Marketing
PPC (Pay-Per-Click)
Pay-Per-Click
Definition
Digital advertising paid on a per-click basis, typically via Google Ads and Microsoft Advertising. A core acquisition channel for operators in markets that permit it.
Why it matters
PPC is one of the most-used digital acquisition channels for operators in markets where gambling advertising is permitted. The mechanics are auction-based bidding on keyword terms, with operators competing on cost-per-click for terms ranging from broad ("online casino", "sports betting") to brand-specific to long-tail. The major platforms (Google, Microsoft) have specific gambling advertising policies that operators must comply with, including verified accounts, market-specific targeting restrictions, and creative standards.
PPC competition in regulated markets can be intense. Major markets see substantial CPCs on prime keyword terms, particularly during peak betting seasons (football season openings, major US sporting events, the Cheltenham Festival). Operators run dedicated PPC teams optimizing campaigns continuously. The shift toward more restrictive markets (Italy effectively banning gambling search ads, Spain restricting, others applying creative limits) has compressed PPC's role in some geographies while it remains central in markets like the UK and US.
Frequently asked questions
What's a typical CPC in iGaming PPC?
Highly variable by market, keyword, and competitive intensity. Major branded terms can see substantial CPCs ($5 to $20+); generic terms in competitive markets even higher; long-tail terms much lower. The blended cost-per-acquisition through PPC is what operators actually optimize against, factoring conversion rates.
Do Google and Microsoft restrict gambling ads?
Yes, extensively. Both platforms require certification or verification of advertisers, restrict targeting to specific permitted markets, prohibit certain creative content, and apply specific landing page requirements. Policy violations can lead to ad account suspension, which is a meaningful operational risk.