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By: John Woods
World-leading online search engine, Google, recently announced its plan to lift its longtime ban on online casino ads – but what does this mean for the future industry?
The new policy is set for implementation in early 2020 and will allow online casinos to promote games and offers directly to their target customers whenever they use the search engine. Up until now, the ban imposed on online gambling had been detrimental to growth in the industry and has prevented legitimate online casinos from marketing their business effectively.
After all, Google is the most powerful search engine and receives approximately 5.6 billion searches per day. With that kind of traffic, Google is arguably the world’s leading advertising platform, and any business that is unable to promote themselves on it is missing out on a huge opportunity.
For this reason, many people working within the online gambling sector are excited about what the future will hold now that Google has finally got on board. Given the huge revenues that online gambling is capable of generating, many people are wondering why it has taken so long for attitudes to change.
Why Does Google Limit US Online Casino Ads?
Given the long and complicated legal history with US gambling, Google’s restrictive policy hardly comes as a surprise. Though recently Pennsylvania became the fourth state to legalize online gambling, the fact that there are still 46 more to go shows you just how far the country has to go.
Compared to other countries like the UK, where gambling laws are much more progressive, the US is still heavily conflicted, and opinions differ greatly from state to state. Rather than trying to cater to all of these fluctuating state laws and attitudes, perhaps it was just easier for Google to ban online casino advertising altogether and save itself the headache.
In a recent statement, Google Industry Head of Financial Trading and E-Gaming, Chris Harrison, claimed that the search engine has no intention of becoming a gambling company. Irrespective of what policy changes will arise over the next 12 months, Google makes it clear that it doesn’t want to have any direct affiliation with the online gambling industry.
Why is Google Changing its Policy?
Though Google’s advertising policy for online gambling is set to change in the first quarter of 2020, the company set the wheels in motion earlier this year. In June 2019, the search engine giant began allowing ads for online legal sports betting for its users in the state of New Jersey.
Now, as the online gambling market continues to grow, and more states have legalized it, Google has decided to capitalize on this lucrative opportunity. After the policy changes take place, regulated online casinos will be able to apply for a Google AdWords license and submit the ads to Google for review and distribution.
The Impact on the Online Casino Industry
Considering that “businesses make an average of $2 in revenue for every $1 they spend on AdWords,' this change in policy can have a significant impact on the online casino industry. As well as doubling revenues by increasing their reach, the success of these sites will likely achieve as a result is going to be difficult for other states to ignore.
Google Adword Keywords
Google’s new policy could play a significant role in the widespread legalization of online gaming throughout the US, and 2020 could be a huge turning point for the industry. Though we can only make predictions at this point, it’s safe to assume that the market will grow significantly over the next 12 months.
About John Woods:
John is a professional copywriter with seven years of experience creating gripping content for a wide variety of audiences. His work has been published on UC Today, No Jitter, OnlineUnitedStatesCasinos.com and InGenius. He’s a versatile writer who specializes in the fields of technology, cloud communications, as well as gaming and online casinos. In his spare time, he enjoys reading, watching football, playing guitar, and trying to learn Spanish.
Special Promotional Feature 335
Google, the world’s largest provider of internet search services, will permit advertisements from operators of online casinos in the four states that allow those offerings later this month, the latest sign the search giant is liberalizing its views on gambling-related content.
Google will allow four states to have online casino ads later this month. (Image: Veterans Today)
The ads will be allowed to run in Delaware, Nevada, New Jersey and Pennsylvania – the states currently permitting online casinos. In the Silver State, the largest US gaming market, operators aren’t allowed to offer games such as blackjack, craps, and other standard casino fare online. But internet-based poker is permitted.
We support responsible gambling advertising and abide by local gambling laws and industry standards, so we don’t allow certain kinds of gambling-related advertising,” according to Google’s advertising policies.
The California-based company was originally expected to greenlight the online casino policy sometime early next year, indicating it’s accelerating the time frame by saying the ads can appear later this month.
Google Ad Manager isn’t yet open to online gaming operators, but companies in the aforementioned quartet of states will have access to platforms such as AdMob, Google Ads, Google Display Network, and YouTube.
Advertising Additions
News that Google is moving up the timeline for online casino ads comes less than two months after the company announced an expansion of its internet sports betting advertising policy.
Adwords Google Express
In June, the search provider commenced a test, allowing sports wagering ads to be seen in New Jersey, but rapidly added Nevada and West Virginia to the mix. In October, Google signed-off on sports betting-related ads appearing in Indiana, Iowa, Montana, Pennsylvania, and Rhode Island.
Google Adwords Online Chat
Acceptable ad formats can vary depending on factors such as the platform you’re using, the status of your ad, and whether a publisher or partner has opted to show such ads,” said Google.
The company prohibits gambling-related ads – sports betting, online casinos and otherwise – from appearing in venues such as Gmail, customer review forums, shopping advertisements, and ads run by gaming property operators used to solicit reservations from would-be visitors.
Google Adwords Cost
A Potential Money Maker
Expanding its roster of online advertisers, even it’s in just four states, makes financial sense for Google. The sprawling online ad market is lucrative and dominated by the company. Google controls 37 percent of the global online advertising market, well ahead of second-place Facebook, which commands 22 percent.
Last year, the company generated $116.32 billion in revenue from online advertisements, meaning that figure more than doubled in just six years.
Although Google’s relaxation of gambling ad content is a more recent phenomenon, the company has long made money from the gaming industry. In a typical year, travel and tourism, the industry in which casino operators dwell, is one of the biggest spenders on Google AdWords.
In 2018, only the financial services and retail industries spent more on Google ads than travel and leisure.
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