According to the company's latest gambling policy change, ads for sports betting from recognized and state-licensed companies in New York State are now permitted through Google Ads. The New York State Gaming Commission has confirmed that this is the case.
However, Google will not alter the policy until January 8, 2022. Specifically, Google stated that “the gambling and gaming policy page will be modified once the policy is implemented.” https://support.google.com/adspolicy/answer/11522848?hl=en&ref_topic=29265
Wherever it is permitted, sports betting have long been a thriving industry that has encountered numerous difficulties along the road.
Country-specific regulations and monitoring systems for the gambling advertising industry, which have shown to be constantly innovative and increasingly lucrative, exist in countries like Germany, the United Kingdom, Finland, and Australia.
What Is The Reason For The Change?
The Professional and Amateur Sports Protection Act, a federal statute passed in 1992 that prohibited all but a handful of states from authorizing sports gambling, was overturned by the Supreme Court in January 2022.
Who Is Affected By This?
So you should expect gambling websites and mobile applications from firms such as Caesars Sportsbook, DraftKings, FanDuel, and Rush Street Interactive to take advantage of this.
What Is It That We Are Concerned About?
If you have clients or run advertisements for a firm that offers sports betting online, you may want to consider expanding your Google Ads for New Yorkers campaign. Also good for sports betting apps. There are many of them on Google Play.
Advertisements for Gambling Products on Google
Particular limits apply to every gambling and casino game that you must adhere to to be eligible to advertise with Google. Nonetheless, four major restrictions apply to all sorts of Google gaming adverts.
Advertisers Are Required To Hold the Appropriate Google Ads Certification
You must have a Google Ad certification as a minimum requirement to advertise with Google. With this certification, you can demonstrate to Google that you are an expert in online advertising and, as a result, understand how to advertise on their platforms appropriately.
You may learn more about the Google Ads certification application process here: https://skillshop.exceedlms.com/student/catalog/list?category_ids=53-google-ads
Gambling Advertisements Must Only Be Shown In Countries That Have Been Approved
Your Ads must only target people in the sanctioned countries if you want them to be authorized by Google. On their help website, Google provides a comprehensive list of nations and information on their local gaming and casino-related advertising legislation.
All Advertisers Must Have a Landing Page That Contains Information on Responsible Gambling
Advertisers must take care not to target children in their gambling and casino advertising campaigns; this includes anyone under 21. Warnings regarding the dangers of addiction and compulsive gambling and information on how to receive treatment must be placed in public places.
Checkou our another popular post if you are planning for PPC ads: PPC Checklist 2022 For Quick Reference
Google Permits Ads for Gambling and Casino Games
When it comes to advertising on Google Ad networks, Google is very particular about which gambling and casino games are allowed. What happens if you break the rules of a gambling establishment?
Ad or extension disapproval: Ads and extensions that do not adhere to this policy may be removed from the site or blocked entirely. A disapproved advertisement will not appear until the policy violation has been corrected and the advertisement has been approved.
Account suspension: If you have multiple violations or a significant violation, your account may be suspended. If this occurs, all advertisements in the suspended account will cease to run, and Google may decide not to accept advertising from you in the future. In addition, any associated accounts may be permanently suspended, and your new accounts may be suspended automatically during the setup process.
As part of its commitment to providing users with a safe and positive experience, Google demands that advertisers comply with all applicable laws and regulations, as well as the Google Ads standards.
It's critical to become aware of and stay up to speed on the criteria for the locations where your organization operates, as well as any other locations where your advertisements may appear.
As we can see, Google is now getting into the betting arena. They have started this with sports betting now. Who knows, in future they can allow more options based on the region laws.
This update also means more people will see sports betting ads on YouTube. Remember, YouTube also comes into Google Adwords.
This affects the Google advertisers in New York. If you are into sports betting, I say this is the right time to get into it. Before the wagon gets full with many other sports betting advertisers.
This update also allows sports betting app to advertise themselves now. So it is surely going to get full soon and the CPC of sports betting will increase.