part5: Conquering PPC policies.

Conquering PPC policies.

This series will explore the PPC policies. By far, Google has predominantly taken over the market and hence, its policies are important to any iGaming campaign as there indirectly determines the number of traffic via the search engine.

Most noticeable iGaming operator policies:
a) Google only allow advertisement of gambling sites that are within their jurisdiction. For instance, 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.

b) Licensed operators in the following countries are deemed eligible to run Adwords campaigns:
o United Kingdom (England, Wales, Scotland)
o Ireland
o Austria
o Italy

Conversely, in Australia, only state licensed sportsbook operators can run Adwords campaigns. iGaming operators can only target new player acquisitions in their licensed jurisdiction.

c) You will need to set up a new Adowrd account by filling out an application and the lgal declaration if your want to promote online gambling through Adwords. Details on your gambling licence wuch as licence number and regulatory authority are required.

d) while this process would require several weeks to be completed. However, the process can be expedite by working with an established, third-party SEM agency such as Income Access due to 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.

Most noticeable aggregator / affiliate policies:
a) A separate Adwords accounts are required for their gambling campaigns as requested by Google.

b) While they do not need a licence to apply for Adwords account, they must be promoting icensed operators in the jurisdiction that they are applying for an Adwords account.

c) Separate Adwords account for each of the websites are required for affiliates/aggregators who own several websited and wnat to run multiple PPC campaigns to these sites.

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