Search marketing roundup: September 2023

By iGBA Editorial Team

In a new monthly series, iGB Affiliate’s editor at large Corey Padveen rounds up last month’s essential search engine updates and tech developments.

The igaming industry is in a constant state of flux, with September unveiling numerous technological breakthroughs that can substantially impact igaming affiliates and the effectiveness of their marketing endeavours.

Google’s August 2023 Core Update continued to roll out and was followed up on 14 September by a Helpful Content Update. The latter removed prior guidance that the Helpful Content System would prioritise human-written over AI-generated content. In a LI post, Google analyst Gary Illyes also explained the background to an accompanying clampdown on sites renting out subdomains and subdirectories to typically unsupervised third parties. Whether or not this extends to the PR sites providing ‘parasite’ hosted content benefits through gambling sections remains to be seen.

This month’s roundup however delves deeper into the specific updates to Google Ads, Bing Ads, Copilot, and the latest AI developments, providing insights that affiliates can exploit to refine their marketing strategies.

1. Google Ads enhancements

September brought several enhancements to Google Ads, aimed at optimising ad performance and user engagement. The introduction of improved targeting features allows affiliates to reach their desired audience with greater precision, while new ad formats enhance visibility and interaction.

How affiliates can leverage: Enhanced targeting: Utilise the refined targeting options to reach specific user segments more accurately, optimising ad spend.

Interactive ad formats: Employ the new ad formats to create more engaging and interactive ads, boosting click-through rates and conversions.

Stay up-to-date with all the changes announced by Google here.

2. Bing Ads updates

Bing Ads also rolled out updates designed to improve ad relevance and user experience. Enhanced keyword matching and bidding strategies enable affiliates to optimise their ad campaigns, ensuring higher visibility and better conversion rates.

How affiliates can leverage: Optimised keyword matching: Take advantage of improved keyword matching to enhance ad relevance and performance.

Advanced bidding strategies: Implement the new bidding strategies to optimise ad placements and maximise return on ad spend.

For the full rundown of all the announcements from Microsoft Advertising in September, click here.

3. Copilot’s advanced features

Copilot unveiled advanced features this September, offering igaming affiliates innovative solutions for campaign management and optimisation. The platform’s enhanced analytics and automation capabilities enable affiliates to manage their campaigns more efficiently and make data-driven decisions.

How affiliates can leverage: Sophisticated analytics: Utilise Copilot’s advanced analytics to gain deeper insights into campaign performance and user behaviour.

Intelligent automation: Leverage the platform’s automation features to streamline campaign management and optimise performance.

To learn more about the full breadth of Copilot’s capabilities, click here.

4. Cutting-edge AI developments

AI continues to revolutionise the igaming industry, with September witnessing the emergence of more state-of-the-art technologies. These developments enable more accurate analysis of player behaviour and preferences, allowing affiliates to tailor their marketing strategies more effectively.

How affiliates can leverage: Personalised marketing: Employ advanced AI algorithms to customise marketing messages and promotional offers based on individual user profiles.

Behavioural analytics: Use AI-driven analytics to understand user behaviour and preferences better, enabling the creation of more targeted and effective marketing campaigns.

Find out more about September’s major announcements and innovations in the world of AI here.

September has therefore been another landmark month for technological advancements in igaming marketing, presenting affiliates with a plethora of opportunities to enhance their strategies. By leveraging the specific updates to Google Ads, Bing Ads, Copilot, and the latest AI and blockchain innovations, affiliates can further optimise marketing efforts, drive user engagement and maximise conversions.


Corey Padveen

is a partner at t2 Marketing International, editor-at-large for iGB and the author of Marketing to Millennials for Dummies. He is also a contributing author to Digital Marketing All-in-One for Dummies.

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