,000 impressions.

Using PPC advertising provides a great opportunity to engage specific audiences and drive them to your site. If you’ve correctly strategized beforehand, you can enjoy excellent results for minimal costs. It’s also effective for generating leads to your sportsbook and casino partners if your ads – along with your landing page and offerings – are enticing.

In addition to Google, you can perform PPC advertising on numerous platforms including Bing and various social media networks.

Does Google Have Different Rules for Gambling Advertising?

Gambling advertising has come under significant scrutiny in recent years, with some people calling for even stricter measures to come into force alongside what’s already in place. So, do you have to abide by different rules when performing sports betting and casino PPC ads?

In short, yes – you will have to keep several things in mind when putting together your advertising campaigns.

Casino Google ads, along with other gambling ads, are permitted but only if you meet multiple conditions. First and foremost, you must comply with local laws and gambling advertising standards – which could differ depending on where you are.

That’s not all, though. Before you start running PPC Google gambling ads, you must – without exception – complete the relevant certification that allows you to do so.

Google allows you to promote various kinds of gambling ads, including both online and offline games. Social casino games are also permitted, but the rules are a little different. You can find a complete overview of what Google does and doesn’t allow here.

How to Set Up a PPC Campaign on Google

Once you’ve decided that PPC gambling ads are for you, you’ll need to consider several factors before you get started. First, make sure you’ve passed the necessary certification for running gambling ads touched on above.

The most fundamental place to begin is with your goals. Ask yourself: What do you plan to achieve from the advertising campaign? Are you looking for more leads to landing pages, or do you want to drive conversions to your sportsbook and casino partners?

Since Google is a search engine, you’ll also need to think about the terms you want your ads to appear in. Moreover, you will need to remember that certain terms cost more than others to advertise on so be mindful of this when working to a fixed budget.

Once you’ve done that and made your advertising materials, you’ll need to go into your Google account and select the necessary options to get your campaign up and running.

How to Monitor the Success of Your Google Ads Gambling Campaign

Once your Google Ads gambling campaign is live, you’ll need to make sure that it is successful. Doing so will require monitoring how your ads are working in line with your goals.

Since you’re aiming to get people to click on your ads, the clickthrough rate is a good indicator of whether what you’re doing is working or not. Similarly, you’ll want to look at how many people are engaging with your landing page and completing the desired outcome once they’ve clicked through.

To measure the success of your campaign, you’ll need to let it run for an extended period of time. One week is a good barometer to measure everything by, and you can then make the appropriate tweaks for your following campaigns once you’ve got that information.

Running PPC Ads on Google Is a Little Trickier, But You Can Achieve Excellent Results If You Plan Correctly

Running gambling advertising ads on Google isn’t easy, but the potential rewards are big if you learn as you go and take a more long-term approach. PPC advertising is an excellent way to get more eyeballs on your site, and engaging ads will enable you to stand out among your competition.

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Author: Sofia Barrett