PPC (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
Related terms
- CAC (Customer Acquisition Cost)Marketing
The fully loaded cost of acquiring one paying player, including media, affiliate, and creative spend. Compared against LTV to assess unit economics.
- First Time Depositor (FTD)Commercial
A player who has just made their first deposit. The conversion of a registration into an FTD is a primary commercial KPI and a standard affiliate payout trigger.
- FunnelMarketing
The sequence of states a player moves through (visit, register, verify, deposit, wager, retain). The unit of analysis for acquisition and CRO teams.
- Programmatic AdvertisingMarketing
Automated buying of display, video, and native ad inventory through real-time bidding platforms. A scalable acquisition channel subject to gambling-specific brand safety considerations.
- AffiliateMarketing
A third party that drives traffic and registrations to an operator in exchange for commission, paid as CPA, revenue share, hybrid, or tenancy.