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.
Key takeaways
- PPC is auction-based search advertising in which operators pay per click on terms ranging from broad to brand to long-tail.
- Google and Microsoft apply gambling ad policies, including advertiser certification, market targeting limits and creative standards.
- Restrictive markets such as Italy have shrunk PPC's role, while it remains central in markets such as the UK and US.
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 optimising 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.
Sources
- Gambling and games (Google Ads policy) - Google Advertising Policies Help
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 optimise 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.