Preparing for casino PPC in The US
By
Aaron
Noy
Cross-selling poker players into casino was the key for revenue generation in licensed markets during the lockdown, but the return of major sports will present PPC affiliates with a unique opportunity, writes Feargal Byrne
It was announced in October 2019 that Google would be lifting the ban on online casino advertising, much to the joy and excitement of operators, affiliates and igaming specialists. No specific date has yet been announced but as early as next January, Google Accounts in licensed states, which currently include New Jersey, Pennsylvania and Delaware, will be able to serve ads promoting casino activity, further adding to their direct media buying strategies for new player acquisition. This decision comes after the recent move by Google to allow even more states, namely Indiana, Iowa, Pennsylvania, Montana and Rhode Island, to offer sports betting ads through the company’s AdWords platform. These join New Jersey, Nevada and West Virginia as nine of the 13 states in the US where sports betting is currently legal. Right now in the above-mentioned legal states, terms such as “online casino” and “play slots online” already have ads from operators and aggregators alike vying for the attention of the user and trying to increase visibility and click-share in the market (see Fig 1 below).