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Following on from the above, it is important to assess the search volume per regulated state. This can be used to weight bids against various segments. The key to controlling this is a well-structured list of negative terms before launch to help avoid unnecessary costs. It was announced in October that Google would be lifting the ban on online casino advertising, much to the joy and excitement of operators, affiliates and igaming specialists. Tags PPC. Far too often advertisers will enter the auctions under-prepared, and with prices this high and intent as ambiguous in this new-found territory, failing to optimise accordingly is simply an exercise in wasting money. However, promoting casino is different to sports, and there are certain factors in user behaviour and the Google platforms that should be taken into consideration when planning for launch. A key feature is household. Roy Coughlan is an online acquisition specialist, and head of performance marketing at Kwiff. These are as follows:. The next step will be keeping them active while monitoring their behaviour. Keep an eye on these for the first few weeks and factor this into budget pacing. 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. Don't panic, pivot! Dominating terms during pay-day cycles is a tried and tested method in driving volume and increasing conversion ratio. Author: Roy Coughlan Roy Coughlan is an online acquisition specialist, and head of performance marketing at Kwiff. Related articles. With the online gambling vertical in its infancy in the US, the intent of a user searching casino-related terms is not always going to be to play online. Viral marketing: still attainable? Mary Ivanova on nurturing affiliate programs more.{/INSERTKEYS}{/PARAGRAPH} Casino culture is that of entertainment often outside of the act of gambling, with shows, restaurants, magicians, bands and DJs, and a plethora of branded and generic search terms will display clear signs of land-based intent. This will ensure you pay lower market prices for traffic. There could be many new lessons to be learned. The auctions are already crowded with affiliates and operators alike, and it will be interesting to see how the pure online players will fare against the already established land-based giants. This is also key when controlling search activity around branded queries. With Google opening its platforms to the industry, the future for casino advertising looks bright. With the market set to open as other states liberalise their policies, the faster experience and insights are gathered the easier it will be to build player books. The opportunity to use Google Ads to both pull customers who are looking to play online through the search network and AdMob, as well as promote branded activity through the display and YouTube networks, will allow operators to build on what they have learned from promoting sports over the last six months. Advertisers that choose to rush towards the digital Klondike should remember that, while some of the above principles remain the same in other territories, the US is only just beginning its journey. So customise the journey! Factor in the ad and the landing page, and help increase the Quality Score. Skip to main content. Enter the market with a strong landing page and continually test the performance, factoring in metadata, user experience and page speed. Forecasting for potential reach is a combination of the reach available and the intent, and operators and aggregators will need to budget according to the latter. With gender targeting, this opens up further control of budget. Estimated reach in the three regulated online casino states accounts for 38 million of the current 64 million for all forms of gambling, indicating the mass of potential casino players see Fig 2. With prices like that, the conversion rate is of the utmost importance and the many factors that go into influencing this will need to be addressed and prepared at the very least in conjunction with budget discussions. {PARAGRAPH}{INSERTKEYS}With Google Ads opening to online casino from as early as January next year, Roy Coughlan looks at what to expect when running pay-per-click campaigns in the US. Certain operators with sports and casino products have a head start, yet there will be a long line of new players looking to enter the auction, boasting freshly acquired gambling licences looking to take up market share. If traffic is expensive, and bidding on exact match head terms will eat up budgets, a broad and phrase is your best bet in driving volume and expanding on searches. By doing this you will maintain prices and ensure you are paying the minimum to gain impression share. When the floodgates open, the following tips will be key in helping drive strong volume while maintaining efficiency:. Only a portion of these will be with the intent to open a casino account online, if the searcher even knows this is possible. This is the same for the states, yet with each one comes nuances in the cycles. While not a game-changer by any means in the igaming vertical, use of in-market segments and demographic data can give your campaigns some additional signals for targeting. Major efforts will need to be in place to establish responsibility in managing the players that are brought in.