Bookies must keep up with the rapidly changing world of online betting, and one of the most recent challenges is the announcement that Google is further restricting gambling ads. Though Google’s platform has tremendous reach and the ability to bring in new clients, it is apparent that using this remedy to attract new patients can only be utilized by those who are licensed properly as a part of this powerful tool. Let’s break down what you need to know about these new rules, and what bookies need to consider in order to stand the test of time.
Google’s New Gambling Ad Policies: What’s Changing?
From September 25, 2024, Google will restrict even further which advertisers are allowed to offer gambling services on its platform. New rules The new regulations state that only betting companies with a legitimate gambling licence issued by the German regulator, the Gemeinsame Glücksspielbehörde der Länder (GGL) will be allowed to advertise. That affects all sorts of betting, including sports betting and horse racing to internet casinos, fantasy sports leagues and even lotteries.
But even licensing is not enough. All advertisers must be certified with Google, including advertisers who are promoting their own betting sites, as well as affiliates advertising on behalf of other gambling sites. Certification means that you have not only to comply with google ad policies but also the GGL standards is very high. If you’re a super affiliate and linking to several gambling offers on one landing page, well…sadly, with no license, you’re out of the game.
Though it’s a detail that is specific to Germany, this is a good warning for bookies everywhere. Google and others may be moving in this direction, and compliance is important.
What Unlicensed Bookies Face as a Result
The new policies present a crippling challenge for illegal bookmakers that depend on Google ads to lure bettors. Those businesses without the right license and certification will not be able to advertise on platform at all. That’s correct — if you’re not abiding by the rules, you’re more or less invisible to Google’s humongous user base.
This leaves the bookies’ only option to obtain the appropriate licensing, or find ways to advertise differently. Social media, influencer marketing or direct partnerships between companies and affiliates could replace advertising on Google as the new go-to strategies for businesses who can’t advertise on Google.
Moreover, this isn’t just about ad limitations — it’s a matter of trust. Nowadays, players are more skeptical, and will register to play on licensed and accredited betting providers. If you are unlicensed, that could be an issue for potential customers who would rather bet with a regulated operator.
Selecting the Ideal Pay Per Head Partner
In addition to dealing with Google’s new restrictions, bookies also have to ensure that customers will stay or come to them for the best service. This is where choosing the correct Pay Per Head (PPH) partner is essential.
A good PPH provider is more than just a place to take bets. They may provide services from live betting and in-depth stats through to a solid security team and round-the-clock customer support. This gets especially important when you have to comply with strict advertising policies such as Google does. So, with your marketing channels limited, retaining and impressing the punters who do make it to you is key.
Picture your PPH partner as an extension of your brand—a resource that allows you to put forth a professional, competitive, high-quality betting site. With the new regulations from Google hurting your ability to reach customers, the right PPH partner can help you maximize the customers you do get and keep your business running smoothly in light of more strict controls.
What’s Next for Bookies?
New advertising regulations around betting on Google may feel like a kick in the teeth, but see it as a chance to make sure your betting business is compliant, and ready for the future. Adhering to regulations and obtaining the right licenses will let you keep advertising on Google and the reach it offers.
But for those who can’t advertise through traditional channels, there are still other possibilities to look at. The key is to stay flexible – that may mean shifting your marketing focus to another channel or getting a long-term commitment with a great Pay Per Head provider, who can ensure that your punters are satisfied and your business is running smoothly.
The online betting world is very much a competitive one, and when the likes of Google make changes, it pays to keep in front. Whether you are licensed or exploring other paths, these educated decisions will pay off down the line.
